The licensing arm of global sports, fashion and media giant IMG Worldwide, will act as the exclusive representative of the former fighter’s brand in Europe and Asia. “IMG Licensing is honoured to be entering into this partnership with MAE,” said Bruno Maglione, executive vice-president and global managing director of IMG Licensing.
“Ali’s inspiring personal journey, his achievements both in and out of the ring and his devotion to humanitarian efforts are all material for branded concepts and product ideas,” added Maglione. Ali, widely considered to be the finest boxer of all-time, has undertaken many fundraising missions to raise food and medical supplies to millions of people in recent years.
Kelly Hill, vice-president of licensing for MAE, added: “IMG is clearly the leader in sports licensing of all kinds, but what attracted us most is their proven track record in developing new and innovative licensing concepts that leverage the characteristics of brands and iconic personalities outside of the natural core competency.”
