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Concacaf signs first global licensing deal

The Confederation of North, Central America and Caribbean Association Football (Concacaf) has secured its first exclusive master licensee and licensing agent through a multi-year agreement with OEG Sports.

The agency, part of the One Entertainment Group, will serve as Concacaf’s global master licensee and licensing agent for consumer products.

The agreement covers a range of championships through 2022 including the Gold Cup and newly launched Nations League, as well as properties such as development-focused youth tournaments and initiatives.

OEG Sports will develop consumer products and merchandising programs across all major consumer product categories for distribution in stadia, online and at retail throughout the Concacaf region. The portfolio of licensed products based on the Concacaf brand includes apparel, accessories, sporting goods, novelties, food and beverages, personal care, gaming and apps, music, and premiums.

“We are delighted to partner with OEG Sports to build and extend our presence in the consumer products market as part of the strategy to grow and diversify our business and in partnership with our 41 Concacaf member associations,” Concacaf general secretary Philippe Moggio said.

“We view this agreement as a great opportunity to open an all-new consumer products platform in our region to further promote the game of football and engage fans in multiple ways with our Concacaf brand.”

OEG Sports already holds similar partnerships with the likes of Mexican Liga MX clubs Chivas Guadalajara and Club America, Spanish LaLiga outfit Real Madrid and German Bundesliga team Bayern Munich.

Alex Altamirano, vice-president of sales for OEG Sports, added: “The exponential growth of football we have seen in the region creates new opportunities that retailers and manufacturers will now be able to leverage through the multiple competition formats Concacaf has developed.”