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Uefa renews licensing deal with IMG

Uefa, European football’s governing body, has appointed the IMG agency as the exclusive master licensee for Euro 2020 and other major national team tournaments through to the end of 2022.

The global rights deal also covers the Uefa Women’s Euro in 2021, Uefa U21 Championship in 2019 and 2021, Uefa Futsal Euro 2022 and the new Nations League Finals.

IMG also worked with Uefa from 2014 to 2017, a period that covered the Euro 2016 national team tournament in France.

Euro 2020 marks the 60th anniversary of Uefa’s flagship national team tournament and will be staged in 12 cities across Europe. The 24-team tournament will run from June 12 to July 12.

Under its new agreement with Uefa, IMG’s network of offices across Europe will develop an extensive licensing programme that will encompass fan, lifestyle, fashion and leisure products across a range of price points that will be designed to appeal to multiple consumer segments.

Mickael Andréo, vice-president of licensing for IMG, said: “With Uefa Euro 2020, we now have a fantastic opportunity to work on a groundbreaking tournament format, which will create a unique platform to take this milestone celebration to more fans than ever before. We’re looking forward to selecting and working with partners who will allow us to maximise our retail presence across Europe as well as beyond and play a key role in the promotion of the event.”

Uefa’s director of marketing, Guy-Laurent Epstein, added: “This agreement will allow us to continue to benefit from IMG’s extensive global licensing network and enable fans all over the world to be able to have access to a wide range of official Uefa Euro 2020 licensed products.”