Licensing and Merchandising

Latest Features

Why Premier League side Wolves has engaged Ipsos Retail Performance's footfall-counting technology in its club megastore. 

With golf participation rates falling, M. James Ward looks at how the merchandise and equipment business is working to attract new audiences.

Legal battle revives tension that previously existed between the MLB club and the design firm that helped create iconic character.

IMG Licensing says it has secured contracts with 25 Japanese licensees and 21 global licensees for this year’s Rugby World Cup in Japan. Ben Cronin reports.

Browning has marred thousands of once-valuable autographed baseballs, with the precise cause of the damage still unknown. Dennis Tuttle examines the impact on the baseball collectibles market

The National Football League’s New England Patriots have announced a 10-year e-commerce partnership with global licensed sports merchandise manufacturer and retailer Fanatics, which will lead all online a…

"Project 2020" will see classic baseball cards reinterpreted by a broad mix of modern artists

The National Football League's Los Angeles Rams have unveiled a new brand identity, which is timed to coincide with the team's scheduled move to the $5bn SoFi Stadium for the start of the 2020 season

The National Football League's Tampa Bay Buccaneers have enjoyed an immediate merchandise sales spike following the arrival of legendary quarterback Tom Brady

Features

Dead since 1995, the revered Hall of Famer still commands a lofty position among baseball memorabilia collectors

Following the decline of a number of US sporting goods chains, Bob Williams talks to Dick Sullivan, president and chief executive of the PGA Tour Superstore, which has expanded from 10 stores in 2010 to 41 locations in 16 states, about what is behind the success of the chain.

Jennifer van Dijk, Executive Vice President, Marketing at Wasserman speaking on the Power of the Athlete panel at the Sports Decision Makers Summit in Miami.

Speaking on a panel discussing the ‘Data Dimension’ in sponsorship, Guillaume Sabran says Uefa changed its strategy after Euro 2016, having noted that fans were consuming the event on social media and…

Many European football clubs are aiming to convert their large Chinese fanbases into significant new revenue streams. However, they must adapt to this complex market in order to capitalise on its huge potential. Jonathan Dyson reports from Shanghai.

Research from marketing agency Red Hot Penny suggests clubs across the UK need  major rethink of how they convert social engagement into retail sales

Paysandu Sport Club end agreement with Puma to enter white-label deal with garment maker Share of shirt sales increases from 10% to between 25 and 30%

The US Polo Association's disproportionate success in the category licensing looks to be attributable to a farsighted and disciplined strategy, mixed with a degree of good timing. Ben Cronin examines how it has built a $1.6bn annual business.

Masanori Kawana, managing director, Fanatics Japan, came to prominence in October when he signed the company’s first vertical merchandising deal in Asia with the Fukuoka SoftBank Hawks. Here he speaks to Ben Cronin about the prospects for the company's fast fashion model in Asia.

NBA licenses clothing company MK Trend to create casual and lifestyle-focused clothing for South Koreans

• Ambition to create licensing programme set out in Agenda 2020 • Organisation creates three categories to trade on heritage, iconography and values of the Olympics • L

Players will wear Jumpman logo in Champions League games after three-year deal with Nike subsidiary Co-branded apparel and footwear collection extends club's entry into world of fashion

The victory of the French men’s national team in the Fifa World Cup has triggered performance bonuses in three of its sponsorship deals and opened up new product licensing and regional sponsorship opportunities. Ben Cronin speaks to FFF marketing director François Vasseur about the commercial impact of the win.

The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry…

In this week's China sports industry round-up: Second Formula E team becomes Chinese-owned; US-China trade war threatens sportswear production; Chinese World Cup attendance will be strong, if overstated

Steve Davis tells Ben Cronin how Fanatics is developing additional international merchandising opportunities for its existing roster of clients and forging new relationships with European and Asian rights-holders. 

In just half a season, the Golden Knights NHL expansion team has captured the imagination of the US sports world with its success on the ice and, just as importantly, shattered the long-standing myth that Las Vegas is not a viable market for a major sports team.

Matthew Glendinning reports on some of the highlights from the Leaders Week conference in London.

With New Balance beating 'parasite brands' in a Chinese court and Liverpool FC launching a cut-price kit to beat the counterfeiters, major brands are clearly taking the theft of intellectual property seriously. Mark Dreyer finds out more.