Licensing & Merchandising
EXCLUSIVE: RFU close to replacing Umbro kit deal
The English Rugby Football Union is close to replacing its Umbro kit supply agreement, with Castore thought the most likely candidate to take on the rights.
EXCLUSIVE: Team, Relevent in box seat for Uefa club rights
Incumbents Team Marketing and Relevent Sports Group are the two agencies still vying to sell Uefa club competition rights from 2027-28 following recent presentations, SportBusiness understands
Fanatics ousts Legends with World Rugby deal
World Rugby has announced a multi-year global merchandise and licensing deal with Fanatics, bringing an end to its previous association with retail and experience rival Legends.
Nike deal takes NBA income to new heights
Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…
Fifa furthers post-EA Sports era with Konami deal
Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.
EXCLUSIVE: Agency heavyweights submit Uefa rights bids
At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.
Konami holds off EA for exclusive Milan duo rights
Video game publisher Konami has secured a significant victory in its battle with rival EA Sports by securing exclusive agreements with Serie A's two Milan clubs for the 2024-25 season, SportBusiness has learned.
G Fuel sponsorship hands equity stake to FaZe Clan
The media rights subsidiary of Los Angeles-based esports organisation FaZe Clan has acquired an equity stake in the energy drink G Fuel as part of a long-term sponsorship agreement between G Fuel and FaZe…
Fanatics strengthens international reach with new FA deal
Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)
Panini to launch sticker, card collections for Olympic Games
Panini has struck a licensing deal with the International Olympic Committee to create collectible stickers and cards for the next two editions of the Olympic Games.
EXCLUSIVE: EA Sports poised to add Napoli, AS Roma to Serie A roster
EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.
Puma extends sole Brazil kit supplier deal with Palmeiras
Amid interest from several rivals, Puma has extended its kit supplier agreement with Campeonato Brasileiro Série A club Palmeiras.
New Era signs landmark NHL licensee deal
New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
Richmond newest addition to Fanatics’ AFL merchandise rollout
Global sports merchandising company Fanatics has broadened its work in Aussie Rules football's Australian Football League (AFL), signing a long-term agreement with Richmond, its second deal with a franchise
Fanatics unveils wide-ranging New Zealand Rugby deal
Just days after announcing an extensive new deal with Juventus, global sports merchandising firm Fanatics has sealed a similar long-term agreement with New Zealand Rugby.
Fanatics becomes master licensee of Juventus merchandise to 2035
Global sports merchandising company Fanatics is to manage all merchandise for Juventus worldwide for the next decade as part of an extensive commercial deal with the Italian club
Fanatics expands Ravens deal to include year-round stadium retail store
The Baltimore Ravens, of the National Football League, and global e-commerce company Fanatics have outlined plans to dramatically increase gameday revenues with a year-round retail store to open in 2025…
Al-Kudcy leaving Chelsea Women to become WSL commercial chief
Zarah Al-Kudcy, the commercial director for reigning WSL champion Chelsea Women, is leaving the club to become the chief revenue officer for NewCo, the independent body set up to run the top-flight women’s league and the second-tier Women’s Championship.