Licensing and Merchandising

Major League Baseball (MLB) and the Cleveland Indians have announced that the ‘Chief Wahoo’ logo will be removed from the team’s kit, effective with the 2019 season, following decades of protests that the image is racist.

The Formula One motor-racing series is facing questions over its new logo after it emerged that US conglomerate 3M is already using a similar brand.

The International Modern Pentathlon Union (UIPM) has unveiled two new logos as part of its rebranding process.

Online sports apparel and merchandise retailer Fanatics has today (Tuesday) announced the opening of a new Japanese division, which will be based in Tokyo.

The Formula One motor-racing series is planning to revamp its merchandise strategy with the assistance of online sports apparel and merchandise retailer Fanatics.

The Dallas Mavericks have taken on a new identity for Chinese-speaking regions, with other NBA basketball franchises poised to follow suit in what is a key market for the North American league.

US watchmaker Timex has partnered with the NFL American football league in a deal that represents the company’s first licensing agreement for its new sports venture.

Formula One has unveiled a new logo, the first step of a complete brand redesign, as owners Liberty Media seek to develop a broader fan base for the motor-racing championship.

Online sports apparel and merchandise retailer Fanatics has launched a new division that will focus on the US college sports market.

Golf’s world No.2, Rory McIlroy, has signed another lucrative endorsement deal after agreeing a long-term partnership with sports equipment manufacturer TaylorMade.

The J. League has hailed a partnership with ecommerce giant Rakuten that will see merchandise operations for the top division of Japanese football move to a centralised process.

Fledgling Indian sportswear company Zeven has agreed a four-year merchandising contract with the International Cricket Council (ICC) as it seeks to build its business.

The NFL American football league has signed a multi-year deal with the IMG agency as its exclusive licensing representative across select markets in Europe and Asia.

The club crest of Real Madrid will be altered under a new retail partnership the Spanish LaLiga football club has signed for the Middle East market.

Italian Serie A football team Juventus has unveiled a rebranding initiative that it states will seek to expand the business side of the club, targeting both existing fans and those with less of an interest in the sport.

The German Football League (DFL) has announced that the organisation will enter the 2017-18 season with a new brand positioning for itself and the top two divisions of the domestic game.

The NHL ice hockey league’s new expansion franchise in Las Vegas has revealed that it will be known as the Vegas Golden Knights.

Real Madrid superstar Cristiano Ronaldo has renewed a lucrative endorsement deal with sportswear giant Nike.

The IMG agency has today (Monday) unveiled the Football Greats Alliance (FGA), an entity created to manage the collective marketing and licensing rights of retired players from the NFL American football league.

The UK’s Ascot Racecourse has agreed a multi-year deal with IMG under which the agency will serve as its worldwide licensing representative and develop a new offering for its leading horse racing events.