Licensing & Merchandising

Scottish Football Marketing, the new commercial arm of Scotland’s football bodies, has named Brendan Napier of multinational brewing company Molson Coors as its first commercial director.

Collectibles company Panini has announced an agreement with the European League of Football (ELF) in a deal designed to provide more exposure for US sports in Europe

Sports retail company Fanatics has strengthened its presence in German-speaking countries with the appointment of Achim Morlok as its new senior director of business development in the DACH region

The Sportfive agency has been named as the ‘Official Sales Partner’ for EA Sports FC, the first iteration of the newly branded football video game, formerly known as the Fifa series.

Sports retail company Fanatics has further consolidated its position in the collectibles space by agreeing a deal to acquire US sports card, memorabilia and collectible auction house PWCC Marketplace

Uefa is inviting sponsorship bids from companies in the branded watch category for Uefa men’s club competitions for the 2024-27 commercial cycle.

Major League Soccer clubs Toronto FC, New York City FC and Los Angeles FC have announced the launch of a limited-edition clothing collection in collaboration with October's Very Own (OVO), the clothing…

Pay-television broadcaster Sky is launching its first online sports merchandise shop following a tie-up with Fanatics

Fanatics has named Krishna Rao as the new chief financial officer of Fanatics Commerce, the company's vertical that focuses on digital and physical licensed sports merchandise

Formula 1 has agreed a multi-year deal with Puma, making the German sportswear and equipment manufacturer an official provider of the motor-racing championship

Premier League club Liverpool FC has announced a new official retail partnership with All Star Partners (ASP), a sports and e-commerce retail company in China

Athletes Unlimited, the player-focused professional women's sports league for basketball, softball, lacrosse and volleyball, is releasing its first trading card set through a partnership with Topps and…

Martial arts organization ONE Championship has come together with Hong Kong software developer Animoca Brands as well as its subsidiary Notre Game to create ONE Fight Arena, a mobile game powered by non-fungible…

Fanatics has expanded its relationship with World Wrestling Entertainment (WWE) by taking on the US wrestling organisation’s global event merchandise business.

Premium experiences company Legends has further expanded its golf portfolio by agreeing a wide-ranging deal with the Ladies Professional Golf Association (LPGA)

The British & Irish Lions have opted to extend their approach to commercialising the team’s overseas tours by entering into a joint venture with Rugby Australia.