Licensing & Merchandising
Fanatics lands expanded remit through DFB extension
Global sports merchandising company Fanatics has extended and expanded its agreement with the German Football Association (DFB)
EA Sports to add NWSL teams, players to Fifa 23
Electronic Arts (EA), the National Women's Soccer League, and the NWSL Players Association have announced that NWSL teams and players will be integrated into EA Sports' popular Fifa 23 video game
Fanatics enters Australian market with 10-year AFL deal
The Australian Football League (AFL) has entered into a 10-year agreement with global sports merchandising company Fanatics as part of plans to revolutionise the fan experience across its competitions
Fanatics Collectibles names Turner its first CMO
Fanatics Collectibles, the trading cards and collectibles division of sports merchandise and digital platform Fanatics, has announced Ken Turner as its first chief marketing officer
OneFootball sheds another 150 jobs after Web3 overspend
Streaming platform and media company OneFootball is to shrink its headcount from 470 to 320 as it dramatically reduces its cost base in the wake of recent moves into the non-fungible token (NFT) and wider…
USA Lacrosse agrees CAA Sports Licensing deal
USA Lacrosse has agreed a two-year partnership with CAA Sports Licensing, a division of Creative Artists Agency (CAA), to help American lacrosse's governing body capitalize the commercial use of its brand
World Cup pushes Fifa towards $3bn in broadcast revenue in 2022
Fifa generated broadcast income of $2.96bn (€2.77bn) in 2022, fuelled by media rights deals for the World Cup in Qatar and reflective of just over half of the governing body’s total revenue for the year.
EA Sports ‘closing in’ on £488m Premier League renewal
The Premier League is reported to be closing in on a lucrative six-year extension to its sponsorship and licensing agreement with EA Sports that would be worth close to £488m ($587.6m).
Tottenham revenues up 22 per cent, boosted by new sponsors and post-Covid matchday returns
Premier League club Tottenham Hotspur has announced that its total revenues rose by 22 per cent in 2021-22, boosted by a number of new commercial deals and the post-Covid return of matchday spectators
Leading cricket counties enter NFT market with FanCraze
Cricket-based Non-Fungible Token (NFT) platform FanCraze has made its first entry into the English and Welsh domestic game by signing with 12 of the 18 first-class counties
DFB kicks off NFT licensing tender
The German Football Association has launched a tender for the non-fungible token licensing rights to its national teams and club competitions.
FansMall to launch Chelsea trading cards in China
English Premier League club Chelsea has signed a multi-year agreement with Chinese sports trading card platform FansMall
Uefa’s Expedia association continues with regional sponsorship and supplier deals
Uefa has extended the long-running association between its flagship competition, the Champions League, and online travel company Expedia Group
Formula E, New Era secure headwear licensing agreement
Electric racing series Formula E has secured a multi-year licensing deal with global headwear company New Era, which will now supply the official podium cap as part of the agreement
NFL to launch apparel line with Drake’s OVO
The National Football League and Canadian rapper Drake's apparel brand October's Very Own (OVO) have announced a collaboration that will feature NFL-licensed apparel of select teams
MLB’s Giants, Fanatics extend retail deal by 10 years
Major League Baseball's San Francisco Giants and sports merchandise and digital platform Fanatics have announced a 10-year extension of their retail partnership, which will grant Fanatics more physical…
Six Sport agency agrees partnership with sports metaverse company LootMogul
UK-based sports marketing agency Six Sport has entered into a strategic partnership with sports metaverse company LootMogul to support its growth plans and speed up “the adoption of blockchain gaming b…
Premier League acquires Sorare equity option as part of major licensing deal
Digital collectibles and fantasy game company Sorare has signed a four-year licensing deal with the Premier League, adding to its licensee agreements with major sports organisations, including the NBA…