Licensing & Merchandising
PepsiCo agrees ‘strategic partnership’ with EA Sports FC
PepsiCo has secured a multi-year agreement with EA Sports FC, the successor to the FIFA video game franchise, that will see its Pepsi, Gatorade and Lay’s brands promoted on the platform.
FanCode Shop expands ICC deal to take in World Cup role
FanCode Shop, the merchandising arm of Indian digital media company FanCode, has expanded its licensing and merchandising deal with the International Cricket Council (ICC) to become the governing body’s o…
New Era launches exclusive AC Milan collection
Global headwear company New Era has announced a supplier agreement with Italian Serie A club AC Milan
Fiba and NBA 2K League strike long-term licensing tie-up
The International Basketball Federation (Fiba) has struck a partnership with the National Basketball Association’s esports property, NBA 2K League, to create a structured calendar for national teams’ esp…
Tennis-Point delivers merchandise collection for ATP
The Association of Tennis Professionals (ATP) has announced the launch of its first comprehensive collection of official apparel and equipment
Von Cranach exits, management overhauled at beleaguered OneFootball
OneFootball chief executive Lucas von Cranach and fellow members of the management have left their roles following a financially turbulent 12 months for the streaming platform and media company
MLS, Adidas launch Marvel-themed range
Major League Soccer and Adidas have announced a Marvel-themed range of MLS merchandise as part of a three-part collaboration released throughout the summer
Puma promotes Li to China GM, Bocquillon to lead Greater China ops
Puma, the German sportswear company, has promoted Shirley Li to the role of new general manager in China
League-wide LaLiga deal marks Fanatics’ first in European football
Global sports merchandising company Fanatics is to launch its first league-wide partnership in European football after today (Monday) agreeing a long-term deal with Spain's LaLiga
Former Sorare COO Spoon hired as Yahoo Sports president
US internet company Yahoo has appointed Ryan Spoon as the new president of its sports division.
Spoon comes to Yahoo Sports after working at digital collectibles and fantasy game company Sorare
Eight NFL players to embark on commercial tour in Germany, UK
The National Football League Players Association (NFLPA) has introduced a 'Passport Tour' which will see eight active NFL players visit the cities of Frankfurt and London to grow their brand and build…
Fanatics remains on acquisitions trail with takeover of Latin America’s Fexpro
Sports retail company Fanatics has strengthened its position in Latin America by completing the acquisition of Fexpro, a wholesaler of licensed sports and branded apparel
New San Diego MLS club hires Legends to grow commercial offering
San Diego's newly announced Major League Soccer franchise has hired premium experiences company Legends to manage global partnerships, premium seating, and season-ticket sales in a multi-year deal ahead…
Molson Coors’ Napier named Scottish Football Marketing’s commercial director
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.
Panini seeks to grow US sports in Europe through ELF tie-up
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
Fanatics hires Infront Germany’s Morlok in leading DACH role
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
Sportfive to sell branding rights on EA Sports FC platform
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.
Fanatics enhances collectibles position with PWCC takeover
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