September 1, 2010
Major League Soccer and Adidas have signed a new eight–year sponsorship deal, which will begin with the 2011 season. The teaming sees Adidas as the official athletic sponsor and licensed product supplier for the league.
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August 30, 2010
Eight domestic and two international licensees have been appointed to produce merchandise for the PGA Tour.
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August 30, 2010
The U.S. Open Tennis Championships begins today with licensed event and United States Tennis Association goods hitting shelves.
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August 26, 2010
The National Basketball Association has teamed up with China?s Shanghai Film Group to produce a Chinese–language film, featuring NBA players and Asian actors. The deal marks the first time the NBA has partnered with a film studio outside the U.S.
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August 25, 2010
In anticipation of the upcoming football season, "The Original" Louisiana Hot Sauce and EA Sports have teamed up for a sweepstakes offering a slew of home entertainment products, video games and more.
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August 24, 2010
Brand Licensing Europe has selected the London 2012 Olympics licensing and retail team to present its commercial campaigns surrounding the games in a Q&A session next month. The exclusive engagement will be featured as The Big Interview on Sept. 29 during BLE's Licensing Academy program.
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August 23, 2010
Canada's largest hockey retailer Canadian Tire has signed a five–year deal with the National Hockey League, becoming the organization's official sporting goods retailer in the country.
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August 20, 2010
Licensee aVinci Media and ESPN are debuting PunkMyPic, a mobile offering allowing X Games fans the ability to put themselves into an authentic poster.
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August 19, 2010
English football league West Ham United and agent CPLG Sport have added a number of licensees to its roster.
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