European sports brands such as FIFA, the Tour de France and Manchester United are taking a focused yet wide reaching approach to licensing strategies.
In 2011, FIFA decided to bring its licensing program in-house, and that decision has paid off in spades.
The licensing of sports brands, which represents almost $30 billion in retail sales of licensed merchandise worldwide, continues to grow, with co-branding partnerships, international activations and the entry of new sports franchises.
Adidas A.C Milan, Chelsea Football Club, FIFA, Automobil Lamborghini and Moto GP are among the 180 companies already signed up to exhibit at this year’s BLE.
Sports licensing is emerging as a key growth area at this year’s Brand Licensing Europe, as UEFA Euro 2016 joins the roster of speakers on the show’s educational program.
As MAGIC, the fashion industry’s biggest trade event, heads into another season, License! Global takes a look at current trends in licensed apparel.
EA Sports will continue to be the official sports technology partner of the Premier League for the FIFA video game series until 2019.
Sony Computer Entertainment launched the PlayStation4 in the U.S. and Canada Friday.
Leading brands from all over the world will come together at Brand Licensing Europe this October.
FIFA has named Hy-Pro International as the licensee for the 2014 World Cup.
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