Fifteen years after its TV debut on Nickelodeon, SpongeBob SquarePants remains an international pop culture icon with expanded merchandise lines and new collaborations.
Manchester United has entered a multi-year partnership with IVC to create a line of branded wellness products in China.
Atari, in partnership with FlowPlay, has launched the social casino game "Atari Jackpots," which brings casino-style play to an online, multi-player game.
U.K. sports brand Extreme's energy drink, Extreme Energy, is now available in more than 3,000 bars and clubs across the U.K.
NASCAR has teamed up with property developer AMP Group USA to open I-Drive NASCAR, a new indoor, high-performance kart racing facility in Orlando, Fla.
The Freestyle Football Federation has commissioned Northern Creative Studio to create a team of animated characters to promote the fast-growing sport.
Nickelodeon has signed on to broadcast “WWE Slam City,” WWE’s kids' animated short-form series, on the NickSports programming block on Nicktoons.
New York City-based licensing and branding agency The Wildflower Group has signed a new partner for fishing brand Rapala.
AutoTrader.com has signed a multi-year renewal of its partnership with Turner Sports and the National Basketball Association.
Bleacher Creatures has launched its 2014 NHL player plush collection, with Sidney Crosby of the Pittsburgh Penguins and Alex Ovechkin of the Washington Capitals.
Two former Mattel and Spin Master execs have joined the team of the newly launched sports and entertainment brand–Day 6 Sports Group.
The WWE and its agent Backstage Licensing are planning a re-launch of the brand in the Italian market, targeted for 2014-2015.
GP Flair will handle U.K. and Ireland distribution for The Bridge Direct’s brand-new range of WWE construction figures and play sets.
Toyota and Walt Disney Studios’ The Muppets have teamed up to promote the new Toyota Highlander and the March 21 feature film premiere of Muppets Most Wanted.
The New Orleans Pelicans basketball team and Smoothie King have signed a multi-year agreement to name the New Orleans Arena the “Smoothie King Center.”
Motor oil brand Mobil 1 has partnered with NASCAR driver Tony Stewart to bring back the classic car film Smokey and The Bandit.
The Collegiate Licensing Company and the NCAA are coordinating to clear the marketplace of fake merchandise before the Men's Final Four.
Licensing agency Dream Theatre is partnering with Adidas to develop the licensing business of the Italian football team AC Milan in India.
Arsenal Football Club and Puma have unveiled additional details of the extensive licensing rights included in their recent partnership agreement.
Warner Bros. Consumer Products EMEA has inked a deal with Allegre HKM to devlop a range of plush in Europe featuring its Looney Tunes NBA co-brand.
Following the news last Wednesday that Manchester United called it quits with current equipment partner Nike, the football team announced a 10-year deal with adidas.
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