Fifteen years after its TV debut on Nickelodeon, SpongeBob SquarePants remains an international pop culture icon with expanded merchandise lines and new collaborations.
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.
England's Rugby Football Union has teamed up with Wattbike for a range of branded exercise bikes and floor mats.
Harper's Bazaar and Stuart Weitzman have teamed up again, this time to launch an exclusive boot capsule collection for ShopBazaar.com.
Red Bull Media House has teamed with Roadhouse Interactive to launch "Red Bull Air Race–The Game," inspired by the actual air racing championship series.
Splash Entertainment and Outlook Company have teamed up to produce three new specials based on a trilogy of books created by former NFL player Trevor Pryce.
The Union of European Football Associations has launched the tender process to select licensees for collectibles for several upcoming competitions.
South Florida jeweler Mayors has teamed up with the state’s basketball team the Miami Heat, to create a line of jewelry for fans.
Loudmouth Golf has hired apparel and retail executive Dennis Green as its new executive vice president and general manager of sales and marketing.
King Features Syndicate has partnered with The Hamilton Collection for a series of collectible figurines featuring Betty Boop and NFL teams.
The Hershey Company’s Reese's brand has launched a line of NCAA Fan Edition printed cups that use edible printing technology.
Tommy Bahama and Major League Baseball Properties have unveiled the 2014 Collector’s Edition shirt featuring Jackie Robinson.
Kaptiva Sports, which has been offering FC Barcelona soccer camps across the U.S. for seven years, will open the first FCBEscola soccer academy in the U.S.
Nickelodeon has announced the nominees and categories for the inaugural Kids' Choice Sports awards show.
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