Licensing & Merchandising

Cycling
Licensing & Merchandising

Nike has agreed its most significant sponsorship agreement in cycling since its ill-fated endorsement deal with Lance Armstrong, announcing a ‘lifestyle apparel supplier deal’ with women’s professional team, FDJ-Suez.
Professional Wrestling
Licensing & Merchandising

Fanatics-owned Topps is back producing trading cards for World Wrestling Entertainment (WWE) after the sport entertainment giant's troubled relationship with incumbent provider Panini comes to an end.
Football
Media

SportBusiness takes a look at 12 months of Premier League deals and developments covered by our team of reporters.
Motorsport
Sponsorship & Marketing

Italian sportswear company Macron has entered MotoGP for the first time via a deal to sponsor the Yamaha team
Football
Licensing & Merchandising

Fifa has begun the hunt for a head of licensing and retail as it looks to capitalise on the commercial opportunities afforded by the 2026 World Cup in North America
Rugby Union
Licensing & Merchandising

The English Rugby Football Union is close to replacing its Umbro kit supply agreement, with Castore thought the most likely candidate to take on the rights.
Football
Media

Incumbents Team Marketing and Relevent Sports Group are the two agencies still vying to sell Uefa club competition rights from 2027-28 following recent presentations, SportBusiness understands
Rugby Union
Licensing & Merchandising

World Rugby has announced a multi-year global merchandise and licensing deal with Fanatics, bringing an end to its previous association with retail and experience rival Legends.
Basketball
Sponsorship & Marketing

Nike has renewed its comprehensive marketing partnership with the National Basketball Association in a deal reportedly worth significantly more than the previous sponsorship and licensing deal with the…
Esports
Licensing & Merchandising

Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.
Football
Media

At least five top-tier sports marketing agencies are vying for the chance to sell Uefa Champions League commercial rights from 2027-28 onward, after the deadline for bids passed this morning.
Football
Licensing & Merchandising

Video game publisher Konami has secured a significant victory in its battle with rival EA Sports by securing exclusive agreements with Serie A's two Milan clubs for the 2024-25 season, SportBusiness has learned.
Esports
Sponsorship & Marketing

The media rights subsidiary of Los Angeles-based esports organisation FaZe Clan has acquired an equity stake in the energy drink G Fuel as part of a long-term sponsorship agreement between G Fuel and FaZe…
Football
Licensing & Merchandising

Digital sports platform Fanatics has consolidated its position in the international football merchandise market after renewing and extending its deal with England's Football Association (FA)
Olympic Games
Licensing & Merchandising

Panini has struck a licensing deal with the International Olympic Committee to create collectible stickers and cards for the next two editions of the Olympic Games.
Esports
Licensing & Merchandising

EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.
Football
Licensing & Merchandising

Amid interest from several rivals, Puma has extended its kit supplier agreement with Campeonato Brasileiro Série A club Palmeiras.
Ice Hockey
Licensing & Merchandising

New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues