State of the Nation: Sports

From winning football teams through to 100 year old endurance racing events, LSB rounds up some of the latest activity in the sporting arena.

Team games

Inset: The Outlierman’s three-year collaboration includes limited edition capsule collections. Below: All 32 qualified teams are included in the sticker collection.

Le Mans ready to mark 100

Ahead of its 100th anniversary next year, 24 Hours of Le Mans has revealed collaborations with British apparel brand Castore and Bologna-based atelier The Outlierman, in deals brokered by IMG.

As the official outfitter of 24 Hours of Le Mans from 2022 to 2024, Castore has created a premium range of fanwear inspired by the classic designs of the world’s oldest endurance racing event. Meanwhile, The Outlierman’s three-year collaboration as the race’s official licensee will include limited-edition capsule collections featuring silk and leather accessories dedicated to fans.

Legends on board for World Rugby

World Rugby - via its master licensee IMG - has appointed Legends as the official retail partner and operator for Rugby World Cup 2023 in France.

Legends, which also served as the official retail partner and operator for the 2019 edition, will operate all the venue stores and fan zones during the competition.

Two megastores in Paris and Marseille are also set to open in August 2023.

Right: Legends will open two RWC megastores in August 2023.

World Cup kick off for Panini

Panini is looking to score with its FIFA World Cup Qatar 2022 Sticker Collection.

The collection is packed with stats and facts and also features a fresh new design.

All 32 qualified teams are included and are represented by a squad of 18 players, official strips and badges.

The collection consists of a total of 670 stickers, including 50 special stickers. In addition, for the first time in a FIFA World Cup collection, fans can find Panini Extra Stickers – super-rare stickers inserted randomly into standard packets. These stickers stand out from the main collection as they feature an action image on the front. 20 players have been selected – both Legends and Rookies – and each is represented in different colour variations.

The sticker collection will be backed by a heavyweight marketing campaign including TV advertising, marketing across digital platforms, newspaper campaign, nationwide sampling and cover mount activity, as well as an integrated PR campaign. There will also be widespread support for retail in terms of POS and retail sampling initiatives.

UFC Collectibles launches auction platform

UFC Collectibles

– the official home to licensed UFC memorabilia, owned by The Memento Group, Above: The auction platform joins the the UK-based existing ecommerce shop. sports licensing, retail and memorabilia business – has now expanded its offering with the launch of a new auction platform.

Accessible via auction.ufccollectibles.com, the new UFC auction platform joins the existing ecommerce shop as an integral part of the multiyear deal held between UFC and The Memento Group that has provided fans with a trusted destination to source authentic items straight from the Octagon, as well as limited-edition collectables and official replicas, since UFCCollectibles.com was launched in January 2022.

The new auction facility enables fans to bid on exclusive memorabilia, such as event worn jerseys, gloves, shorts and other unique items. The shop will continue to stock official replica items, signed pictures and posters, plus re-engineered memorabilia such as its popular ‘Canvas in Acrylic’.

Danilo makes a date with Lionesses

With football finally come home thanks to the talents and hearts of England’s Lionesses, official licensee Danilo ran with the ball to get its latest products approved by the English FA.

As England’s women lifted the Euro 22 trophy at Wembley Stadium on 31 July, the Danilo team was already in sporting action sifting through the celebration photos to pick the best for its 2023 calendar, having been working with the FA as the official licensee for calendars and cards for the past three years. And on 3 August, Danilo received official approval for the product that allows everyone to make a date with the Lionesses, the first senior England football team to win a major tournament since the men lifted the 1966 World Cup.

Dan Grant, licensing director at Danilo

commented: “Since the result, we’ve already seen a big jump in demand for the official calendar and cards, including personalised cards, plus we’re pleased to announce the 2023 England Women’s Calendar has already been updated to feature the Champions’ branding to highlight the team’s welldeserved achievement.”

Dreamtex scores with The FA

Dreamtex has secured a new partnership with The FA for UK home textiles celebrating the England football teams during a busy tournament year. The partnership will see the unveiling of a new footballthemed home décor range to include England bedding, towels, blankets, ponchos and cushions based on an eye-catching and patriotic style guide.

Honouring both the men’s and women’s England teams, the genderless collection will appeal to England fans of all ages and those who aspire to be the next Harry Kane or Ellen White scoring goals at Wembley Stadium.

“We have already seen a surge of enthusiasm from industry buyers registering their interest in this phenomenal licence,” commented Anthony Duckworth, md at Dreamtex. “Stock is expected this autumn/winter just in time for England to kick off their World Cup campaign in Qatar on 21 November.”

Left: Danilo has seen a jump in demand for the Lionesses official calendar and cards.

Formula 1 exhibition plans confirmed

Formula 1 has secured a deal to produce a first of its kind international travelling exhibition and immersive experience covering the past, present and future of the FIA Formula One World Championship.

Working with Round Room Studios – the production company behind successful exhibitions including Jurassic World: The Exhibition and Mandela: The Official Exhibition among others – the Formula 1 Exhibition will include historic artefacts, new Above: The exhibition will be the first of its kind for Formula 1. commissions and will use unprecedented access to the film archives at F1 to deliver an ‘immersive and interactive’ journey through the of motorsport’s greatest spectacle.

The first official exhibition in Formula 1 history, it will be curated by a cast of F1 experts, historians and journalists.