The Licensing Sports Book 2024

Inset: Team GB kept us glued to our TV screens at the Paris Olympics and Paralympics this summer.

Winning formula

According to data from Licensing International’s recent Global Licensing Industry Study, the sports category was the third largest property type in 2023, responsible for 11% of global sales revenue from licensed merchandise and services. The category reached $39.5 billion, growing 5.6% compared to 2022.

anime specialists. There’s even some Shakespeare.

The common theme as we head into the golden quarter is one of collaboration and optimism. Growth areas have been identified by both licensors and licensees, and on both sides, investment and innovation in new product development is more important than ever. Indeed, when we asked six senior executives from across the business about the importance of this in our roundtable, it was summed up with succinct words such as “crucial”, “essential” and “critical”.

It will be interesting to see how this year’s summer of sporting brilliance affects those figures – we know that the Licensing Sports Book team won’t have been the only ones glued to the TV throughout the EUROs and then the Paris Olympic and Paralympic Games, and then experiencing that bereft feeling once they were over.

Consumers are also consuming content at a rate “never seen before” and where product can, it needs to keep up the pace.

Of course, we’re now back into the domestic seasons for both football (with Fulham already testing our patience) and rugby, while the Autumn Internationals and Six Nations for the latter are also on the horizon.

All of this creates opportunity – for licensees and retailers – and, as the global retail landscape is forever changing and is vastly competitive, brands have learnt to play to their strengths.

of Football Finance) following on from the England Lionesses’ EURO 2022 triumph. The Deloitte Sports Business Group is forecasting average club income to reach £52 million for the 2023/24 season, and £68 million for the 2024/25 campaign.

with a great deal of aplomb from 24-26 September. Congratulations also go to Born Licensing, WildBrain CPLG and Hello Kitty, which are all marking significant milestones in 2024 – 10 years and a stunning 50 years respectively, all of which we have fanfared in this issue.

This issue also sees us take a look at sustainability in sport and how clubs and organisations are balancing sporting success with some pretty ambitious climate goals. Its sporting sustainability on a grand scale – and you can read more on pages 36-37.

This bumper autumn package has been something of a labour of love for the LSB team – this issue comes with special publications for Hasbro, Sanrio and Care Bears, plus, following on from a successful debut last year, our second Licensing Sports Book. For those of you who have shared your stories, viewpoints, opinions and time, we are truly grateful, and we are looking forward to seeing out the remainder of 2024 in style.

The Licensing Source Book Team

Speaking of shows of strength, for those of you who weren’t able to attend The Licensing Awards, we relive the industry’s big night in a bumper special from pages 28-39, while many of

Next July will also see Women’s EURO 2025 held in Switzerland and, with women’s sport on an upward trajectory, this could prove to be a pivotal moment in consumer products terms, too. Women’s Super League clubs saw a 50% revenue increase during the 2022/23 season (according to the Deloitte Annual Review

Speaking of grand scales, both Brand Licensing Europe (pages 42-47) and the Sports Merchandise and Licensing Show (pages 4849) will further highlight trends, opportunities and success stories in the sporting sector. Part of the potential comes from how the sports category can intersect with celebrity, fashion, lifestyle and more, as Licensing International president, Maura Regan points out in this issue. Coupled with the passion of the fans, it seems like a recipe for success.

Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton, Michelle Urquhart and Mark Grayson.

Samantha Loveday - Group Editor Ian Hyder - Chief Executive

Officer

Jakki Brown - Managing Director and Editorial Director

Rob Willis - Chief Operating Officer

Mark Grayson - Creative Director

Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk

We hope you enjoy the issue and we look forward to catching up again at BLE or SMLS.

WITH THIS ISSUE

THE LICENSING SPORTS BOOK TEAM

Samantha Loveday, Tessa Clayton, Ian Hyder, Jakki Brown and Rob Willis.

Copyright 2024. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. ISSN 25158643.

Special publications from Hasbro, Hello Kitty and Care Bears.

PUBLISHERS OF

What’s inside?

Sporting prowess

From award winners and key conferences, through to retail experiences, high profile collaborations and new signings, LSB rounds up some of the latest happenings from across the sports spectrum.

Scoring with sports licensing

Licensing International is gearing up for the return of its Sports Licensing Summit next year – which has been described as the “single most important event in sports licensing”.

The day-long summit (organised in partnership with the Sports & Fitness Industry Association) is focused on providing insights into the trends driving the sports landscape, as well as providing networking opportunities to senior executives.

The upcoming SLS event will take place on 5 March 2025 at Apella in New York City.

“Consumer demand for products and experiences inspired by the sports landscape is increasing and it’s crucial that licensing executives have the information and connections they need to evolve their strategies accordingly,” said Maura Regan, president at Licensing International. “Every aspect of our Sports Licensing Summit is designed to support the industry as it evolves to take full advantage of the category.”

In 2024, SLS hosted more than 100 attendees.

Participating companies included Amazon, the Fashion Institute of Technology, the Harlem Globetrotters, Michigan State University, the NBA, the NFL, Snapchat, Sportico, University of Southern California, the US Soccer Federation and the WNBA.

The 2025 SLS event will gather top decisionmakers and thought leaders to discuss a range of topics including women in sports, NIL (Name, Image, Likeness), changing retailer strategies and the ways in which the sports category continues to evolve.

Maura continued: “The sports category continues to grow, intersecting with celebrity, fashion, lifestyle and more. Based on data from our Global Licensing Industry Study, we expect this growth to continue. The sports category represents incredible opportunities for the global brand licensing industry.”

Steven Heller, president and founder of The Brand Liaison, called SLS the “single most important” event in sports licensing. “It has top speakers and panelists from best-in-class companies sharing their secrets to success and unparalleled networking opportunities,” he said. “It’s the can’tmiss event for anyone in the business of sports licensing with leagues, brands, manufacturers, retailers and marketing execs all together under one roof. I can’t wait for the next one.”

Above: SLS will provide insights into the trends driving the sports landscape.

Primark partners with Kappa on new collection

Primark has teamed up with Italian sportswear brand Kappa to launch a 30-piece collection designed for sports and everyday styling.

Manchester City adds The Licensing Awards accolade to trophy cabinet

Manchester City was named Best Sports Licensed Property at The Licensing Awards 2024 in September.

Above: The 30-piece collection is designed for sports and everyday styling.

Aiming to combine Kappa’s mission of designing innovative and high-performing sportswear with contemporary trends, the range features hoodies, seamless sets and accessories across womenswear and menswear.

The collection forms part of a new strategic partnership between Primark and Kappa, offering specialist performance-wear at affordable prices. From casual options including half-zip sweatshirts and shirts, to activewear like seamless co-ords and unitards, which are designed to be breathable, with moisture wicking technology.

Alongside gym wear essentials, there is also a wide range of accessories available including weekender and cross-body bags, sliders as well as Kappa X Primark socks. Sarah Jackson, director of licensing at Primark, said: “This is just the beginning of our collaboration and we’re excited for the future as we work together to bring more affordable choices to our customers.”

The club fought off competition from Arsenal FC, Chelsea FC, England Cricket, England Rugby, The FA, Liverpool FC, NFL Players Association, Tottenham Hotspur FC and West Ham United FC to lift the trophy in recognition of its licensing activity over the past year.

“We are incredibly honoured to win the Best Sports Licensed Property category at this year’s Licensing Awards,” commented Gavin Johnson, head of licensing and new business development at City Football Marketing. “It’s a culmination of all the hard work and dedication that the retail and licensing team here at City put into the 23/24 season. To have this recognised by our industry peers is truly amazing and will push us on to try and achieve even more this season. Special thanks must go out to all our wonderful licensees who continue to help us drive and evolve our licensing programme year on year.”

Women’s Super League sees 50% revenue boost

Above:

Euro

Women’s Super League clubs saw a 50% revenue increase during the 2022/23 season, according to the Deloitte Annual Review of Football Finance – following on from the England Lionesses’ Euro 2022 triumph.

The report said that clubs delivered an aggregate revenue of £48 million for 2022/23, up from £32 million from the previous season, reported SportsIndustry.biz. The figure is also more than double the £20 million average from 2020/21.

WSL teams generated an average revenue of £4 million in 2022/23, marking an increase on £2.7 million the previous season.

Commercial revenue represented 35% (£17 million) of clubs’ total income, while broadcast revenue accounted for 15% (£7.2 million).

Other findings include an increase in matchday revenue to £7m across the WSL following Euro 2022.

The Deloitte Sports Business Group is now predicting that WSL team revenues will continue their upward trajectory, forecasting average club income to reach £52 million for the 2023/24 season, and £68 million for the 2024/25 campaign.

Above: Manchester City was top of the table once again at The Licensing Awards 2024, with Gavin Johnson and Sarah-Jane Needham collecting the trophy.

The Lionesses victory at

2022 kickstarted an upwards trajectory for WSL teams.

Admiral celebrates iconic Exodus album

British sportswear brand Admiral has teamed up with music icon Bob Marley to produce a football shirt that pays tribute to the era-defining Exodus album.

The unique collaboration celebrates the album’s profound connections to London and football, weaving together the rich cultural tapestry of reggae music, sports and community. The new collaboration was unveiled at Peoples Sounds, a legendary record store that has been a cornerstone of London’s reggae scene since 1988.

The launch coincided with the annual Notting Hill Carnival, a festival that has celebrated Caribbean culture in London for 65 years. The carnival is a symbol of the city’s rich diversity, bringing together people from all backgrounds to celebrate music, dance, and community spirit The collaboration between Admiral and Bob Marley reflects this, merging the worlds of football, music and culture.

The Exodus album, created by Bob Marley and the Wailers during their time in London, remains one of the most influential records in

Scotland’s off pitch success

When Scotland qualified for the 2024 Euros at the end of last year, the planning had already started on the opportunities around merchandise and celebrating the qualification, as Licensing Sports Book discovers from Steven Romeo, head of retail and kit at the Scottish Football Association. It started with the player’s celebration t-shirt, which was worn after the final game of the campaign against Norway. Off-field textile licensee, Source Lab, had the t-shirts available to buy as soon as the final whistle went, with the images being beamed across the world.

A commemorative group coin from Zenith was also launched when the tournament began. “The key for us having a successful licensing campaign was being able to plan so far in advance,” commented Steven.

The collaboration was unveiled at legendary record store, Peoples Sounds.

reggae music history. The new football shirt takes inspiration from the vibrant gold, red and black colours of the album cover. Building on the iconic colours, a new Bob Marley FC crest features the iconic Lion graphic, which is prominently displayed on the original Exodus album cover.

Man United renews Konami partnership

Manchester United has extended its partnership with official video game partner, Konami

The deal sees the continuation of a collaboration which began in 2019, and means Konami retains multiple commercial rights including player access, media opportunities and the use of official club branding, imagery and recreation in the eFootball series.

“We are delighted that Konami will continue as a key member of our family of partners and we are excited about the opportunities our involvement with the eFootball series brings,” commented Florence Lafaye, commercial director at Manchester United “Our long-standing partnership has enabled the club to engage meaningfully with new and younger audiences as well as showcase the Manchester United brand in the digital entertainment world, an important sector for us as we look to the future.”

Naoki Morita, Konami Digital Entertainment B.V.’s European president, continued: “It is very exciting to be announcing an extension to such a successful partnership.”

Above: The deal sees the continuation of a collaboration which began in 2019.

Above: Scotland made the most of off-field merchandise opportunities during the Euros.

Above:

SLS

F1 Exhibition accelerates into London

The Formula 1 Exhibition officially opened its doors at the London ExCeL centre in August.

The critically acclaimed show has been hugely popular with visitors. The inaugural Madrid show was Spain’s biggest temporary show of 2023, while the Vienna edition has also seen strong attendance, with ticket sales surpassing Madrid heading into its final weeks. The first North American F1 Exhibition in Toronto also saw record-breaking presales, further highlighting the huge appetite from visitors and fans.

Now in its fourth location, the London show pays homage to the British Grand Prix and its contribution to motorsport, through a collaboration with the Silverstone Museum, and in a European first, the show features state-of-the-art simulators, offering fans the opportunity to get behind the wheel of an F1 car.

“It’s fitting to bring The F1 Exhibition to the UK capital and pay tribute to the British teams and drivers and personalities who have etched themselves into F1 history,” said Emily Prazer, chief commercial officer at Formula 1. “London is one of the most cultural vibrant cities in the world, and we look forward to welcoming visitors from around the world to the show.”

The FA expands Fanatics partnership

The Football Association (FA) and Fanatics have inked a long-term renewal and expansion to their wide-ranging retail, ecommerce and merchandising partnership, following Euro 2024 having broken records for England merchandise sales

Under the terms of the expanded partnership, Fanatics will retain ecommerce rights with the FA and run the official online England Store, as well as powering on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium.

Fanatics will now also act as the FA’s official partner in sourcing new licensees where required.

The deal was agreed following huge growth in England Men’s and Women’s merchandise sales across the official online England Store, and the England Store at Wembley Stadium, since the partnership first began in 2018.

“We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since the partnership began,”

Panini steps up to the oche

The Professional Darts Corporation has partnered with Panini to create the first-ever official darts collectables in a multi-year licensing deal.

Under the deal, Panini will produce innovative new collectables products featuring all the PDC’s top stars.

The first exclusive trading card collection will launch at the end of the year, celebrating the World Darts Championship. It will feature autographs of some of the sport’s greatest players, past and present, including Luke Humphries, Michael van Gerwen and Luke Littler, as well as legends such as Phil Taylor.

Further collections will arrive over the coming years and will be launched by Panini’s UK office as well as Panini in Germany, where the fan base for darts is the biggest outside of the UK.

“We’re delighted to be teaming up with Panini to launch this exciting collection in time for this year’s World Darts Championship,” commented Matthew Porter, ceo at the PDC. “Every sports fan remembers their first Panini album and I’m sure darts fans both young and old will enjoy collecting and trading these cards to complete their set. The designs look great and the autographed cards will be much sought-after I’m sure.”

Above: The first exclusive trading card collection will launch at the end of the year.

commented James Gray, commercial director at The FA. “As a not-for-profit organisation, this growth allows us to invest vital funds into developing every level of the game, from grassroots through to the professional game.”

The FA will be showcasing its England properties including the Three Lions and Lionesses at Brand Licensing Europe (stand E256) from 24-26 September. Following a strong 2024, the Association is now looking ahead to the UEFA European Women’s Championship in 2025.

Above: London is the fourth location for the critically acclaimed Formula 1 Exhibition.

Above: The FA has seen huge growth in England Men’s and Women’s merchandise sales.

NBA scores in Selfridges

NBA, cognac brand Hennessy and Selfridges enjoyed a successful branded Corner Shop experience throughout August.

Hennessy – which has an existing partnership with the National Basketball Association – brought courtside action to the London retail destination, with visitors being able to practise their free throws and play a one-minute shootout challenge to compete for a spot on the leaderboard.

The popular installation also had a Hennessy bar –dubbed the Hennessy Players’ Lounge – and a range of global exclusive Hennessy x NBA sleeves and unique silver basketballs were available to purchase, reported Campaign.

There was also an opportunity to buy a Mitchell & Ness x Hennessy x NBA basketball jersey, with personalisation available at the Corner Shop.

The brand celebrated the NBA’s 75th anniversary via a partnership with designer Lorenz Bäumer. It included a magnum of Hennessy Paradis set within a crystal basketball. In total there are only 75 units globally, with one on show at the Corner Shop throughout the time of the pop-up space.

Crew Clothing secures Red Roses partnership

British lifestyle brand, Crew Clothing has partnered with the Red Roses, the reigning Guinness Women’s Six Nations champions.

As the team’s new formalwear outfitter, Crew will provide the playing squad and support staff in their designs for all formal appearances and events, reported SportIndustry.biz.

The Red Roses – the number one women’s rugby union team in the world – have marked a major milestone in female sponsorship with the deal. The agreement is not only the first exclusive partnership to the Red Roses, but it also represents Crew Clothing’s first all-female sponsorship deal.

The debut of the formalwear will take place at the upcoming 2025 Guinness Women’s Six Nations. Alex Teasdale, women’s executive director at the RFU, said: “We are really looking forward to working with Crew Clothing as a Red Roses Partner – the first Women’s game standalone Partner. We’re really proud that the Red Roses are galvanising support in this way and showing that women’s rugby is an attractive proposition for brands. We’re grateful to Crew for another brilliant show of support into women’s sport and for choosing women’s rugby.”

Saracens lines up long-term Castore extension

Saracens rugby club has expanded its existing deal with Castore, extending its role as official technical partner and also welcoming it as its official retail partner.

The multi-year extension – which shows the strength of the partnership and relationship between the two organisations – will see a number of changes in the retail operation moving forward.

With five sell outs during the 2023/24 campaign and over 170,000 fans packing in to home matches across the year, this is a time of significant growth both on and off the pitch at StoneX Stadium.

Saracens was one of Castore’s first ever sports partnerships and its first rugby partner.

“Our relationship with Castore is constantly evolving and we are always impressed with their commitment to improving year on year with their vast catalogue of partnerships,” commented Mark Thompson, ceo at Saracens. “The players and fans always have nothing but positive feedback and we are very excited to see the relationship develop over the coming years.”

Memento Exclusives adds Team GB

Team GB has secured a new deal with UK-based sports memorabilia specialist, Memento Exclusives

The multi-year licensing deal will see fans of Team GB able to enjoy an official online platform where authentic memorabilia from Paris 2024 and the Milano Cortina 2026 Olympic Winter Games will be available to buy.

The new label will sit on Memento Exclusives’ official website, alongside its other memorabilia labels.

The collections will feature a range of unique items from sports such as cycling, gymnastics, swimming, athletics, equestrian and more. The platform will become the home of official Team GB memorabilia with each product fully licensed and authenticated. Sports fans can expect items ranging from signed photos to clothing worn by Team GB athletes who competed in Paris.

“We’re excited to be collaborating with Memento Exclusives,” commented Amber Jeffries Keel, senior licensing and retail manager at Team GB. “The memorabilia collection will give fans the chance to get their hands on a piece of sporting history involving Team GB athletes, and to know it’s 100% authentic.”

Above:The agreement is the first exclusive partnership to the Red Roses.

Above: The experience included the chance to buy exclusive merchandise.

Above: The memorabilia collection will give fans the chance to own a piece of sporting history.

Above: Saracens was Castore’s first rugby partner.

Collected works

Katie Gritt, head of marketing for sport at Panini, tells Licensing Sports Book about the upcoming products and opportunities she’s most excited about, from bringing the women’s game closer to fans than ever before, to preparing for what looks set to be the biggest FIFA World Cup to date.

Barclays Women’s Super League

“Last year saw the launch of the first ever Barclays Women’s Super League Official Sticker Collection for the 2023/24 season, and the response blew us away. Fans and players were clearing shelves of product, WSL managers were collecting, and legendary then-Chelsea manager Emma Hayes even joked on her social media channels that her backroom staff were incentivising her with Panini stickers!

To have a Panini collection representing the very best in the women’s game was a moment to be celebrated, and we are immensely proud of the role we’ve been able to play in bringing the game closer to the fans. Young girls can now find their favourite football players and chase down ‘shinies’ of their role models. We’re now busy creating the 2024/25 collection with additional product lines to add to the collector experience. It looks amazing, so we can’t wait to see how it’s received when it lands later this year.”

#GOTGOTNEED

Premier League

“Our Premier League Adrenalyn XL Official Trading Card Game is the best-selling trading card collection in the UK. The innovation in the product designs and finishes, as well as the mix of rare cards and our famous Golden Ballers, has made this collection a favourite with children and adults alike, with double digit growth year on year.

An affordable entry point into the trading card market, our Adrenalyn XL brand has grown phenomenally across the globe since launch. Every year, our design team manages to raise the bar even further, with our product development team constantly innovating and adding new materials and finishes to ensure there’s always something new for collectors.

The way we market the product is also key to its success. We take a digital-first approach in our media channels but also in the content creation itself to ensure we reach our target audience as effectively as possible. We have great relationships with the clubs, which allows us to activate where the audience is most engaged. We’re also extremely proud that our Adrenalyn XL cards are Autism Approved and that the Premier League Adrenalyn XL product now carries the Autism Approved logo on-pack. We send the product to clubs to support their sensory areas at stadiums.

The Premier League Official Sticker Collection will land later this year, and somehow our design team have managed to take it up another level yet again! It looks fantastic, and we’re also planning an exceptionally strong marketing campaign to support the launch.”

Above: Katie Gritt, Panini

Right: The response to the first Barclays Women’s Super League Official Sticker Collection blew Panini away.

Trading Card Game. These went down a storm with adults and kids alike.

As the only collection with 100% official kits, the launch of our England Tournament Edition Official Sticker Collection was celebrated with a London taxi covered in stickers, which offered free rides during England’s key moments in the tournament. Free England stickers and trading cards were also given away to passengers.

FIFA World Cup 2026

“With the next FIFA World Cup set to take place in 2026, preparations are well underway for one of our most exciting collections yet.

For millions globally, it wouldn’t feel like a FIFA World Cup without a FIFA World Cup Official Sticker Album by Panini. The product has sparked millions of conversations worldwide over the years, as fans discuss who needs which stickers to complete their albums. ‘Got, got, need’ rings throughout playgrounds and workplaces, and commentators even use the product to review the squads. A FIFA World Cup sticker collection by Panini unlocks core childhood memories, and the nostalgia it evokes cannot be matched by any other collection.

In the UK, we are looking forward to working closely with our federation partners – England, Northern Ireland, Scotland, Wales and the Republic of Ireland – to support and celebrate each nation’s FIFA World Cup journey. The road to the FIFA World Cup 2026 starts here.”

FA England

“It was a great summer of football, not least because we launched the first ever England Golden Ballers in our England Adrenalyn XL Tournament Edition Official

As well as a strong digital presence, with content featuring the England team enjoying our collections across digital channels, we had a constant presence during the summer months through targeted content, both digital and out of home. We also partnered with England legend Steve McManaman to talk about the honour he felt at being a Panini Legend sticker.”

Professional Darts Corporation (PDC)

“We were delighted to announce recently our partnership with the PDC to bring darts collectables to market. Darts has a phenomenal following that continues to grow as emerging talent draws in new fans.

Later this year, we’ll launch the first collection celebrating the World Championship featuring the biggest names in darts, past and present. The collection will feature real autograph cards for fans to chase from many darts favourites, including Luke Littler, Luke Humphries and Michael Van Gerwen, as well as the legendary Phil Taylor.

There are a number of other collections to look out for in the coming months as we partner with our global teams to bring all the very best sports collectables to the UK market. We are constantly looking to innovate and add to our offering, so expect a few more exciting announcements in the not too distant future.”

Panini will be at Brand Licensing Europe, stand B262.

Above: The Adrenalyn XL brand has grown phenomenally across the globe since launch.

Right: The Premier League Official Sticker Collection will land later this year. Far right: The launch of the England Tournament Edition Sticker Collection was celebrated with a major campaign in the summer.

Licensing Sports Book asks a selection of licensees what some of their bestsellers have been this year in the sports category, what new products they have coming up and what they are most excited about for 2025.

Play makers

: TDP Textiles’ ‘Fam-Jams’ have performed well this year.

Dean Greasley, head of licensing, TDP Textiles

“As in previous years, our core nightwear and loungewear ranges for Premiership clubs have been fantastic. Also this year, our club Fam-Jams and England FA range have been great to coordinate with the Euro championships.

Next year we’re really excited to be launching brand new products under licence with FC Barcelona and Real Madrid, with more teams to come hopefully.”

Blake Taylor,

Jeremy Goldsmith, md, Event Merchandising

“For World Athletics the Scottie Dog Mascot performed well on and off the track, while we have had great results with super premium waterproof jackets for SailGP, as well as environmentally friendly garments and water bottles made from recycled plastic.

For 2025 we are looking forward to the Champions League Final in Munich, as well as European Champions Cup Rugby at the Millenium Stadium and also the Federation Equestrian International World Cup Final in Basel next year.”

sports product manager, Hy-Pro International

“We’ve had another great year with our UEFA Champions League licence which has been backed really well by Smyths Toys. Our Football Training Set continues to sell incredibly well and this will be supplemented in Q4 with the addition of a 3ft Football Table. Sticking with UEFA, we also saw some great sell through on our Euro 2024 products thanks to another deep run in the tournament from England.

We were also delighted to start our partnership with Newcastle United and we are already seeing some really strong sales.

As well as Newcastle, we have now added Real Madrid to our portfolio through our agreement with Legends International and look forward to launching this at the end of the year.

Outside of our traditional football licences, we have recently signed an agreement with Disney to produce a large range of outdoor sporting goods under the Marvel banner which will include all kinds of sports balls, rackets, football tables and electric scooters. Women’s football is still going from strength to strength and we are thrilled to be able to offer a full range of Euro 2025 and England merchandise to retail for

Above

Left: Dean Greasley.

UEFA Euro 2025.”

Above: Jeremy Goldsmith.

Above: Blake Taylor.

Left: Hy-Pro’s Football Training Set continues to sell well.

Dan Grant, licensing director, Danilo

“Premier League club calendars always feature in the Danilo top 10 best sellers each year. This is generally led by Liverpool FC and Man Utd FC based on the scale of their fanbase and their demand for branded consumer products. However, we are starting to see other premier league club calendars growing and moving into the top 10 list as well, with Arsenal FC, Chelsea FC, Man City FC and Tottenham Hotspur FC having all seen growth. Danilo is also supplying calendars featuring the women’s teams

Simon Bond, sales account manager, Brecrest Sports

“We have seen an increase in demand for our core baby products - sleepsuits, bodysuits and bibs/dribblers - and more customers are expanding their baby range to include tutus and summer versions of styles, including bucket hats.

as well, adding further growth to the sports sector. The England national football team for both men and women are seeing growth, while we also work England national teams for Rugby Union and Cricket. Outside of football, Danilo has worked across a number of other sports including motor sport with brands such as Ford M-Sport, the rally team and has just started working with Red Bull Racing, the F1 team. Alongside motorsport, Danilo has worked with the Tour de France for the last couple of years delivering calendars and cards.

The development process for the 2026 calendar range is about to begin, so while we continue to build on the product offering for our existing sport licences, one of the exciting parts of my role is to target different sports to add to our portfolio.”

Mark Lindsay, commercial director, Cotton Division

Going into 2025 we are venturing into new product categories, including children’s swimwear lines such as sun safe suits and hooded towels and offering premium gift boxes of babywear sets and accessories. Regarding fashion lines, we are always adding to our product portfolio offer and are seeing particular interest in outerwear styles for babies and toddlers including jackets, gilets, snowsuits and puddle suits.”

“This year our bestseller has ultimately been our Paris Olympics 2024 range which included apparel and accessories for the best sporting event on earth. All of the products we produced were a huge success around Paris and at the events. We had all weathers covered from ponchos, headwear, water bottles, t-shirts, jumpers and hoodies for the late evenings.

For 2025, have a new licensed apparel and accessories partnership with the Royal County of Berkshire Polo Club. We’re developing a lifestyle fashion range for our retail partners which will include polo tops, t-shirts and sweatshirts among others.

The Royal County of Berkshire Polo Club is a polo club located near Windsor, Berkshire and home to the Prince of Wales tournament - one of the most coveted high goal trophies in Polo.”

Harris McQueen, sales and marketing director, Outerstuff EMEA

“We’ve seen strong performance in collections like NBA and NFL boys’ wear. First collections of MLS and Inter Miami have been a great success. In terms of product categories and execution, US sports shapes and mesh materials continue to trend and drive sales across kids and adult consumers.

The NFL Bershka collection that blended sports materials and fashion shapes seamlessly, sparked a trickledown effect across multiple brands and leagues, reinforcing the crossover between athletic wear and fashion as one of the most sort after trends on the high street.

We are seeing the introduction to further sports key silhouettes trending and coming into play, such as NHL hockey jerseys and football jerseys. Streetwear brands are now incorporating them into their collections. Moreover, collaborations between sports leagues and high-end fashion labels are becoming more common.

Outerwear within our collections has experienced significant growth. The Americana fashion trend, along with MLS and the Inter Miami soccer team’s rising popularity, has driven strong performance across both the US and UK markets.

In 2025, we see big growth coming from Racing teams across multiple markets. Football and sports fashion have built substantial momentum, evolving from a trend into a dominant force in the industry in the past few years and we see continued growth with MLS. 2025 promises to be a landmark year for us as we continue to innovate and expand our offerings in basketball, US Sports, football and F1 teams.”

Above: Dan Grant. Right: Danilo works with a raft of Premier League clubs.

Above: Harris McQueen.

Right: The NFL Bershka collection blended sports materials and fashion shapes.

Above: Mark Lindsay.

Above: Simon Bond. Left: A thumbs up for Brecrest Sports.

Ready for kick-off

Inset & opposite:

Fan Club will stock exclusive ranges of Man City and Arsenal socks following its DTR deals with both clubs.

Officially launching in the UK market this year, Fan Club is the latest retail concept from Calendar Club. Specialising in licensed merchandise from top Premier League and Scottish Premiership clubs, the new venture is aiming to become the first name on the team sheet when it comes to footballrelated gift products. Licensing Sports Book finds out more.

Fan Club is getting ready for kick-off this festive period, with around 20 seasonal stores set to make the starting line-up across the high streets and shopping centres of the UK and Ireland. The concept has already proved to be popular with customers over an extended two-year trial period, far exceeding expectations and giving Exeter-based Calendar Club the confidence to take the next step in growing the business.

“Since we started to identify football as a focus area for our non-dated product selection, the sales value has grown by almost 2000%,” explains group managing director David Pike. “This success is what has led to us giving the range an identity of its own.”

Stocking everything from keychains and hip flasks to scarves and duvet sets, and covering an ever-expanding range of teams, Fan Club’s network of stores will offer a one-stop destination for loyal supporters and on-theball gift-givers alike, but one of the most exciting aspects of this year’s official launch

of

is the fact that direct to retail relationships have already been established with two of the country’s most celebrated football clubs – Arsenal and Manchester City.

Each has signed off on an exclusive range of socks that have been designed and sourced by Fan Club and its manufacturing partners. Following on from these fruitful collaborations, the retailer is actively looking to connect with other clubs from across the football pyramid and explore direct licensing and other retail opportunities.

Elsewhere, in close partnership with Danilo – a key supplier of licensed product for many years – a range of advent calendars, initially featuring six teams, has been designed.

Fan Club will work with an assortment of suppliers, something that buyer Mireille Bilenkyj is used to after 20 years with the company. “Developing strong business

Fans will be able to browse instore from a range of lifestyle products from their favourite team.

Inset: Fans will be able to browse instore from a range

lifestyle products from their favourite team.

relationships with the likes of Wizzard, Hy-Pro and Foco has been instrumental in pulling together the range,” she says.

The seeds of the idea that would become Fan Club were sown as far back as 2020, when Calendar Club expanded its offering to feature a comprehensive range of non-dated gift items relating to six of the top teams.

“We began selling football-related gifts such as stationery, socks and other small items a few years ago, to complement our calendar selection,” elaborates buying director Becky Salter. “Fans are generally vocal about which team they support, so football-related items make for great – and easy – Christmas gifts. The hats and gloves in particular make popular choices for those cold winter evenings on the terraces.”

In late 2022, Calendar Club was offered a second site in Milton Keynes, close to its existing mall unit. Rather than cannibalise the sales of the original calendar store, the decision was taken to try something new. Taking into account the location (a destination shopping centre that was already well known for its strong football category sales), as well as the fact that both Liverpool and Manchester United have topped the annual calendar sales charts in the past, with others not far behind, it was proposed that a standalone football unit would be the perfect fit.

The unit in Milton Keynes went on to smash all predictions straight into the back of the net, and following on from this perfect storm of ambition and opportunity in year

one, it was clear that the idea had potential. In the second year, the trial was expanded and 10 stores were secured – some standalone and some operating alongside Calendar Club stores in a ‘hybrid’ set up. The luxury of more time to plan resulted in a more coherent range of product, and the team relished the challenge of developing the concept further.

For the new season, and with all sites now officially adorned with a new logo and eyecatching POS, the project is forging its own identity. There will also be two ‘flagship’ stores with a slightly larger footprint, affording more freedom when it comes to merchandising and experiential displays.

Bringing over 25 years’ worth of experience as a pioneering seasonal retailer across the UK and Ireland to an exciting new concept, Calendar Club is looking forward to developing Fan Club alongside its regular portfolio of over 200 stores this Christmas, as well as achieving additional sales through its already strong e-commerce platform.

Long-term, the plan for Fan Club is to secure more stores featuring the full football range, increase the range to include more products from more teams, and build relationships

Team spirit

ENGLAND 2024

Representing 24 national teams and 104k affiliated teams, the FA is the world’s oldest football association and is responsible for overseeing and promoting all aspects of the game in England, from grassroots to professional level. Licensing is a crucial part of its work, allowing England fans to show their support daily and feel a deep connection with their team both on and off the pitch.

By offering a variety of licensed products across different categories and price points, the FA ensures that it caters to the varying preferences of the diverse England fanbase, allowing them to engage with and represent the England teams, especially during tournament times. Whichever touchpoint fans use to connect with the FA – the online store, stadium store or social channels – every interaction provides an opportunity for the FA to reinforce its brand message and values.

In 2024, the FA was proud to support England’s Senior Men’s team on their Euros journey in Germany. Licensing wins included a record-breaking kit launch, which significantly exceeded the 2022 Men’s Qatar World Cup kit launch, and a large amount of licensed product launching ahead of the tournament kick-off. One headline-grabbing standout was the FA’s collaboration with M&S on an England menswear range, which launched

It’s been a fantastic year for the FA, with the England men’s team reaching the finals of the Euros and some key collaborative partnerships in the licensing sphere helping to promote the brand and provide fans with quality, authentic connections with the sport.

with an iconic team photo and a PR event at Wembley Stadium attended by influencers and media representatives.

In addition to tournament-focused collaborations, several new partners have joined the FA’s licensing programme in 2024, expanding its existing base of 35+ licensees; these include Mous, which has launched innovative, high-quality England-branded phone cases.

The FA’s ongoing partnership with Panini continues to go from strength to strength, with England featured in seven different sticker and trading card collections throughout 2024 – its highest ever presence across Panini’s range. The highlight was the England 2024 Tournament Edition Official Sticker Collection, which celebrated past, present and future Three Lions stars and showcased the brand superbly, adding to the excitement and enthusiasm of fans around the Euros.

Another win for 2024 was a fresh new look for England mascots Roary, Mane and Paws. These new characters open exciting licensing opportunities, especially for engaging with the younger demographic, and the FA is pleased to offer this new IP to licensees. Keep an eye out for these mascots at Senior Men’s, Women’s, and U21 England fixtures, and at licensing trade shows later this year.

OFFICIAL STICKER COLLECTION

Right: The FA’s collaboration with M&S on an England menswear range was a headlinegrabbing standout.

Below: The FA’s ongoing partnership with Panini goes from strength to strength.

South Korea continues to be a top performing market for Spurs.

Tottenham Hotspur focuses on international goals

Reflecting the Club’s growing popularity and support in overseas markets, Spurs is extending its licensing efforts in ANZ, APAC and USA, with new retail deals putting product into the hands of more fans than ever before.

With over 500 supporters’ clubs spanning the globe, Tottenham Hotspur has a passionate international fanbase. Now, having ramped up its ambitious licensing strategy in key markets, it is set to engage with more overseas Spurs devotees than ever, boosting its brand visibility and influence on the global stage.

The appointment of Australian native Ange Postecoglou as the men’s team manager has seen a huge surge in interest in the Club in Australia. In the last 12 months, Spurs have visited the country twice, playing in front of capacity crowds in Perth and Melbourne, and a bespoke new crest featuring a kangaroo, designed to celebrate Spurs’ newfound Australian popularity, has been a hit with fans. The Club has appointed Haven Global as its local licensing agent for the Australian market, and the company has already signed three new licensees: men’s clothing brand Mitch Dowd, world famous loungewear specialist The Oodie and licensed merchandise manufacturer Licensing Essentials.

South Korea continues to be a top performing market for Spurs, with new partners across various categories including cosmetics, interactive photo booths and beer joining the already impressive licensing programme. Tottenham Hotspur pop-up retail stores have been present in 10 retail hotspots across Seoul and Gangnam in the last 18 months, leading to mass excitement from

local fans, who were able to pick up limited edition, store-exclusive products. This summer, Spurs returned to South Korea and Japan for a three-game pre-season tour, with designated stadium fan zones and retail units selling official merchandise further deepening the Club’s connection with fans in the region.

In conjunction with All Star Partner, Spurs has a strong DTC model in place in China, where the Club has developed various retail revenue streams via localised online shopping channels. Following the success of this model, Spurs has rolled out a similar DTR model in Thailand in conjunction with CRC Sports, offering fans in the region a localised purchasing option across both digital and bricks-and-mortar channels.

Another significant growth market for Spurs is the US, and the Club has been working closely with its long-term licensing agency CAA Sports as it capitalises on the spike in interest in soccer ahead of the 2026 FIFA World Cup. Recent local deals across sporting goods, apparel and accessories have been gaining traction across major retailers such as Dick’s Sporting Goods, Fanatics and Soccer.com, while visits to key licensing events including the Sports Licensing & Tailgate Show and Licensing Expo demonstrate the Club’s commitment to harnessing relationships and growing brand awareness and its licensing programme across the States.

A new era

Representing a sport that’s more diverse and dynamic than ever, England Rugby is entering a new era, with landmark partnership deals, a focus on innovation and ambitious plans to grow the licensing programme beyond its traditional boundaries.

The kick-off of the 2024/25 rugby season promises all the action and excitement you’d expect from this hugely popular sport, with the England Senior Men’s team taking on New Zealand, Australia, South Africa and Japan in an exciting Autumn Nations Series schedule in November, and the Red Roses – currently the number one team in the world – set to play New Zealand in their third standalone fixture, at the recently renamed Allianz Stadium in Twickenham on 14 September.

With record breaking audiences turning out for previous Red Roses games and the forthcoming Women’s Rugby World Cup 2025, set to be held in England, already attracting huge fan engagement and media interest, the England Rugby licensing team has been developing specific product ranges for women and girls over the past 18 months with trusted partners including Umbro, Fanatics and New Era, and working to support Red Roses fixtures with retail experiences. These efforts reflect a broader trend in sports licensing toward inclusivity and representation and align with the surge in popularity of women’s sports in general.

To capture the interest of the next generation of fans, England Rugby has recently undergone a digital transformation of its business, and the licensing programme has similarly pivoted to engage new audiences with a focus on products and experiences that go beyond the traditional and embrace creative storytelling. Fanatics, a global digital sports platform, and Warner Bros. Discovery

Global Consumer Products (WBDGCP) teamed up with Fanatics partner England Rugby to launch a limited edition Looney Tunes merchandise collection, as part of Warner Bros. Discovery’s newly launched Team Looney Tunes initiative. The range, featuring iconic Looney Tunes characters such as Bugs Bunny and Tasmanian Devil, was made up of t-shirts and hoodies in a range of colours and styles to suit fans of all ages. The project saw interactive activations at the Allianz Stadium bringing the products to life and creating meaningful, memorable connections with fans.

Innovation in product development is also a key focus for England Rugby. It works closely with its technical kit partner to ensure its performance product is available to its athletes and also in its licensed output. Offpitch, England Rugby’s official Senior Men’s team formalwear partner, Charles Tyrwhitt, continues to produce stylish smart wear ranges that allow fans to show their support on game days, wherever they are.

The licensing programme is also exploring international opportunities, with recent popup retail experiences in Japan demonstrating a commitment to engaging fans worldwide.

Above: The England Rugby licensing programme has recently pivoted to engage new audiences.

From playground to parenthood

Above 26% of the 10-12 age group actively play football, and an equal proportion identify it as their main passion.

Sophie Tanner, vp marketing and Andrea Dau, content marketing manager at The Insights Family, examine how kids’ relationship with sport evolves as they grow and what this means for brands.

Sport plays a pivotal role in kids’ development, offering benefits from physical health to social skills. As kids grow, their relationship with sports evolves, marked by distinct stages and shifts in interest. We examine how these changes influence sports participation, merchandise preferences, and fandom across key European markets*. By understanding these inflection points, brands are better positioned to tailor strategies to effectively connect with different age groups.

Discovery and Exploration: Ages 3-9

The formative years (ages 3-5) are characterised by exploration and play. During this stage, kids begin to engage in structured play through simple games that encourage movement and interaction. Parents introduce the concept of sport through storytelling, with 20% of kids showing interest in sportsrelated books. These early experiences lay the foundation for a lifelong relationship with sports and physical activity.

As kids transition to active participation in sport (ages 6-9), their love for swimming (22%) and gymnastics (12%) becomes particularly evident. This interest in individual sports indicates a focus on progressing their individual abilities and personal achievement. Notably, athletics has seen the highest year on year increase in participation among this age group (+23%, now 5.4%), mirrored in a 5.4% increase in Nike’s popularity among 6-9 year olds. Nike’s focus on youth sports and its association with popular athletes has made it a dominant brand in this age group.

Such active engagement in sports extends to merchandise preference as well, shifting to more active media/sports-related toys. Kids aged 6-9 are more likely than other age groups in the 3-18 age range to play with sports-related toys (14%), providing exciting licensing opportunities for sports brands to capture kids’ attention.

Socialisation and Competitive Spirit: Ages 10-15

As kids gain proficiency in sport, their desire to share their enthusiasm emerges. This social imperative is particularly pronounced among 10-12 year olds, who start to exhibit a stronger preference for team-oriented sports, notably football. 26% of this age group actively play football, and an equal proportion identify it as their main passion. This enduring interest is evident as 19-25 year olds recall forming strong allegiances to sports teams at ages 10 (12%) and 12 yearsold (9.1%), offering a key marketing opportunity for sport teams to partner with schools or youth organisations to reach this audience.

Active involvement in sports continues into early teens, with preferences for team sports remaining strong. While football remains the

Inset: Brands such as Gymshark have positioned themselves as valuable partners in the pursuit of fitness goals.

most popular to watch (24%), a broader range of sports are introduced, including tennis (14%), and basketball (7.1%), reflecting a maturing palate for sporting experiences as they begin to seek thrill and independence. Red Bull cultivates a strong following among teens through its association with extreme sports.

The desire for belonging is also reflected in their purchase criteria, with 51% citing that they are most likely to purchase from brands that foster a sense of community. The rise of social media has also amplified the impact of celebrity endorsements, with 41% of 13-15 year olds citing it as a reason for purchase.

This demographic is particularly receptive to licensing strategies and marketing communications that emphasise belonging to different sports sub-cultures. By aligning with popular sports, celebrities, and the pursuit of community, brands can effectively engage with this influential consumer group.

Independence and Self-Improvement: Ages 16-18

As young people transition into late teens (16-18 years old), a marked shift in priorities occurs. While earlier years may have been dominated by social connections and peer influence, this stage is characterised by a growing priority on personal health and fitness.

Fitness training reaches its peak in popularity, with participation reaching 10.9%. This trend suggests a desire to enhance physical capabilities as they naturally become more conscious of their body image. Brands should focus on providing educational resources on training regimes and performance enhancement. Additionally, by emphasising the role of sportswear in optimising athletic performance, brands such as Gymshark have positioned themselves as valuable partners in the pursuit of fitness goals.

Balancing Work, Social and Sport: Ages 19-30

The digital age has transformed social interaction, with increased reliance on online platforms often at the expense of face-to-face connections. For young adults, aged 19-25, sport offers a valuable avenue for connecting with friends and peers. Team sports, particularly football (60%) and basketball (41%), are popular as they combine their need for exercise, and a yearning for social connection.

As individuals progress into their late 20s and early 30s, lifestyle priorities shift. While the social element of sport remains important, there is a growing emphasis on family and leisure activities; tennis emerges as a popular choice for this age group (37%), while brands like Peloton offer time-poor adults interactive home workouts. Furthermore, the purchase of sports-related toys and games surges among 26-30 year olds, reflecting a desire to create shared sport-related experiences with family members.

Sports Preferences Through the Ages

Attitudes towards sports fluctuate considerably across age groups. As kids discover themselves, they also discover new ways of enjoying sports, addressing personal needs that change from childhood into parenthood. Each age group has distinct needs and communication styles - whether individual or collective. It’s crucial for brands to tailor their targeting strategies, accordingly, ensuring they resonate with the evolving interests and behaviours of sports enthusiasts at every stage of life.

The Insights Family is the global leader in market intelligence, specialising in understanding the attitudes, behaviours, and consumption patterns of kids, teens, parents, and now young adults.

With the introduction of NextGen Insights, a new survey focused on the 19-30 demographic, this initiative bridges the gap between our existing Kids Insights and Parent Insights surveys and the next generation.

This offers the unique ability to analyse real-time cross-generational trends, IPs, behaviours, and attitudes from ages 3-30 and into parenthood, helping organisations to tailor their products, services, and marketing strategies to better meet the needs and expectations of consumers.

For more information, visit: www.theinsightsfamily.com

To book a meeting at BLE with The Insights Family (D218), scan the QR code or visit  go.theinsightsfamily.com/ ble2024

Inset: Nike is a dominant brand among 6-9s.

An Oarsome Opportunity

First raced by crews from Oxford and Cambridge Universities in 1829, The Boat Race has become an integral part of Britain’s cultural heritage. Now, its dedicated licensing programme is bringing the history, rivalry and excitement of both the men’s and women’s events to life for a whole new generation of fans.

It may take place in April, but The Boat Race presents a year-round opportunity for licensees. Reflecting the popularity of a sporting spectacle that attracts around 250,000 on-site spectators and millions more via the BBC and other international broadcast partners – and pulls in one of the highest annual audiences for any women’s sport – the licensing programme focuses on multiple aspects of the historic event.

From the selection of the crews in September and the highs and the lows of the tough training regime, to key events such as the President’s Challenge in November and the official crew announcement in March, the seven-month build-up to the race is brilliantly captured through professional imagery, crew profiles and interviews, race footage and documentary storytelling, which provide great content for partner socials, digital marketing and POS.

The licensing programme is underpinned by The Boat Race branding as well as both the Oxford and Cambridge boat club crests. A growing bank of design assets includes the annual Boat Race poster and rowing-inspired artwork that captures the history and tradition of the

event, including the course and its amazing London cityscape location, club-inspired patterns and motifs, and a growing focus on the sport’s natural waterways environment. The photo library is also a valuable asset for licensees and vintage imagery is currently being researched for future use.

Uniquely connecting key growth sectors in licensing – heritage, collegiate and sport – The Boat Race offers fantastic opportunities for co-brands and collaborations both in the UK and internationally, with apparel, accessories, gifting, wellbeing, fitness and personal care all being natural categories for the brand. Branded merchandise ranges and a webstore were launched ahead of the 2024 race and will be refreshed for 2025. Supported by an integrated marketing strategy driven by Boat Race digital and brand activation opportunities, the merchandise range will continue to achieve sales targets throughout the year and race cycle.

While the focus is on the 2025 Boat Race on 13 April, the licensing programme will be gearing up to celebrate the centenary of the women’s race in 2027, and the bicentenary of the men’s race in 2029, with a programme of cultural events, brand and partner activations.

Formula E: It’s on!

Now entering its 11th season, Formula E is set for its most exciting calendar yet, with 17 races across 11 locations and new car model the GEN3 Evo bringing additional speed and drama to this gripping sporting spectacle.

The 2024 ABB FIA Formula E World Championship was a ground-breaking year for Formula E with the addition of new race locations across the globe, with Tokyo being a fan highlight. The season finale took place in London this year with Porsche’s Pascal Wehrlein carving through the drama to take the drivers World Championship.

This was the last season drivers would be competing in the state-of-the-art GEN3 all electric car, with the model evolving into the GEN3 Evo for 2024/25. Developed by specialists from Formula E and the FIA, the latest GEN3 Evo car marks a significant leap in electric racing technology, with acceleration 0-60mph 36% faster than the GEN3 car, adding additional excitement to an already gripping sport.

Rights are managed in-house by Anna Pearson, retail manager, and Tom Savrimoothoo, licensing coordinator, and the team have been busy establishing and building a strategic licensing and retail programme to satisfy the sport’s rapidly growing fanbase. Focusing on core categories and verticals, including apparel, collectables, accessories, toys and games, and experiential, the team is pleased to have built up the licensing partnerships with some of the giants of the industry, including Mattel, LEGO and New Era headwear. Alongside these, it has extended its reach in the replica-model space and moved into e-mobility through a deal with Zinc, successfully releasing a range of Formula E x ZINC e-scooters.

Seeing value not only in Formula E’s positioning as the first net zero carbon sport but also its rapidly increasing audience profile, reaching a varying demographic across more than 190 countries, licensees actively choose to align firmly with the IP.

With 11 teams in the Championship, including NEOM McLaren Formula E Team, TAG Heuer Porsche Formula E Team, Jaguar TCS Racing, Maserati MSG Racing and Nissan Formula E Team, and the ability to work on product opportunities collectively, Formula E can build a rounded programme that really amplifies the Championship.

E-mobility, sustainability and motorsport are all key consumer trends and, as part of the Formula E onboarding process, the team aims to work collaboratively to ensure sustainable practices and materials are used throughout their production.

Formula E aligns with licensees that have this at the forefront of their brand, for example, an eyewear line created with Kimoa, made from recycled PET, through to its New Era headwear range which uses certifiably sustainable Repreve fabric made from recycled water bottles.

On top of this, Formula E is part of Products of Change and works with other rights holders across the consumer products industry to push sustainability in the licensing and retail space forwards and into the future.

Above: Formula E is the first net zero carbon sport.

Inset: Formula E is now entering its 11th season.

Liverpool FC’s merchandising functions are embracing the principles of reuse, recycle and repurpose where possible across the business.

Going for gold in achieving green

Products of Change members, Team GB and Liverpool FC are no strangers to setting a few personal bests when it comes to the sustainable development of sport. Licensing Sports Book peers into the world of sports sustainability at scale.

Imagine the sight, all 327 Team GB athletes piling through London King’s Cross and cramming onto the Eurostar the morning of the opening ceremony. Imagine if there’d been a cancellation. Or a double booking of seats.

Far be it with me to argue with an Olympian over their seat reservation.

As unlikely as it all sounds, these are situations Team GB staff would have taken into consideration as it made its commitment in 2023 to cut its emissions and travel to the Paris 2024 Olympic and Paralympic Games by train.

They wouldn’t have been alone in such an endeavour, either. We know ‘travel’ was a major part of the gameplan among Paris 2024 organisers to deliver the ‘greenest Olympic Games’ in modern history. It’s why over 80% of the competition’s venues were kept within 10km of the Olympic Village itself, extensive

use was made of the city’s public transport network, and why the city invested in over 400km of new bike lanes.

Paris 2024 had long made its intention clear to halve the average emissions produced by London 2012 and Rio 2016 (remembering that each averaged around 3.5 million metric tonnes of CO2 equivalent) and thus highlight the subject of sustainability in sport on a global scale that simply couldn’t be ignored.

Team GB secured 65 medals in total in Paris - just rewards for the years of dedication, preparation and sacrifice made by athletes to compete on the world’s stage. But as meticulous as their training may be, so too are the efforts going on behind the scenes when it comes to measuring and reducing Team GB’s collective environmental footprint.

Right:

Inset Top: Rishi Jain, director of impact, Liverpool FC.

Inset Bottom: Scott Field, Team GB’s director of marketing and communications.

“We’ve done the simple stuff, like cutting down on single use plastics and increasing recycling in our offices, as well as taking a strong approach to end of life cycles for the materials we use, particularly at Games time,” Scott Field, Team GB’s director of marketing and communications, tells Products of Change.

The organisation is on a pathway towards some ambitious climate goals which includes the reduction of greenhouse gas emissions by more than 50% by 2030 and to achieve net zero by 2040. To achieve this, work is now well underway on a carbon reduction strategy in partnership with the University of Hull, while Team GB continues to “work hard with partners such as adidas to cut down on waste and ensure products are increasingly sustainable.”

Partnerships like these are now laying the groundwork for a more sustainable journey towards Los Angeles 2028 and even Brisbane 2032, where the focus will be on circular economic systems such as equipment rental and waste reduction.

Like Paris 2024’s sustainability journey, it’s not all been plain sailing for Team GB whose decision to receive investment from and partner with British Gas (despite having switched to renewable energy itself in 2019) prompted some large (and reasonable) questions to be asked. Corporate sponsorship rarely goes without a hiccup and among its own foibles, questions have too been asked over the exclusive beverage rights handed to Coca-Cola for the duration of the Paris 2024 Olympics and Paralympics.

Sure, the brand delivered on some high reuse targets, but for some, the sale of some 6.4 million single-use plastic bottles is not something to be glanced over.

But hitting sustainability targets on an event of such magnitude is an achievement not to be readily dismissed. And if anyone knows about sporting sustainability on the grand scale, it’s Products of Change member

Liverpool FC which, in April this year, picked up the Environmental Sustainability Award at the FEVO Sport Industry Awards in recognition of the club’s leadership within the area.

The club’s sustainability strategy, The Red Way – a programme that this spring published its second ever annual report – acts to leave no stone unturned, whether that’s across Liverpool FC’s day-to-day and operational emissions (its scope 1 and 2 emissions) or those across its expansive supplier base (its scope 3 emissions).

“Our merchandise team does a fantastic job of leading our work in this area and working with colleagues across the rest of the business to embed our commitments to environmental sustainability into their processes,” says Rishi Jain, director of impact at Liverpool FC. “As a result, the merchandising functions are now embracing the principles of reuse, recycle and repurpose where possible across the business.”

Highlighted in its latest report, LFC chalks the elimination of non-sustainable packaging and materials across 35% of its branded retail products and the stark increase in waste recycling numbers from 25% to a whopping 90% among its biggest wins of the season.

But the work doesn’t stop there.

“We know that as a football club with a brand that’s recognisable in pretty much every household around the world, we have a major part to play in tackling climate change,” continues Rishi. “But it’s not something we can do alone. There’s a willingness to collaborate and share best practice, talk about our collective successes and how we face our biggest challenges when it comes to sustainability that you rarely get anywhere else. And that’s special.”

To find out how you can become a part of the sustainability in sports licensing action, contact Helena Mansell-Stopher on helena@productsofchange.com.

Above: Products of Change holds regular meetings with its sports membership.

Above: The sports panel at last year’s SiLC (now called the Products of Change Conference) included executives from Liverpool FC, Wimbledon and Desert Vipers.

Breaking boundaries

Across all formats of the sport, from Test matches to The Hundred, cricket is reaching a larger and more diverse audience than ever before, opening up new opportunities in licensing as fans both old and new seek fresh ways to express their passion for the game.

With a number of high-profile tournaments and matches lined up for the next three years, cricket fans have plenty to look forward to. Fresh from 2023’s Ashes series and this year’s T20 World Cup in the US, England men’s team are gearing up for a home Test series against India in 2025, while the women’s team will be playing in a home T20 World Cup in 2026. Then there’s The Hundred, the family friendly tournament which takes place every year in the school summer holidays. England Cricket and The Hundred are anticipating a continued boom in media interest and fan engagement around these major competitions, which will be reflected in an increasingly wide-reaching licensing programme.

England Cricket’s number of licensees has more than quadrupled over the past two years and this growth has been recognised in its nomination for Best Sports Licensed Property at the 2024 UK Licensing Awards. New partners include SunGod, which has become the official sunglasses supplier of the men’s, women’s and disability squads, and has produced an England Cricket sunglasses collection fans are going to love.

The Hundred has extended its long-standing relationship with Topps, and the trading card company has also partnered for the first time with England Cricket, to offer cards for both

England Men’s and Women’s Teams. England Cricket is also venturing into storytelling for the first time, collaborating with You Are the Star for personalised England Cricket books for kids. The Hundred has just finished the fourth year of the tournament and has been very successful, delivering against ECB’s objectives to grow the game and build long-term commercial value. 55% of ticket buyers in the first year were new to the sport, while in 2023, 41% of tickets went to families, 23% to children and 30% to women, with millions of viewers enjoying the TV coverage. Tournament licensees include New Balance, New Era, Topps and Masuri, but there’s much more to explore when it comes to localised collaborations centred around the individual teams. A great example is the partnership between London Spirit and TfL, which have collaborated for a second year to launch a playing and replica kit collection that pays homage to both TfL and London Spirit iconography. London Spirit took to the field wearing the kit as a one-off during the tournament.

As their licensing programmes grow, England Cricket and The Hundred are looking to expand their presence beyond sports venues, specialist retailers and e-commerce platforms to include high street stores and supermarkets, and welcome conversations with potential licensees and retail partners.

Fan favourites

Start Licensing’s Ian Downes takes a look at how sports brands are using licensing and promotions to further engage fans.

Sport creates emotion and engenders loyalty - two perfect ingredients for licensing. This is, I’m sure, one of the drivers behind the growing success of sports licensing.

A range of licensees now regularly work with sports brands across the licensing spectrum from greeting cards to card games. There are also specialist licensees in the category like FOCO, which takes a mixed approach to the market, working with mainstream retail while also supplying club shops directly. Retailers like Primark are embracing the world of sports as well. I recently saw ranges in-store at Primark featuring US sports brands NFL and NBA. This is a good example of how sports brands can evolve into lifestyle or fashion brands.

Apparel licensee Aykroyds works with sports brands like Manchester United, Arsenal and West Ham, while it has also recently announced new deals with FC Barcelona and Real Madrid. It is a good example of how longterm licensees are embracing sports licensing. It is worth reflecting on the fact that

sports licensing isn’t as ‘new’ as we might think. I remember in the 1990s helping to start Copyright Promotions’ sports licensing division with the much missed Michael Seres. We secured rights from federations in sports like darts and angling, alongside working in the world of cricket running a licensing programme for a Cricket World Cup. Indeed one of the founders of CPL, Richard Culley, was fond of telling us about working on the merchandise campaign for the 1966 football World Cup, and making a significant licensing success of the tournament mascot World Cup Willie. Looking at some of the photos on the World Cup Willie website (yes there is one and it’s worth a look) Richard wasn’t exaggerating - there was indeed a ‘large scale cross category’ programme in place, reinforcing the enduring appeal of sports brands.

Given the engagement and profile that sports have, it is no surprise to see sports licensing progressing at the rate it is. This summer was one rich, in sporting terms, with high profile events like the Olympics, the Paralympics and the Euros being staged

Above: Aykroyds works with sports brands like Manchester United, Arsenal and West Ham.

Below: The Hundred has generated some interesting promotional partnerships from the FMCG world including Robinsons Fruit Squash.

alongside more regular events like Royal Ascot, Wimbledon, The Open, Tour de France, Test cricket, The Hundred and a number of Grand Prix races.

It was interesting to see how some of these events used licensing and promotions. A well-chosen sports driven promotion can tap into the emotion and loyalty identified earlier, while giving the FMCG a way of nurturing its relationship with the consumer. Brands such as Wrigley’s and Hellmann’s Mayonnaise leveraged the Euro Football Championships with campaigns that included in-store activations. Brands seem to be eager to catch the consumer’s eye when they are shopping these days and promotions like this can be very effective.

The Hundred, which is a relatively new player in the world of cricket, has generated some interesting promotional partnerships from the FMCG world including Robinsons Fruit Squash and KP Snacks. Indeed, KP Snacks is the shirt sponsor for The Hundred teams, which is a good example of how sports can create a multi-platform opportunity for brands. The Hundred itself is a great example of a sports authority creating a new format with an eye on younger and less traditional audiences for its sport. Licensing is a brand tool that can also extend a sporting brand’s reach beyond its traditional areas and I would imagine sporting bodies recognise this.

It is also interesting to see how the world of ‘collabs’ is entering the sports arena. Two stood out for me recently including nonleague football team Walthamstow working with its neighbour, the William Morris Gallery, to create a limited edition kit featuring a signature Morris pattern. In a similar vein, on a recent visit to Manchester United’s Old Trafford Megastore, I saw a collab between United and Manchester band Stone Roses. An apparel collection had been developed by adidas featuring a fusion of the two brands. It was a great example of the crossover between sport and music.

It is also interesting to see sports brands moving beyond the product licensing world into other areas like experiential licensing. A good example of this is the Formula 1 experience located near St Paul’s in London.

The F1 Arcade has I’m sure piqued the interest of other sporting bodies and leisure operators, giving them food for thought as to how they can become players in the rapidly developing ‘live licensing’ market. It is also worth reflecting on the strong bonds between the worlds of sport and computer gaming; this has long been a strong point for sports licensing and seems to be a category that will continue to flourish.

Having looked into the world of sports licensing, I am going to knock on the door of the commercial manager at ‘my’ club, Millwall, and encourage him to think about licensing, promotions and collaborations. A tough gig you might say, but it might give me something to take my mind off the football this season! But for sure, like lots of others, I will be back for more win or lose. We are all fans after all.

Left: Hellmann’s chose to feature footballer Jack Grealish as the star of its Euros campaign.

Left: The 1966 football World Cup saw significant licensing success for the tournament mascot World Cup Willie.

Left: The worlds of music and sports are closely linked, as underlined by the recent collaboration between between Manchester United, adidas and the Stone Roses.

The state of play

Licensing International’s 2023 Global Licensing Industry Study valued the industry at $356.5bn, an increase of 4.6%. One of the best performing categories was sports licensing. Now worth $39.5bn, it is 11% of the entire global licensing market. Matthieu Battini, EMEA sales director, Global Licensing Group, explains what’s driving sports licensing’s success and what the future holds.

At Brand Licensing Europe, we’ve never doubted the growth potential of sports licensing and the opportunities it offers retailers and manufacturers. That’s why in 2018 we established a Sports Zone to increase brands’ discoverability. Seeing it grow every year, and attract new brands from a widening variety of sports and countries, proves it was the right thing to do.

This year, 30 brands will feature in the area, around half of which are from the world of European football: AC Milan, Chelsea Football Club, FC Barcelona, FC Internazionale Milano, FC Porto, Federação Portuguesa de Futebol, Federation Francaise Football, Manchester City Football Club, Real Madrid CF, West Ham United Football Club, Sport Lisboa e Benfica, The FA and UEFA Club Competitions.

The drivers

In the last edition of Licensing Sports Book, we talked about the four drivers behind sports clubs, athletes, tournaments and associations creating and growing brand licensing programmes.

There is revenue, of course, but also the need to reach fans beyond the stadium and outside the loyal core. This is reflected in a comment from West Ham United Football Club’s licensing lead John Allwood, who says: “With Julen Lopetegui having recently joined as head coach, it’s certainly an exciting new era for our fans in London and around the world and we look forward to offering them even more ways to engage with the club through brand licensing.”

And also from SL Benfica’s senior licensing manager Miguel Pereira: “Benfica’s licensing programme includes diverse categories, both physical and digital, not only for the Portuguese market, but also for European and global territories. Benfica plans to continue using licensing as a tool to reach over 50 million fans around the world, creating, improving and growing its partnerships.”

Another driver is the increase in brand collaboration. When it comes to sports collabs, traditional partnerships can be hugely successful – Tour de France x Rapha, Wimbledon x Ralph Lauren and Formula 1 x TAG Heuer.

Above: Benfica plans to continue using licensing as a tool to reach over 50 million fans around the world.

Inset: Matthieu Battini, EMEA sales director, Global Licensing Group

But it’s the more creative, ‘outside the box’ partnerships that can often be the gold medal winners. Nike nailed it with its Ben & Jerry’s Chunky Dunky Madness collab that married two brands beloved by Gen Z and Gen A. And Adidas has instigated some brilliantly inspired collabs that really tap into the fandom trend. From working with Stella McCartney on her eponymous luxe lifestyle range and the Team GB kits, to an entire range of (gender neutral) Adidas x LEGO sports shoes and apparel. I’m also impressed with its triple brand collabs like Maharishi x Adidas x Arsenal and Adidas and Man Utd x The Stone Roses.

Luxe appeal

Luxe collabs can be particularly fortuitous because there is a smaller audience overlap and – therefore – more opportunity to win new consumers. This can be seen through the proliferation of European football clubs collaborating with high-end partners to deliver limited edition, luxury consumer products. Great examples are Inter Milan x Moncler, Paris SaintGermain x Dior, Arsenal x Stella McCartney and Real Madrid x Zegan. And, outside of football, Porsche x Puma and Nike x Jacquemus.

Going for gold – Olympics licensing

The Olympic Games is unique in that each host country is gifted the opportunity to build a brand and licensing programme from scratch.

Delivering a consumer products programme around the Olympic Games is quite unlike any other sport. The Olympic Games is a moment in time – it’s a few weeks every four years – and the French teams were tasked with going as broad as possible and making the most of a relatively tiny window of opportunity to sell products around the world, through every possible retail channel.

Partners included LVMH Group (which owns Dior, Louis Vuitton, Moët Hennessy and

Sephora, an official partner of the Olympic and Paralympic Torch Relays), Lacoste, Perrier, Evian, Decathlon and Monnaie de Paris.

However the collab that really made me smile was LEGO x Paris 2024, which tapped into the lucrative kidult trend with sets depicting famous Paris landmarks and Olympic venues. It’s in a similar vein to the Tour de France x LEGO collaboration, which lets fans build miniature versions of famous mountain stages and sprints from the Tour de France.

The rise and rise of women’s sport

Looking ahead, one massive trend that will impact brand licensing more and more is the rise of women’s sports in popularity, visibility and accessibility.

According to CMI Media Group, women’s sport is growing 40% faster than sports generally. Attendance and viewer numbers are steadily climbing (75,000+ attended the FIFA Women’s World Cup final in Australia last year) and the athletes individual celebrity power is also rising (England goalkeeper Mary Earps won the coveted 2023 BBC Sports Personality of the Year trophy – a publicly-voted, allgender competition) so it’s no surprise that more brands are keen to align themselves with women’s sport and collaborate with athletes, teams, associations and events.

Supporting the power of women’s sports, Deloitte has said it believes revenue from women’s sporting events will break the $1 billion barrier for the first time this year.

What does this mean? It means it’s only a matter of time before we see an equally explosive increase in revenue from licensing across women’s sport, and BLE is here to support it every step of the way.

Below: The BLE Sports Zone was established in 2018 and grows every year.

Left: EURO 2024 had a robust licensing programme covering numerous categories.

Team players

LSB catches up with four exhibitors at Brand Licensing Europe (24-26 September at London’s ExCeL) within the sports arena to find out more on their licensing programmes, what’s coming up and why being at the show is so important to them.

“Licensing is essential for Benfica”

“Licensing is a key revenue generator for SL Benfica,” begins Miguel Pereira, senior licensing manager. “It drives significant income through merchandise sales, brand expansion and sponsorship deals. Licensing allows the club to reach global markets, engage fans and diversify income streams beyond match-day and broadcasting revenue. This makes it an essential part of Benfica’s commercial strategy.”

The club will be on stand E260 at Brand Licensing Europe, with Miguel believing that the show provides key networking opportunities with industry leaders and potential partners, as well

as offering valuable brand exposure, showcasing the club to a global audience. “The event helps Benfica stay updated on market trends and industry developments, supports business development by exploring new opportunities and strategies, and enables the presentation of new products and initiatives to stakeholders, enhancing fan engagement,” says Miguel. “Overall, BLE plays a crucial role in the club’s growth, brand visibility, and global presence. At BLE, SL Benfica aims to connect with industry leaders to explore new partnerships and stay updated on market trends. The club is also looking for new licensees to expand its range of products and enhance brand visibility. Additionally, Benfica seeks to engage with media representatives to promote new initiatives and technology providers to discuss advanced solutions for digital products and fan engagement. These efforts support the club’s growth and global presence.”

“We hope to find new retail partners”

SAFEJAWZ (stand E253) took its first steps into the world of licensing this year, revealing a multi-year deal with Disney to produce Marvel-themed sports mouthguards

“Because of this, we are keen to get a closer look at the licensing industry while showing off the new range,” says co-founder and ceo, Ewan Jones “To us, BLE seemed like the only place to be with our goal of meeting as many credible connections in the licensing world as possible.”

The company – which is aiming to show that “sports protection does not need to be dull” – is hoping to find new retail partners which are interested in growing their licensed sports accessory offering, as well as connecting with new licensors and other industry professionals to explore new licensing opportunities.

Ewan continues: “SAFEJAWZ is on a great growth trajectory, winning a King’s Award for Enterprise this year, as well as appearing at 16th on the FEBE Growth 100 list of fastest growing founder-led companies. As in many sectors, AI is going to play an interesting role in the licensing sector in the coming few years. IP protection will become increasingly important and fluid as a result. As always, the answer is to not rest on our laurels, keep creating the best possible products and using licensed assets in increasingly powerful and innovative ways.”

Above and right: Licensing is a key revenue generator for SL Benfica, says Miguel.

Above: SAFEJAWZ is looking to show that sports protection doesn’t need to be dull.

“We plan to meet several brands interested in collaboration” Newcastle United (stand E247) is using BLE to kick start its licensing programme, something which Leigh Simpson –the club’s head of licensing – describes as “one of the most exciting chapters” in its history.

“From a retail and licensing perspective, we are aligning Newcastle United with the world’s biggest football brands,” Leigh comments. “Bolstered by a prestigious new partnership with adidas, we will use the power of brand licensing to give our global community enhanced access to quality, locally relevant products.”

Leigh will be looking to meet with licensees to discuss opportunities in both traditional and non traditional categories, domestic and international.

“Supporters are central to everything that we do at Newcastle United. Our global licensing programme will help us reach, engage and better serve current and new supporters by extending the Newcastle United brand into new territories, product categories and retail channels.

“BLE will be a great opportunity for us”

Barefoot International (stand E245) started its licensed business back in 2014 as a licensee for Champion socks and underwear. Later, it came on board for STARTER socks and underwear and for MLB socks in 2019. More recently it secured a licence for NFL socks and underwear.

In addition to its licensing business, the company also produces socks for New Era.

“The Champion licence was very successful and the timing of signing was very good - just before the hype of the Champion brand,” explains Ron Gosselin, commercial director. “We are very excited about the new NFL licence and believe this will give our business a huge boost; especially because of the NFL ‘brand heat’ at this moment, while the upcoming NFL Euro Games in London and Munich are a big help as well.”

“This ‘supporter-first’ approach informed Newcastle United’s retail and licensing activation during the recent pre-season tour to Japan. The club worked alongside Pro-Fitt Sporting, a leading licensee and retail partner, to give supporters localised access to our adidas kits, New Era headwear and an exclusive Japan 2024 tour range.”

Leigh continues: “BLE presents an effective platform to introduce Newcastle United and its global licensing programme to the industry for the very first time. We are looking forward to meeting current and prospective licensees, international agents and service providers. We plan to meet several brands interested in collaboration opportunities with Newcastle United during BLE.”

Ron says that BLE will be a great opportunity to connect with potential retailers, as well as showcase its product to attract other brands.

“As a company, we have focused mainly on American sport, lifestyle brands and US sports leagues like NFL, MLB, etc. So, we believe with the history and knowledge acquired over the years that there is still room for us to add more US brands or sport league licences and maybe also other product categories that could complement our current categories and would be a good fit for our distribution channels.”

Right: Barefoot signed Champion as its first licence back in 2014.

Above and right: Newcastle United is entering one of the most exciting chapters in its history, says Leigh.

Bridge building

Now in its 10th year, the popular Sports Merchandise and Licensing Show (SMLS) returns to Stamford Bridge on Monday 14 October, and will once again welcome a host of companies that work across all aspects of the sports sector – from licensees through to service companies and suppliers.

After months of planning, Mark Bell, licensing manager at SMLS organiser Chelsea FC, and his team are looking forward to kicking off the 10th annual Sports Merchandise and Licensing Show with a celebratory party the night before the event.

“We host our exhibitors and a selection of visitors the night before the show itself for entertainment, food and drink – it’s an informal way for everyone to network before the show, and it will be great to have the chance to catch up with many familiar (and new!) faces,” says Mark. “We’re really looking forward to seeing the show come to life.”

Catering to everyone in the sports industry, SMLS is a one-stop shop for retailers exploring licensed ranges to stock, organisations looking to elevate their brands by securing key licences and clubs aiming to source new products for their stores. This year’s exhibitors range from the multinational to the niche, and include 20 first-timers, many of whom are from Europe – which is testament to the event’s wide reach, says Mark.

“We’re proud of how far SMLS has come over the past 10 years, so much so that we’ll be re-opening the second exhibition hall this year to welcome even more exhibitors. We have 118 stands in total this year, with just a very few left available. The fact that we are in two halls and there were only a couple of companies that have not come back this year shows how much SMLS is growing year on year.”

Mark and the team work to ensure that each year’s show has a selection of both returning and new exhibitors, in order that the event offers a fresh look and feel every time. “We also want to ensure that we have as many

Below: The show will have a mix of returning and new exhibitors across a broad spectrum of sports.

Right: The popular one day show is held at Chelsea’s Stamford Bridge stadium.

visitors as possible from a variety of sports and retail backgrounds,” Mark explains. “While apparel is still the most popular category when it comes to sports licensing, we are finding a lot of new companies with various products that have not previously been exhibited at the show.”

This year’s exhibitors include German textile company Fahnen-Herold, which produces pennants, flags and banners; Banbo Toys, Spanish manufacturer of collectable licensed toys; Dutch apparel company WIEBO International, and Fresh Ego Kid, the streetwear fashion brand. Mark is keen to stress that even though SMLS is held at Stamford Bridge, it’s not just football focused; the event covers all sports, from American football to golf.

According to Licensing International’s 2024 Global Licensing Industry Study, the sports licensing sector contributed $39.5bn to the global licensing economy in 2023, a 5.6% increase on 2022; it now accounts for 11% of the global licensing market and has surpassed fashion as the fourth-largest licensing category. Unsurprisingly, SMLS is catering to a larger market than ever before.

“Regardless of which sport you are into, showing your support for your team is a part of everyday life for sports fans, so the demand is always there,” Mark says. “Sports brands are placing more focus than ever on establishing themselves as standalone brands as well as sports teams, so it’s a win-win for licensees and retailers to be part of this journey.”

Hundreds of visitors are expected through the doors on 14 October, made up of licensing and retail personnel from football and other sports clubs, as well as retailers looking to stock licensed products. Visitor passes are still available and are free, and can be obtained through the show website (sportsmerchandiseandlicensingshow.com.)

As well as retailers and existing – and would-be – licensees, anyone looking to keep up with the latest changes in sports licensing is encouraged to attend the show. “Like many other sectors of the licensing industry, sports licensing is fast-moving, and new trends are constantly emerging,” says Mark. “SMLS offers a great opportunity to keep abreast of the latest

SMLS: THE LOWDOWN

• The event takes place at Stamford Bridge on Monday 14 October within the Canoville Suite and the Great Hall with entrance through the Copthorne Hotel

• The event is free of charge to attend.

• Visitors are encouraged to register online via the Visitor Registration Tab at sportsmerchandiseandlicensingshow.com before the event to save time on the day. Walk-in registrations are also accepted.

• Only authorised vehicles are permitted onsite for visitors. However, parking is available at Fulham Broadway Car Park (charges apply).

• Doors open at 9.30am and the event finishes at 4pm.

Below: Anyone looking to keep up with the latest changes in sports licensing is encouraged to attend the show.

innovations. And on top of that, of course, there are the networking benefits. The show is the perfect place to catch up with existing contacts, while making many new ones.”

With so much to see, attendees should plan their day carefully, Mark advises. “Book your meetings ahead where possible and allow yourself the whole day. Visitors can reach out to our website, merchandiseshow@chelseafc.com if they have any questions or need support planning their schedule.”

Protect and serve

Trusted by some of the biggest names in the sporting world, including Manchester City FC and Formula 1, Octane 5’s VERITY product authentication labels and tags and BrandComply software harness both cutting-edge tech and customer engagement for optimum brand protection benefits.

Staffed by an experienced team of licensing and software consultants, Octane5 has been a trusted technology partner to the licensing industry since 2011. Its BrandComply platform is a paperless, friction-free management system for the entire licensing eco-system, from contract workflow and digital asset management through to audit tracking, approvals, royalty management, and – increasingly vital for global brands with omnichannel retail strategies – robust anticounterfeiting solutions.

Available as part of BrandComply’s suite of services or as a standalone product, Octane5’s VERITY product line comprises secure labels, seals, hang tags and various related items, all seamlessly integrated into a supplier management system connected to a consumer engagement platform.

“Rather than holographic technology, VERITY uses micro-optic technology, which is used in government currencies around the world,” explains Octane5 co-founder Mike Dunn. “That’s the first level of defence. The second is that VERITY harnesses crowdsourcing to bolster a company’s brand protection efforts. We’ve effectively gamified the authentication process so consumers can engage with the brand through a QR code on the tag or label that will say scan to win, scan to play, scan to authenticate… Around that call

to action we’ll build an entire perks platform that allows consumers to earn points, join loyalty programmes or get more involved with the brand in other ways.”

As well as empowering customers to make informed choices, leading to positive brand experiences, the system has obvious marketing and efficiency benefits for brands. It also comes with some unexpected perks, Mike points out. “By having all the data in one place, we can see stories within it that you couldn’t see if that data was siloed. For one client, from customers engaging with the label on a product box and giving feedback, we were able to pinpoint a factory where there was a quality control issue, while for others, we’ve spotted discrepancies resulting from the significant under-reporting of royalties.”

These ‘bigger picture’ benefits run throughout the entire BrandComply system, says Mike. “With so many clients across so many verticals, particularly sports and automotive, we’re increasingly able not only to assess clients’ programmes against their own pre-set goals, but also benchmark them anonymously against those of similar brands operating in the same product categories – effectively providing a value-added consultative service.”

Octane 5 will be at Brand Licensing Europe from 24–26 September, at stand B260.

Below: Octane5 has been a trusted technology partner to the licensing industry since 2011.

Above: Mike Dunn, co-founder, Octane5.