When the 2024 Summer Olympic Games open on July 26, national teams from around the world will be more fashion-forward than ever, as befitting the Games’ location in the fashion capital of Paris, France. A large number of fashion brands, from luxury labels to sportswear companies to streetwear brands, are pairing with national Olympic committees […]
Archive | Event licensing
Mascot Mania
Sports and cultural festivals in China give birth to extensive licensing programs, often centered on a cute mascot, with the design of the mascots and the products often highlighting elements of traditional Chinese culture. These initiatives typically inspire hundreds and sometimes thousands of products sold through official shops near the venue and online through sites […]
Characters Qualify for the Olympics
Licensed characters are playing a starring role this year in promoting national Olympic teams, Olympic sports, the Tokyo Olympic Games, and the Olympic spirit in general, both officially and non-officially. There is still some uncertainty surrounding the event, which is set to kick off on July 23, after a year-long pandemic delay, amid rising numbers […]
Approaching the Starting Line
Organizing bodies overseeing global sports events are starting to look forward to when they can again host their tournaments and games—some as soon as 2021, they hope—and are jumpstarting their licensing efforts in preparation for that day. Here are some recent developments involving high-profile upcoming sports competitions: Rugby League World Cup 2021 is planning to […]
Shopping the Super Bowl
American football fans are gearing up for the Super Bowl this weekend. Not surprisingly, the NFL, the local organizing committee, and retailers across the Twin Cities—this year’s host site, U.S. Bank Stadium, is located in Minneapolis—are highlighting Super Bowl LII merchandise. Their activities provide a good illustration of what big-event licensing programs look like. The […]