Mixed martial arts (MMA) athletes have been actively entering into partnerships for apparel and other categories, or launching their own merchandise programs, in 2020 and 2021: Conor McGregor launched an apparel collaboration early this month with Roots of Fight, including t-shirts as well as a hoodie, a thermal shirt, and sweatpants. The collection was available […]
Archive | Sports
Opening Moves
By Karen Raugust on November 5, 2020 in Design and content themes, Interactive gaming, Licensing, Sports
Interest in chess has been on the rise for the past five years, but it has really been experiencing a pop-culture moment this year, especially since the pandemic began. Some of the indications: Chess as esport. All told, viewers on Twitch, the video game-centric streaming service, have watched more than 43 million hours of chess […]
Teaming Up for CBD
Sports leagues, teams, and events, as well as athletes, have become active players in the CBD industry, with many of their efforts focused on pain management. In fact, athletes and sports licensors account for 19.2% of IP partnership deals done in 2019 and 2020 in the cannabis space, second only to musicians, who have been […]
Sportswear Brands Still Competing in Asian Esports
By Karen Raugust on September 28, 2020 in COVID-19, Interactive gaming, International, Licensing, Sports
COVID-19 has had a big impact on global esports revenues. Newzoo predicted in July 2020 that revenues for the esports industry worldwide would increase by 1.7% this year, compared to growth of 23.3% year-on-year in 2019. Sales of esports merchandise and tickets—Newzoo tracks the two revenue streams as one segment of the total industry—will take […]
A Sporting Chance
One of the main topics of conversation in licensing, almost since the pandemic began, has been whether and how contracts could be renegotiated to better share risk between licensors and licensees. The sports industry is one sector in which a number of contracts are currently being questioned, reconfigured, or discontinued in the wake of the […]
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 […]
Esports Properties Score New Partnerships
Esports has gained a higher profile among the general public during the COVID-19 crisis, with viewership and participation both up. Some mainstream sports fans have turned to esports for entertainment or wagering due to the lack of any other sport to watch. Athletes from traditional sports have helped generate awareness during their leagues’ hiatuses by […]
Competing for Fan Loyalty During Hard Times
By Karen Raugust on May 14, 2020 in Branding/marketing, Business models, COVID-19, Licensing, Sports
One segment of the licensing business where the shutdown of live events has had a significant impact is sports. The cancellation of sports seasons and events has removed their core reason for being, creating financial hardship for many and lessening the urge to purchase licensed merchandise, both in the short term and very possibly for […]
A Full-Court Press for Chinese Sportswear Firms
China continues to get back to business after the Covid-19 outbreak, which peaked in that country from mid-January through early to mid-March. As a result, the leading Chinese sportswear and footwear companies are still hopeful they can come out of a terrible first half with positive numbers for the year as a whole. Anta, the […]
Help for Aches and Pains
Sports-related licensing deals and other ventures involving athletes and licensed sports IP are starting to proliferate in the emerging CBD category. Although each agreement is unique, any resulting products are apt to focus on addressing specific aches, pains, and injuries caused by sports or an active lifestyle. Some recent examples: • Former NFL Patriot Rob […]