Prediction markets are exchange platforms that allow users to buy and sell contracts whose value is tied to the outcome of specific future events. It is essentially investing in — many observers would say betting on — whether a certain event will occur, with values based on probabilities, supply and demand, and other factors. On […]
Archive | Sports
Clothing Labels Call on Cricket Players
In cricket-obsessed India, athletes known for their prowess on the pitch are increasingly pairing with fashion companies for capsule collections, brand ambassadorships (which can ultimately lead to capsules), or both. Examples of the growing number of partnerships arising in the last couple of years include the following: Skechers partnered with Mohammed Siraj in September 2025, […]
Turning Up The Heat
Heated clothing is a segment of the apparel, accessories, and footwear category that is about to hit its peak selling season in the Northern hemisphere. These pieces, which include battery-powered heating elements to keep people warm when spending long periods outdoors, represent a small portion of licensing deals within the apparel industry. But it is […]
Beauty Brands Support Women’s Sports
Beauty companies have been collaborators in women’s sports ever since the latter began its quick ascent in attendance and ratings not so long ago, and they remain as one of the preeminent partner types. This year has been particularly active for sponsorships involving women’s sports leagues, with several deals announced in 2025: In October, Glossier […]
Tunnel-Fit Tie-Ins
The intersection of pro sports and the fashion industry has been strengthening for many years. One aspect of this trend that has been gaining more attention of late is the athletes’ “tunnel fits,” or pre-game outfits. Sports stars are intentional about these pre-game looks, photographers snap the players’ trend-forward outfits as they pass through the […]
Racing-related Eyewear Picks Up Speed
By Karen Raugust on September 18, 2025 in Accessories, Automotive, Corporate brands, Licensing, Sports
Racing in all of its forms has had a big presence in many product categories over the past few years, especially in the fashion realm. The properties in question include not only auto racing, which dominates collaboration activity in this space, but also increasingly bike, motorcycle, sailboat, and horse racing as well, not to mention […]
Starting the Semester in Fashion
As another school year begins, the Nikes and Adidas of the world are releasing fresh new items as part of their new and ongoing deals for collegiate sportswear and related merchandise. At the same time, streetwear and other fashion labels outside the realm of traditional collegiate licensing are increasingly pairing with universities for new fashion-forward […]
Women’s Sports Reach New Merch Milestones
Interest in women’s sports remains strong, as does demand for merchandise tied to women’s leagues, teams, and athletes. But product supply, variety, and quality continue to lag behind the men’s game. A few key milestones in the past year have contributed toward reducing some of these deficits, however: In July, the Orlando Pride of the […]
Characters in the Pit
Characters from TV, films, and gaming have increasingly been linked with racing—a high-profile sector within the licensing business these days—for promotional initiatives that, in some cases, include merchandise. Auto racing has been seeing growing interest from younger fans in recent years, and these collaborations serve to both take advantage of that fact and further the […]
The Fine Art of Football
Soccer clubs around the world have been creating collaborative jerseys and fanwear by pairing with nonsports properties, including an expanding range and variety of licensed IPs, from musicians to anime. Their partners also increasingly include artists, as some recent examples illustrate: In May of this year, the Frida Kahlo brand and its German agent Bavaria Media Licensing announced […]