Within the past year, professional sports licensors worldwide have been expanding their presence in the health and wellness sector. They are teaming with licensees across a variety of categories, including:
- Nutritional supplements. Manchester United signed a deal with IVC for a line of wellness products in China, starting with a line of supplements under IVC’s Mate brand.
- Exercise equipment. Properties ranging from the U.K.’s Rugby Football Union to the U.S.-based Ultimate Fighting Championship (UFC) have entered the fitness equipment space.
- Fresh produce and other healthy foods. The NBA partnered with Crunch Pak for NBA Fit Snackers, a line of packaged apples and pretzels meant to give kids better options for snacking between meals.
Of course, properties of all types—from classic characters to fitness gurus to magazine brands—are strengthening their positions in categories related to wellness. Pro sports licensing seems to be a particularly logical match, bringing high awareness and loyalty as well as a natural association with fitness.
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