Tag Archives | Fanatics

Kicked to the Curb

A number of European football (soccer) clubs have been taking licensing, retail, and other rights in-house as their previous contracts with leading sports sponsors and licensees end: In the latest example, Italian club Inter Milan took retail and licensing rights back from Nike in November 2019. Chinese retailer Suning is the organization’s majority owner, which […]

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Game On

Many retailers, both bricks-and-mortar and online, are looking to solidify their relationship with young adult, teen, and tween consumers, as well as younger future shoppers. Increasingly, they are turning to gaming as a tool in this quest. Value retailer Five Below partnered with Nerd Street Gamers, a developer of e-sports competition and training facilities, to […]

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Data-Driven Decision-Making

Licensing has become more data-driven over time, as the tools used to analyze sales and other information at a granular level improve, giving licensors and licensees insights into what is working and not working and enhancing the ability to tweak strategies quickly. Licensing executives have also increasingly been enhancing sales history with other more forward-looking […]

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Power Players Enter E-Sports

Licensing tied to e-sports leagues, governing bodies, teams, and athletes has been slowly growing for the past three or so years. Most of the action to date has occurred through specialist licensees and distributors such as We Are Nations, Meta Threads, EsportsOnly.com, Manatee.gg, and Esportsclothing.com. There have also been occasional capsule collections, as well as […]

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Revving Up For Rugby

As fan anticipation builds globally for the next Rugby World Cup, to be held in Japan in fall 2019, several licensing, sponsorship, and representation deals involving the sport, in its various forms, have come to light in the past few months. Among them: World Rugby and IMG named Canterbury, which outfits a number of national […]

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Collegiate Consolidation

The collegiate licensing business is about to undergo some profound changes, thanks to two recently announced deals involving major players in the collegiate market. Last week, Fanatics said it had purchased the collegiate licensing operations of Fermata Partners, an agency founded in 2012 and owned by CAA since 2015. Fermata execs Derek Eiler and Chris […]

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A Meditation on Mergers & Acquisitions

Last month came news that Learfield and its competitor IMG College were in late negotiations to merge. If the plans go through, this move would bring together the two major agents in the collegiate licensing business, not to mention their vast sponsorship and multimedia operations, marking a big change for the collegiate licensing business. It […]

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Taking a Stake

The incidence of property owners taking an ownership stake in a manufacturer’s company as part of a licensing agreement—while not unheard of in the past—has been on the rise over the past couple of years. This activity has been particularly notable of late in the sports licensing sector. Back in 2015, the NHL took an […]

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Social Media-Inspired Design

Social media has permeated the licensing business as a marketing tool, as an inspiration for products (e.g. selfie sticks), as a source of properties, and as a content platform. Not surprisingly, it has also given birth to a number of design trends: Hashtags. Licensors and licensees are integrating hashtags into graphics for apparel and accessories. […]

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School Spirit

Last week, the annual conference of the International Collegiate Licensing Association (ICLA), one of several collegiate marketing organizations administered by the National Association of Collegiate Directors of Athletics (NACDA), took place in Orlando, Florida. Some of the key topics of conversation, both in the presentations and informally, included: Retail challenges. Collegiate licensors are, like all […]

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