Tag Archives | UFC

Trading Card Transformations

The trading card industry has been experiencing a number of changes this year, from skyrocketing interest in collecting, to decades-long licensing agreements changing hands, to the emergence of new opportunities including non-fungible tokens (NFTs) and collegiate name, image, and likeness (NIL) rights. Some of the key trends to watch: A pandemic-fueled rise in popularity. Interest […]

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Fighting the Good Fight

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 […]

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Going to the Gym

Intellectual property owners are increasingly looking at gyms and fitness regimens as a viable experiential category, as several recent deals around the world illustrate: Tim McGraw is partnering with Snap Fitness for a chain of gyms in the U.S. called Tru Mav Signature Clubs. The name is short for “true maverick,” and the centers will […]

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The Friendly Skies

Airlines’ participation in consumer-products licensing is relatively limited compared to many other types of corporate brands, both in the number of properties active and the scope of their programs. That said, they are involved in the business in a variety of ways: Outbound licensing. Lufthansa has been extending its brand for a decade but last […]

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