Winning ways
Welcome to the third annual edition of the Licensing Sports Book and we’re not sure about you, but the team has absolutely loved the summer of sport that we’ve just had.
From Chelsea’s victory at the FIFA Club World Cup and the thrilling Wimbledon final between Jannik Sinner and Carlos Alcaraz, through to the British & Irish Lions tour and the England v India Test… and that’s before we even get to the sheer brilliance that was the Women’s Euros and the Lionesses bringing the trophy home for a second time.
At the time of writing, the Red Roses, the England women’s national rugby team, are expertly working their way through the group stages of the Women’s Rugby World Cup, and the domestic football seasons are well underway.
On the horizon too, are a record seven international matches for the NFL including at Wembley and Tottenham Hotspur, plus a Dublin debut. The growth in popularity of American sports in the UK has been steadily building for a number of years, but it really seems to have now exploded in the licensing space and at retail. We take a closer look on pages 18+19 at some of the drivers behind it.
Samantha Loveday - Group Editor Ian Hyder - Chief Executive O cer
Jakki Brown - Managing Director and Editorial Director
Rob Willis - Chief Operating O cer
Mark Grayson - Creative Director
Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk
Ultimately, sport can be a great leveller, with the shared passion of fandom crossing international boundaries, while streaming platforms, social media, key overseas events and high profile athletes have gone a long way to transforming the view of US sports on these shores. David Beckham has even made us like Major League Soccer.
Elsewhere in the book we also chat to a number of licensees about their sporting success stories so far this year (pages 26-29), The Carat Shop tells all about its move into the sporting arena (pages 32+33) and The Insights Family offers up some fascinating insight into why winning over Gen Alpha sports fans is not simply a marketing tactic, but a revenue strategy (pages 38+39).
In addition, the sports presence at Brand Licensing Europe is shaping up to be an impressive one (pages 44-47), while the Sports Merchandise & Licensing Show is getting ready to mark its 11th edition (pages 50+51).
We hope you enjoy the issue and we look forward to catching up again at BLE or SMLS.
THE LICENSING SPORTS BOOK TEAM
Samantha Loveday, Tessa Clayton, Michelle Urquhart, Ian Hyder, Rob Willis and Jakki Brown.
Copyright 2025. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. ISSN 25158643.
Inset: The Lionesses were crowned champions of Europe for the second time this summer.
What’s inside?
JEWELLERY AND GIFTS BY CARAT SHOP
Playing to win
From high profile collaborations, award winning teams and product launches across key sectors, through to new retail and experiential activity, LSB rounds up some of the latest news from the sports category.
Sports licensing catching fans’ attention
Sports properties are now the third largest licensed category with 11.1% of the market, according to the 2025 Global Licensing Industry Study
The Licensing International study – conducted with Brandar Consulting – showed that sports properties grew at the market rate of 3.6% in 2024.
It also found that sports licensing product engagement is now driven much more by athlete fandom than team loyalty, with athletes now marketed in a similar style to Hollywood media stars.
In addition, because of how hyper-personalised people’s media consumption is today, sporting events are now one of the only places where everyone meets – spanning age, race, socioeconomic and political lines. Professional athletes are now some of the most recognisable and enduring properties in the licensing world and, even better from a brand building perspective, most athletes have repeat sports performances each
year, continually showcasing their personal brands.
Women’s sport, too, is also seeing a trend towards strong growth. “[We’re] seeing a trend toward strong growth of women’s sports with an increase in younger generation female sports fans through great support from higher fan and athlete social media engagement,” commented a US-based licensee taking part in the study. The momentum from 2023 for women’s sports licensing continued with women’s track and field, football, gymnastics, volleyball and basketball all equally sharing the spotlight with men’s sports at the Paris Olympics. In addition to this, the study stated that many women’s sports leagues have seen greater growth rates during the period than their male counterparts.
However, retail penetration of women’s sports merchandise needs to catch up to the demand that is being generated by much greater crowd attendance and wider TV coverage.
Abercrombie & Fitch touches down with NFL
The National Football League (NFL) and Abercrombie & Fitch have confirmed a new multi-year partnership naming the fashion retailer as an Official NFL Fashion Partner – a first for a league sponsor.
Building on the success since launching licensed NFL products in 2022, Abercrombie’s aim is to redefine fan style through a fashionfirst lens in partnership with the NFL.
By pairing athlete-led campaigns and player-designed apparel with a lifestyle assortment, Abercrombie will look to blur the line between outfits worn during game day arrivals and everyday wear for both female and male fans, as well as for players.
In addition, Abercrombie will activate across NFL tentpole events including select NFL international games and within its retail locations worldwide.
“As the NFL continues to evolve, we are partnering with brands that share our strategic vision,” commented Tracie Rodburg, senior vice president of global partnerships at the NFL. “Naming Abercrombie & Fitch as an official sponsor reinforces our position as a growing leader in the fashion community, creating deeper connections with our fans at the convergence of fandom and fashion and celebrating our players’ dynamic style.”
Inset: Sports properties are now the third largest licensed category.
Above: Abercrombie is aiming to redefine fan style through a fashion-first lens in its NFL partnership.
Danilo roars support for women’s sport
Getting behind the England Lionesses’ successful defence of its Euros title earlier this summer has vindicated Danilo’s backing of an MP’s campaign.
Danilo Promotions’ licensing director, Dan Grant, met with Helen Maguire MP (Epsom and Ewell) and Brian Waring, customer and commercial executive director at Cardfactory, at the store in the Ashley Shopping Centre in Epsom in August.
The meeting was arranged after an Early Day Motion was tabled in January this year in the House of Commons by Maguire urging manufacturers and retailers to sell more cards celebrating female football players to inspire young women to take up sport.
This was after the MP had visited the same store to purchase a birthday card for her office manager “who is a massive football fan. I looked at the girls’ section and there were no sporty ones. The only ones I could find were in the male section”.
Dan Grant explained: “Danilo has launched a range of women’s football greetings cards, from individual clubs as well as the national Lionesses team, which is now available online and on the high street, in recognition of the growing importance of the women’s game and the consequent demand for everything related to women’s football.”
He added: “We have been working with several national and club level sports organisations for
some time now to develop new products focused on the women’s teams and are immensely proud of leading the market in this respect.”
Danilo Promotions is supporting the MP’s campaign and was delighted to share the range that’s available both online and in Cardfactory face to face.
Chelsea FC and Fanatics expand global partnership
Chelsea FC has confirmed a long-term extension and expansion of its partnership with Fanatics
The new chapter for the partnership will deliver an enhanced online shopping experience for Chelsea fans, featuring upgraded site capabilities, exclusive content and a wider range of products than ever before.
Under the expanded partnership, Fanatics will continue to operate Chelsea’s global eCommerce operations and will obtain further design and manufacturing rights to develop new fan apparel ranges, leveraging its in-house design and manufacturing capabilities to create premium and exclusive merchandise tailored to Chelsea fans across the world.
Above: Fans will have access to exclusive merchandise as part of the expanded Fanatics and Chelsea partnership.
The new agreement comes at a time of significant growth in merchandise sales through the online store. Since the partnership with Fanatics began in 2018, sales have grown on average by double digits each year and, in 2024 alone, Fanatics delivered Chelsea merchandise to fans in more than 130 countries across the world.
The new online store features enhanced product content, imagery and search functions utilising the latest AI technology, faster checkout and multiple language and payment offerings. Fans will also have access to exclusive merchandise.
Above: Danilo’s Dan Grant (left) with Helen Maguire MP (Epsom and Ewell) and Cardfactory’s Brian Waring.
Topps returns to the Premier League
Topps has revealed the brand’s return as a licensee of the Premier League with Topps Premier League 2025/26 Trading Cards.
The standalone collection will live outside of Topps’ popular Match Attax series and will see players from all 20 clubs represented, seen in all-new 2025/26 kits, with both legends and current players featured.
In addition, Topps is promising more autographs than ever before, as well as an extensive parallel programme including 15 colour variations across unnumbered and numbered parallels from /499 to the /1.
There will also be a Countdown Calendar Exclusive (25 September) and First-Ever Golden Boot Tin (2 October).
Some of the highlighted cards in the sets include Rookie Cards (referring to a player’s first trading card); Chrome King Legend Cards (featuring top players from the past); Gold Lion (semi rare and printed on shiny gold foil with a liquid silver finish); Premier Pull Cards (mega rare and including a top class line-up of current players and all-time Premier League legends); Autograph Cards; and Diamond Rookie Cards (ultra rare and reserved for just 10 of the most exciting rookie prospects in the 2025/26 Premier League season).
Dream Theatre scores big with Real Madrid
Dream Theatre has confirmed a new relationship with Legends for Real Madrid CF in India.
The partnership was facilitated by global premium experiences company Legends, which manages the club’s global licensing programme with a focus on ensuring Real Madrid fans around the world can find their favourite official club products.
The new collaboration is aiming to enhance the club’s presence in the region, while also providing fans with access to authentic licensed merchandise.
“We are thrilled to partner with Legends and bring the iconic Real Madrid CF closer to its Indian fans,” commented Jiggy George, founder and ceo at Dream Theatre. “This partnership marks a significant milestone in our efforts to cater to the growing demand for premium sports merchandise in India.”
Victoria Alba, licensing manager at Legends, added: “Legends is excited to collaborate with Dream Theatre to bring Real Madrid’s licensing programme to new heights in India.”
Nike and LEGO click with partnership
Above: The Nike Dunk Trickshot x LEGO Set is among the latest launches from the collaboration.
The LEGO Group and Nike have revealed the latest instalment in their global multiyear partnership – launching two new co-created LEGO sets.
The Nike Slam Dunk x LEGO Set and the Nike Dunk Trickshot x LEGO Set follow on from the positive reception for the Nike Dunk x LEGO set which was released earlier in the summer.
The sets are looking to encourage children’s engagement with active and creative play, inspiring them to participate both on and off the court.
The momentum is also continuing with Nike’s second drop of apparel, footwear and accessories, which pays homage to the style of championship athletes and master builders. The collection includes a basketball, basketball jacket, girls’ cropped t-shirt, backpack, crew socks and hair ties.
The product launches coincided with a global series of community experiences and activations including a Nike x LEGO Play Arena, an immersive football experience which brought the power of sport and creativity to central London.
Adidas brand set to take further market share in 2025
adidas has been driven by the continued popularity of its Originals lines and its performance footwear.
The adidas brand is forecast to remain one of the biggest winners within the global apparel market in 2025, stealing market share from Nike, according to data and analytics company, GlobalData This is set against a backdrop of tough economic conditions and consumers’ discerning shopping habits continuing to cause significant disparity in the performance of apparel brands this year.
“Brands that can quickly react to trends and offer good value for money will have the opportunity to gain share, whereas those that are unable to compete on price or style are forecast to lose out,” said Tom Ljubojevic, apparel analyst at GlobalData. “Adidas’ market share is estimated to rise by 0.1 percentage points (ppts) to 1.9% in 2025, driven by the continued popularity of its Originals lines and the success of its performance footwear. Elsewhere within sportswear, New Balance and Skechers are also expected to gain share, bolstered by their versatility, alongside their high-profile athlete and brand partnership.”
Above:
Above: The collection will represent players from all 20 clubs.
England Rugby’s Red Roses and Barbie join forces
Mattel’s Barbie brand has secured a partnership with the Red Roses – England Rugby’s Women’s team – following a huge summer for women’s sport.
Marking Barbie UK’s first ever partnership with a sports team, the collaboration aims to inspire the next generation of female rugby players through grassroots initiatives, funding, merchandise and powerful storytelling. It features three Red Roses players – team captain Zoe Aldcroft, Sarah Bern and Sadia Kabeya.
The partnership comes as new research from Barbie and England Rugby’s Red Roses, the number one ranked women’s rugby team in the world, reveals that a third of girls disengage in sport by the age of 14, driven by concerns over body confidence, doubts in their ability and a lack of visible female role models in sport.
To address this and spotlight the power of sport in unlocking confidence, ambition and resilience in girls, Barbie and the Red Roses are sharing stories
Game on for Crocs and NFL
The National Football League (NFL) has teamed up with footwear brand, Crocs for a new multi-year licensing deal.
The first-ever NFL x Crocs collection features team-inspired footwear and Jibbitz charms which aim to capture the ‘passion and personality’ of NFL team fandom.
The initial drop will include footwear for 14 teams – including Kansas City Chiefs, Philadelphia Eagles, San Francisco 49ers, Chicago Bears, Buffalo Bills, Las Vegas Raiders, Dallas Cowboys and Miami Dolphins – with the full 32-team line-up rolling out throughout the collaboration. Fans can also look for expanded designs and categories, including bags, as part of the agreement.
The Classic Clogs - one of Crocs’ bestselling shoes - will be a marquee product in the collection and has been crafted with team-centric elements that celebrate the essence of gameday, from team colours to iconic mascots and logos.
“The Crocs brand has made a significant impact on footwear culture with their shoes becoming synonymous with ease and comfort,” said Ryan Samuelson, vice president of consumer products at the NFL. “Collaborating with Crocs allows us to give fans expanded options that will keep them stylishly comfortable for gameday and every day.”
of overcoming obstacles, celebrating individuality and pursuing passions, all to inspire young girls across the UK and beyond.
As part of the Barbie Dream Gap project, Mattel is making a £20,000 donation to the RFU, supporting their commitment to increase the number of female players.
Barbie will also be supporting the RFU’s Girls’ Activity Days, part of the Impact ’25 Programme, that aim to encourage and enable rugby clubs across England to attract more girls into rugby by offering multiple activities at their clubs, alongside rugby.
Modelled by Zoe, Sarah and Sadia, Barbie and the Red Roses will also launch a licensed apparel range, produced by Castore, with empowering slogans and beautiful designs celebrating rugby, a range of t-shirts and hoodies will be available this month. A special edition Barbie x Red Roses Gilbert rugby ball will also launch in October.
Panini inks multi-year partnership with the EFL
The EFL has secured a new multi-year partnership with Panini, aiming to celebrate the rich history and heritage of the League and bring fans closer to the game.
From the 2025/26 season – and for the first time in almost 20 years – the collaboration promises to strike at the heart of football fan culture and create a unique and personal connection to all 72 EFL Clubs, including the launch of the first-ever EFL hobby trading cards, featuring player autographs and memorabilia for collectors to chase.
As the exclusive rights holder to making the unique sticker and trading card collections featuring some of the biggest names to have played in English football, Panini will also have a presence across all three EFL divisions and five Wembley finals
“The EFL is part of the fabric of life for hundreds of millions of fans across the world. This new partnership with Panini provides the opportunity and new ways for the League and our Clubs to engage with supporters, in particular, younger fans,” explained chief commercial officer at the EFL, Ben Wright. “Traditional football collectables have enjoyed a resurgence in recent years, appealing to fans aged eight to 80. We look forward to working with Panini on this exciting new venture, where the League, following the inaugural season of Fantasy EFL, will continue to provide ways for new and existing audiences to engage with EFL football beyond just the 90 minutes on the pitch.”
Above: The collaboration is promising to strike at the heart of football fan culture.
Above: The initial NFL x Crocs collection will include footwear for 14 teams.
Above: The collaboration aims to inspire the next generation of female rugby players.
New Era drives ahead with 24 Hours of Le Mans
Headwear specialist, New Era is continuing to build its footprint in the motorsport space, securing an exclusive partnership with 24 Hours of Le Mans
The deal was brokered by Le Mans’ exclusive licensing agency, IMG
The collaboration brings New Era’s premium design and innovation to one of the most prestigious and historic racing events.
The debut collection features a selection of core styles, including New Era’s signature adjustable 9FORTY, Bucket, unstructured 9TWENTY, mesh Trucker and snapback 9SEVENTY silhouettes, all presented in a variety of tonal and vibrant colours.
To commemorate the collaboration, New Era and 24 Hours of Le Mans have also teamed up with Alpine Endurance to launch an exclusive series of adjustable 9SEVENTY caps. The limited edition collection features the French tricolore flag colourway in three designs.
F1 Box opens in London
Formula 1 has launched a new immersive racing experience at Westfield Stratford City, called F1 Box
A first of its kind experience, the new innovative format will pit drivers against each other in a head to head immersive racing challenge across 12 Arcade-style F1 racing simulators.
With state-of-the-art, full-motion simulators, 4K screens, impressive audio-visual production and race commentary, the latest high-intensity experience will see friends, family and other fans battle it out in two back to back races, tracking their progress via the live leaderboards and with the help of real-time race data.
F1 Box is the latest experiential offering from Formula 1. It follows the rapid rise of F1 Arcade which now boasts five locations across the UK and US.
“F1 Box is another example of Formula 1 popping up in new and interesting places to engage with its fans,” said Emily Prazer, chief commercial officer at Formula 1. “The success of F1 Arcade has shown that people crave that burst of adrenaline that comes from going head-to-head against your friends and family.”
Aykroyds scores with Wrexham AFC
Aykroyds is excited to be working with Wrexham AFC.
Aykroyds has added Wrexham AFC to its portfolio, with md Ffion AykroydDavies saying the licensee is “excited” about bringing product to fans across the globe.
“Wrexham AFC has recently opened its own store in the heart of Wrexham, launching an exclusive range of products including our pyjamas and robes,” commented Ffion. “We’ve also developed a daywear collection for the US market, where the fan base is even bigger than in the UK and the passion for the club is incredibly strong. This range features sports t-shirts, hoodies, sweat tops, joggers and shorts.
“Additionally, we are in talks with a major global retailer, with plans to launch early next year.”
Inter and Fanatics confirm landmark new long-term deal
Above: The new deal will span ecommerce, retail, manufacturing and licensing.
FC Internazionale Milano and Fanatics have revealed a landmark new partnership spanning ecommerce, retail, manufacturing and licensing.
The long-term partnership brings together two of the most forwardthinking and innovative brands in global sport, with a shared ambition to redefine the fan experience for Inter fans in Milano and across the world.
Leveraging Fanatics’ vertical commerce model, local expertise and expansive global infrastructure, fans of the Nerazzurri will gain access to one of the most extensive ranges of official merchandise offered in football.
Through the partnership, Fanatics will work closely with the club to expand its merchandise and licensing reach, both across Italy and into every corner of the world. One of the most ambitious in global football, the new partnership will elevate the Inter brand worldwide and bring fans closer to the club than ever before, with exclusive collections, locally relevant designs, expanded product range, a seamless online and in-store experience and improved product availability.
Fanatics will manage the new partnership from its Italian headquarters in Milano, combining local knowledge with its global capabilities.
Above:
Inset: The deal with New Era was brokered by Le Mans’ exclusive licensing agency, IMG.
Above: F1 Box is the latest experiential offering from Formula 1.
Touchdown UK
Perhaps once seen as niche entertainment for expats and those who had trouble sleeping, American sports are now scoring big with UK audiences. The on-field interest is also converting to off-field consumer products sales, with retailers and licensees heavily backing the likes of NFL, NBA and MLB among others. And this growth is set to continue, as Licensing Sports Book discovers.
From packed NFL games at Wembley and Tottenham Hotspur to a rapidly growing fanbase for the NBA and Major League Baseball, interest in US leagues has surged for UK sports fans over the past few years.
The combined star power of David Beckham and Lionel Messi at Inter Miami has even helped to raise the profile of Major League Soccer – something which may have not previously been particularly highly considered in the land of the Premier League.
The considerable growth in significance of the NFL London series is perhaps the biggest pointer to how Brits have embraced US sports. Sell outs at Wembley and Tottenham Hotspur – which is the only purpose built NFL stadium outside of the US, with an NFL playing surface underneath its retractable football pitch, plus dedicated locker rooms for players and cheerleaders – is coupled with experiential activity, takeovers and fan zones across the capital, helping to bring some of the American game day excitement to our shores.
In addition, demand was so high for the debut of NFL in Dublin, that tickets for Minnesota Vikings against Pittsburgh Steelers at Croke Park on 28 September sold out within hours.
The good news for the licensing industry is that all of this interest is also translating into consumer products sales.
“Data from Licensing International’s new Global Licensing Industry Study shows that global sales revenue for sports properties grew 3.6% to reach $40.88 billion in 2024,” says Steve Manners, vp global marketing and UK md at the trade body. “Sports is the third largest property type, while the study also reported that global sales revenue for the Sporting Goods product category grew 3.1% to reach $15.78 billion in 2024.
immersive experiences designed specifically to connect with fans in these regions.”
“We have seen that, in the sports space, consumer engagement with licensed products is now much more likely to be driven by athlete fandom than team loyalty. In fact, professional athletes have become some of the most recognisable and enduring properties in the licensing landscape. These exciting personalities cross all borders and appeal to fans around the world.”
Steve believes that there is “significant opportunity” for further growth of American sports and related merchandise in the UK.
He continues:
“Many US teams across basketball, baseball, football and hockey are scheduling games in other countries in order to build their global fan bases. Additionally, they are developing new, exclusive products and
When it comes to retail, a number of sports leagues are establishing retail stores and shop-in-shops with partners to further grow product sales. Licensed products are also being tailored to international cultures and tastes, with Fanatics being one of the leaders in this area. Licensee Outerstuff has also been forging a path in the UK, working with retailers including Primark, Zara and M&S among others on fashionled apparel for NFL, NBA, NHL and MLS.
Primark, perhaps unsurprisingly, has really been celebrating the growing trend. “We know our UK customers love licensed ranges, and with the rise of popularity and awareness of US sports such as NBA, MLS and NFL in the UK, we’ve seen an incredibly positive customer reaction to these ranges,” Sarah Jackson, global director of licensing at Primark tells us. “Bulls and Lakers t-shirts are proving particularly popular. We work closely with our licence partners to offer quality products at the best value prices, and we’ve recently celebrated this growing consumer trend by partnering with the NFL at the Super Bowl, sharing content across social media channels and even hosted a brunch event in New Orleans. We are proud of our licensed offering and have lots more to come in this space.”
Right: Part of Outerstuff’s NBA Zara Kids range.
Above: Primark has got behind the growing trend, partnering with the NFL at the Super Bowl for a raft of activity and product launches earlier this year.
Game changers
England’s UEFA Women’s EURO 2025 victory this summer didn’t just lift a trophy, it fuelled momentum around women’s football and licensing.
THE LOWDOWN
Beyond the UK, the FA continues to expand globally. A partnership with Chinese agency All Star Partner has opened new doors in Asia, while US expansion is the focus ahead of the men’s World Cup in 2026. “As we look ahead to 2026, we’re keen to talk to any licensees to discuss potential licensing opportunities,” encourages Chris.
Below:
With the Lionesses now firmly established as icons on and off the pitch, the FA’s licensing programme continues to grow, particularly across lifestyle, fashion and collectibles. “The buzz around the team has created an incredible pull for partners and fans alike,” says Chris Beck, senior licensing and e-commerce manager at The FA.
Nike’s official home, away and goalkeeper kits all saw record-breaking sales during the kit launch and tournament period, with a spike in traffic to the England online store the night of the final. Within 22 seconds of Chloe Kelly’s winning penalty, a full “Winners” merchandise range, in partnership with Fanatics, including scarves, flags, champions shirt and Nike winners’ tee was live and selling fast.
Through AFTA Studios, the FA released exclusive illustrated Lionesses product. Product was offered in Lionesses themed giveaways at fan hubs in Switzerland, building fan engagement during international fixtures. A standout moment came with the launch of a special formalwear collection in collaboration with M&S, worn by the team in their pre-tournament official photo and at the Downing Street reception after their win.
The FA has also expanded into new product categories. A collaboration with London jeweller Bazanetti introduced a premium line of Lionessesinspired rings and pendants, while Panini released its first-ever dedicated Lionesses sticker album and the eternity collection trading card series.
“We’re not just creating products,” says Chris. “We’re creating emotional connections with fans, giving them more ways to celebrate and support the Lionesses wherever they are in the world.”
Above: In the official pretournament photo the team wore formalwear from the M&S collection.
Left: The Lionesses sport the official kit merchandise.
Champion’s tee-shirt from AFTA Studios.
Right: Panini’s Lionesses sticker album.
England Rugby is blooming
licensees including Castore, Fanatics, Gilbert and Brecrest.”
This is part of England Rugby’s commitment to the women’s game, looking to “grow this commercial programme in a meaningful way; and doing things differently to how we’ve done them before,” reflects Abbey.
England Rugby is experiencing a period of exceptional growth in its licensing programme, with bold new partnerships, brand extensions and a clear strategy to connect with both existing fans and new audiences.
It’s been an incredible year for the England Rugby licensing programme,” says Abbey Presswood, retail and licensing lead at England Rugby. “We came into the year with lofty ambitions and we’ve delivered on many of them.”
While the focus remains on the domestic market, international expansion is on the horizon, particularly in the US, ahead of the Men’s and Women’s Rugby World Cups in 2031 and 2033.
One of the headline developments is England Rugby’s new long-term partnership with technical kit supplier Castore. The brand’s 2025/26 kit designs have already been well received, not only by fans but also by the national performance teams.
A standout initiative this year is the groundbreaking collaboration with Barbie. Working with Mattel, the campaign marks Barbie UK’s first-ever partnership with a sports team and aims to inspire the next generation of female rugby players. “This truly is a first for rugby,” says Abbey. “We’ve had incredible support from partners and
As the licensing programme continues to evolve, England Rugby is open to expansion into new product categories and licensing models. “The key thing for our business is ensuring alignment to our commercial vision and ensuring we are prioritise projects and partnerships that ultimately help us achieve our goal which is to enrich lives, introduce more people to rugby union and develop the sport for future generation,” says Abbey.
Above: The collaboration with Mattel and the Barbie brand is a UK-first.
Below: Castore is a long-term partner
Left: Castore’s technical kit has been well-received by fans and players
Squad goals
Licensing Sports Book asks a selection of licensees what some of their bestsellers have been this year in the sports category, what new products they have coming up and what they are most excited about for 2026.
Craig Moore, head of sales, Aykroyds
“I think the whole country was behind the Lionesses in their mission to ‘bring football home,’ and their incredible journey has truly paved the way for an exciting summer of sport. Their success, and the momentum it’s generated, will no doubt carry forward into the build-up to the Men’s World Cup in 2026.
We’ve always seen great success working with The FA, and in a tournament year, that energy and engagement only intensify.
With the new season now underway, attention shifts back to the domestic game. We’re proud to support some incredible teams on our roster and are especially excited to be working with Wrexham for the first time this season.
We’ve got a number of exciting product launches lined up - so watch this space.”
Tim Kilby, licensing and brand director, Character World Brands
“The sports category has grown in popularity for us this year with Liverpool, Man United and Man City from the football Premier League, Oracle RedBull Racing and Mercedes AMG Petronas racing teams from the exhilarating F1 world and our Licensing Awards-finalist National Basketball Association (NBA) all selling well within our portfolio across bedding, blankets, towels, cushions and beanchairs.
This year we launch the top trio of the London teams with Arsenal, Chelsea and Spurs. In addition, we’re presenting the top European teams to UK retailers with PSG, Barcelona and for 2026 sales.
2026 is going to be even bigger and better with retail demand for football merchandise really taking off during the World Cup year, while F1 is really establishing itself as the most exciting sport in the world right now after a landmark 2025 with F1: The Movie doing so well globally. There will be more newness to come in 2026 across all sports and products in our portfolio.”
Above: Tim Kilby.
Below: Liverpool is among the Premier League teams in Character World Brands’ portfolio.
Above: Craig Moore.
Below: Aykroyds has always seen great success working with The FA.
Dan Grant, licensing director, Danilo
“The sports category has always been a big part of Danilo’s portfolio, working with many of the top Premier League football teams, the England national teams for football, cricket and rugby, plus newer additions in recent years including the Tour de France and Redbull Racing for Formula 1.
Within the calendar market the Premier League football clubs are a proven success, with Liverpool having been the number one best seller on a number of occasions across the years. Obviously a lot is dependent on the success of the team on the pitch, but the top clubs have such a strong and loyal fanbase that they always buy in to the new calendars each year.
One trend we have seen is the growth in the women’s teams, with a number of the football clubs now working with Danilo to develop calendar and card ranges featuring the women’s teams. This has been built on the growing awareness and engagement of consumers in this part of the game, and is massively helped by the success of the England Women’s football team as well.
Danilo has developed an England Women’s football team calendar for over five years now and seen sales grow each year and in particular there is a spike in sales during a tournament year. As such, with the England Women having recently won the
2025 Euros, Danilo is proud to have the official England Women’s Football 2026 Calendar in the range for this year. The great thing is that the calendar was able to feature the winner’s branding supplied by The FA, which makes this calendar even more special for any fan that wants to buy it or receives it as a gift. For me it’s always great when we can help celebrate a key moment in time on our products.
With that in mind, our attention is turning to the development of our next calendar and card ranges, and with the Men’s football World Cup taking place in the summer of 2026, we will be hoping that the England Men’s team can follow the success of the women by winning the tournament. This will then allow Danilo to produce another champion’s calendar for the fans who want to remember these special moments.”
Blake Taylor, sports product manager, Hy-Pro International
“2025 has seen continued growth of our Premier League club licences, with our core range of footballs still our number one product category. This category has also seen huge success with our ever-popular UEFA Champions League brand and with the Spanish giants of Real Madrid and FC Barcelona
For the rest of this year, I’m really excited to see the reaction to our Marvel sports products which launched in July. We are anticipating a strong Q4 for these products, and an even stronger 2026.
Next year also sees the return of the FIFA World Cup which is set to be the biggest football tournament of all time, being hosted across the US, Canada and Mexico. We are already in detailed conversations with retailers and distribution partners across the UK and Europe where we’ll be supplying official FIFA World Cup licensed products, as well as products for the National teams of England, Scotland and Northern Ireland. The growing popularity of football in the US has also led to us expanding our distribution rights for key football clubs into the US market, so I’m also looking forward to seeing how this develops leading into 2026.”
Above: Dan Grant. Right: Danilo has developed an England Women’s football team calendar for over five years.
Above right: Blake Taylor. Left: Hy-Pro will be supplying official FIFA World Cup licensed products.
Katie Gritt, head of marketing, sport, Panini
“2025 has been a great year for sport launches at Panini UK. With the Lionesses winning their second European title we launched our first Eternity Lionesses Hobby Set featuring real autograph cards from some of the biggest names in women’s football including captain Leah Williamson and Alessia Russo. Our Barclays WSL collectables continue to delight women’s football fans and collectors alike, supporting the growth of the game off the pitch.
We recently announced a multi-year deal with the EFL, bringing all 72 EFL clubs together in one sticker collection for the first time ever. This launches in November and will give fans of EFL
clubs the chance to find their favourite players for the very first time. There are also some surprises in that collection that are set to be huge so watch this space for more announcements.
Another rapidly growing sport in our portfolio is darts. Our PDC collectables are going from strength to strength with the launch of the first ever PDC Sticker Collection ahead of the World Championship at Ally Pally later this year, of course featuring the incredible Luke Littler alongside other darts greats, both past and present. We are, of course, already gearing up for what is always the biggest launch in the collectables calendar… the FIFA World Cup 2026. The product looks incredible with marketing plans to match, so we’re excited to be able to announce more on that in the coming months. 2025 has been a great year and 2026 looks set to be even better.”
Andy Downie, commercial director, Dreamtex
“Sport is such an exciting category for us, and one we’re really pushing to grow in 2026. The FA has been a standout licence, particularly with the incredible success of the women’s team winning back-to-back trophies. With the World Cup on the horizon next year, our product selections are already well underway, with new launches planned across bedding, blankets, cushions and accessories. Sport is such a key category within our industry and we’re thrilled to be expanding our portfolio even further.”
Above: Katie Gritt. Right: Panini launched its first Eternity Lionesses Hobby Set earlier this year.
Right: Andy Downie.
Inspiring every step, every jump, every goal
Goal standard
As it nears 20 years in business, The Carat Shop is widening its scope – adding top football clubs to its roster and opening a German warehouse to serve a growing European market. Licensing Sports Book finds out more.
For nearly two decades, The Carat Shop has been a fixture in the licensed jewellery and accessories market, building a reputation for high-quality design and reliable delivery.
For much of that time, the company’s name has been closely tied to its first and most famous licence – Harry Potter. But as the business heads towards its 20th anniversary next year, marketing and product development lead Greg Kirk says it’s time to widen the lens.
“Historically, The Carat Shop has been known for working with big entertainment companies such as Mattel and Warner Bros,” Greg explains. “However, of the 18 licences currently in our roster, five are Premier League clubs, plus Real Madrid, so we’re catering to a much wider demographic.”
The Carat Shop began life as a jewellery business, founded by two sisters. Today, the company’s output includes everything from keyrings and pin badges to sterling silver keepsakes, souvenirs and charm bracelets.
A team of 30 staff work from the company’s headquarters in Essex, and every product is designed in-house, with certain sterling silver lines still hand-packed and finished on site – a personal touch that Greg is proud of.
While its core capabilities are rooted in metalwork, The Carat Shop has made a point of distinguishing itself through thoughtful, inventive design.
“We try to be innovative and a little different,” Greg says. “It could be a subtle design flourish, a little chain detail – something
that elevates the product beyond a flat printed badge. There’s a lot of jewellery and accessories out there, but we want people to recognise ours instantly for the quality and creativity.”
The company’s products reach consumers through a mix of independent retailers and high street names, and The Carat Shop offers retailers a range of display and merchandising options to help drive impulse sales. The Europe-wide sales team plays an unusually active role in retail support, often visiting stores to set up and restock displays, as well as offering planograms and layout advice.
“For high street retailers especially, keeping displays stocked can be tricky,” Greg explains. “That’s why we go the extra mile, with inperson visits and merchandising services to make sure our products look their best.”
In recent years, the company has made its boldest diversification yet: a move into licensed sports merchandise. “The reception has been even better than we expected,” Greg admits. “Our first run for the Premier League clubs sold out in pre-sale, so we
Above: Marketing and product development lead Greg Kirk.
Right: The company has seen an increase in the number of female fans buying its sport lines
Below: Having spotted a gap in the market for higherquality football jewellery and accessories, The Carat Shop is expanding its sports merchandise offering.
Right: The Carat Shop’s Manchester City products are stocked in the club’s stadium and online stores.
had to reorder straight away.”
The sports roster currently includes some of England’s biggest clubs, and The Carat Shop has already launched with Chelsea in-store, and with Manchester City both online and in-store.
The women’s game, Greg says, presents a particularly exciting opportunity. “There’s a huge buzz around women’s football right now. We’ve seen more female customers buying our sports lines, and the Lionesses’ recent success has only added to that momentum. We want to be part of that story.”
Sports licensing wasn’t just an opportunistic move – it was a strategic one. “Football is evergreen,” Greg points out. “The fan base never fades. We also believed there was a gap in the market for higher-quality jewellery and accessories in football merchandise, and that’s where we could stand out.”
In a market challenged by counterfeit products, The Carat Shop’s focus on quality is also a key differentiator. “With counterfeit items, you don’t get the same craftsmanship or customer care,” Greg says. “We pride ourselves on producing something we’re genuinely proud of, and we don’t let anything out the door unless it meets our standards.”
When asked what makes a good licensing relationship, Greg points to creative freedom – within the necessary brand guidelines – and transparency. “We like to push the boundaries to
make something unique, but being open about what we’re trying to achieve, and working closely with licensors throughout makes the process smoother and gets better results for everyone,” he asserts.
One of the company’s biggest developments for 2025 is the opening of a warehouse in Germany. This, Greg says, will significantly improve service to The Carat Shop’s European customers, who currently face delays and customs issues when products ship from the UK.
As in previous years, The Carat Shop will have a high profile on the trade show circuit this year, with confirmed return appearances at the Sports Merchandising & Licensing Show at Stamford Bridge, Brand Licensing Europe, Spring Fair, and both the London and Nuremberg Toy Fairs.
“We’re going for it!” Greg says. “It’s a lot of travel, but these events are vital for making new connections and showing retailers what we can do.”
Looking ahead, Greg sees no shortage of growth opportunities. “We can only see football going from strength to strength, and the next men’s World Cup on the horizon,” he says. “We’re definitely open to adding more clubs and even moving
info@thecaratshop.co.uk.
The Carat Shop will be at SMLS (9 Sept), stand C17, and BLE (7–9 Oct), stand C235.
Game plan for growth
Last year, Fan Club operated 17 seasonal stores – including a hugely successful flagship in Bluewater shopping centre – and launched a direct-to-retail licensing programme with clubs such as Arsenal and Manchester City. Now, the Exeter-based outfit, created by seasonal retail veteran Calendar Club, is reporting for pre-season in strong shape and ready to build on encouraging results.
After an extended trial, Fan Club made its competitive debut on the high street last Christmas with 17 stores in a variety of formats, some paired with Calendar Club in hybrid units. The jewel in the crown was Bluewater in Kent, where the team trialled larger and more unusual products alongside creative merchandising such as video screens and lifestyle displays. London sides performed strongly, but fans of many English and Scottish clubs found their teams represented in some capacity on-shelf.
Although expanding store numbers is on the agenda, group managing director David Pike is more focused on securing sites that replicate the elevated experience. “Our flagship allowed us to test new ideas in product and store design. Going forward, we’ll use that blueprint wherever we can,” he asserts.
The launch also introduced fresh branding, a wider product range and an ambitious DTR programme. Working with Arsenal and Manchester City, Fan Club and its manufacturing partners designed and sourced exclusive socks, generating strong sales. Buyer Mireille Bilenkyj is now broadening the supplier base, adding names like The Carat Shop and strengthening ties with existing
partners such as The Gift Scholars. Licensing relationships with Arsenal and Man City continue, while new opportunities with other clubs are being explored.
This season will also see Fan Club expand into products from European giants such as Paris Saint-Germain, Barcelona and Real Madrid. Recognition has already followed: parent company Calendar Club was nominated for The Radar Award at The Licensing Awards 2025 for its progress in growing the Fan Club concept.
For the Exeter team, the goal is to build momentum while delivering a shopping experience that resonates with fans. As buying director Becky Salter recalls: “The very first person who walked into our Bluewater store told us it was the best shop they’d ever seen. A few minutes later, another customer asked if we had any Dartford FC gifts, which perfectly highlights the diversity of football fandom in the UK, and the potential of the Fan Club project.”
After a summer that saw the Lionesses defend their Women’s Euros crown and a record number of Premier League clubs qualify for Europe, Fan Club is poised to carry last year’s momentum into a second season – and beyond.
Inset: Fan Club’s Bluewater store, the ‘jewel in the crown’ of its seasonal retail sites.
ONE CITY. ONE CLUB.
Newcastle United’s rise isn’t just happening on the pitch. Off it, the club’s first-ever global licensing programme is helping transform an historic football brand into a modern, worldwide powerhouse.
Until recently, Newcastle United – a 132 year old football club with a passionate worldwide fanbase – had never operated a global licensing programme. That changed in May 2024, when new head of licensing Leigh Simpson was tasked with building one from scratch.
“It was a blank slate,” Leigh explains. “Many sports brands inherit a legacy programme and evolve it. We had the rare chance to ask ‘why?’ from the start. Yes, there’s a financial goal, but just as important is developing the brand and serving our growing, highly engaged global fanbase.”
The past year has seen rapid progress. Newcastle now has over 40 licensees and international agents in Brazil, South Korea, Australia and New Zealand. The club’s portfolio includes global heavyweights such adidas and New Era, alongside niche category specialists. The programme’s first year also brought the club’s debut nominations at The Licensing Awards, including Best Sports Licensed Property and a finalist spot for Best Licensed Food or Drink Range for the Official Carabao Cup Winners 24/25 Champagne – a product elevated with premium tactile labels and hand-drawn magpie artwork.
International activations have been central to the growth of the programme. Newcastle United’s pre-season tour saw retail pop-ups and events in Japan, Singapore and South Korea, building on the club’s first ever retail
Inset: Newcastle United’s licensing footprint has evolved in line with the club’s success on the pitch.
World class
activations in Tokyo and Riyadh last season.
“These moments are special,” Leigh says. “They’re a chance to engage on the ground through the power of licensing and bring the St. James’ Park atmosphere to fans thousands of miles away.”
The club has also joined Licensing International and supply chain compliance bodies, signalling its commitment to best practice and ethical standards. A ‘Licensee Day’ at St. James’ Park in April gathered over 60 attendees – from as far afield as China, Japan, the US and Middle East – just nine months after the programme’s inception.
Looking ahead, the Magpies are preparing for their second appearance at Brand Licensing Europe, now with a licensing programme to showcase. The next growth phase will focus on digital licensing, experiential opportunities and further international expansion, underpinned by the recent appointment of the club’s first International licensing executive.
“Newcastle United are Champions League qualifiers, trophy winners and a fast-rising force in women’s football,” says Leigh. “Our licensing footprint has equally evolved in line with the success we have seen on the pitch. We’ve laid the foundations, now we’re ready to grow, attract and retain more industry-leading licensees, and continue delivering licensed products, services and experiences that our fans – all over the world – can be proud of.”
Inset: Fandom formed in childhood is often sticky and deeply emotional, becoming a powerful driver of increasing the lifetime value of a fan.
The opportunity of a generation
Kids are choosing their favourite sports teams much earlier than many brands realise. The Insights Family tells us why winning over Gen Alpha sports fans is not simply a marketing tactic, but a revenue strategy.
Over 20% of kids in the US choose their favourite sports team before turning seven. By age 12, half have made their decision, and by 15, two thirds of kids have committed loyalty to a team.
These early decisions matter. Fandom formed in childhood is often sticky and deeply emotional, becoming a powerful driver of increasing the lifetime value of a fan. For sports brands, this creates a high-value commercial window: show up early and you don’t just gain attention, you build lifelong loyalty.
Gen Alpha is changing how sports are experienced. Their behaviours, platforms and expectations are unlike any generation before them, offering significant opportunities for brands willing to adapt. Those that invest in youth strategies now will be best positioned to thrive in a market projected to surpass $860 billion by 2033 (The Business Research Company).
The shape of fandom has changed
Today’s young sports fans are growing up in a digital-first, creator-driven culture where fandom is shaped less by proximity or family tradition and more by a fragmented digital ecosystem. Sports market research reveals that engagement with sports teams, leagues and athletes increasingly happens in screen-first environments:
• Roblox and Fortnite integrations, such as the NFL’s Super Bowl activations;
• Athlete-led storytelling through TikTok and shortform video, where athletes like Simone Biles and Lamine Yamal engage millions beyond the match;
• Docuseries on YouTube and Netflix such as The Last Dance, Drive to Survive or Welcome to Wrexham.
The Insights Family’s data shows that 71% of US kids aged 5-15 log onto YouTube daily, with nearly half actively seeking content about their favourite sports teams. These young fans are also 38% more likely than the average 5-15 year old to plan a visit to a live event or attraction related to their team.
While traditional broadcasters like ESPN and Fox Sports remain relevant with a quarter of kids reporting they’ve watched them in the past month, engagement increasingly goes beyond passive viewing. Today, 27% of kids actively follow and engage with their favourite teams on social media and 22% say they either own or would like to buy in-game merchandise, such as Fortnite skins, tied to their favourite sports team.
Measuring the lifetime value of early fandom
When loyalty forms young, it can influence consumption habits through every subsequent life stage. Sports organisations must recognise this extended value curve and align their strategies accordingly as when nurtured intentionally, it can become a revenue engine for increasing the lifetime value of a fan.
For Boomers and Gen X, fandom often began in a stadium or through family ties. For Gen Alpha, brand discovery is happening through digital channels - a meme, game clip, or video shared by friends or influencers - that sparks a connection to a sports team, league, or brand.
Our latest US data for kids aged 5-15 shows:
• 53% of kids discover new brands in online spaces
• 24% hear about them via online videos
• 21% through platforms such as TikTok and Facebook
• 65% report learning about new things from influencers
The new attention landscape
Sports teams are no longer competing within their own leagues - they are vying for attention within a broader ecosystem that includes gaming, social content and popular culture. Key forces influencing this landscape include:
• YouTube creators like MrBeast, cited as the favourite by 20% of US kids;
• Gaming platforms like Roblox and Minecraft, where kids spend over 10 hours per weektwo hours more than with physical toys;
• Cultural icons such as Taylor Swift, Dwayne Johnson and Beyoncé, who dominate kids’ emotional availability.
In this crowded field of entertainment, sports rank below video games (16%), arts and crafts (10%), and watching TV or YouTube (6%) as kids’ favourite hobbies. Among sports, football is the most popular at 5%, followed by basketball and swimming at 4% each.
Strategic recommendations for sports brands
Start younger and show up earlier - junior memberships and kids’ content, partnerships with youth clubs or summer camps are not just marketing tactics, they are brand-building pipelines. As kids grow and spend more time in digital spaces, being present on the platforms, games and content they engage with daily is essential to earning early mindshare and building lasting connections.
Design for families, not just individual fansparents hold the purchasing power, but kids strongly influence it. Focus on cross-generational experiences that invite co-engagement. Whether it is family matchday moments or co-viewing content, make it easy for families to share experiences of your brand with their kids. Treat attention like currency - each moment of engagement must be designed with intention. Use behavioural insights to guide creative, messaging and platform strategy to ensure cultural and developmental relevance.
Use insight to map and measure the full fan journey - track the emotional, digital and cultural milestones at ages 5, 12, 18 and 25. Leverage sports market research and behavioural data to build age-appropriate touchpoints and measure impact across engagement, sentiment and interaction, not just ticket sales.
Find and fix your blind spots - your current audience is not your future audience. Use data to understand who you are not reaching across demographics, platforms and regions. Build partnerships, content and products that resonate with those you’ve yet to connect with. Future growth lies in these untapped segments.
At The Insights Family, we run the world’s largest and continuous study on kids and their parents across 20+ markets. Our insights help rights holders, sports leagues and clubs understand the next generation of fans, what influences them, how they form loyalty and where future growth lies.
To learn more about how your organisation can turn youth insight into fan recruitment strategy, scan the QR code or get in touch at theinsightsfamily.com/contact.
Creating shared moments
Start Licensing’s Ian Downes takes a look at the positive and proactive role sports can play in influencing people and changing attitudes.
My opening line in this column last year was “sports creates emotion and engenders loyalty – two perfect ingredients for licensing”.
Having spent a frustrating day watching Millwall lose in their first home game of the season, I can confirm a year on sport still generates an emotional reaction in me and also engenders loyalty. I was watching the game from the same seat I have sat in for years surrounded by lots of familiar faces. All of us are fans who have season tickets – tickets that are renewed loyally every season. Sport creates a special connection with consumers. Given there is lots of chat in licensing at the moment about ‘fandom’, sports licensing seems to be in good position in the licensing race to capitalise on its special relationship with fans.
Licensees, retailers and rights holders are very aware of the opportunity that sports licensing
can deliver for them. A vivid and telling example of this is the recent opening of a flagship store in London’s Regent Street by Fanatics Collectibles. It is a real celebration of fandom. The store is 8,600 square foot and is a major undertaking for Fanatics Collectibles. It has set out to provide fans and collectors with a destination hub for collecting. Indeed, the company describes it as the “Home of the Hobby”.
The store features products like trading cards and stickers, but also sells high-end sports collectables such as Formula 1 drivers’ helmets. The store also has feature areas like the Breaker Studio which is used for live-streaming of noteworthy new products and related events. There are display areas for items such as some of the world’s rarest trading cards. The store successfully blends retail with experiential. On my visit there was a real buzz in-store. It is worth noting that the store and products featured cover a range of sports including football, Formula 1, basketball, baseball and NFL. This is a great insight into the fact that the sports market is one that is very diverse and made up of lots of competing brands. From a UK perspective one market dynamic to note is the emergence of non-traditional sports including US sports such as American Football and basketball as viable licensing choices. There are also ‘new’ sports such as Ultimate Fighting Club (UFC).
Inset: Fanatics Collectibles opened its store in London’s Regent Street earlier this year.
Left: M&S is among the retailers stocking more licensed product around US sports such as NBA.
Developing the point about the growing influence of US sports in the UK licensing market it was noteworthy to see Marks & Spencer stocking a range of NBA (US basketball) t-shirts featuring teams like New York Knicks and Chicago Bulls. Arguably this sort of licensing is in part driven by the popularity of the sport, but also its place in popular culture – brands like the NBA crossover into areas like music and this helps in establishing them as credible brands for younger consumers. Interestingly, M&S is also selling an apparel range featuring Major League Soccer (MLS) teams such as Los Angeles Galaxy and Inter Miami. Again this may not be solely about the teams and the league per se – it is in part driven by star players being involved in the league such as Lionel Messi. In this context sports brands are ones that have to be assessed in the round. In some cases they are lifestyle brands.
Another measure of the growing relevance of sports licensing is the increasing use of sports related promotions by FMCG companies. A couple of recent retail visits revealed a range of sports-led promotions including drinks brand Asahi running a promotion linked to the Women’s Rugby World Cup; McCoy’s crisps working with the NFL in a promotion to win tickets to the Super Bowl; and drinks brand Prime promoting its role as the ‘Official Sports Drink of the UFC’ on branded FSDUs in stores like TJ Jones. McCoy’s has taken its relationship even deeper by launching two NFL-inspired flavours as standalone products –Blazin’ Buffalo Chicken Wings and Secret Burger Sauce. These products
carry NFL branding. This is all part of McCoy’s ongoing role as the NFL’s savoury snacks partner in the UK and Ireland.
A further example of how sports are growing in influence across the licensing market was the recent announcement of a partnership between Mattel and England Rugby that links Barbie with the England women’s rugby team, the Red Roses. The partnership has a number of layers to it but at its core is work around “… inspiring the next generation of female rugby players…”
As the Barbie and Red Roses example shows sports, sports stars and events can be a force for good. The positive and proactive role sports can play in influencing people and changing attitudes was also seen in the world of cricket recently. The second day at The Oval Test Match between England and India was designated as ‘A Day for Thorpey’. Held in support of mental health charity Mind, the day set out to remember Graham Thorpe, a very successful cricketer who played for Surrey and England. Sadly Graham took his own life in 2024 after struggling with anxiety and depression for several years. Fans could buy headbands co-branded with Mind and A Day for Thorpey as a fundraiser for Mind. This was a nod to the fact that Thorpe was known for wearing a headband when batting. It was a well chosen motif. Beyond this, throughout the day there were reminders of Thorpe’s fabulous career coupled with discussion around mental health. Days like this are helping people talk about mental health and their experiences. Indeed some of the money raised from the day will go towards funding a series of ‘Bat and Chat’ sessions that are designed to allow people to share their feelings and anxieties in a supportive environment. This is a powerful example of how sports can bring people together and create a ‘shared moment’.
Inset: McCoy’s is working with the NFL with a promotion to win tickets to the Super Bowl.
Below: The Fanatics Collectibles store has a wide range of product, from trading cards and stickers up to Formula 1 drivers’ helmets.
Above: The second day of the Oval Test Match between England and India was designated as ‘A Day for Thorpey’, with fans able to buy headbands as a fundraiser for Mind.
From sales of Europa League winners’ merchandise to bold collabs and growth in the US market, Spurs are scoring big off the pitch as well on it, led by a licensing strategy that’s as ambitious as its football.
Inset: Lifting the Europa League trophy in May this year.
COMING SOON
Following a successful Club rebrand, a creative new style guide will be available to licensees.
Spurs’ licensing game surges
Aalso working closely with Official US Supporters Clubs, creating bespoke merchandise with local licensee Prep Sportswear letting fans “support their Club in style and with pride,” Gary adds.
fter a thrilling Europa League final, edging out Manchester United to victory in Bilbao in May this year, the club’s online store was flooded with orders for commemorative merchandise. “As the final whistle blew, orders started to pour in,” says Gary Jacobson, head of licensing at Tottenham Hotspur. “The bespoke Europa League Winners’ tee-shirt raced into our top 15 bestsellers for the 24/25 season in just a matter of days. This momentum is reflected across our wider licensing programme, with licensees rapidly introducing European Winners mono-branded merchandise in everything from phone cases to framed posters.”
Spurs’ licensing operation has grown steadily in recent years, but the club’s European win has accelerated demand and reach, especially in emerging international markets. One of the most exciting developments has come from across the Atlantic.
“Our US presence has never been stronger,” Gary notes. “We’re seeing real traction with our trend-driven lifestyle apparel lines in fashionforward retailers like Hollister, Abercrombie & Fitch and Dicks Sporting Goods, as well as a new deal with Varsity Made for varsity jackets. The club is
Meanwhile, Lit Licensing has been appointed to oversee the club’s consumer products strategy across Europe. Similarly, South Africa is a territory on the rise, with the Club appointing Pro-Vantage to lead its licensing initiatives across the region. Another headline-making moment was the collaboration between Spurs and WWE, which produced the WWE x Tottenham Hotspur Legacy Championship title belt, a bold, crowd-pleasing fusion of sport and entertainment.
“This was a really exciting collab and something that captured the media’s attention,” says Gary. “This blend of sport and culture reflects our wider licensing strategy of expanding our global footprint through creative partnerships. At the heart of it all, it’s about giving fans around the world new ways to feel closer to the club.”
Below: A range of merch featuring the European Winners design.
Above: Spurs’ branded apparel has been a hit for Hollister.
Below: The WWE x Tottenham Hotspur Legacy Championship title belt.
Inset: Motorsport has moved beyond team merchandise and into other categories such as lifestyle fashion, helped in part by the success of F1:
licensing is booming Why sports brand
Sports licensing and collaboration have been powerful marketing and revenue generation tools for decades and, while football may have written the playbook, we’re now seeing a shift from safe merchandising and kit deals to ambitious, cross-industry partnerships that tap into fashion, art, technology, lifestyle culture and more. Ahead of Brand Licensing Europe (7–9 October), Matthieu Battini, EMEA sales director, explains why if you’re a sports brand, manufacturer or retailer, this show is the place to be.
While football remains at the forefront of brand licensing (and a plethora of European clubs and federations including Arsenal, FC Barcelona, Benfica, the French Football Federation and more, will be at BLE in October,) more niche sports and sports-related brands outside of football are embracing licensing with fresh energy.
And why not? Industry trade association Licensing International’s 2025 Global Licensing Industry Study revealed global
“Motorsport heritage can inspire creative, commercially successful products”
Apex Licensing is a specialist motorsport and automotive licensing agency, representing British Racing Motors (BRM), Classic Team Lotus and Tyrrell.
BLE will see it celebrate the 75th anniversary of BRM, Britain’s first Formula 1 team, as well as mark the 60th anniversary of Classic Team Lotus’ season, when it won the Indy 500, Tasman Series European Formula 2 and the Formula 1 Drivers and Constructors World Championship with Jim Clark. There will also be a renewed push for Tyrrell, one of Formula 1’s most admired names, remembered for Jackie Stewart’s championship wins and the six-wheeled P34.
“BLE is an ideal stage to showcase the strength and uniqueness of motorsport heritage,” says Matthew Groom, senior licensing manager at Apex Licensing. “This will be the first time that Apex and our brands have exhibited at BLE, and we will be bringing real, running Formula 1 cars to the show. These cars represent decades of history from the paddock and highlight the unparalleled access we can provide to archives, stories and iconic designs. We aim to meet partners across fashion, lifestyle, luxury and collectables who value authentic, story-driven brands, and to expand international conversations with distributors and retailers so licensed products reach the right audiences worldwide.”
Inset: British Racing Motors is celebrating its 75th anniversary this year.
The Movie.
Inspired by the greatest Created in 1956 by France Football magazine, the Ballon d’Or trophy is awarded to the greatest football players in history, following its motto ‘Inspired by the Greatest’. Since 2018, it has also been awarded to the best female football player.
A body of 100 journalists from the top 100 nations of FIFA ranking vote following three criteria: individual performance, collective performance and trophies and elegance and fair play.
“Winning the Ballon d’Or is the ultimate dream for every football player – it is the highest individual recognition in the sport,” says Yannick Lemaire, events director at Group L’Equipe. “The Ballon d’Or is more than an award - it’s a global event.”
Last year saw Ballon d’Or secure a partnership with UEFA, with part of it being
sales revenue from sports properties grew 3.6% to reach $40.8 billion in 2024 and the sporting goods product category also grew 3.1% to reach $15.7 billion.
Rugby, cycling and motor sports have been regular BLE exhibitors and licensing advocates, and this year we’re excited to welcome the sport on everyone’s lips – pickleball – as well as the uber prestigious Ballon d’Or and the exciting new Kings League.
Ballon d’Or
Ballon d’Or is exhibiting at BLE for the first time this year. Since 2024, it has partnered with UEFA to develop a global sponsorship and licensing strategy, which may be very much in its infancy, with Icons its first licensee for signed football shirt collections,
that UEFA is now responsible for developing the sponsorship strategy, with the aim of increasing the trophy’s visibility and prestige in Europe and beyond.
When it comes to licensing, there is a collection of signed football shirts created in partnership with Icons, but there are plans for further expansion, as Yannick explains.
“The Ballon d’Or licensing programme is set to expand into key premium categories such as apparel, collectables, accessories, leather goods and more,” he says. “We are also particularly interested in developing ranges that allow us to connect with both children and their parents, helping to pass on the passion for football and the prestige of the Ballon d’Or across generations.
“We’re at BLE to meet potential new international partners, connect with visionary collaborators and lay the foundations for a long-term, premium licensing platform. We’re also looking forward to discovering the latest trends and innovations in the licensing industry, to help shape the future of the Ballon d’Or consumer product strategy.”
but its ambitions are high with apparel, collectables, accessories and leather goods all on the radar.
Created in 1956 by France Football magazine, the Ballon d’Or is one of the most prestigious awards in sport. And with a broadcast reach of 5.6 billion people, the Ballon d’Or is using licensing to translate
Above: Ballon d’Or is a first time exhibitor at BLE.
Right: Manchester City is one of the UKbased football teams returning to exhibit at BLE this year.
prestige into premium products. Football fans take note: the authentic trophy will be on display in the BLE Sport Zone.
Kings League
Another new BLE exhibitor and though still football, the Kings League is a relatively new sport amassing fans at an incredible rate. A fast paced, seven-a-side football competition created by former Spanish international Gerard Piqué, in 2022, matches are uniquely formatted with two 20-minute halves, secret weapon twists, unlimited substitutions, and penalty shootout tiebreakers to boost entertainment value and viewer engagement. The league is broadcast exclusively on streaming platforms including Twitch, YouTube and TikTok and is rapidly gained traction, drawing hundreds of thousands of live viewers and generating notable revenue of €20.5 million in its first full year.
Pickleball: Erve × LOTTO
and manufacturer Erve, which has recently signed a licensing partnership that will see it design, manufacture and distribute LOTTO-branded lifestyle apparel and accessories across the UK and select European markets.
F1, Le Mans 24, Moto GP, Classic Team Lotus,
Tyrrell and BRM
Motorsport has always had brand appeal, but in 2025, licensing is taking it beyond team merchandise into lifestyle fashion, tech accessories, gaming and even home décor due in part to the success of summer blockbuster F1: The Movie starring Brad Pitt. The endurance classic Le Mans 24 and the global phenomenon of Formula 1 are both using licensing to tap into hardcore
Pickleball - one of the fastest-growing sports globally - is making its BLE debut with a playful activation: a full size pickleball court with visitors invited to pick up a paddle and experience the sport’s energy firsthand. The court is being brought to the show by premier Italian sports brand LOTTO
fans and broader lifestyle markets. The unprecedented growth of motorsport is also fuelling renewed interest in its heritage, as fans search for authentic, deeper connections to the sport. Classic Team Lotus, the only historic Formula 1 team still actively competing today, has seen younger audiences engage
Inset: Tour de France will be highlighting its success in creating products that work both on and off the saddle.
Above: Football’s role as a trailblazer in sports licensing is undeniable.
with story, driven by expansion into new product categories and strong connections to iconic drivers like Jim Clark, Emerson Fittipaldi, Mario Andretti and Ayrton Senna. Meanwhile British Racing Motors – BRM - one of only two teams to ever win a World Championship with a car built entirely in-house, has relaunched and this year marks its 75th anniversary, with a refined, premium positioning and ambitious plans to go racing again.
Tour de France
in attendance, October’s show will be a snapshot of an industry in expansion mode. Globally, it’s now worth $369.6 billion (source: Licensing International) and continues to grow faster than retail as a whole. Football’s role as the trailblazer is undeniable, but perhaps the most exciting story is how other sports are now applying the same creativity to their own licensing programmes.
For brand owners, retailers and manufacturers the opportunity lies in thinking beyond the obvious and you can find the answers and plenty more inspiration on the show floor at Brand Licensing Europe in London from 7-9 October - where sport, culture and commerce collide.
Cycling’s most famous and demanding race has expanded its brand beyond jerseys and bike gear, licensing everything from travel experiences to fashion collaborations. At BLE, the Tour de France is expected to highlight its success in creating products that work both on and off the saddle at a time when the sport is at its peak fandom-wise. This year’s race was watched by a record 4 million+ more viewers than in 2024 and also marked the first French victory since 1989 when Pauline Ferrand-Prévot became the first French woman to win the Tour de France Femmes, securing the victory after a dominant performance throughout the race, including a final stage win.
Rugby and the All Blacks
Rugby licensing has traditionally been more conservative, but brands like the All Blacks are broadening their product categories, focusing on heritage-driven apparel and accessories that resonate with both fans and fashion consumers.
Looking ahead to BLE 2025
With BLE set to welcome both the traditional football powerhouses and an array of other sports properties as exhibitors and visitors, and with over 10,000 brands, retailers and manufacturers
Brand Licensing Europe takes place from 7-9 October at London’s ExCeL. Exhibitors within the sports category include 24h Le Mans, Apex Licensing, Ballon d’Or, Chelsea FC, Maradona, Dorna Sports, FC Barcelona, FC Porto, Federacao Portuguesa de Futebol, French Football Federation, Galatasaray, Kings League, Manchester City FC, Newcastle United, Outerstuff, PLYRS B.V – Upcycled Football
Merchandise, Real Madrid CF, Sport Lisboa e Benfica, Sporting Clube Portugal – Futebal SAD, The FA, Tour de France & Dakar and UEFA Club Competitions among others. For full details on the show, and to register, simply head to www. brandlicensing.eu.
Above: Matthieu Battini, EMEA sales director.
Few brand marks combine heritage, sporting tradition and contemporary design quite as powerfully as the Red Lion of the University of Cambridge. Now at the centre of a dedicated licensing programme, the Red Lion offers a distinctive new opportunity for partners looking to tap into the growing demand for sportsinspired lifestyle brands with authentic British provenance.
The lion has been part of Cambridge’s coat of arms since 1573, symbolising courage, strength and royal patronage. Its presence on the rugby jerseys of Cambridge students since the 19th century cemented its association with sport, and the sleek, contemporary Red Lion we see today embodies both tradition and vitality. It’s a timeless sporting icon that resonates far beyond the University itself.
The decision to formalise a Red Lion licensing programme was driven by demand. A Bershka sweatshirt featuring the mark in 2023 became a breakout success, proving the lion’s commercial potential as a standalone identity. Supported by refreshed brand guidelines and a suite of new design assets, the programme creates a clear platform for partners to leverage the lion across multiple sports – rugby, tennis, golf and beyond –under a single, powerful identity.
Three expressions of the Red Lion are in development. The Contemporary Lion, the version already in use, sits at the heart of the new guidelines. Looking ahead, a Heritage Lion, inspired by historic designs from the 19th century, is planned following a premium fashion collaboration due to launch
in Spring 2026. A Mascot Lion, designed to enrich collegiate sports storytelling, is under consideration for future development.
The licensing strategy positions the Red Lion firmly at the intersection of sport, heritage and lifestyle. Partnerships with the University’s existing retail partners, which include H&M and Inditex, will introduce the lion to the mass market, while selective collaborations – like the successful 2024 lululemon partnership – demonstrate its premium potential.
International growth will be driven through Cambridge’s global recognition and network of licensing agents. The team is also investing in content and experiences that bring the lion to life. High-impact socials activity, iconic Cambridge photoshoots and curated collaborations will help ensure the story reaches audiences worldwide and sparks excitement across multiple communities.
The Red Lion is more than just a logo – it’s the unifying symbol of Cambridge’s rich and varied sporting heritage, with category-wide appeal. With BLE 2025 as its platform, the licensing programme is poised to roar onto the global stage, offering partners a brand that is both timeless and timely.
Inset: The Red Lion was one of three Cambridge University trademarks featured in lululemon’s 2024 activewear collection.
Inset: Almost 120 stands and some 90 different exhibitors have been confirmed for Sports Merchandise & Licensing Show 2025.
Pitch perfect
Now in its 11th year, the Sports Merchandise & Licensing Show is back at Stamford Bridge on Tuesday 9 September, welcoming a host of new exhibitors as well as returning stalwarts. Licensing Sports Book finds out more from Mark Bell, licensing manager at Chelsea FC.
Our team is buzzing with energy and anticipation as we approach the show,” begins Mark Bell, licensing manager at Chelsea FC, when Licensing Sports Book asks about the mood in the camp as the clock ticks down to Tuesday 9 September. “There’s a real sense of optimism and excitement as we finalise details, confirming that it’s going to be one of our best shows yet.”
The 11th edition of the popular show will see almost 120 stands and some 90 different exhibitors set up in Stamford Bridge. Names include Oddballs, Hy-Pro, Brecrest, FOCO, Calendar Club, Octane 5, Copa Football, Peers Hardy, Not Just Clothing, Funky Deer, Premier Sports Prints, The Original Metal Sign Company, Fanbase, Dependable Solutions, Sports Pro, Ecell Global, The Carat Shop, Winning Moves, All Jigsaw Puzzles
and Big Bobble Hats to name just a selection.
“Visitors can expect a vibrant mix of new exhibitors bringing fresh ideas and innovation, as well as returning stalwarts showcasing the latest licensed merchandise trends,” Mark continues. “There will be an energy that reflects the growth of the sports licensing space.”
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Above: Copa Football is among the returning exhibitors this year.
The Sports Merchandise & Licensing Show has become a key fixture in the UK licensing calendar since its inception. Starting with 40-50 exhibitors from a largely football-focused background, the show has grown into a dynamic industry platform over more than a decade. Mark offers: “This year marks its 11th edition, spotlighting how the show continues to respond to industry needs - connecting rights holders, licensees, retailers and manufacturers in new ways.”
built-in emotional connection with passionate fanbases; high perceived value – especially for limited edition or event linked merchandise; and opportunities for ongoing, multi-channel revenue, from apparel and home goods to digital collectables. This momentum is a big reason why SMLS continues to thrive and expand.”
Indeed, the secret to the success of the Sports Merchandise & Licensing Show lies in “focus and community”, Mark adds.
For visitors to the show, Mark has three key pointers on how to make the most of the experience. He says: “Plan ahead - bookmark exhibitors and prioritise must-see booths; be proactive - approach stands, ask questions and ask for product demos, relationships often start with a spark; and network widely - use informal moments and any evening events to build connections outside your usual circle.”
With the sports category being one of the fastest growing in licensing, its appeal lies in a number of different areas, Mark believes: “Sports licensing offers licensees and retailers a
“It offers a dedicated platform for sports merchandise and licensing that brings the right people together at the right time,” he continues. “That sharp purpose, combined with a supportive atmosphere, keeps the show relevant year after year.”
Mark and the team have a number of goals they would like to accomplish with the show this year: “We aim to foster new business partnerships, showcase the hottest trends in sports merchandise and, ultimately, ensure that attendees and exhibitors leave energised, connected and with tangible next steps for growth.”
And the final piece of advice from Mark: “Just a reminder for attendees to stay flexible! Great conversations often happen spontaneously. And remember, every interaction at Sports Merchandise & Licensing Show - whether planned or serendipitous - could lead to a major opportunity.”
Sports Merchandise & Licensing Show 2025 takes place on Tuesday 9 September at Stamford Bridge. Head to the official website for further details: www. sportsmerchandiseandlicensingshow.com.
Above: Mark Bell believes the secret to the show’s success lies in “focus and community”.
Right: Visitors to the show are encouraged to be proactive – approach stands, ask questions and ask for product demos, says Mark.
Below: This year will mark the 11th edition of the show.
