58-59 LSB Autumn Sports Merch (SL)_GF.qxp_NEW LSB 2008 GRID 25/09/2023 15:20 Page 1
EVENT PREVIEW: SPORTS MERCHANDISE AND LICENSING SHOW
The Sports Merchandise and Licensing Show (SMLS) is returning to Stamford Bridge on 17 October for what will be the ninth edition of the popular one-day trade show. LSB catches up with Mark Bell, licensing manager at event organiser Chelsea FC, to find out what visitors can expect.
Inset: New
Building Bridges Inset: The popular one-day event is held at Chelsea’s Stamford Bridge stadium.
O
rganised and hosted by Chelsea FC’s licensing team and held at the iconic home of the Premier League club, SMLS showcases sports merchandise from some of the UK and Europe’s top providers, helping to connect sports licensors, licensees, retailers and ancillary businesses. With 95 exhibitors signed up for this year’s show, the team has plenty to do ahead of kick off, but Mark Bell is unfazed. “We are confident that everything will be ready on time – after eight years, we’ve had enough practice,” he says. “We are now working on the finishing touches to make the ninth edition of SMLS the best one yet. We are very happy to announce that all the stands are sold out. We have a lot of returning exhibitors showcasing their new products, services and ideas but also some new and
exciting companies that are joining this year for the first time, including more international companies.” Catering to everyone in the sports industry, SMLS is the one-stop shop for retailers exploring licensed ranges to stock, organisations looking to elevate their brands by securing key licences and clubs aiming to source new products for their stores. This year’s exhibitors range from the multinational to the niche, and include counterfeiting solutions provider Scribos-a KURZ, sports wholesaler Reydon Sports, merchandise manufacturer Sport Design Sweden, Be the Star Posters and Banbo Toys. The wide spread of exhibitor specialisms showcases just how broad the sports licensing category is, says Mark. Examples include Bohemian Brands, which produces premium
Inset: SMLS is the onestop shop for retailers exploring licensed ranges to stock.
58
LICENSING SPORTS BOOK 2023