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LEADER

Inset: More than 1.3 million visitors have taken a journey through the history of Formula 1 to date at the dedicated exhibition.

Start your engines W elcome to the fourth annual edition of the Licensing Sports Book and what a bumper year it’s been since we were

last here. According to Licensing International’s Global Study, sports licensing was the fastest growing property category globally in 2025, with an 8.5% increase in retail sales, reaching $44.36 billion and accounting for 11.4% of the total licensing market. This growth outpaced all other property sectors and marked the highest share for sports licensing ever recorded in the Global Study. The momentum which began a few years ago has built further, with sports properties increasingly seen as major sources of new licensing revenue. When it comes to trends, Licensing International identified sports betting apps and digital engagement boosting fan interest and merchandise sales, while athletes are now being marketed as media stars, further driving brand engagement. While women’s sports in general, plus professional and collegiate sports brands in the US have continued to increase in popularity, perhaps the biggest leap has come from the world of motorsports. From LEGO taking over the track at Silverstone Grand Prix with its drivable mini cars and a ‘Fuel the Magic’ collaboration with Disney which has

seen Mickey Mouse and most recently Lightning McQueen appear at several races, to the recognition of the Formula 1 Exhibition wherever it touches down - and not forgetting a coveted accolade at The Licensing Awards – there is no doubt that Formula 1 has hit on the right, well… formula for successful sports licensing. We take a closer look at just some of its deals on pages 16-17. Elsewhere in the book we talk to a number of licensees about their sporting success stories and what they are most looking forward to as we head towards 2027 (pages 18-21); Products of Change talks us through how sustainability in sport is moving from ambition to action (pages 28-29); and The Insights Family takes a closer look at the impact of the 2026 FIFA World Cup on kids in the host nations of the US, Canada and Mexico (pages 24-25). In addition, the sports sector at Brand Licensing Europe is echoing the growth being seen in the wider market (pages 48-51) and, while football clubs are still key, other sports are now making their presence felt on the showfloor at Excel. We hope you enjoy the issue and we look forward to all the sporting greatness to come. THE LICENSING SPORTS BOOK TEAM Samantha Loveday, Ian Hyder, Katie RobertsMason, Rob Willis and Jakki Brown

PUBLISHERS OF

Samantha Loveday - Group Editor Ian Hyder - CEO Jakki Brown - MD and Editorial Director Rob Willis - COO Mark Grayson - Creative Director Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk Copyright 2026. 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.

SPORTS BOOK

ISSN 25158643.

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The Home Of Sports

Coming Soon...

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What’s inside? 10-15

CONTENTS

State of the Nation

16-17 How Formula 1 Has Moved Off the Grid and Into Licensing 18-21 Licensee Feedback: Sporting Success and What’s to Come 24-25 The Insights Family: The Impact of the 2026 FIFA World Cup 28-29

Sustainability in Sports

Focus On: OddBalls Apparel

Focus On: The FA

Focus On: Summit Brands

Focus On: The RFU

Focus On: William Lamb Group

Focus On: Tottenham Hotspur

Focus On: Somerbond

Focus On: Newcastle United

48-49 Sports at Brand Licensing Europe 2026 50

Sports at BLE: Benfica

51 Sports at BLE: Sporting Club de Portugal

LICENSING SPORTS BOOK 2026

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STATE OF THE NATION

Champions of industry

Inset: Sports licensing accounted for 11.4% of the total licensing market in 2025, according to Licensing International’s Global Study.

Sports licensing is fastest growing property category globally 2025 was a banner year for sports licensing, with it being the fastest growing property category globally for the year, according to Licensing International’s Global Survey. The category saw an 8.5% increase in retail sales, reaching $44.36 billion and accounting for 11.4% of the total licensing market. This growth outpaced all other property sectors and marked the highest share for sports licensing ever recorded in the global study. Global growth drivers included record fan attendance and increased viewership across all major professional sports leagues, as well as expansion of licensing strategies by both professional and collegiate sports brands (including new leagues and international initiatives) and the growth of women’s sports. When it comes to the UK, the territory generated $19.18 billion in total licensing revenue in 2025, with a strong 7.2% year over year growth. Sports licensing is a key growth area, supported by increased consumer interest and a wider choice of licensed properties.

Licensing Sports Book rounds up a selection of the latest news from across the licensed sports category. Licensing International will be further discussing the increased importance of the category at its 2027 Sports Licensing Summit: Sports Licensing in Focus. Taking place on 24 February at 3 World Trade Center, New York. SLS brings together top decision makers and thought leaders to discuss a range of topics, including Women’s Sports, NIL (Name, Image, Likeness), Changing Retailer Strategies and more. The event will also include opportunities to network with industry leaders. “Sports Licensing Summit brings together decision makers from across the industry including leagues, licensees and retailers,” said Maura Regan, president at Licensing International. “The event creates an opportunity for these key executives to gather together to create new connections and strengthen the relationships that will continue to drive growth moving forward. The sports licensing landscape is expanding and by bringing together experts at the intersections of sports, fashion, lifestyle and more, we can support the industry as it continues to grow. It has become a must-attend event for sports and licensing executives alike.” Left: Sports Licensing Summit: Sports Licensing in Focus will take place on 24 February 2027 in New York.

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STATE OF THE NATION

Bulldog to ‘build fresh momentum’ for Team GB Bulldog Licensing has been appointed as the licensing agent for Team GB, and will be looking to create fresh momentum for the brand ahead of the Los Angeles 2028 Olympic Games and beyond. Team GB’s online store boasts big selling items in sportswear, leisurewear and accessories, but as interest grows ahead of the summer Games in two years’ time, Bulldog and Team GB will work together to expand the offering across homeware, gifting, novelties, sporting equipment, calendars, cards, stationery and more. Regarded as one of the most successful Olympic nations of all time, Team GB enjoyed a record-breaking Olympic Winter Games in Milano-Cortina earlier this year, and Bulldog will be working to ensure that the public’s love for the brand at Games-time is extended into year-round retail opportunities. “We’re delighted to be working with Bulldog to expand and enhance the reach of the now iconic Team GB brand,” said Amber Jeffries Keel, senior licensing and retail manager at Team GB. “We know that the public recognise and respect the extraordinary efforts of Team GB’s athletes and we want to be able to capitalise on that love and ensure everyone can show their support for the team through an increased licensed product offering.”

Topps celebrates 20 years of Match Attax Two decades after Match Attax first landed in playgrounds across the UK, the celebration continues as Topps launches the new Match Attax UEFA Club Competitions 2026/27 collection - bringing 20 years of collecting, trading and playing together with a host of serious upgrades designed to inspire the next generation of collectors. The biggest change comes with a new rarity system, with new symbols helping collectors identify cards from Rare, Super-Rare, Mega-Rare, UltraRare and HyperRare through to the ultimate Mystical full-art cards. Alongside the new rarity system, the collection introduces a host of new inserts, premium designs and gameplay boosts. Fans were also invited to vote online from a selection of previous All-Time 100 Club players, choosing the legends they wanted to see return to this year’s collection. The result is a special All-Time 100 Club set featuring some of the greatest players ever to grace the UEFA Club Competitions, as chosen by the fans. Gameplay also receives its biggest update yet. New ratings boosts, Wildcards, tactical card effects and enhanced gameplay mechanics encourage collectors to build squads, challenge friends and get even more from every card they collect. Left and above: A host of changes have been introduced to help celebrate two decades. LICENSING SPORTS BOOK 2026

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STATE OF THE NATION

Newcastle United adds Carabao Cup watch

Above: Liverpool’s partnership with EA Sports has lasted beyond a decade.

Liverpool FC and EA SPORTS FC renew long-standing partnership Liverpool FC and EA SPORTS are continuing their successful partnership, taking it beyond a decade. EA SPORTS will continue as the club’s official football simulation game partner, building on a longstanding relationship that has brought the worlds of football and gaming together through original content, digital activations and fan experiences. Over the course of the partnership, LFC and EA SPORTS have collaborated on a range of successful activations, including the popular annual player ratings reveal series, which has generated more than 115 million views and 6.6 million engagements across the Reds’ social channels. The renewed partnership will build on that work across both the men’s and women’s teams, with an increased focus on LFC Women. Supporters can expect to see more EA SPORTS content featuring the women’s team, including activity from the AXA Melwood Training Centre. The next chapter of the partnership coincides with the launch of EA SPORTS FC 27, with Liverpool FC set to feature prominently across the new game.

Newcastle United has released a limited edition Carabao Cup Winners 24/25 Memorabilia Watch – produced under licence by specialist watchmakers AV86 to honour the historic cup triumph. Above: The watches are strictly Each timepiece limited to 900 individually numbered pieces. contains a patch of a match ball used by the players at Wembley in the Carabao Cup Final, mounted directly into the caseback, giving fans a chance to own a true piece of history. Strictly limited to 900 individually numbered pieces due to the exclusivity of the match ball material, the watches are among the rarest Newcastle United collectables ever produced. The watch blends a modern design with subtle references to the club’s first domestic trophy in 70 years. Dial markings at 45’ and 52’ honour the exact minutes of Newcastle United’s goals at Wembley on Sunday 16 March 2025, while each made-to-order piece features the date of the final, a unique edition number and personalised caseback engraving, with a flat Italian leather strap embossed with the official Carabao Cup Winners 24/25 mark.

Primark speeds in with Sonic and NBA

Primark has launched a new kids collection inspired by Sonic the Hedgehog and the NBA. The apparel collection for children aged 1-9 years features t-shirts, sweatshirts, joggers, a hoodie and a jacket, and blends character-driven storytelling with NBA-inspired design elements. Highlighting the fast-paced world of Sonic the Hedgehog and the energy of basketball, the collection celebrates individuality, confidence and self-expression. The collection showcases select NBA teams, Sonic’s legendary speed, Tails’ ingenuity, Knuckles’ determination, plus Shadow’s independent spirit, bringing the iconic characteristics to life through a bold apparel offering. Vibrant graphics are combined with contemporary styling and playful references to both worlds, appealing to both fans of Sonic and basketball. Right: The Sonic and NBA collection is aimed at children aged 1-9 years.

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Disney expands presence across sports culture Disney Consumer Products is continuing to expand its presence across sports culture with the debut of the Disney | Champion NFL Collection. The first-of-its-kind collaboration pairs all 32 NFL teams with Disney, Star Wars, Marvel and Pixar characters through storytelling-led designs inspired by team identity and fan culture. Created in collaboration with the NFL, Champion and Fanatics, the collection represents another moment in Disney and ESPN’s ‘Year of the Super Bowl’, a year-long celebration building toward ESPN’s first Super Bowl production in February. Each matchup was developed through a deliberate creative process that considered team history, fan traditions, visual identity, city culture and character storytelling – resulting in pairings designed to feel authentic, surprising and unique. Right: All 32 NFL teams have been paired with Disney, Star Wars, Marvel and Pixar characters.

Premier Padel eyes licensing growth

Above: Fanatics will be able to ‘elevate’ the retail experience for fans around the world.

Fanatics adds golf to roster The European Tour Group and Fanatics have secured a comprehensive multi-year partnership spanning the DP World Tour and Ryder Cup Europe. Under the agreement, Fanatics becomes the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store and is named exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland. The deal also includes the right for Fanatics to create new ranges of officially licensed Ryder Cup Europe, Ryder Cup match and DP World Tour products. As part of the agreement, Fanatics has secured the right to produce official replicas of the on-course outfits worn by Team Europe on certain competition days, meaning fans will be able to buy the same design of outfit worn by the team on the course. The ranges will launch next year in the build-up to the 2027 Ryder Cup at Adare Manor. Fanatics will also provide licensed product services to DP World Tour and Ryder Cup corporate partners.

Official professional padel tour, Premier Padel has secured a landmark long-term partnership with Fanatics. The deal sees Fanatics become master licensee covering e-commerce, in-venue retail, wholesale, product and memorabilia. The multi-year agreement marks the next step in Premier Padel’s global growth strategy, bringing Fanatics’ commerce, manufacturing and distribution capabilities to the tour as it looks to expand its reach with fans around the world. As part of the partnership, the official Premier Padel store, store.premierpadel.com, is now live and operated by Fanatics, with products also available across Fanatics’ global e-commerce ecosystem. The launch collection is designed around padel’s growing court-to-culture identity, combining the essentials of the game with a broader lifestyle expression of the Premier Padel brand. The range includes Bullpadel racquets, footwear, bags and performance apparel, while also taking Premier Padel into fashion and everyday elevated style through collaborations with Homies Marbella and Fanatics Branded, alongside fan accessories from Wilson and dedicated men’s and women’s collections.

Left: Premier Padel has secured a landmark long-term partnership with Fanatics.

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DESIGN & DEVELOPMENT

SOURCING & MANUFACTURING

LICENSED APPAREL

GLOBAL RETAIL PARTNERSHIPS

Contact Robyn Cowling - Head of Licensing - Robyn.Cowling@aykroyds.co.uk

@aykroydandsons

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@Aykroyds

www.aykroyds.co.uk

@Aykroyd & Sons Ltd

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STATE OF THE NATION

NFL and Abercrombie & Fitch build on fashion partnership The National Football League and Abercrombie & Fitch have revealed the next evolution of their multi-year partnership ahead of the 2026 season. As an Official Fashion Partner of the NFL for the second year, Abercrombie will continue to deliver its signature NFL apparel with a fashion-first lens representing all 32 teams, reach more customers around the globe with broadened production distribution and host in-season activations designed to engage with fans. The 2026 NFL by Abercrombie collection will be available to more fans than ever before. For the first time, the collection will be sold on nflshop.com, in NFL stadium stores and on official team e-commerce sites and fanatics.com, in addition to its existing home at Abercrombie stores and abercrombie.com. The expansion is driven by a new partnership with Fanatics, the NFL’s e-commerce partner, which will use its broad reach across online and physical channels to broaden the overall product availability to fans. The Abercrombie 2026 NFL assortment includes men’s, women’s, kids’, baby and toddler styles, broadening the product range across age groups. Designed to be worn beyond just game day, hoodies, sweatshirts, t-shirts, outerwear and more will be available. Select store locations will also feature expanded team-specific assortments tailored to local fan bases. Left: The 2026 NFL by Abercrombie collection will be available to more fans than ever before.

Lululemon reveals Major League Baseball partnership Athleisure brand Lululemon and Fanatics have unveiled a new partnership with Major League Baseball for a fan apparel collection. The new range will feature both performance and lifestyle items across men’s and women’s apparel and accessories for all 30 clubs. The product line-up includes classic lululemon fan favourites such as the Scuba Hoodie, Define Jacket and the Everywhere Belt Bag. “We’re thrilled to deepen our partnership with lululemon, extending their iconic, elevated product line to the passionate fanbases of all 30 MLB teams,” said Sam Archibald, chief merchandising officer at Fanatics Commerce. “As we continue to invest in growing our women’s business, lululemon is a key strategic partner. Together, we’re expanding an elevated assortment that gives more ways to express their team pride on gameday and every day.” Carla Anderson, svp and general manager of North America at lululemon, continued: “At lululemon, we’re passionate about creating incredible product and supporting our communities. That’s why we’re excited to partner with Major League Baseball and Fanatics to create a unique opportunity to connect, sweat, and celebrate the power of community.” Right: The range features both performance and lifestyle items across men’s and women’s apparel and accessories.

Sunderland AFC collaborates with Elvis Presley Estate Premier League club, Sunderland AFC has secured a multi-year collaboration with the Elvis Presley Estate and Authentic Brands Group – with a special Elvis kit having launched. The kit is available to purchase online at SAFCStore.com and in-store, at Black Cat House and The Bridges, through the club’s official retail partner Fanatics. It arrives as the club prepares for its first season of European football in 53 years. Inspired by the origins of Elvis’ career, the kit features the iconic pink and black colourway associated with his breakthrough years on the Louisiana Hayride. A subtle embossed pattern, drawn from 1950s design motifs with repeated SAFC detailing throughout, nods to the era that launched Elvis to global stardom. Inside the neck tape, supporters will find the words ‘Can’t Help Falling in Love With You’, alongside the club crest and Elvis’ signature. Since the late 1970s, Can’t Help Falling in Love has been Sunderland’s match day anthem. Alongside the away kit, Sunderland AFC is launching an exclusive Elvis-inspired lifestyle and warm-up collection. Left: The kit arrived ahead of the club’s first season of European football in 53 years. LICENSING SPORTS BOOK 2026

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THE RISE OF F1 IN LICENSING Inset: The 2027 FIA Formula One World Championship calendar will feature 24 Grands Prix across 22 countries.

Race to the top

It’s been an eventful season for Formula 1, both on and off the track, as the sports’ presence within the licensing sector has continued to increase. From high profile collaborations with the likes of Disney, the LEGO Group and Hot Wheels, through to the continued success of the F1 Exhibition, growth in apparel and publishing, plus a win at The Licensing Awards 2026 for Best Sports Licensed Property, Formula 1 is moving through the gears. Licensing Sports Book takes a closer look.

here’s a quote from legendary Brazilian racing driver, Ayrton Senna that says, “if you no longer go for a gap that exists, you’re no longer a racing driver”. Over the past 12 months, the team at Formula 1 has certainly gone for the gap that existed in licensing for the brand… and is showing no sign of heading into the pits any time soon. In the first half of 2026, Formula 1 signed 20 new consumer products licensing partners, with product launches and announcements to be rolled out throughout the rest of the year and into 2027. Licensing partnerships already launched include Disney’s Fuel the Magic campaign, which features collaborations with Uniqlo, Gentle Monster, MINISO and WebToon; Fanatec has officially licensed hardware; premium apparel ranges with Off Season and Nahmias in line with the Miami Grand Prix; Lights Out trading card collection with Topps, which sold out within three minutes; a DK Books publishing agreement; and Hot Wheels’ Tiniest Team Principal campaign. In addition, Hasbro launched a F1 special edition of the Monopoly board game, with a bespoke Monopoly Grand Prix game element, while LEGO’s 22 minicars took over the British Grand Prix driver parade. And there is certainly demand for further growth, with the global fan base for F1 continuing

Inset: The next phase of the Disney and Formula 1 collaboration sees the addition of Pixar’s Cars.

to increase each year more than 830 million people follow the sport, up +64% compared to 2018 figures that marked the first full year after Liberty Media’s acquisition. Currently, 42% of the sport’s audience is female, with women making up a staggering three-quarters of new fans, while 43% of the total fanbase is under 35 years old.

PIXAR’S CARS JOINS THE GRID

Disney and Formula 1 extended their collaboration earlier this summer, taking the programme through 2028 and marking the next phase with the addition of Disney and Pixar’s Cars. Launched in 2025, the collaboration blends Disney storytelling and racing fandom through

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THE RISE OF F1 IN LICENSING

immersive experiences, engaging content and bespoke merchandise for fans worldwide. The 2028 extension adds a full new season beyond the original plan, while the Inset: DK has books addition of Pixar’s Cars expands in the works for all ages, from preschool the collaboration beyond Mickey right up to high-end & Friends for the first time. photographic titles. “The success of our partnership with Disney has demonstrated what’s possible when two globally loved brands come together around a shared vision for street and independent booksellers, as well as creativity, storytelling and fan engagement,” national supermarket chains. Mark adds: “There says Emily Prazer, chief commercial officer are so many F1 stories to tell: we want to see F1 at Formula 1. “This merchandise collection is become an established book category in its own a natural next step and brings together the right and we’re working now on our 2027 and excitement of Formula 1 with Disney and Pixar’s 2028 books that will help us get there fast.” Cars in a way that feels both authentic and nostalgic. For many fans, Cars was an early introduction to the thrill of racing, making this MINIATURE MOTORSPORTS collaboration a fun way to celebrate the enduring The F1 Drivers’ Parade in Miami in 2025 featuring appeal of the sport through characters that LEGO big build cars was one of the most generations have come to know and love.” memorable moments off-track of the season,

“WE WANT TO REACH EVERY F1 FAN”

DK Books will launch its multi-year programme in November, with the collaboration creating a collection of gift, activity and educational books, offering all fans new ways to experience Formula 1 away from the track. The first titles in the series include The Official F1 Quiz Book, The Official F1 Activity Book and The Official F1 Colouring Book. “We want to create a range of books that reach every F1 fan,” says Mark Searle, md at DK. “In our F1 Quiz Book you can play as ‘Rookie’, Above: 22 fully ‘Challenger’ or ‘Expert’. drivable LEGO Group This is a great example of minicars took part in the F1 Drivers’ Parade how we can use the books at the British Grand to unite all fans in their Prix at Silverstone. love of F1. In 2027, we have books in the works for all ages, from preschool books to high-end photographic titles. Every title will be written by experts and addressed directly to F1 fans in a relatable way.” The books will be going into both high

capturing the imagination of fans around the world and showing a different side to the sport. This year, LEGO pulled out all the stops again, treating fans attending the British Grand Prix to the spectacle of 22 fully drivable LEGO minicars in the F1 Drivers’ Parade. Designed in each team’s 2026 colours, and including the individual driver numbers, each of the minicars included over 28,000 LEGO bricks, along with a selection of other components to make them capable of driving and could reach up to 25km/h. The project took more than 6,400 hours to bring to life. Emily offers: “There is something truly special about bringing together the worlds of Formula 1 and LEGO play, combining innovation, creativity and entertainment in a way that can inspire and excite fans of all ages.” Staying in the toy category, Formula 1’s collaboration with Mattel and Hot Wheels – which won Best Licensed Toys or Games Range at The Licensing Awards - continues to evolve. For the first time, fans will be able to race with all 22 official team cars in a Hot Wheels video game, when the new F1 Car Collection Pack arrives in Hot Wheels Infinite Rush from March 2027. LICENSING SPORTS BOOK 2026

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LICENSEE FEEDBACK

Team players

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 2027.

Adam Robson, executive director, Aykroyds “The licensed sports category for Aykroyds continues to be dominated with great activation and growth from all things football… or this year should we say soccer? Our long standing and key partnership with The FA, especially in a World Cup year, never fails to Above: Adam disappoint, with impressive support Robson. across our retail accounts. Although Below: Aykroyds’ the kick off times might have posed family and ‘mini a few challenges to the body clock, it me’ collections certainly made it a logical conversation performed well at retail when looking to nightwear and over the summer. especially family/mini me collections. It was also great to see the positive reaction to the activations we managed to execute with the Scottish FA as they made a welcome return to the World Cup. We are really looking to expand on this over the coming years. With the Premier League kicking off the new season, the off season seems to disappear in no time and, as ever, we are so proud of our long-standing relationships with a number of Premier League clubs and continue to keep their presence and footprint at retail. With the FIFA Women’s World Cup heading to Brazil in 2027, there is no rest for The FA and we are actively having really positive conversations as to how this can build and look with our customers.”

Hannah Miles, joint md, Fashion UK “One of our standout launches this year has been Formula 1 at M&S. The collection has demonstrated how sport licensing continues to evolve beyond traditional fanwear and into mainstream fashion, with customers responding strongly Above: Hannah Miles. to elevated designs that combine sporting authenticity with youth fashion trends. We are creating collections that appeal not only to core fans, but also to customers who are engaging with sport through culture, entertainment and fashion. While Formula 1 is undeniably a premium prestigious sport, through fashion, we’re making one of the world’s most aspirational sports accessible. Our collections allow consumers to engage with a luxury brand at an affordable price point, bringing the excitement and status of Formula 1 to the high street. Looking ahead, we’re continuing to explore opportunities that blend sport, fashion and lifestyle. Sports properties are increasingly becoming lifestyle brands in their own right, creating opportunities to engage consumers through fashion, collaborations and trendled product. Consumers increasingly want products that allow them to express their passions and identities, and licensed sport is uniquely positioned to deliver with authentic, design-led products that resonate.”

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LICENSEE FEEDBACK

Katie Gritt, head of marketing, sport, Panini “We have had a phenomenal year with the biggest ever FIFA World Cup 2026. With 48 teams featured for the first time ever, it was the biggest Panini FIFA World Cup sticker collection ever and it didn’t disappoint. Smashing all previous records across both the sticker collection and our FIFA World Cup Adrenalyn Above: Katie Gritt. XL Trading Card Game, Right: Panini’s World Cup fever really products were swept the country. visible at every Our collections are touchpoint before and during the FIFA the kick off point to the World Cup 2026. tournament for millions and globally fans were hunting for their favourite players in packets worldwide. Our star-studded ad creative featuring Harry Kane for England and John McGinn for Scotland, alongside World Cup legend Roberto Baggio, captured the magic of Panini as part of the fans’ World Cup experience. A full 360 marketing campaign supported the launch including player partnerships, digital, TV and cinema advertising as well as out of home, ensuring we were visible at every touchpoint before and during the tournament. Our tagline, ‘It All Starts with Panini’, underpinned the campaign and highlighted the importance of Panini to every fan’s World Cup experience.

We’re looking ahead to an exciting FIFA Women’s World Cup in Brazil next year where we are confident our Lionesses will qualify and set the world stage alight. In the meantime, we have a season of domestic football ahead with both the EFL and the WSL. Both sticker collections launch later this year and we’re confident they will prove as popular with fans across the leagues as they did last season. We are also excited that the second PDC Sticker Collection will launch just before the World Championships at Ally Pally, so we’re looking forward to a strong end to a great year.”

Simon Bond, sales account manager, Blues Group

Above: Simon Bond. Right: Blues has enjoyed great success with its baby and children’s apparel line for The FA.

“Without doubt the highlight for 2026 was the huge success of our official England baby and children’s apparel. It was bought by an ever-growing range of UK retailers and was thanks to the great engagement between ourselves and the team at The FA, especially when things intensified in the build-up to the Men’s World Cup. The sports category is going from strength to strength as retailers realise there is a demand for a 365-football offering. There is currently lots of fantastic development going through ahead of next summer, when the attention turns to the Lionesses and the Women’s

World Cup finals in Brazil. We are also looking forward to the Men’s Rugby World Cup in Australia, where we will be working closely with teams at England, Scotland and Wales Rugby to offer some great products to the UK market.”

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LICENSEE FEEDBACK

Dan Grant, licensing director, Danilo “The licensed sports category remains a core part of Danilo’s business and has performed very well for us this year, with football continuing to lead the way. Official Premier League club calendars and greeting cards continue to be among our strongest sellers, driven by loyal fan bases both globally and regionally. The launch of the Arsenal FC Champions Above: Dan Grant. A5 Notebook is another Right: The Arsenal exciting addition, giving FC Champions A5 Notebook is supporters a collectable an exciting new product that celebrates addition for Danilo. the club’s success in a practical, everyday format. The FIFA World Cup in the US, Canada and Mexico also provided a strong boost, with increased

Blake Taylor, head of licensed products, Hy-Pro International “We had an incredibly successful FIFA 2026 World Cup campaign, which saw excellent sell-through at retail across both the UK and Europe. The FIFA 2027 Women’s World Cup takes place next summer in Above: Blake Taylor. Brazil and retailer interest Below: Hy-Pro is is already strong. We’re continuing to build extremely excited to bring product development our new 3D Wooden Puzzle with its evergreen range to market this coming Premier League clubs. Q4 across our licensed portfolio. This will include our evergreen Premier League football club brands, as well as new deals with the NFL and automotive brands like McLaren Racing and Ford, with more to be announced soon. Licensed sports products have remained very strong throughout 2026 and we fully expect that to continue into 2027. It’s refreshing to see some of the biggest UK retailers really seeing the value in licensed sports properties. From a Hy-Pro perspective, 2027 is definitely a year of ambitious growth plans, both across our product/licence portfolio and our sales territories. The US market will be at the centre of that growth, so we are excited to make this a big success.”

awareness and engagement around the England team helping to drive additional interest and sales across the category. The category feels very positive. Sport has a powerful emotional pull at retail, and the 2027 Women’s World Cup should create another major moment for fan engagement and fresh licensed ranges. Hopefully, the England women’s team can go one step further this time and become champions - a result that would only add to the excitement and commercial momentum around the category.”

Andy Downie, commercial director, Dreamtex “Our England World Cup collection has been a real highlight this year, with the range also being nominated at The Licensing Awards 2026. We’ve recently launched our MLS homewares range with Above: Andy Downie. Inter Miami, which is an Below: Dreamtex’s exciting new team for us. England World Cup We see strong potential range was nominated in international football at The Licensing and are focused on Awards 2026 developing licensed products that bring fans passion into the home. We see licensed sports homeware as a strong growth category for us, driven by the increasing global appeal of football and fans looking for new ways to express their team allegiance. For 2027, we’re particularly excited about the growth of teams within the MLS portfolio and the opportunity to develop more ranges across the brand.”

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THE WORLD CUP IMPACT ON KIDS Inset: The FIFA World Cup 2026 ran from 11 June to 19 July in the US, Canada and Mexico.

After the final whistle What exactly was the legacy of the FIFA World Cup 2026 on kids, fans and licensing? Adam Woodgate, vp research solutions at The Insights Family, is on hand to talk us through the post-tournament report.

efore the FIFA World Cup 2026 began, we explored what football fandom already looked like among kids and teens across its three host nations. During the tournament, we returned to see how young audiences were experiencing a World Cup on home soil. Now, after the final whistle, perhaps the most important question for the licensing industry can be answered – what happened next? Major sporting events are extraordinary generators of attention. But attention alone doesn’t create long-term commercial value. The bigger opportunity comes when young audiences turn that attention into something else: following, playing, wearing, collecting, gaming – in other words, participation. Our post-tournament data among 3-18 year olds suggests that happened across North America, but in markedly different ways.

MEXICO: WHEN FANDOM BECOMES CONSUMPTION

Mexico provides perhaps the clearest example of a World Cup afterglow. Before the tournament, 29% of Mexican kids and teens were aware of the FIFA World Cup as a competition. That increased to 40% during the tournament – and rather than falling afterwards, climbed again to 43% post-tournament. Interest tells a similar story, rising from 20% before the tournament to 32% during it and 34% afterwards. But for licensing, the most striking finding comes from merchandise.

Before the tournament, 28% of Mexican kids reported owning or wanting clothes or accessories related to a favourite sports team. During the World Cup that stood at 30%. In the posttournament period, it reached 67%. It isn’t simply an apparel story. Interest in related toys, games or board games increased from 20% during the tournament to 28% afterwards, while in-game merchandise rose from 11% to 16%. And this isn’t a stereotypical boys’ football opportunity either. Post-tournament, 70% of Mexican girls reported owning or wanting sports team clothing or accessories, compared with 64% of boys. Older kids and teens are particularly engaged: the figure reaches 71% among 10-18 year olds. For rights holders and licensees, the implication is significant. A major sporting moment can broaden the addressable audience beyond traditional assumptions about the football consumer. Apparel remains important, but fashion, accessories, toys, gaming and experiences can all provide different routes into the same fandom.

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THE WORLD CUP IMPACT ON KIDS

CANADA: WHEN INSPIRATION BECOMES PARTICIPATION

Canada tells a different story. The proportion of Canadian kids enjoying football/soccer increased steadily, from 19% before the tournament to 22% during it and 25% afterwards. Yet the timing of participation is particularly interesting. Regular football participation was 10% before the World Cup and remained virtually unchanged at 10% during it. Post-tournament, however, it increased to 12%. The shift is modest and should not be overstated, but it points towards an intriguing sequence. Watching increased from 7% before the tournament to 10% afterwards, while closely following football through websites, social media or newsletters rose from 2% to 5%. In other words, increased engagement appeared first, participation followed later. For the licensing industry, that distinction matters. The commercial window surrounding a sporting event doesn’t necessarily close when the trophy is lifted. Products that help children do something with their new-found fandom, such as equipment, footwear, training products, junior club partnerships and other participation-led extensions, could become more relevant in the weeks and months following the event.

UNITED STATES: ATTENTION DOESN’T GUARANTEE CONVERSION

Then there is the US. World Cup awareness among American kids increased from 24% pre-tournament to 25% during it and 26% afterwards. Interest moved only slightly, from 20% to 21% across the same period. Regular football participation similarly increased only marginally, from 8% to 9%. That shouldn’t necessarily be interpreted as failure. Instead, it demonstrates something important about major sporting events: hosting generates attention, but it doesn’t automatically overturn established sporting culture. For US kids, football/soccer continues to compete with deeply embedded domestic sports.

Consequently, the licensing opportunity may lie less in replicating traditional football fandom and more in connecting the sport with the wider entertainment ecosystem young Americans already inhabit – from fashion and gaming to creators, personalities, collectables and streaming.

ONE TOURNAMENT, THREE LICENSING LEGACIES

Perhaps that is the most important lesson from FIFA World Cup 2026. There isn’t a single World Cup legacy. In Mexico, an already-established football culture translated tournament excitement into deeper consumption. In Canada, the most interesting post-tournament signal is the potential journey from watching and following towards playing. In the United States, increased awareness has yet to translate into the same behavioural shift, suggesting football may need to compete as much as an entertainment property as a sporting one. For licensors, licensees and retailers, this is why reach alone can only tell part of the story. The real value of a major sporting moment lies in understanding what audiences are inspired to do next. The final whistle may end the tournament, but it doesn’t necessarily end the opportunity. Left: Hosting a big event like the World Cup generates attention, however it doesn’t automatically overturn established sporting culture.

To learn more about how your company can work with The Insights Family, visit theinsightsfamily.com or email hello@theinsightsfamily.com.

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Where Sport Meets Street: The Rise of Licensed SportsFashion

CMY

We've seen standout performance in our licensed sports category this year, with our Formula 1 collection at M&S, Williams and Real Madrid launches. Building our momentum, we continue to explore new opportunities at the intersection of sport, fashion and lifestyle, with further collaborations in development.

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Getting Closer to the Customer By bringing a premium,

prestigious sports brands like Formula 1, Williams and Real Madrid into an accessible

fashion format, we've given

consumers a way to engage with a luxury brand at an affordable price point

translating the excitement and

status of F1 onto the high street.

Category outlook remains strong The wider licensed sport category continues to perform

As consumer demand grows for products that reflect

lifestyle brands in their own right. This shift is opening up

lead in this space, with authentic, design-led product at

well, with sport properties increasingly operating as

new opportunities for us to engage consumers through fashion, collaborations and trend-led product.

www.fashions-uk.com

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personal passions and identity, we're well positioned to the core of our approach. This gives us confidence in continued growth in the category through 2027 and beyond, as we build on our sports based portfolio.

info@fashions-uk.com

18/09/2026 18:35

SUSTAINABILITY IN SPORT

Equipped for change From high-spec apparel and footwear, the equipment that is fundamental to sport, and the merchandise that becomes keepsakes, the sporting goods sector faces many of sustainability’s toughest challenges. But circularity charters, repair models and material innovations are showing how the industry can move from ambition to action. Products of Change reports.

portswear is not reserved for those partaking in sporting activities, but has long since been a fashion staple, bolstered by athleisure. Whether high-spec professional kit, licensed fan apparel, footwear or equipment, quality, durability and functionality are key because performance is everything. Apparel and fashion pose a major environmental challenge, generating approximately 10% of global greenhouse gas emissions, and enough garments to clothe the next six generations of the world’s population. Legislation is gradually emerging in Europe and California, but sports apparel still lacks frameworks bespoke to the sports industry. Organisations are helping shoulder this burden. The Sustainable Sports Apparel Charter was developed for exactly this purpose, tested by professional sports organisations through to grassroots, with signatories including the Royal Yachting Association, British Triathlon, and the Paralympics GB. The Charter provides a practical sustainability framework for goals

Above: Sports apparel still lacks frameworks bespoke to the sports industry or licensees. Below: Decathlon has integrated circular practices and services into its consumer experience, online and on the shopfloor.

reasonably within a company’s control. “We see the charter as almost like a foundation, so you don’t stop there,” says Joanna Czutkowna, director of 5Thread. “Ultimately you need to be taking action now.” Decathlon understands this keenly, integrating circular practices and services into its consumer experience, online and on the shopfloor. Since 2020, reveals Chris Allen, Decathlon UK’s director of sustainability and head of circular economy, its designers have had the mandate to design for circularity: products must be repairable, spare parts available, and durability designed in so products last longer. Per year, Decathlon provides approximately 20,000 warranty repairs and 60,000 paid-for repairs. It also has a second life tag online and in-store, where customers can identify refurbed products. It refurbs about 20,000 items a year and

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SUSTAINABILITY IN SPORT

has begun buy back opportunities, acquiring and refurbing another 10,000 items, with 30,000 refurbed items resold each year. “The integration of our services within a traditional retail environment, that was a big shift,” comments Chris. Reframing these initiatives from environmentally-led to money saving-led has also been key. And when it comes to sporting goods, the quality cannot be compromised. “One of the biggest challenges for Wilson, and the sporting goods industry as a whole, is balancing sustainability with product performance,” says Leigh Fletcher, head of golf UK & Ireland, Wilson. Wilson is committed to reaching net zero emissions by 2050 Above: Bales of textiles ready for recycling. and reducing Scope 3 emissions Right: Wilson is committed to reaching by 25% by 2030, net zero emissions by 2050 and reducing Scope in line with SBTi 3 emissions by 25% by validated targets. 2030. Its Protect Home Field initiative includes identifying emissions hotspots, supported by Life Cycle Assessments, reducing plastic packaging and increasing recycled content use, as well as incorporating recycled and bio-based materials, while maintaining its all-important product standards. Meanwhile, Brentford FC has been making waves by rolling over its kit for more than one season – keeping its existing products in use for longer. “We don’t lack innovation,” says Joanna. “I think it’s the adoption of that and the scale of that.” From The Mills Fabrica exhibition Performance Without Toxicity to Puma’s RE:FIBRE programme, which produces garments made from 95% recycled textiles and other waste materials, innovation solutions are available and ready to be adopted, and some are already in place. The Australian Sporting Goods Association’s Tread Lightly initiative targets the 23 billion pairs of shoes produced globally each year – 98% of which end up in landfill at end-of-life.

It collects footwear, 30% of which is donated and 70% recycled into pavers, rubber flooring or punching bags. To date, it has recycled one million pairs, diverting 500,000kg from landfill. The industry’s reach also extends through merchandise for sporting events. Event Merchandising has long adapted to new retail channels, product supply and sustainability, implementing federations’ eco and sustainability requirements, even as far back as the build-up to the London 2012 Olympics. “At EML, our approach is increasingly focused on building sustainability into the merchandise process from the outset, looking at product choice, quantities, materials, packaging, supplier selection, logistics and what happens to surplus stock after an event,” comments Roberta Montagnoli. “One of the biggest areas of progression we see is greater collaboration between rights holders, event organisers and merchandise partners at the procurement stage,” says Roberta. Understanding priorities early allows them to be built into product selection, packaging, quantities, freight and surplus planning. “We’re trying to educate our clients as early as we can to be more sustainable,” adds Paul Goldsmith. Sustainability is undoubtedly an important optic for the sporting industry – an industry built on wellness, health and the outdoors, all threatened in some capacity by climate change and environmental negligence. Whether products, equipment, merchandise, events, or apparel, the companies forging ahead are those embracing this changing way of doing business. Read more about sustainability in the sporting industry in Products of Change’s Sport Chapter at www.productsofchange.com. Products of Change is working with its community in the licensed sporting industry to accelerate its sustainable progression, through working groups, workshops, webinars and editorial.

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FOCUS ON: ODDBALLS

Fancy pants

OddBalls has carved out a niche in the licensing world, with a range of fun, branded underwear. Its portfolio of sports brands is a growing part of the business, with more properties coming on board and a long list of retailers on board. Left: There is a range of different designs in the FA licensed collection. Below: OddBalls works with the NFL across a range of teams including the Seattle Seahawks.

n sports licensing, OddBalls already works with an impressive range of brands including The FA, ECB, RFU, WRU, FAW, Team GB, The NFL, British & Irish Lions and West Ham United, all of whom have product on sale at the moment on our site and in selected retailers. But the list is growing. Matthew Gibson, director of partnerships and licensing, outlines: “We have more football clubs coming on board in a licensed capacity later this year and conversations are always ongoing across different sports on how our licensed strategy can help bring great product to market for sporting brands.” And there’s one particular brand on Matthew’s hit list: “Irish rugby! As an Irishman, it would mean a lot to me to work with the IRFU and from a business point of view, Ireland is our strongest territory in the EU, so there is a clear demand for the brand.” The ranges have been selected by an equally wide range of retailers and are on sale with hundreds of independents, Left: Licensed sports underwear is the ideal gift for a fan, especially during key sporting events.

as well as major high street names. “We also sell into NEXT and use the John Lewis Partners Marketplace. We work closely with Fanatics which stocks a lot of our sports licensed range, as well as wholesale partners. We have been featured in the flagship NFL stores for the European games over the last year which was a real highlight.” The OddBalls name has become established as a brand in its own right, so the partnership between this and major sports brands works particularly well. “Having done things slightly differently in the category, we offer something new, comfy and colourful to licensors,” Matthew explains. “Underwear itself is such a gift-able product, so when paired with someone favourite sports club, it’s a no brainer present for birthdays, Christmas, Father’s Day and in some cases even Valentines Day.” Over the coming year, there will be new ranges. “Our PJ’s have become an all-year-round product, so seeing these on the site more often and across more designs will be a great addition to our licensed portfolio,” says Matthew. “We are also working with a few more official stores. Plenty more licensed pants to come this year and into 2027.” Matthew will be heading to BLE this year to meet existing partners, discussing the current ranges and plans in place for new activations. He concludes: “Meeting new brands is also high up on the list as we are building into 2027-28 already.” LICENSING SPORTS BOOK 2026

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FOCUS ON: THE FOOTBALL ASSOCIATION

World class T he England brand has been bought to life across a range of categories and retail platforms over the last year as the 2026 FIFA World Cup created a major platform for licensees and helped grow fan excitement as the team moved through the tournament stages. Licensees launched exciting collections from fashion and collectibles, to apparel, lifestyle and fan products, offering an impressive range of licensed merchandise for fans.

2026 COLLECTIONS AND COLLABORATIONS Levi’s Levi’s created a strong example of England Football moving into fashion and culture, demonstrating how well the England brand Above: The FA’s works beyond traditional collaboration with Levi’s. football merchandise. The capsule collection includes five unique pieces. Panini Panini launched new trading cards and stickers throughout 2026, including the first Panini ballers collection - a new trading card/discs range, celebrating the Lionesses and Three Lions. England also featured as part of the Panini FIFA World Cup Sticker Collection, celebrating the first-ever 48 team tournament.

2026 has been an exciting year for The Football Association and the England team with its success at the FIFA World Cup. The brand enjoyed high profile collaborations, heightened fan excitement and further enhancement of the profile of the brand.

worn ahead of the World Cup warmup fixtures in the US. The broad lifestyle range, including varsity jackets and casual tees, all feature Above: The FA’s collaboration with Nike and Palace. the England crest and Nike x Palace logo. Apparel In collaboration with retail partner, Fanatics, The FA created a wide range of England fan wear apparel including NFL and MLB collaboration shirts. The range showcases cross sport style and American football silhouettes.

LOOKING AHEAD Although the excitement of the FIFA World Cup 2026 is over, there is plenty to look forward to over the coming years. Firstly The FA is looking ahead to 2027 and continuing to evolve the licensing programme with a strong focus on the Lionesses, building from the success of the Women’s Euros win in 2025. With Funko a robust consumer products programme already Funko launched a Team England collection in place, The FA is looking to expand its licensing with 11 England players, representing the first programme with new licensing partners across a ‘11-player’ team football collection Funko has ever range of product categories. launched. A Pop! Yourself collection is Below: In collaboration with Fanatics, The FA 2028 will also see the return of the also available, enabling fans to create has created a wide Men’s Euros, taking place on home turf their own Pop! figure wearing an range of England fan wear apparel. in nine venues across the UK and Ireland. England t-shirt. To support this momentous event, The FA is looking to expand its licensing England x Nike x Palace programme with new licensing partners The FA’s collaboration with Nike and across a range of product categories. Palace on a limited product range The team will be at Brand Licensing featured the skate brand’s signature Europe from 6-8 October 2026 on stand bold designs alongside elevated E252 and welcome discussions about performance wear, including pre-match potential projects. shirts and anthem jackets that were LICENSING SPORTS BOOK 2026

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hello@summitbrandsgroup.com

https://summitbrandsgroup.com/

07/09/2026 13:53

FOCUS ON: SUMMIT BRANDS GROUP Inset: At 23 yearsold, Alexei has full creative control of nearly 145 year-old Slazenger.

Above: Alexei is reinterpreting Slazenger for a new generation to make people excited about the Panther again.

Reinventing a classic

n the 145 year-old Slazenger brand, content creator Alexei Hamblin spotted a potential. Now creative director for the brand, Alexei tells LSB: “Slazenger has been part of so many sports and cultural moments, it holds the longest sporting partnership of all time with Wimbledon and yet I think there’s a huge amount of untapped potential in what the brand can become. “That gap was probably what excited me most. Slazenger has all the ingredients of an important British brand, but there’s an opportunity to reinterpret that for a new generation and make people excited about the Panther again.” Having launched his initial collections, Alexei is now working with Summit Brands Group and licensees to grow theirs. “This isn’t about suddenly telling every licensee that everything needs to change from day one,” Alexei explains. “Slazenger is a big brand with a broad customer base, so evolution must be considered. “The first step is creating a clearer world around Slazenger – what we stand for, how products should look and feel, how we communicate and why somebody should choose us. From there, we can work more closely with licensees on product direction, design and storytelling, so that everything begins moving in the same direction.” Alexei sees potential for licensees to become genuine brand-building partners: “They have incredible category expertise, distribution and consumer knowledge. When that is combined with a strong central creative direction,

At the end of 2025, at just 23 years-old, content creator, Alexei Hamblin caught the attention of Slazenger with his ideas to reinvent the brand. Slazenger went on to hire Alexei as its creative director, with the task of creating Slazenger 2.0. Alexei shares how licensing comes into play in the next phase.

licensing becomes a huge advantage. “I want partners bringing us ideas, challenging us and identifying opportunities. Every touchpoint with the Panther either adds to or takes away from people’s perception of Slazenger, so every partner has a role in building the brand.” Within that, there needs to be a reason for a product to exist. Alexei furthers: “That doesn’t mean every product needs an elaborate heritage story, but it should connect to our wider world: sport, British culture, community and the lifestyle surrounding sport. “I’m interested in taking familiar Slazenger codes and references and finding contemporary ways of expressing them. Most importantly, I want us to make products that we’re genuinely proud to put the Panther on.” The team is looking at how codes of the brand can translate into premium fashion, how the presence can be maximised globally in Padel and how the full lifestyle of sport can be built outside of apparel and equipment. Finally, Alexei sees retail as key. He concludes: “Retailers are incredibly important because repositioning a brand isn’t just about making better product – context changes perception. The most exciting retail partners are the ones willing to build a world with us, whether that’s through immersive merchandising, activations, exclusives or collaborations. “Ultimately, I want seeing Slazenger in a retailer to feel like discovering something, rather than simply encountering another sports brand.” LICENSING SPORTS BOOK 2026

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ALWAYS THE ROSE GET IN TOUCH TO DISCUSS THE WIDE RANGE OF LICENSING OPPORTUNITIES AVAILABLE!

CONTACT PATRICK AT PATRICKRADLEY@RFU.COM 38_LSB_Sports Book 2026.indd 1

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FOCUS ON: ENGLAND RUGBY

The power of sport

England Rugby has seen strong growth in its licensing programme over the last year, with multiple new collaborations and product lines, including high profile collaborations for the Red Roses. Left: Four of the six licensed Barbie products sold out on launch day.

When choosing partners, licensees must have an affinity to England Rugby and a connection to one of the four strategic pillars – play, perform, follow or fund. There must also be a link to an impact area – social, inclusion, environment are in focus currently as part of the new impact plan, The Way of The Rose. England Rugby sees licensing as a way to reach new audiences. Paddy expands: “Rugby has previously had a male-dominated audience, however, thanks largely to the success of the Red Roses, we’ve come a long way in changing that. “The rise of the Red Roses has helped us bring new audiences and offer greater accessibility to elite level rugby in England. “Licensing can leverage popular products and brands to introduce people to rugby, so it is important we find the right brands that help us achieve this.” As such, there are plans to further strengthen the licensing programme. Paddy explains: “The focus isn’t on specific categories, but more so prioritising collaborations that tie into our impact areas. “We want to find what our next Barbie or Spice Girls equivalent could be and we feel in a strong position to do so.”

he last year has seen two prolific collaborations for England Rugby, with the Red Roses. Firstly, BarbieTM x Red Roses, which aims to inspire the next generation of girls to see themselves in sport. Paddy Radley, senior retail and licensing manager, explains: “By combining the visibility and influence of England Rugby’s Red Roses with Barbie’s mission to close the Dream Gap, the licensing partnership celebrates confidence, resilience and teamwork both on and off the pitch.” As Barbie UK’s first sports collaboration, the campaign featured an Ellie Kildunne Barbie and Barbie x Red Roses apparel and rugby ball. Barbie is supporting the Rugby Football Union’s (RFU) commitment to increase the number of female players, with a £20,000 donation from Mattel as part of the Barbie Dream Gap Project. The campaign, which supported grassroots rugby and promoted more girls playing sport, has been named as a finalist at the Licensing Above: The Spice Girls and England Rugby combined to Awards 2026. celebrate stories of former World Cup winners as part The second collaboration with the Spice Girls of a campaign to celebrate Owning your Power. Below: It’s a great time to work with England Rugby with launched ahead of the Women’s Rugby World the upcoming 2027 Men’s World Cup on the horizon. Cup 2025. Paddy outlines: “This collaboration utilised the popularity of the Spice Girls to engage with a fanbase that is mainly female and gender-fluid, including those who grew up with the Spice Girls and those who have found inspiration in the current 90s/Y2K resurgence.” The partnership included a range of licensed products including a three-piece premium Castore range; exclusive apparel drops from Fanatics; and a limited edition rugby ball by Gilbert.

LICENSING SPORTS BOOK 2025

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THE BEAUTIFUL GAME NOW IN OUR LINE-UP The clubs. The colours. The passion. Ofﬁcially licensed.

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CustomerService@WLamb.co.uk

+44 (0) 1924 820 282

07/09/2026 13:59

FOCUS ON: WILLIAM LAMB

Best foot forward Having recently launched a collection with FOCO, William Lamb Group is embarking on an exciting new chapter to bring its expertise in licensed footwear and accessories into the sports market.

William Lamb Group sees sports licensing as a potential growth area. Sandra expands: “We have proven expertise in licensed footwear and accessories, working with some of the world’s biggest brands and we see a natural opportunity to apply that experience to sports. “What particularly excites us is the passion around sports brands. Fans have a strong emotional connection with their clubs and there is a huge opportunity to translate that passion into great footwear and accessories. “We are not looking at sports as a short-term s FOCO’s official UK distributor for sports addition, but an important area for growth.” club footwear and accessories, William Alongside strong licensors, William Lamb works Lamb Group is now offering a portfolio closely with its retail partners. Sandra explains: of licensed products across some of the biggest “We have long-standing experience of working UK football clubs. The range includes footwear with UK retailers, so we understand the importance and accessories with further products and club of having the right product, price point and opportunities planned. proposition for each channel. Sandra Vanstan, head of licensing, comments: “We work closely with retailers from the early “We see a real opportunity to combine stages, looking at the right clubs, categories and FOCO’s sports licensing portfolio and product product mix for their customer. Our teams can help innovation with William Lamb’s strengths in retailers identify opportunities and build a strong design, retail, distribution and bringing licensed licensed proposition. product to market. “Ultimately, our aim is to make licensed product “The FOCO partnership is a major addition to easy for retailers to buy, merchandise and, most our portfolio and gives us access to an incredibly importantly, exciting for the consumer. We also strong and diverse collection of brands.” see significant opportunities around key sporting Paul Hodgson managing director, FOCO moments and seasonal retail opportunities.” Europe, adds: “William Lamb Group is the ideal Over the next 12 months, William Lamb Group is partner for FOCO as we continue to expand our looking to expand its retail partners and look UK presence. FOCO has built at how it can use different categories to extensive relationships with appeal to varying demographics. football clubs across Europe and is Sandra furthers: “We are particularly recognised as one of the leading interested in the lifestyle opportunity. licensing specialists in the sector. Football merchandise doesn’t “Combined with William Lamb’s have to be restricted to expertise, this partnership creates matchday products – footwear a compelling opportunity to bring and accessories can become part best-in-class products to retailers and of everyday life.” fans. We are excited about the growth The William Lamb team will be potential across multiple categories, Above: William Lamb has a sports heritage stretching at Brand Licensing Europe from 6-8 including our expanding retro back to manufacturing October 2026. football boots in the 1930s. football business.” Left: The FOCO partnership launched with footwear and accessories. The Liverpool FC items are exclusive to Vanilla Underground.

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FOCUS ON: TOTTENHAM HOTSPUR

With a record year for its licensing programme across the US and Canada in 2025-26, Tottenham Hotspur’s global profile continues to grow across a wide range of territories.

Spurs shoots for global growth

ith South Korea having grown to become Tottenham Hotspur’s largest international licensing market during Heung-Min Son’s time at the club, his departure marked a point to accelerate growth across other territories. Callum Bennett, senior licensing manager, explains: “As the club entered a new chapter for international licensing, our strategy was to diversify, and further develop the business.” In the 2025-26 season, royalty revenues for Spurs’ licensing programme in the US and Canada grew 29% year-on-year. The club also saw continued expansion across Asia and opened opportunities in new markets such as South Africa. In North America, key partnerships have been secured via CAA Sports. Callum adds: “Our apparel partner, 1863FC, grew royalties by 56% year-on-year. A key driver was securing distribution with Abercrombie & Fitch and other international retailers.” Growth has been driven by established partners including Icon Sports, Sport Design Sweden, New Era and Scotty Gear. Alongside these, the club targets new licensees with potential to unlock international opportunities. Callum explains: “Christopher Ward is a good example. Despite being a UK company, the US accounted for 17% of sales for Spurs’ ‘Bilbao Chronometer’, making it the secondlargest market. That kind of international reach is exactly what we look for, with similar successes from licensees; Crocs and WWE.”

Left: South African licensee, Old School, focuses on premium, fashion-led polo shirts. Above: US licensee 1863FC delivers timeless apparel design, alongside Sport Design Sweden’s varsityinspired take on Spurs’ style.

One new emerging market for the club is South Africa. Local agent, Benchmark, has helped establish the programme with two new apparel partners: Old School focuses on premium polo shirts and heritage-inspired adult styles, while Kids Talk has achieved encouraging results through South African retailer Pick n Pay, offering fanwear at entry-level price points. In Asia, China remains a key market. All Star Partner operates Spurs’ official online retail presence, while also showcasing products through Fan Town stores and pop-up activations. Callum comments: “Following strong performance, we renewed the partnership in June with a target of 15% annual growth. The next phase will focus on expanding categories such as toys, collectibles and plush, and broadening distribution.” Global awareness of the English club is largely driven by international players and the global reach of the Premier League and its broadcast deals. Looking ahead, the priority is to continue growing established markets, while accelerating development in new territories. Ecommerce data shows Japan is already one of Spurs’ fastest-growing markets, with direct-to-consumer traffic up 56% year-on-year and Japan now the club’s seventh-largest market globally. “It’s this kind of momentum in developing markets that will shape where Spurs focuses next,” Callum concludes. Left: The South African market has been bolstered by apparel licensees such as Old School. LICENSING SPORTS BOOK 2026

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FOCUS ON: SOMERBOND

In the race As an apparel licensee, Somerbond has seen strong success with sports brands, particularly Le Mans and MLS, with more lifestyle, fashion-led ranges.

omerbond’s success with sports brands including Le Mans and MLS has shown that international brands can work well in the UK. Ozgur Dokurlar, director, Somerbond, begins: “The UK consumer is extremely knowledgeable about sport, but also very open to international sporting culture. “Social media, streaming and global events mean younger consumers don’t see the same geographical boundaries. They can follow an MLS team, Formula 1, Le Mans, the NBA and a Premier League club at the same time.” Alongside the more accessible nature of sports, the fashion element also lends itself to Somerbond’s offering. Ozgur continues: “American sports branding, motorsport graphics and vintage sports references have become part of mainstream streetwear. That crossover between sport, fashion and culture is probably the biggest reason international sports licences have become so relevant.” Sportswear has also now moved beyond fanwear, with consumers buying products because they like the graphics, colours, heritage and lifestyle associated with the brand. Ozgur explains: “Le Mans is a good example. It has motorsport heritage, but it also has a retro and lifestyle aesthetic, so it can work as fashion or fan merchandise. “MLS is slightly different: it has a younger, contemporary feel and the growth of football in North America gives us a lot of interesting design opportunities. The key is to create apparel that can stand on its own. The licence should add value, rather than being the only reason somebody buys it.” Right: Le Mans has a motorsport heritage, but also offers a retro and lifestyle aesthetic.

Above and left: The growth of football in North America gives Somerbond interesting design opportunities for MLS.

Somerbond has a strong understanding of each brand and the consumers they attract. “Le Mans has performed well where consumers appreciate motorsport heritage, vintage graphics and authentic branding,” furthers Ozgur. “MLS gives us a different opportunity. Football is already hugely important, but the American identity, club branding and lifestyle allow us to approach in a more fashion-led way.” Key events help boost sales. Ozgur comments: “Events create strong peaks in awareness and demand, but we don’t want to depend entirely on events. If the design and product are right, these licences can sell throughout the year. “That is one of the reasons we approach them from a lifestyle perspective rather than as event merchandise. Our goal is to make the brands commercially relevant all year.” Growth is the goal over the coming year, but in a controlled manner. “We want to broaden the product offer, develop stronger seasonal collections and continue improving design and quality,” Ozgur outlines. “We also see opportunities to expand distribution. “With Le Mans, there is more we can do around the heritage and lifestyle, using archive-inspired graphics and storytelling. With MLS, the timing is exciting. The 2026 World Cup created enormous attention and we believe that can continue beyond the tournament.” LICENSING SPORTS BOOK 2026

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BE PART OF IT Please contact Leigh Simpson for more information on Newcastle United’s Global Licensing programme. Leigh Simpson Head of Licensing Leigh.Simpson@nufc.co.uk

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FOCUS ON: NEWCASTLE UNITED

A world of good Newcastle United has Europe’s second‑fastest growing football audience, powered by a 66% surge in global broadcast reach. In two years, its licensing programme has turned visibility into tangible brand growth.

ewcastle United’s licensing programme is doing far more than unlocking revenue streams; it is growing a global footprint. The ultimate goal? To help build commercial foundations to support the club’s vision of sustainably challenging for the biggest titles by 2030. Leigh Simpson, head of licensing, explains: “We use licensing as a tool to reach, engage and grow audiences globally. Whether that means breaking into new categories, untapped territories, or fresh retail channels.” The first two years have been strategic with controlled growth. Products are cross-category, from apparel to trading cards and everything in between. “We’re proud of the licensees we’ve signed,” says Leigh. “Our programme is comprised of about 50 licensees globally, with 50% registered in international markets.” The programme is supported by agents in Brazil, Mexico, Australia, New Zealand and South Korea. Leigh adds: “We’ve appointed specialists to help build relevant products, services and experiences and we’re seeing a lot of traction. “Last pre-season our men’s first team played Arsenal in Singapore, then Spurs in Korea. It’s not just about playing football; it’s how we deepen that connection and experience with the fans. “In Singapore, we developed tour specific merchandise. We also ran an activation with a retailer called Western Corp. The majority in attendance were international fans - real proof of concept and a huge data capture opportunity. “We then travelled to Korea and ran a pop-up, launched a market-specific shirt and developed a co-branded capsule collection with a design studio. It was hugely successful in terms of licensee integration and building brand recognition.”

Above: Last pre-season the Newcastle United men’s first team went on an Asia tour. Below: Newcastle United hosts an annual licensee day at St. James’ Park.

This international activation and engagement is something the club will replicate and enhance. Leigh explains: “We’ve established a blueprint and principles that apply to different markets.” Newcastle United has built close relationships with licensees and international agents. Leigh outlines: “We hold an annual licensee day. We invite licensees to St. James’ Park to experience what it means to be part of our story.” The team will now identify and fill gaps in periphery categories. “Our ambition is to expand beyond traditional merchandise to verticals such as digital, experiential, entertainment and international retail,” continues Leigh. Internationally, the focus is on embedding and refining projects. Leigh says: “Brazil is a great example where we’ve grown our portfolio to four licensees quickly. It’s now about launching products, capturing data, refining and doing it better.” The club has seen both the brand and licensing programme grow and with a focus on accelerating its success simultaneously, there’s plenty of opportunity ahead. Leigh concludes: “This summer gave us a fresh identity to take to market, which is generating real interest. A young, dynamic squad has a new story to tell and we’re excited to innovate around our next generation of stars. “There is excitement around the brand as we enter our next phase of growth. Retailers are taking notice and that awareness is driving a strong appetite to partner with us.” LICENSING SPORTS BOOK 2026

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SPORTS AT BRAND LICENSING EUROPE

A sporting legacy

Ahead of Brand Licensing Europe (6-8 October at Excel London), Matthieu Battini, EMEA sales director, explains how sports licensing drives year-round revenue and fan engagement. TOUR DE FRANCE: EXTENDING THE RACE BEYOND JULY Established in 1903, the Tour de France is the oldest, most prestigious Grand Tour cycling race and one of the world’s largest annual sporting events, broadcast in 190 countries. According to Nicolas Denolf, head of licensing, the programme evolved steadily over the years and now works with over 60 manufacturers operating across the US, Mexico, China, Japan and other major markets. Among its most successful partnerships are McCain, Tissot and Continental, each helping Above: Matthieu Battini, EMEA sales director, Brand translate the Tour’s heritage into products that Licensing Europe. connect with consumers. “The objective is to extend the Tour beyond t Brand Licensing Europe (6-8 October, July,” says Nicolas. “In the UK, 63% of people Excel London) – the only European familiar with the Tour de France are willing trade show dedicated to licensing, brand extensions and collaborations – sports brands to purchase licensed products outside the hunt for year-round and tournament-specific event period.” partners to create consumer products sports International growth is also a key priority; the fans love. Tour enjoys awareness They include Ballon levels of 98% in Spain, d’Or, Federation Francaise 91% in the UK and Football, Royal Dutch Football 89% in the US and Association (KNVB), FC Nicolas sees significant Porto, Federacao Portuguesa opportunities around de Futebol, Sport Lisboa upcoming editions of e Benfica, Sporting Clube the race, particularly De Portugal, FC Barcelona, the Grand Départ in UEFA Club Competitions, Edinburgh in 2027. Above: International growth is a key priority for the Tour. Galatasaray, Chelsea FC, “BLE is a great Manchester City FC, Newcastle United Football barometer for the year ahead,” he says. “It’s Club and The FA. where we connect with European retailers and But it’s not just football brands attuned licensees we don’t regularly see. It’s a mustto the power of licensing - MotoGP Sports attend event every year.” Entertainment Group, Tour de France, 24 Hours of Le Man and ATP Tour will also be at the show. 24 HOURS OF LE MANS: Here they talk about licensing and how they BUILDING A 365-DAY BRAND extend brand awareness and fan engagement Established in 1923, the 24 Hours of Le Mans beyond event timelines. is the world’s oldest active endurance sports

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SPORTS AT BRAND LICENSING EUROPE

car race and one of ATP TOUR: POSITIONING TENNIS motorsport’s most AS A LIFESTYLE BRAND recognisable brands. As the global governing body of men’s According to Sandrine professional tennis, ATP entertains more Weyders, licensing than a billion fans worldwide. Licensing development and and retail have become increasingly coordination manager, important as the organisation builds licensing began in the its presence beyond the court. Joan 1990s, initially through Carrera López, vp licensing and retail, video games. says ATP’s dedicated retail and licensing “Our view of function was created to better serve licensing goes fans while establishing ATP as a lifestyle Above: Le Mans is looking to attract beyond branding,” new generations of enthusiasts, as brand, claiming tennis occupies a unique well as grow its female audience and says Sandrine. “It’s position at the intersection of sport, international reputation. an integral part fashion and culture. of our long-term development strategy, In 2026, ATP launched its first e-commerce encompassing heritage, lifestyle, innovation platform and physical retail stores at major and motorsport.” tournaments including Madrid and Rome. It For Le Mans, licensing is about capturing the also introduced its first mono-branded product emotion, culture and history surrounding the range alongside collaborations with Lacoste race and extending that experience beyond and Palmes. the annual event. “Tennis offers strong opportunities through “Our aim is to make the 24 Hours of Le Mans storytelling, heritage and nostalgia,” he says. “At a 365-day experience. We want to attract the same time, fashion brands are increasingly new generations of enthusiasts, grow our drawing inspiration from tennis aesthetics female audience, strengthen our international and values, creating opportunities to translate reputation and create partnerships across a the sport’s global appeal into products that variety of sectors.” resonate on and off the court.” While Europe remains the core market, For ATP, BLE provides an opportunity to licensing also supports the organisation’s grow its partner network, identify global growth ambitions. Sandrine says new commercial opportunities successful partnerships require shared values, and contribute to the broader a commitment to quality and a willingness to commercial expansion of tennis. innovate. Recent growth has been particularly “We’re excited to share the strong across culture, publishing, toys and evolution of ATP’s brand fashion. positioning, “To be outstanding, a collaboration has product strategy to introduce Le Mans to a new audience and retail while drawing on our strengths: history, activities,” says Joan. modernity and authenticity.” “Visitors will discover The organisation recently unveiled a a global sports IP with new brand identity and style guide and significant untapped licensing is exploring opportunities in categories and retail potential.” including food, skincare, collectables and Left: ATP believes that tennis immersive experiences. offers strong opportunities For Sandrine, BLE remains one of the most through storytelling, heritage and nostalgia. important dates in the licensing calendar: “It’s where we discover market trends, reconnect Brand Licensing Europe takes place from 6-8 October with partners, spark new collaborations and 2026 at Excel London. Sports professionals can register share the current Le Mans story. We’re looking free before 5 October and use the Event Planner to for long-term, creative partnerships with book meetings with brands, retailers and manufacturers ahead of the show (https://www.brandlicensing.eu). brands that share our vision.” LICENSING SPORTS BOOK 2026

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SPORTS AT BLE: SPORT LISBOA E BENFICA Inset: Benfica is actively looking for partners and official distributors across different markets and categories.

Pitch perfect

“

or SL Benfica, Brand Licensing Europe is a key opportunity to strengthen the club’s position as a global sports and entertainment brand,” comments Miguel Pereira, senior licensing manager. “As one of the world’s leading licensing trade shows, BLE allows Benfica to showcase its brand, build international partnerships and explore business opportunities across several areas, including entertainment, fashion, sports, gaming, publishing or lifestyle. “Having already participated in several previous editions, Benfica sees BLE as a

Opportunities and challenges Miguel believes that licensing will continue to offer significant growth opportunities for the remainder of 2026 and into 2027, especially for brands with strong international recognition and a highly engaged fan base. “New collaborations, digital platforms and international partnerships will continue to drive industry development and create new expansion opportunities,” he says. “At the same time, the industry faces important challenges, including counterfeiting, intellectual property protection, and rising production and transportation costs driven by global geopolitical instability, particularly conflicts in the Middle East. “These factors may put pressure on product prices and influence consumer behaviour and purchasing power.”

With a host of licensing partnerships and success stories under its belt, Benfica is back at BLE this year to further create new brand extensions, collaborations and product concepts. Licensing Sports Book catches up with senior licensing manager, Miguel Pereira, to find out more.

strategic platform to reinforce its international presence and continue expanding its licensing and brand partnerships worldwide.” For Miguel, the club’s stand at BLE (E266) will enable visitors to discover ready-to-market products, explore new licensing opportunities and develop new commercial partnerships. “We are actively developing and expanding the SL Benfica brand and its IP portfolio,” says Miguel. “Our focus is on strengthening the Benfica brand, reaching new audiences and expanding into new categories through strategic partnerships and innovative licensing opportunities, further enhancing Benfica’s global relevance and commercial potential.” Alongside its licensing activity, the club operates an extensive retail network that includes 13 physical stores, kiosks and an official online store, strengthening its connection with fans worldwide. Benfica has also partnered with globally recognised brands and characters such as Hello Kitty (Sanrio), Angry Birds (Rovio) and Popeye and Olive Oyl (King Features), expanding into new audiences and product segments. One of SL Benfica’s most successful collaborations has been the connection between football and urban art, highlighted by the 25/26 fourth kit created in partnership with worldwide artist, Vhils. As part of its international growth strategy, Benfica is actively looking for partners and official distributors across different markets and categories to expand the global reach of the Benfica brand and its official merchandise.

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SPORTS AT BLE: SPORTING CLUB DE PORTUGAL

Sporting Club de Portugal is looking to use its presence at Brand Licensing Europe to grow its international licensing programme. Licensing Sports Book finds out more. clubs in Portugal, pronouncing itself as a “truly eclectic” sports power with around 65 modalities. “Sporting CP is also known for its football formation that shaped globally known football Inset: Sporting CP is looking players like Luís Figo and Cristiano to expand its product Ronaldo, considered one of the portfolio into new categories. best players in the world. Retailers and manufacturers should visit our stand, because Sporting, being a very well consolidated licensing brand in Portugal, has a lot of potential to grow even further in the product categories that it already works in, and in new segments - all of this nationally and in an international setting.” Tying in with its 120th anniversary this year, the club has rebranded and the launch of its new emblem will be the main focus at the show. The club has also recognised personalisation rand Licensing Europe is beyond the conventional products as being a an unmissable opportunity key trend in licensing. for Sporting CP, since it “There are some products that are typically enables us to reinforce our international known for being personalised, which is the positioning and present our brand to new case of a football jersey, with customised name potential partners who may not know Sporting.” and number. However, nowadays, consumers Sporting Club de Portugal’s retail and revenue increasingly want to personalise every product and lifestyle brand departments will be heading possible, regardless of what it is - whether it is to Excel in October (E265), describing BLE as a phone case, sneakers, bottles, among others. a “crucial” step in its licensing growth. “Our Given this, we believe that turning brand and licensing sector are well consolidated licensing into something integrated in Portugal, but we aim to expand this to the that people can personalise how international context, and we believe BLE can they want is the current trend.” be a crucial step to increase our brand awareness worldwide.” Right: Marking its 120th anniversary, With 120 years of history, Sporting CP is Sporting CP will be presenting a new considered to be one of the three biggest sports brand identity at BLE.

A Sporting chance

“

Lifestyle aims “The core of Sporting Clube de Portugal is sports, however, in the long-term, our ambition is to expand beyond our core, breaking boundaries and exploring new growth opportunities.” The aim is for Sporting to become a lifestyle brand, that people can wear “every day and everywhere”. To ensure this, Sporting is always on the look out for opportunities to expand its variety of collections and partnerships, to diversify and increase its product portfolio. Additionally, Sporting CP is focused on

integrating entertainment in and beyond sports. In sports, Sporting is currently undergoing a whole new project to improve its stadium to ensure that each fan has the best experience possible – installing new lighting, LED rings and large screens. Sporting is also improving the corporate experiences, designing exclusive and innovative areas for its partners to enjoy the game to the fullest. Beyond sports, one of the initiatives that Sporting is working on is to establish a Business Hub at the stadium, for events and co-working. LICENSING SPORTS BOOK 2026

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