A Big Year for IMG brands

Big Year for IMG Brands

IMG has had a bumper year across its portfolio of brands. NFL BLITZ LEGENDS

In a deal brokered by IMG, Arcade1Up has partnered with the National Football League (NFL) and the IMG-managed Football Greats Alliance (FGA) to bring back NFL Blitz Legends – the iconic arcade game from the 90s. The NFL Blitz franchise aims to score big with today’s NFL fans and gamers, while also invoking a sense of nostalgia, by introducing the first and only at-home NFL arcade experience. Available at stores this upcoming NFL season, the arcade game will include popular titles - NFL Blitz, NFL Blitz ‘99 and NFL Blitz 2000: Gold Edition, and will allow players to compete online with Wi-Fi multiplayer and leaderboards, for the first time.

ADDISON RAE X BONKERS

Social media mega star Addison Rae launched her first toy line in partnership with Bonkers Toys, brokered by IMG. The fashion doll line includes a music doll that plays pop music and an ultimate surprise fashion doll set to be announced later this year. The dolls also come with a QR codes on each package which activate a personal message from Addison on embracing body positivity and female entrepreneurship. Additionally, Bonkers Toys and Addison Rae will be supporting non-profit, Girls Inc., to further inspire all young girls to be strong and bold. The doll line is available at Walmart stores, Amazon, and other US retailers, as well as Smyth’s in the UK and Kmart in Australia.

GAP X DE RIGO

IMG facilitated a deal between Gap and high-end eyewear brand De Rigo to launch the first collection of Gap-branded eyewear. Launched in July 2022, the collection features versatile, high-quality sun and optical wear for adults, juniors and kids, ranging from classic frames with clean lines to more fashion-forward frames in bold colours. Each pair of Gap-branded glasses comes with a hard-shell case and cleaning cloth or drawstring pouch, made from recycled materials.

UBISOFT

IMG announced it has renewed and expanded its exclusive licensing representation agreement with Ubisoft for Assassin’s Creed® and Tom Clancy’s Rainbow Six® to include new territories and the popular Just Dance® franchise. The new, multi-year agreement adds North and South America to IMG’s remit that already included Europe, the Middle East, Asia (excluding Mainland China for Assassin’s Creed) and Africa.

24 HOURS OF LE MANS UPDATE

Ahead of its 100th anniversary next year, 24 Hours of Le Mans announced exciting collaborations with British apparel brand Castore and Bologna-based atelier The Outlierman, in deals brokered by IMG. As the official outfitter of 24 Hours of Le Mans from 2022 to 2024, Castore have created a premium range of fanwear inspired by the classic designs of the world’s oldest endurance racing event. Meanwhile, the The Outlierman’s three-year collaboration as the race’s official Licensee will include limited-edition capsule collections featuring silk and leather accessories dedicated to fans.

BUDWEISER X HUMDINGER

In a deal brokered by IMG, multi-category healthy snack company Humdinger partnered with Budweiser to launch three brand-new flavors of peanuts. The all-American flavours of the coated peanuts have been crafted to complement the smooth, crisp taste of the beer.

China has also proved a successful market for the agency.

Premium fashion retailer Champion teamed up with popular entertainment franchise Pink Panther to launch a SS22 collection in May-June 2022, with various product waves of fashion apparel and accessories, including t-shirts, pants, shorts, footwear, caps and bags. The theme of the collaboration, “Pink Champion,” was well received by Chinese consumers, making the collection a retail success. Londa, a leading casual wear brand that has specialized in equestrian clothing for many years, collaborated with the UK’s prestigious Ascot Racecourse to launch a joint collection in June 2022 in celebration of the iconic Royal Ascot event. The collection, which includes shirts, coat and pants in a vibrant and dynamic colour palette, is the first such

collaboration for Ascot Racecourse in mainland China. Established in 1994, ANTA is a top sportswear company in China, having served as the official sportswear partner of the Chinese Olympic Committee for 8 years. The company partnered with the blockbuster movie Ted 2 to launch the Ted2 X Anta collection in July 2022. The first range of the collaboration, which included t-shirts, coats and caps, was well received by consumers, prompting a second range that is set to be launched in September and will include jackets, hoodies, socks and backpacks.