The Rugby World Cup

Can you outline some of the merchandise and licensing partnerships that have been signed for RLWC2021?

Within the retail, merchandise and licensing space of the RLWC2021 commercial programme we have a number of partnerships to help us achieve our objectives. We see this area as driving revenue for the tournament, creating engagement to both core and non-core fans, and also the opportunity for future tournaments and the wider sport to benefit from the ‘legacy’ of such activity, whether that be new partners, new infrastructure, new ways of working etc. Cube Partnerships is our official retail partner. They work with us on our online store which was launched last year and the range of products within this which will continue to expand over the next 10 months. During tournament time in October and November they will also run our retail operation across the 61 matches at 21 venues that will take place. Kappa is the official apparel partner of RLWC2021. They create retail products for consumers working alongside Cube, and will also provide kit to the referees, volunteers and staff members at the tournament. They have a superb heritage and experience in both sport and consumer lifestyle, which was very attractive to us. We want to expand the reach of Rugby League to new audiences, and feel that fashion and lifestyle via Kappa can play an important role in this. Supplementing this is Riverside Brands who is our official licensing agency. Ashley Holman, Riverside MD, has great contacts and experience in this space, and we want to show how licensing can drive revenue but also expand our reach via collaboration. We’re excited about the opportunities here and have a few announcements coming up shortly. We’ve also been working with Skew who have done a tremendous job on producing our consumer style guide to support the work of Riverside. This has really shown how we and licensees can extend our brand. The tournament will be the largest standalone sporting event in this country in 2021, and with every minute of every match being shown live on the BBC, it will have an unprecedented profile for the sport and our partners. Alongside our positioning and USPs such as inclusivity - with the men’s, women’s and wheelchair tournaments running concurrently for the first time ever at a major event - and creating positive social impacts within communities, we’re excited about the opportunities and role that licensing can play.

How has the pandemic affected your work – have there been particular challenges and conversely what positives have you noticed?

The last 12 months have been a huge challenge for everyone, and we are very aware that there are clearly more important things going on in the world than RLWC2021. As a business we moved quickly to remote working, and have been able to be productive in this environment throughout the pandemic. As you would expect we’ve done many reviews and scenario plans during this time but are confident and optimistic moving forward. Some of the challenges are the wider commercial impacts such as the ability for brands to plan and commit due to the huge degree of uncertainty, although at the same time we’ve had good conversations on the role that collaborating with the tournament can have in supporting businesses post pandemic. There is a huge desire for people to attend live sport again and have something to look forward to, so hopefully we can play a small role in that for both people and the business community. Alongside this I think we’ve seen the whole industry be hugely resilient and you could argue that the industry has progressed at a quicker rate than it would have done in some areas, notably digital, innovation and fan engagement.

Tell us about the partnership with Cazoo and why it is such a good fit?

We were absolutely delighted to welcome Cazoo as our Principal Sponsor in November last year. They are the UK’s leading online car retailer, a hugely innovative brand that is growing rapidly and we’re really excited about working with them. They’re a new brand to the sport which has been a focus of our sponsorship strategy, and it’s also the largest sponsorship deal in Rugby League World Cup history so supports our ambition to be bold, brave and set firsts for the tournament. We want to be trailblazing and positively dis-

Talking Rugby

with Jonathan Neill, Commercial Director RLWC2021

ruptive in the sector, and I think we share these attributes with Cazoo, whilst at the same time we want to help support their ambition to become a household name.

What kind of licensing partnerships are you looking to forge?

We’re very open to the licensing partnerships that we can create across a range of categories. Some are more obvious such as apparel, accessories and commemorative, but we also want to speak to wider categories where we can be a good fit and help meet the objectives of that business. Publishing is an area we will shortly release a tender for which will cover match day programmes and also further opportunities such as photography, history, children’s books and ideas others may have. We have a broad audience including circa 20m viewers on the BBC for our matches, 750,000 fans in attendance across 18 host towns and cities, and 14 million people in the UK following Rugby League, which provides superb outreach and awareness for products.

How many sponsors do you work with commercially?

In terms of official sponsors we have seven at the moment. Cazoo as our Principal Sponsor as mentioned previously, and also Eversheds Sutherland, Deloitte, Manchester Metropolitan University, Kappa, Kuehne+Nagel and Assura.

EARL ENTERPRISES APPOINTS AGENCY

Earl Enterprises, a leader in the field of entertainment, leisure, tourism, hotels and restaurants, has appointed IMG to extend its Planet Hollywood, Buca di Beppo, Bertucci’s, Bravo! Italian Kitchen, Brio Italian Grille, and Earl of Sandwich brands globally through product and brand licensing partnerships. IMG will work with Earl Enterprises to creatively extend its diverse portfolio across food, beverage, lifestyle, gaming, and experiential categories through a range of product and brand licensing collaborations that reflect the unique characteristics of its hospitality and restaurant brands. “We firmly believe that customers’ affinities for our brands extend well beyond the in-restaurant dining experience and we are always looking for new ways to connect with our customers and be at the forefront of new trends,” commented Robert Earl, Founder & CEO of Earl Enterprises. “IMG is the perfect partner to help take this to the next level, with a series of thoughtful licensed products and experiences that will embody everything customers know and love about our brands.” Bruno Maglione, President of Licensing, IMG, added,“We’re thrilled to be working with Earl Enterprises and its diverse portfolio of established restaurant brands loved around the world, from the iconic Planet Hollywood to the fun and festive family-favorite, Italian-American chain Buca di Beppo. Using our specialized expertise, we are looking forward to building upon their success and creating products and experiences that will allow consumers to enjoy their favorite menu items in new formats, new occasions and at home.” IMG will pursue opportunities that reflect the heritage and tastes of each of the brands. IMG will work closely with Earl Enterprises and licensees to leverage the strength of the brands across a variety of new retail channels, including grocery, club, specialty, ecommerce, and more.

RHUDE MCLAREN DEAL

McLaren Racing has today announced a collaboration with luxury fashion brand, Rhude to produce a set of exclusive capsule collections launching throughout the 2021 Formula 1 season. The collections will reimagine the powerful stories and iconography of McLaren’s renowned Formula 1 history, conveying the style and energy of racing into innovative and progressive designs. Rhude founded by Rhuigi Villaseñor in 2015, is a design venture born out of Los Angeles, balancing luxury techniques with streetwear elements showcased as ready-to-wear and tailored collections. Rhude journey chronicles the evolution of a man from adolescence to maturity, a narrative reflected in each collection with both the Creative Director and brand continuing to grow its expanding global fanbase. McLaren and Rhude will bring the brands’ pioneering ideals and unique history together to form a collaboration that will pay homage to racing legend Bruce McLaren, as seen through the lens of modern luxury and Rhuigi’s own respect for Formula 1, resulting in a unique fusion of sport and fashion.

Headwear brand Milliner has introduced a collection of hats based on The Godfather. The Legacy collection is the first officially licensed headwear range for Milliner. The collection comprises four trucker caps each featuring an embroidered patch from The Godfather including the original Godfather logo. The range is now available exclusively on Zavvi.com.

PANINI LAUNCH SCOTLAND STICKER COLLECTION

Panini have announced the launch of the Scotland Official Campaign Sticker Collection 2021.

Following Scotland’s nail-biting European Championship qualification, fans will relish the opportunity to celebrate their victory with this exclusive collection. The collection of 200 stickers features the entire football squad, and includes shiny stickers. The album has four pages dedicated to the entire squad plus 20 pages which focus on individual players, with facts and stats about their footballing careers. Four pages highlight key moments in the squad’s historic path to the championships, and a further two pages shine the spotlight on the star performers who led Scotland to glory. The collection went on sale at the end of January. Mike Riddell, Managing Director of Panini UK and Ireland said, “Scotland’s qualification for their first major tournament since the 1998 World Cup not only ends 22 years of waiting patiently for life-long Scottish football fans like myself, but also brings Scottish football to the forefront for a whole new generation of sticker collectors. I cannot wait for this celebratory collection to burst onto the Scottish market.” Chris Rawlings, Scottish FA Commercial Director: “It has been far too long a wait for Scotland supporters to see their heroes in a Panini sticker album for a major finals. We are looking forward to capturing the imagination of a whole new generation of sticker collectors and hope that this is just the first of many sticker albums we collaborate with Panini on in the coming years.”

GODFATHER HAT COLLECTION

Enticing Deals for Food & Drink Brands

Far from the days of label-slapping a brand across a food or drink product, the deals that are being forged within the food & drink brand extension industry are increasingly sophisticated and really reiterate the creativity of an industry that has had to adapt to challenging times.

Banijay Brands, in partnership with official Peaky Blinders brand owner and producer, Caryn Mandabach Productions, last year launched the first official Peaky Blinders wine. Inspired by the multi-award winning drama, Peaky Blinders, renowned French vineyard, Vignobles Bardet, has created two red wines, a Saint-Emilion and a Saint- Emilion Grand Cru. Born from the highly-regarded Bordeaux region following research into 1920s wine in partnership with wine historian Jean-Michel Chevet, the offerings are set to give buyers the opportunity to immerse themselves in the world of the international hit drama. The wine will initially be available in France but is available for export, via local distributors in key markets across Europe and Asia. Jane Smith, Group Director, Brand Licensing of Banijay Brands comments; “In Vignobles Bardet we have found an established and creative partner to create an authentic product, which is perfectly suited to the Peaky Blinders brand. This collaboration has created two fine reds that will give fans an authentic taste of the 1920s in the very style that would be shared at the Shelby table.” Thibault Bardet, Vignobles Bardet comments; “It’s easy to imagine a character like Thomas Shelby importing his own wine from our great-great-grandfather Jean Roy on the prestigious Saint-Emilion region of Bordeaux and we believe these reds are exactly what he would have chosen. We are extremely proud to produce a product that captures the true essence of Peaky Blinders.”

The Royal Horticultural Society (RHS) has announced a partnership with historic South African fruit and wine farm Babylonstoren to produce an RHS rosé wine. The wine will launch just before the RHS Chelsea Flower Show on 17 May 2021, for which it will be the official rosé wine. Visitors to the RHS Chelsea Flower Show will be the first to taste the special vintage. Babylonstoren will harvest and bottle the grapes mere weeks before the RHS Chelsea Flower Show 2021, then rush the first shipment to London. The rosé will feature a designation label on the front of the bottle. The RHS logo and information about Britain’s favourite gardening charity will appear on the label on the back of the bottle. This is a first for the RHS. The charity has a wine club for members and has also in the past endorsed a limited edition honeybee gin with Warner’s Distillery. However, it has never licensed a specific wine before. Cathy Snow, Licensing Manager, RHS, says:

“Rosé is an ideal spring and summer wine, and the first-ever RHS-endorsed rosé calls to mind flowers, gardens and the outdoors, with the promise that warmer days are on the way. What better way could there be to welcome Britain’s best-loved flower show? We’re delighted to be partnering with Babylonstoren on this wonderful wine.”

NIO Cocktails and GQ have partnered to create a unique and luxurious tasting experience with a cocktail collection perfectly crafted, fusing hedonism, style and luxury with all five senses. Produced by NIO Cocktails and designed exclusively for the taste of GQ, the collection is sold as a hand-crafted gift set made with 100% recyclable materials, and is available to buy online and ready to taste in the comfort of your own home. The cocktails comprise elements of 4 cities, 4 capitals of taste, 4 different styles.

Brandgenuity has recently been selected by Kahlúa to be its exclusive licensing agency. Kahlúa, headquartered in Sweden and produced in Mexico, is the global leader in coffee liqueur. Kahlúa, known for its playful and easygoing attitude, is the central ingredient in a variety of trending classic cocktails, including the Espresso Martini, White Russian and Cold Brew Soda. Created in Veracruz more than eight decades ago, Kahlúa sold more than 1.5 million 9 litre cases and shipped to more than 15 markets, in 2019. “We are so excited to get started with Brandgenuity to build a strategic and innovative licensing program for Kahlúa,” said Tamara Urukalo, the Global VP Marketing at Kahlúa. “We are the #1 coffee liqueur brand, and coffee cocktails are exploding globally. The Espresso Martini is the #7 most asked for cocktail in the world, according to Drinks International.” Added Tamara, “Brandgenuity really understood our brand – that we are made with arabica coffee, sugar cane rum, and a sprinkling of colorful Mexican heritage with a witty, fun and inclusive personality.” Kahlúa currently has two licensee partners, White Coffee and Keurig, and the agency is planning to build upon their success. The agency is excited to think “outside of the bottle” about this iconic brand.

The Original Stormtrooper licensing programme, managed by Golden Goose, in 2020 celebrated the launch of three new 70cl gin variants to complement the Salted Caramel and Vodka liqueurs in B&M Stores. These new spirits from licensee Blue Tree Gifts strengthen the brand in the BWS category where it has already driven sales of over 150,000 Original Stormtrooper giftsets. Meanwhile, lockdown has increased demand for Original Stormtrooper Beer. The Sourceror’s Ben Fowler confessed “the huge rise in on-line ordering has massively challenged our supply chain. It really is all-hands-to-thepump.” Finally, licensee Beer Buddies is unveiling a hand-sculpted wall mounted Original Stormtrooper bottle opener: a sure sign of the brand’s potential in this space.

Shepperton Design Studio’s Andrew Ainsworth commented “any connection between these products and the Stormtrooper’s failure to shoot straight is purely coincidental.”

Arla and Diageo are continuing their successful relationship, brokered by Beanstalk, by releasing their annual festive Baileys Cream range with the addition of a new flavour -- Baileys Extra Thick Salted Caramel Cream -- and brand-new packaging. The Baileys Cream range has been a huge hit since its first launch in 2016, and the range of creams continues to delight consumers throughout the holiday season with bold, tasty flavours. Building on their successful five-year relationship, Arla, a dairy with a capacity to produce 1.5 million bottles a day, and Diageo, one of the world’s largest producers of spirits and beers, have released their annual festive Baileys Cream range, which includes Baileys Pouring Cream, Baileys Extra Thick Cream and the brand new Baileys Extra Thick Salted Caramel Cream. The new Baileys Extra Thick Salted Caramel Cream contains sweetened pasteurised double cream with a salted caramel sauce accompanied by Baileys Original Irish Cream Liqueur.

Unilever Australia’s brand extension agency, Asembl has grown Golden Gaytime’s licensing program with first-time food licensing deals which will see Snack Brands Australia and Chocolatier Australia partner with Australia’s favourite ice-cream brand. Each partnership has been strategically developed to create food product lines which complement the unique taste sensation that is a Golden Gaytime – combined with the quality ingredients both Snack Brands Australia and Chocolatier Australia are nationally recognised for is guaranteed to make Griffin’s Marvels Golden Gaytime Popcorn and the Eggsellence Easter Egg must-have Golden Gaytime flavour sensations. “The Asembl team have delivered two very exciting food partnerships for Golden Gaytime that will see our much-loved ice-cream brand extend into the snack food aisles as flavoured popcorn and an ‘eggsellent’ Easter Egg. We are pleased to be partnering with both Snack Brands Australia and Chocolatier Australia to deliver our Golden Gaytime fans with snacks that they are guaranteed to enjoy,” said Unilever Australia Brand Manager, Samantha Jarmul and brands alike. Government rules to stay inside created great demand for at-home experiences as consumers still wanted to interact with their favourite brands but had to do so from the comfort of their own homes. For TGI Fridays, the launch of their first exclusive retail collaboration with Iceland in September allowed fans to continue to enjoy their menu favourites when going out was no longer an option. The frozen appetizers range includes some of TGI Fridays best-selling restaurant items such as Potato Skins, Jalapeño Cheese Bites and Boneless Hot Wings and consumers can finish off their at-home experience with a signature TGI Fridays dessert, including New York Cheesecake and Brownie Obsession. The new range compliments the existing TGI Fridays licensing programme, and fans of the brand can now enjoy the full TGI Fridays experience from tasty appetizers and sides, succulent meats and ribs, indulgent desserts and holiday giftware. The deal was brokered by Beanstalk. Moving into the aisles of the UK’s leading frozen food retailer with an exclusive range of frozen appetizers and desserts has proved a successful strategy for the brand to further drive awareness and keep consumers connected while Covid-19 restrictions continue to keep them indoors. Consumers can now still get that Friday feeling throughout the week, whether that’s a night in front of the TV or a Monday night family supper around the kitchen table, making every day feel like a Friday.