Sports licensing highlights from October 2024

1. Team GB Fans Can Own a Piece of Olympic History with Exclusive Memorabilia from Paris 2024

• Introduction: Team GB fans now have the opportunity to own authentic memorabilia from the Paris 2024 Summer Games, thanks to a new collection from Memento Exclusives.
• Collection Highlights:
  • Signed items: Jerseys, photos, and apparel signed by athletes.
  • Featured athletes:
    • Sky Brown – Skateboarding gear from the medalist.
    • Adam Peaty – Swimming trunks autographed by the Olympian.
    • Sir Jason Kenny – Jacket signed by Britain’s most decorated Olympian.
• Statements from Key Figures:
  • Amber Jeffries Keel, Senior Licensing and Retail Manager, Team GB:
    • Emphasizes the support of Team GB fans and the significance of this collection for commemorating the event.
  • Barry Gough, CEO and Founder, Memento Exclusives
    • Celebrates the collaboration with Team GB, allowing fans to engage deeply by owning a piece of history.
• Partnership and Future Plans
  • Multi-year partnership between Memento Exclusives and Team GB.
  • Future collectibles to feature items from upcoming Olympic events, including Milano-Cortina 2026 Winter Games.
• Where to Buy:
  • The collection is available at Mementoexclusives.com.

2. BDA Expands Soccer Portfolio with New Licensing Partnership with National Women’s Soccer League

The partnership with NWSL further solidifies BDA’s leadership in sports merchandising and reinforces their dedication to both women’s and men’s soccer.or both players and fans alike.

Introduction:

Bensussen Deutsch & Associates LLC (BDA), a global leader in merchandise and activation, announces its licensing partnership with the National Women’s Soccer League (NWSL).

This partnership bolsters BDA’s soccer league portfolio in the U.S., adding to their roles with Major League Soccer (MLS) and FIFA World Cup 2026.

Partnership Details:

The licensing agreement with NWSL began in June 2024 and will run through December 2026.

BDA is also a National Premiums Partner for MLS and FIFA, positioning them as a key player in soccer merchandising.

Focus on Women’s Sports:

BDA’s partnership with NWSL builds on their work with the WNBA, signaling their strong support for women’s sports.

The partnership aims to enhance fan engagement through match day giveaways, gifting, community activations, and partner promotions.

Statement from Leadership:

Steve Avanessian, Executive Vice President, Client Services at BDA:

Highlights BDA’s longstanding commitment to global soccer through partnerships with MLS and NWSL.

Emphasizes BDA’s holistic understanding of the NWSL’s teams, values, and fanbase.

Praises the NWSL as a reflection of the growing power of women’s sports and looks forward to deepening the fan-player connection through merchandise.

3. FIFA Partners with Konami for eFootball Tournament Following EA Sports Split

• Introduction:
  • FIFA’s 2022 split with EA Sports marked the end of the iconic FIFA video game series, which had been a staple for gamers since the 1990s.
  • EA Sports responded with the launch of EA Sports FC 24 and recently EA Sports FC 25, while FIFA is now gearing up for a rival title.
• New FIFA-KONAMI Collaboration:
  • FIFA has announced a partnership with Konami to use their eFootball game (formerly Pro Evolution Soccer) for the FIFAe World Cup esports tournament.
  • The partnership does not include the launch of a new FIFA video game, but focuses solely on the tournament.
• FIFAe World Cup Tournament Details:
  • The tournament will feature qualifying rounds starting this month.
  • Participants from 18 countries will compete in two categories:
    • Console Category: 2v2 matches.
    • Mobile Category: 1v1 matches.
• Joint Statement:
  • FIFA and Konami aim to “boost the joy of the global football community through esports” and to “strengthen the connection with the community through national representation.”
• Background on FIFA and PES Rivalry:
  • Pro Evolution Soccer (PES) was a key football game rivaling the FIFA series in the late 1990s and early 2000s, known for its tactical, fast-paced gameplay.
  • EA Sports’ FIFA series eventually dominated due to its licensing agreements, allowing them to use real team and player names, while PES had to rely on fictional names (e.g., Merseyside Reds for Liverpool, Man Blue for Manchester City).
• Future of FIFA’s Gaming Plans:
  • FIFA has hinted at launching a new football game to compete with EA Sports FC, though their partnership with Konami does not yet involve the release of a new title. Currently, it only covers the eFootball game’s use for the FIFAe tournament.

4. Hot Wheels and Formula 1 Announce Multiyear Partnership for Exclusive F1-Themed Die-Cast Cars

• Introduction:
  • Formula 1 and Mattel have launched a global licensing partnership to create F1-themed Hot Wheels products, scaled to 1:64.
  • The collaboration will debut with a limited-edition F1 car in 2024, with a full range of Hot Wheels F1 products releasing in 2025.
• Limited-Edition Launch Details:
  • The initial product will feature a one-of-a-kind F1 car with Hot Wheels racing livery.
  • Key features:
    • Interchangeable tires, full-metal body chassis, and bespoke F1 casting.
    • Car marked with the number 68, a tribute to Hot Wheels’ founding year.
  • This limited-edition car will be available on Mattel Creations.
• Full Range in 2025:
  • The full Hot Wheels F1 collection will include cars from various F1 teams.
  • Designed to appeal to both young fans and adult collectors, the range will feature a blend of playability and collectible value.
• Fan Engagement and Activations:
  • Hot Wheels will have a presence at select Formula 1 Grands Prix events from 2024 through 2025 and beyond.
  • Fan activations and retail experiences will be introduced, designed to engage families and young fans in the world of F1.
• Statements from Formula 1 and Mattel Executives:
  • Emily Prazer, Chief Commercial Officer, Formula 1:
    • Praises the partnership as a celebration of speed and creativity, bringing F1 cars into fans’ hands with intricate detail.
  • Roberto Stanichi, Executive VP, Hot Wheels, Mattel:
    • Highlights the natural fit between Hot Wheels and F1, emphasizing the thrill and car performance elements that appeal to both kids and collectors.
• Future Plans and Engagement:
  • The partnership aims to merge two global fan communities—F1 and Hot Wheels—through toy cars, racing experiences, and global activations.
  • Future plans include digital experiences and additional retail opportunities to deepen fan engagement with both brands.

5. UFC and PMI to Launch New Toy Collection, Bringing the Excitement of the Octagon to Fans

• Introduction:
  • UFC and PMI have announced a new collaboration, set to launch a toy collection featuring UFC legends.
  • The partnership, brokered by UFC’s licensing agent IMG Licensing, will bring collectible and action figures to retailers in spring 2025.
• Toy Collection Details:
  • Figures and Sets:
    • 2.5-inch collectible figures.
    • 3-inch articulated mini action figures.
    • 4.5-inch high-quality action figures with accessories unique to select fighters.
  • UFC Legends Featured:
    • Figures capture the likeness of UFC stars like Conor McGregor, Max Holloway, Valentina Shevchenko, Amanda Nunes, and others.
  • Exclusive Items:
    • UFC Collectible Punching Bag Capsules: Includes 1 of 12 mini fighters, each with a connecting Octagon base to build a full Octagon.
    • Deluxe sets include additional accessories, stickers, and mini posters.
• Statement from PMI:
  • Omer Dekel, CEO of PMI:
    • Expresses excitement about the collaboration, calling UFC one of the fastest-growing sports and part of the “Big 5” in the USA.
    • Highlights the collection’s authenticity and craftsmanship, designed to meet the high demand from UFC fans and collectors.
    • Anticipates that fans will enjoy bringing the intensity and excitement of the Octagon into their homes.
• Conclusion:
  • The toy collection represents a unique way for fans to connect with their favorite UFC fighters and experience the thrill of the sport through high-quality, collectible figures. The collaboration with PMI ensures authenticity and excitement for both fans and collectors.

6. Casino Suppliers Bet Big on Licensed Brands at Global Gaming Expo 2024

• Introduction:
  • Popular licensed franchises and in-house brands showcased at the Global Gaming Expo (G2E) in Las Vegas are set to drive growth in commercial gaming in 2025.
  • Sports betting and iGaming are projected to achieve double-digit revenue growth, with 38 U.S. states already legalizing sports betting and more expected by 2027.
• Challenges for Physical Casinos:
  • Physical casinos face slowing business as inflation impacts consumer spending and travel, following a post-pandemic recovery.
  • To combat potential declines, suppliers introduced new slot machines and gaming products featuring licensed brands to attract casino patrons.
• Key Licensed Product Showcases at G2E:
  • Light & Wonder:
    • Expanded its Universal Monsters slot series, adding Dracula to last year’s Frankenstein game, featuring film characters like Bela Lugosi’s Dracula.
    • Introduced a darker version of the Wizard of Oz slot machine titled “I’ll Get You My Pretty,” with symbols from the Wicked Witch’s castle.
  • International Gaming Technology (IGT):
    • Unveiled 11 new licensed Wheel of Fortune slot games, expanding on a license in place since 1996.
    • Showcased new 49-inch video poker screens, electronic table games, and video lottery terminals.
    • Made its first G2E appearance since plans to spin off its gaming business.
  • Aristocrat Gaming:
    • Expanded its NFL slot machine line and added electronic bingo games.
    • Announced a partnership with the Dallas Cowboys, featuring signage at AT&T Stadium.
    • The company’s social casino division, Product Madness, is developing an NFL game for the social casino market.
• Industry Insights:
  • Bill Miller, CEO of the American Gaming Association, expressed optimism about the industry’s future.
    • Highlighted younger crowds (average age of 42, down from 50 in 2019) in casinos, influenced by COVID-19 restrictions and the gaming industry’s similarity to video games.
  • Bill Jonas, analyst at Truist Securities:
    • Noted strong content across gaming suppliers, with Aristocrat Gaming leading the market and Light & Wonder making gains.
    • Mentioned concerns over potential mergers, particularly between IGT and Everi, which could present opportunities for competitors.
• Conclusion:
  • G2E 2024 demonstrated the growing importance of licensed brands in gaming as suppliers continue to innovate and target younger audiences through dynamic, interactive gaming experiences.

7. FIFA to Launch Fashion Line in Collaboration with VFiles, Introducing FIFA 1904 Collection

• Introduction:
  • FIFA, the global governing body of football, is set to debut its first fashion line, FIFA 1904, in partnership with New York-based fashion platform VFiles.
  • The collection, named after FIFA’s founding year, will launch in spring 2025 and will feature both men’s and womenswear.
• Fashion Line Details:
  • FIFA 1904 will be a ready-to-wear collection aimed at combining football culture with high-fashion elements.
  • The collection will provide chic, stylish, and versatile clothing that caters to the professional and aspirational lifestyles of executives, players, and fans alike.
• Collaborative Expertise:
  • FIFA’s entry into fashion follows a broader trend of sports organizations collaborating with fashion experts to elevate their merchandise.
  • VFiles: Led by CEO Leonardo Lawson, former president of the YZY Gap line, VFiles brings seasoned expertise to the collaboration.
• Statement from VFiles Founder:
  • Julie Anne Quay, founder of VFiles and shareholder in Barnsley FC, emphasized that football has a unique style across all levels, from executives to players.
  • Quay noted that the FIFA 1904 collection will draw inspiration from the sport’s distinctive style and professional demands, making it both aspirational and stylish.
• Conclusion:
  • FIFA’s partnership with VFiles reflects a growing movement within sports to embrace fashion as part of their brand identity.
  • The FIFA 1904 collection promises to blend football culture with contemporary fashion, appealing to a global audience.

8. ’47 and New Balance Team Up for Multi-Year Headwear and Knits Collection

’47’s head, Dominic Farrell, expressed excitement over the partnership, highlighting the shared vision of integrating sports apparel into lifestyle fashion between ’47 and New Balance.

Introduction:

Sports lifestyle brand ’47 has announced its first multi-year licensing agreement with New Balance to create a collection of lifestyle and performance headwear and knits.

Launch Details:

The collaboration will debut with two drops:

The first drop is set for October 1, 2024.

A second drop will follow in early 2025.

The initial collection includes five headwear styles, each featuring five seasonal color stories that align with New Balance apparel and footwear.

Exclusive Products:

Some colorways will be exclusively sold on 47brand.com.

Each hat is made with premium materials such as 50/50 wool, wool and suede, and moisture-wicking nylon, elevating both lifestyle and running experiences.

Expansion in Winter 2025:

An expanded collection will launch in winter 2025, featuring five new styles and seven carryover styles from the October 2024 drop.

Celebrity Endorsement:

Emmy-award-winning actor and New Balance ambassador Storm Reid will feature in New Balance’s 2024 holiday campaign, wearing the new ’47 collection.

Global Availability:

The collection will be sold worldwide through wholesale markets, New Balance retail locations, and both brands’ websites, with prices starting at $45.

Brand Collaboration Vision: