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TOTAL LICENSING
Sports
Host of Deals for CPLG
2009 has been an exciting year for opportunities for licensed product. The Rugby Football Union was nomi-
the England and Wales Cricket Board Expanding its licensing programme, nated for Best Licensed Sport Prop-
(ECB) and CPLG Sport has continued which features more than 30 licensees erty and Best Licensed Written,
to produce a licensing programme to across many categories, West Ham Listening or Learning Range at the
match. It recently announced a his- United licensed product can now be Licensing Awards 2009. Sales of Mills
toric new partnership between the found in many retailers including Tes- & Boon’s limited edition International
ECB and the Royal Mint, which has
been producing commemorative med-
als based on the npower Ashes Series
2009. CPLG Sport has also established
a collaboration between Haynes Pub-
lishing and The ECB, to produce the
Haynes Cricket Manual.
Anticipation ahead of the 2010 FIFA
World Cup South Africa is growing
and The FA has seen renewed vigour
surrounding the Three Lions, one of
the most distinctive and famous marks
both in and outside of sport. The re-
newed enthusiasm for England Foot-
ball is reflected in the extended prod-
uct ranges of existing licensees and
has generated significant interest from
many potential new ones. As a result,
CPLG Sport has announced product
extensions and new licensing deals for
The FA with Character World, Oxford
Products, UK Elite Promotions, Build-
A-Bear Workshop and Jumbo Games.
For West Ham, the 2008/09 season co, Asda, John Lewis, Amazon, Play.com, Billionaires series, which launched in
ended up being an good one in spite Soccer Scene, Sports World, JD Sports, February, surpassed expectations, and
of teething problems at the start of Kitbag, Clintons, HMV and many more. a raft of new licensees has been added
the season. Off the pitch, CPLG Sport, New deals for West Ham include Ak- to the programme including Zap, who
in partnership with West Ham United, royds & TDP, I Was There Limited, and will produce a range of RFU home-
has generated a surge of commercial Storm International. wares.
Urban world
Made in Italy
Martial Arts
cup
The Italian National Football team
a Growing
represents a licensing opportu-
sport
Brandzoo has delivered its wholly
nity in a large number of sectors
owned property ‘urban football’
- brought yet further into focus
Martial Arts is one of the
into the licensing world.
by the recent world cup match
fastest growing sports in
Asda has signed a direct-to-re-
against South Africa.
the world. Bad Boy targets
tail deal which launched it in all
The brand encompasses the con-
the 18-34 year old male
stores in July. On a global note it
cept of Made in Italy.
and is broaden-
has attracted a licensee in Ger-
Managing the Federation’s rights
ing distri-
many and is gathering interest in
is IMG, who render accessible to
bution
the US, in South America, Greece,
their licensees a database of imag-
that pre-
Spain and across Europe.
es and video of Italian Federation
viously
The company is looking for inter-
teams and athletes through the
was only
est across category in the near
ages, a style-guide with the shields,
‘speciality fight’.
future, and with the upcoming
the colour palettes and a series of
Retailers that are beginning
World Cup, hopes that the foot-
patterns for use in the product’s
to embrace the brand in-
ball brand will make a good im-
design, from the sporting arena to
clude Wal-Mart, Kohls and JC
pression on the market.
fashion and accessories.
Penny. Star athletes are driv-
ing appeal for brands.
151
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