Licensed Program: Sports
England RugbyRFU Rugby Football Union / CPLG
After another incredibly successful year, England Rugby are again revelling in their success on and off the pitch. In the past two England have gained one Triple Crown, two Cook Cups, two RBS 6 Nations Championships, one Millennium Trophy and two Calcutta Cups. This extraordinary feat has had an incredible effect on the England Rugby licensing programme, instilling excitement for the team and leading fans to retail in search of wide-ranging consumer products. Again apparel led the way for event time success in retail, however the ever expanding licensing programme continually pushes the brand into year round engagement.
In 2017, the NFL Players Association (NFLPA) continued to expand its horizons on the licensing front, by lining up multiple first-of-its-kind deals and unconventional partnerships and marketing activations. Through its athlete-driven business accelerator, OneTeam Collective, the NFLPA has invested in four tech-driven sports-based startup companies, helped found a group player representation business, and finalized unconventional partnerships with major companies like Fanatics and Lyft. Each year, the NFLPA continues to push the boundaries when it comes to its licensing partnerships. In 2017, the organization took that approach to another level – with sights set even higher in 2018.
PGA TOURPGA TOUR, Inc. / CAA Sports
The PGA TOUR licensing program continued to see success in 2017 through expanding its traditional licensing business and growing the brand’s licensed brick and mortar presence globally. In 2017, the PGA TOUR signed strategic partnerships to diversify its product offerings including a minted coin program, private label headwear, suncare & bodycare collection and junior golf clubs. PGA TOUR licensees opened five new PGA TOUR Superstore locations in 2017; four domestically and one internationally in Omiya, Japan, while the PGA TOUR Grill chain of restaurants opened two more locations, bringing the total domestic restaurant count to 9.
Real Madrid Football ClubGlobal Merchandising (adidas) / Tycoon Enterprises
In a soccer-devoted country where every individual has a local team-preference and retailers often shy away from club-dedicated initiatives at the risk of alienating non-affiliates, the size of the Real Madrid program is truly remarkable. Product offer includes all sorts of sports-apparel, footwear, accessories, sporting goods, housewares & novelties. No local team enjoys such sustained shelf exposure, especially outside the purely sportive channel. Tycoon has been able to capitalize the club’s great momentum via retail actions, licensee integration and great pd, outgrowing sales year to year. The Real Madrid licensed program was named “sports program of the year” by LIMA-Mexico in Sept-2017.
In 2017 WWE looked to continue the success of years prior while also expanding and offering new, diverse products to appeal across a wide range of demographics. With 40% of WWE’s fan base being women, the introduction of WWE’s Fashion Doll line in partnership with Mattel was a huge success right from release. WWE also explored new product lines with partnerships that brought the WWE Universe a custom boy’s bike, Puma & Reebok sneakers, and two mobile games. This coupled with our anchor licensees Take Two Interactive, Mattel, Funko & Freeze led to another great year for WWE.