Italian motorcycle brand MV Augusta revs up global licensing efforts with IMG

The Italian motorcycle brand, MV Augusta, has appointed IMG as its exclusive worldwide licensing representative in a move to expand its global presence through a new range of consumer products and partnerships. Its initial focus will be on apparel, motorcycle and fashion accessories, video games, and collectables.

Through the new multi-year partnership, IMG will work with MV Agusta to build a licensing programme focused on brand extensions and lifestyle products that reflect the company’s commitment to performance, quality, innovation and consumer engagement within local communities.

“IMG is the best possible partner for what we have in store for our fans around the world,” said Timur Sardarov, CEO MV Agusta Motor S.p.A.

“This strategic partnership accelerates the execution of our five-year expansion plan. MV Agusta has tremendous brand equity; it’s a truly beloved brand and an icon of design and technology in the motorcycling world. Working with IMG, the most authoritative and experienced specialist in the field, will help take MV Agusta to the next level as a lifestyle brand with a series of thoughtful, high-profile merchandising initiatives.”

Marcelo Cordeiro, associate vice president of licensing, IMG, added: “MV Agusta is an iconic Italian brand with a passionate consumer base who revere the brand for both its performance and design attributes. Amongst true motorcycle fans, its bikes are considered to be nothing less than motorcycle art.

“We intend to deploy IMG’s global reach and specialised licensing expertise in the automotive space to extend the brand into a range of consumer products through selective brand partnerships and collaborations.”

Global Icons revs up new agreement with iconic motorcycle brand Triumph

The brand licensing agency, Global Icons has kicked started a new agreement with the world famous motorcycle brand Triumph to build on its programme of licensing agreements and take the brand into new product categories.

Together, the pair will work on developing new targeted partnerships, products, and experiences that complement the Triumph brand values and current core product range. The merchandise will look to reflect the ethos of the Triumph brand, while celebrating the spirit of adventure and bold design.

Triumph is widely recognised for its more than 100 years of game changing motorcycles, race wins, land speed records, and for pulling in some of the most famous and high profile celebrity riders.

David Williams, managing director at Global Icons Europe Ltd, said: “Our agency is thrilled to partner with this amazing brand and deliver a premium brand experience, by introducing new consumer touch points, while maintaining and leveraging the success and the quality of the brand. It will be our priority to target prospective licensees able to develop products that reflect Triumph’s brand values of innovation and high-quality engineering.”

Steve Sargent, chief product officer at Triumph Motorcycles Ltd, added: “We are excited to be in partnership with the team at Global Icons and to have their talent and experience in developing how our iconic brand grows its presence beyond our motorcycle offer.

“For the many Triumph fans across the world we anticipate that the exciting new collaborations this partnership will trigger will add even more pleasure and value to their brand experience.”