Rising Up: MGM Studios on how 45 years later the Rocky franchise is still packing a punch

The trumpets, the grey tracksuit, the run up the stairs and the timeless story of David vs Goliath, the underdog with the eye of the tiger; there’s very little about the Rocky franchise that isn’t iconic. It’s difficult to believe that it’s been… [checks notes]… 45 years since Sylvester Stallone first stepped into the ring as Rocky, and not so difficult to believe that over the course of four and a half decades, he has emerged as a staple image of popular culture.

The sentimental affinity that the world shares with the message and storyline of Rocky aside for a moment, the statistics alone for the franchise are as impressive as Rocky’s boxing career. This is a franchise that has accrued $1.3Billion at the box office; three academy awards and 10 nominations, two golden globes across six films, and has given rise to two spin offs in the form of the more recent Creed films. 

If ever there was a case of life imitating art, suggests Robert Marick, executive vice president of global consumer products and experiences at MGM, the rights holders and studio behind the franchise, Rocky is surely it.

News of MGM’s partnership with TCG Entertainment to bring live Rocky concerts to the global stage as part of the 45th anniversary celebrations of the Rocky franchise has already fired up the engines of its core audience base across the world; so word that this is just a part of the wider plans to celebrate the global cinematic, pop culture, and even sporting culture icon that is Rocky Balboa is certain to send it into fever pitch.

Here, Licensing.biz talks with MGM’s Robert Marick to discuss a cultural icon, learn more about those 45th anniversary plans, and discover what kind of potential a brand that spans not only cinema, but pop culture, sport culture, lifestyle and more, has within the ever evolving licensing space.

People talk about iconic brands a lot in licensing, but Rocky without doubt is a true icon – of cinema, pop culture, and beyond – from the soundtrack, style, iconic film scenes, the script its story, and even the acting. Handling the licensing programme for something embedded in culture must be an exciting prospect?

To be honest, it’s a privilege. While everything you’ve mentioned is accurate, Rocky is so much more. From underdog to champion, there is so much depth to the franchise that appeals to its core audience. Because of the multi-dimensional nature of the franchise, it allows us to re-interpret the licensing program in so many ways.   

How do you begin to look at the licensing strategy for something so well revered the world over?

The Rocky franchise provides a multi-dimensional view and therefore a complimentary licensing strategy. In 2021, we’ve rallied around the theme “Champion”. As we developed the Rocky 45th licensing plan, we provided three opportunities. Train like a champion; Look like a champion; and Feel like a champion.

Each opportunity allows for unique product segmentation of licensed product. If you want to “look like a champion”, apparel and accessories is a natural fit. For those that want to “train like a champion”, gym equipment and interactive games such as VR games, workout systems allow fans to train like Rocky; If fans want to “feel like a champion” and show their fandom, publishing, collectibles and replicas will deliver on that aspiration.

In support of this strategy, we developed a bespoke style guide celebrating the 45th anniversary. Our licensing program is focused to rally the “everyday Rocky” to tap into their inner champion, celebrate champions in his or her community, and give fans new ways to show their love for the Rocky franchise all year long.

 You recently detailed the TCG Entertainment partnership, which seems to have fans really excited for the 45th celebrations. What other plans have you got for the anniversary? What aspects of licensing will the plans span? 

While the full roll out plans are still being finalized, I can tell you that we are planning a year-long celebration which will include new and exciting merchandise, interactive games, licensed advertising and location-based entertainment activations.  One example is the Rocky Run. In its seventh year, the Rocky Run unites fans from all over the world to Philadelphia, with like-minded fans, and for a day, step into Rocky’s footsteps where they are able to train, look and feel like a champion leading all the way up those famous stairs.

How much will the current global situation influence the plans and licensing roll out? How do you think it has shaped innovation within licensing, and will you guys be tapping into any of the trends here?

We don’t want to capitalize on this global situation and proactively push the point. Instead we want to focus on the future and getting through it by having Rocky fans express their own Rocky moment and using Rocky to motivate and inspire them to persevere and go the distance. It needs to be and should be organic. 

Can you talk us through the new partners you’ve got lined up for the brand, what categories will you be spanning? What of the current partnerships will you be expanding upon?

Boxing/Athleisure has been identified as a new Fashion Trend. Boxing remains mainstream, trendy and relevant for men and women and Rocky’s signature grey hoodie has made a major comeback. We are looking for key collaborations that can bring together two powerful brands. As for new categories to explore, we are looking at pet, jewelry accessories and location based and live entertainment.

Rocky and Creed are in a unique position that they cover both pop culture and sporting markets, you’ve mentioned the Rocky themed running events in the works – how far will you be taking the sports and entertainment crossover? What potential does this offer?

A great example of this cross over is the Rocky / Creed Rise to Glory VR game by Survios. It’s become an evergreen title, that – similar to the Rocky Run – gives fans a chance to step in the ring and train and feel like a champion. I am excited to share that the hit, Creed: Rise to Glory VR game will be available on console platforms in time for the 45th anniversary. Other opportunities in this area are vast and we are currently exploring our gym and fitness equipment.

Why do you think Rocky continues to resonate with fans across the globe? 

The Rocky franchise is a global phenomenon! The story has so many themes such as ambition, determination, courage, being the underdog and rising to the top etc., and that all translates across generations, demographics and cultures around the world. Everyday people can relate to Rocky in some shape, way or form. Today, more than ever, Rocky is beacon of hope and inspiration around the world. 

It’s hard to believe that it’s been 45 years since fans saw Rocky hit enter the ring for the first time. Looking back over the years, it’s amazing what Sylvester Stallone accomplished. Just like the Rocky character, the franchise and Sylvester Stallone, beat all the odds at the time as an up-and-coming writer, director and actor. 

The statistics are staggering. $1.3Billion at the box office; three academy awards and 10 nominations; two golden globes across six films and two spin offs with the Creed films. In this case, lifeimitatesart. What a champion!

Fédération Française de Rugby names ORECA its official online store partner in IMG deal

Fédération Française de Rugby, the governing body for rugby union in France, has named ORECA as its official online store partner, in a deal brokered by the federation’s licensing agency, IMG.

Under the new partnership, ORECA will operate the online Fédération Française de Rugby shop, sales promotion and marketing, using the re-branded France Rugby logo and identity. The launch of the new website last week coincides with the intoduction of the new France Rugby jersey developed by Le Coq sportif.

Serge Simon, vice president of Fédération Française de Rugby, said: “The different rugby teams are at the dawning of big challenges for the years to come, during which the Fédération Française de Rugby is also pursuing its digital transformation.

“The French Rugby Federation is therefore proud to launch its new eCommerce shop, where all supporters and rugby fans will be able to embrace products that bear our famous rooster. This new platform will provide the opportunity to showcase the new jersey of the French rugby teams.”

Raphaël de Chaunac, vice president of ORECA, added: “We are delighted with this collaboration, which represents a business diversification for our company and we would like to thank FFR and IMG. Becoming the official online store operator of France Rugby highlights that we are at the service of the fans and the people practicing this sport.”

Mickael Andreo, vice president of licensing, IMG, added: “We are entering a highly strategic period for rugby in France with last month marking three years to go until France hosts Rugby World Cup 2023. Working with specialists in each area of the licensing ecosystem, we will allow the FFR to reach out to the fans with a compelling, qualitative and adapted product offer and services. We are delighted to welcome ORECA as part of our licensee family.”

Rugby World Cup 2023 will be played across nine cities in France and will take place September, 8th 2023 – October, 21 2023.

Channel 5’s NFL broadcasting partnership will ‘bring excitement of NFL season in the US to British homes’

National Football League will be touching down on UK television thanks to a new partnership struck between the NFL and ViacomCBS Networks International’s Channel 5. The three-year partnership will bring Monday Night Football to the channel, as well as a Sunday morning NFL magazine show.

The partnership aims to ‘take all the excitement of the NFL season in the US into British homes.’ It also covers ‘new and unique NFL content across MTV International’s digital platforms in the UK.’

“We are very proud to have agreed a new partnership with ViacomCBS and Channel 5,” said Sameer Pabari, NFL managing director, international media. “The range of content available across different time slots and platforms means there is something for everyone – from established fans to those new to the sport.”

James Tatam, VP portfolio operations, ViacomCBS Networks UK, added: “We’re looking forward to bringing high-quality entertainment from the NFL to a free-to-air audience in the U.K. The content has a broad, cross-generational appeal that will not only serve an existing NFL fanbase in the UK, but will also attract new viewers to the sport.”

Monday Night Football, one of America’s most iconic TV sports series, will be broadcast from a studio in Los Angeles, with host Kirsten Watson joined by former All-Pro Jacksonville Jaguars running back Maurice Jones-Drew and other special guests.

The Sunday morning show, called NFL End Zone, will be presented by actress and singer Cory Yarckin and “will delve deeper into the culture behind America’s greatest sport,” ViacomCBS said. It will air at 11:30 a.m. U.K. time on Channel 5, which was previously an NFL broadcaster from 1998 to 2009.

As reported by The Hollywood Reporter, season coverage kicks off on Sunday, with Monday Night Football launching in the UK on Monday from MetLife Stadium as the New York Giants host the Pittsburgh Steelers on the opening weekend of the season.

Panini launches its re-branded Official Premier League Adrenalyn XL Trading Card collection

The trading card and collectable stickers specialist, Panini has launched a completely re-branded and refreshed Adrenalyn XL trading card collection featuring all of the Premier League’s top talent. The new-look Official Premier League Adrenalyn XL Trading Card range follows the recent success of Panini’s first Premier League sticker collection, Football 2020.

Premier League Adrenalyn XL 2020/21 is the only trading card collection to include all 20 Premier League clubs, and is billed as the ‘must-have collection for football fans and collectors alike.’ It features 468 trading cards, as well as 30 limited edition cards across a new-look range of SKUs including multipacks, pocket and classic tins, and a Countdown Calendar.

The collection will hit shelves in the UK and Republic of Ireland from Thursday, August 20th.

Fans can kickstart their collection with a Starter Pack, which includes a high-quality collector’s binder, two-player gameboard and poster, 18 trading cards, an exhaustive magazine game guide plus two guaranteed Limited Edition cards. Starter Packs are priced at £5.99 and packets, which include six trading cards and one QR code leaflet, are £1.00 each.

A multi-channel marketing campaign is lined up, including extending cross-promotional activations with fellow Premier
League partners and delivering a heavyweight TV, radio, VOD and digital campaign. The launch will be supported by the best
football influencers in the category and a new sampling mechanic in place with the UK’s top-selling newspaper.

Panini has also forged new football magazine cover mount partnerships which, alongside Panini’s own football magazine Strike-It!, will facilitate the sampling of millions of packets to football-loving kids across the British Isles.

Mike Riddell, managing director of Panini UK, said: “Panini is taking Premier League trading cards to a new level for the 2020/21 season. Premier League Adrenalyn XL™ 2020/21 is a dynamic new collection which will be refreshed as new players transfer into the world’s most exciting league.”

Will Brass, commercial director, Premier League, added: “We’re excited to kick off our second season with Panini. The new-look Adrenalyn XL™ trading cards are a great way to get the Premier League into the hands of fans across the UK and Republic of Ireland.”

Chris Clover, head of marketing, Sport at Panini UK, concluded: “I cannot wait for collectors to get their hands on these new cards. The design team at Panini UK have created something really special for all Premier League fans to enjoy, switching up and improving every element from last season. There really will be no mistaking which trading card collection for the 2020/21 season is officially Premier League.”

WildBrain CPLG and cycle brand Milltag launch Twin Peaks capsule collection

WildBrain CPLG has secured a deal with the London-based cyclewear brand Milltag for a new capsule collection celebrating the 30th anniversary of the original TV series, Twin Peaks.

Brokered by WildBrain CPLG on behalf of ViacomCBS Consumer Products, the Twin Peaks x Milltag collection features a full range of cycle clothing, including a jersey, shorts, mitts, snood and cap, and will be available for a limited time in the UK this summer.

The range combines cutting-edge garment technology, high-performance fabrics and a slim fit. The collection’s earthy green and brown tone colourway is inspired by the natural surroundings depicted in Twin Peaks, and is adorned with the logos of iconic local businesses from the series including Double R diner, and the Packard Sawmill.

Laura Quinn, category manager UK at WildBrain CPLG, said: “Twin Peaks has an avid and highly engaged following thanks to its bold, original and genre-bending approach which remains influential to this day. With the show now celebrating its 30th anniversary, we’re very excited to be collaborating with Milltag and translating the brand into a dynamic and high-quality cyclewear range, which we’re sure will be a huge hit with fans across the UK.”

Ed Cowburn, owner at Milltag, added: “Milltag’s favourite projects are ones that hold emotions for people. Whether it be producing products based around someone’s favourite film, album, band or in this case, television show. We like to think that these products mean more to people than a regular off the rack design. Hopefully that means they’ll treasure and look after them, leading to a more sustainable model of consumption as clothing is worn to the very end of its usage cycle.

“We’re incredibly proud of this project as fans of the show. The chance to add to the rich world created by Mark Frost and David Lynch in 1990 is a dream come true and we like to think we’ve designed something true to the essence of Twin Peaks.”

 Created by Mark Frost and David Lynch, Twin Peaks debuted on ABC in April 1990 with an original two seasons and has become one of the most iconic television shows of all time.

In 2017, a third season of Twin Peaks launched on Sky Atlantic. Set in a sleepy Washington town which is rocked by the murder of a young girl, Twin Peaks explores crime, loss, grief and life in small-town America.

The British and Irish Lions fire up new licensing programme with The Point. 1888

The British and Irish Lions have detailed an agreement with the brand licensing specialist, The Point.1888, to help the rugby team create a range of new products for the eagerly anticipated Tour to South Africa in 2021. Since the appointment, two partners have already been secured.

The Point.1888 – which has extensive experience working in sports licensing – will now work to devise a multifaceted programme to help meet the Lions’ commercial objectives in the build up to and during next year’s Tour.

Targeting whole families across the UK, product categories to be considered for the licensing programme include kids’ and adult apparel, fitness accessories, publishing, charity partnership ranges, fashion accessories, experiential, homeware, stationery, gifting and collectible items.

“We are very excited to be collaborating with one of the most iconic brands in sport,” said Will Stewart, managing director of The Point.1888. “The British & Irish Lions is a true grassroots brand, with generation upon generation of brand love and affiliation from 1888 onwards.

“We are looking forward to delivering a tremendous programme of products which appeals to all fans and brings supporters and families together to cheer on the Lions. Next year’s summer of sport is set to be the most meaningful and memorable ever, and we couldn’t be more overjoyed to be partnering with the Lions for this tour.”

As proof of The Point.1888’s determination to help the Lions, it has already secured two partners which align to the brand and the programme’s mission: OddBalls and Games on Glove.

OddBalls is a underwear supplier for men, women and children, which raises funds for Testicular Cancer, while Game on Glove is to produce a range of supporters’ merchandise for fans to get behind The Lions during the tour, with accessories, sports equipment and more.

Tom Halsey, commercial director at the British and Irish Lions, said: “We are looking forward to continued growth of the Lions brand through our new partnership with The Point.1888. We are confident that they will deliver top quality, innovative products ahead of what promises to be a very special tour in 2021.”