Cube International named master licensee for Birmingham 2022 Commonwealth Games

The sports specialists, Cube International, has been appointed master licensee for Birmingham 2022 and Commonwealth Sports, for designing, sourcing, delivering, and retailing a range of official products across the UK.

The first official products are scheduled to go on sale in the coming weeks across official Birmingham 2022 shops and other local and national retail outlets, as well as via a dedicated online shop accessed via the birmingham2022.com website.

Under the deal, around 1,500 products will be developed and sold, featuring Birmingham 2022, Commonwealth Sport and Home Nations branding. A first phase of merchandise, including hoodies and t-shirts, mugs, water bottles and pin badges will go on sale online in the next couple of months.

Cube International will also create exclusive ranges for the Birmingham 2022 official mascot, which will be unveiled later this year.

Around 35 official retail stores will be set up, including a Birmingham city centre megastore, and at a number of other city centre locations, transport hubs, Games venues and temporary live sites. Cube International will also be responsible for building and operating the official online store.

The retail stores will employ around 300 people, with staff recruited where possible with the support of the Commonwealth Jobs and Skills Academy, launched by the West Midlands Combined Authority to generate job opportunities for and improve the skills of local people. Roles will include customer service, security and warehousing positions.

In addition to these official retail stores, other local and national retailers are being encouraged to register their interest in selling Commonwealth Games products.

Games organisers are also keen to work with West Midlands firms to develop further product lines that bring the region’s creative flair to life. Retailers and manufacturers interested in finding out more can email Licensing@cgfpartnerships.com.

In line with Birmingham 2022 and Commonwealth Sport’s social value commitments, the range of products and the shops they are sold in will have a strong commitment to sustainability, with a focus on limiting single use plastics, responsibly managing waste materials, and reducing carbon emissions.

Ian Reid, Birmingham 2022 CEO, said: “Our retail offering will help to bring the Games to life, building excitement as Birmingham 2022 draws closer. It will also help to support the West Midlands’ economic recovery as we recruit around 300 people to work in our retail outlets in the run up to the Games.

“I’m also happy to be working with a Midlands business, Cube International, which has the global expertise to deliver this product range. I can’t wait to see a whole variety of Commonwealth Games items for sale online and in shops over the next few months. I’ll be first in line to buy a cuddly toy.”

Cube International is an expert sports retail, e-commerce, licensing, and merchandise business which works with international sports events such as The Rugby League World Cup 2021 and the Cricket World Cup, as well as with the NHS and brands including Sainsbury’s.

Andy Moss, Cube International’s executive chairman, added: “We are delighted to have been appointed the master licensee for the Birmingham 2022 Commonwealth Games. The vision of the Games and the values that they represent harmonises with Cube’s working philosophy and enables us to fully collaborate across all areas to deliver an incredible experience for visitors, fans and commercial partners.

“It is incredibly exciting to be working with such an imaginative team and, together, we are looking to re-imagine and redefine major event retail. We very much look forward to opening our first official store and bringing to life an exciting and sustainable retail and merchandise programme.”

IMG and World Rugby seek global sports apparel supplier for 2021 to 2024 period

The consultation process to find a global sports apparel supplier for all World Rugby competitions during the 2021-2024 will launch this month, World Rugby and its global master licensee IMG have revealed.

The global sports apparel supplier will, for the first time, have access to rights and assets for all of World Rugby’s international competitions, including Rugby World Cup 2021 and 2023.

Rugby World Cup 2019 in Japan, the first to be hosted in Asia, broke attendance and broadcast audience records with 1.8 million fans in the stadiums and more than 857 million people tuning in from around the world to watch the action. Additionally, sales of the 2019 tournament’s licensed products and merchandise outperformed 2015’s by more than 40 per cent.

World Rugby commercial director, Tom Hill, said: “We are delighted to be kicking off this important process with IMG, our global master licensee. The selection of the right apparel supplier is key to projecting the sport, engaging with fans and growing revenues for reinvestment in the sport.

“Given the prestige of the properties this agreement will cover, the success of the apparel programme at RWC 2019 in Japan, and excitement around France 2023, this is an attractive and lucrative proposition for interested parties – one that will directly support the growth of rugby worldwide.”

Mickael Andreo, VP of licensing, IMG, added: “Rugby is enjoying unprecedented worldwide growth across male, female and youth participation after Rugby World Cup 2019 in Japan broke a multitude of records in one of the most impactful and ground-breaking tournaments in the game’s history.

“We are looking forward to taking this opportunity to market as we believe it represents a singular opportunity for brands aiming to position themselves as the authority in the rugby space.”

Applicants should contact Maelle.Coulon@img.com with any questions.

British headwear firm Tokyo Time signs collaboration deal with Misfits Gaming

Misfits Gaming Group has signed a multi-year deal with the British premium headwear brand, Tokyo Time, to become the official headwear provider of Misfits Gaming. Under the partnership, Tokyo Time will produce licensed Misfits Gaming headwear, as well as collaborate on co-branded items.

A creator of Japanese-inspired headwear, Tokyo Time launched digitally in 2018 and has continued to expand its reach through traditional sports partnerships, including with the British Basketball League, 24h Le Mans, and Prema. The latest partnership will be the company’s first collaboration on the esports industry.

“We’re excited to partner with an exciting new brand to create new products for our fans and players,” said Vas Roberts, VP, partnerships at Misfits Gaming Group. “Tokyo Time have partnered with exciting traditional sports leagues and we’re proud to be their first partner in esports.”

Paul Davison, CEO of Tokyo Time, added: “Tokyo Time is absolutely thrilled to partner up with exciting Esports team Misfits Gaming. We are looking forward to producing some exciting collaborations that will excite fans over the next few years.”

Start-up sports lifestyle brand Round21 is on a mission to redefine the category

A start-up sports lifestyle brand developed by the former professional athlete, Jasmine Maietta, is looking to redefine the category through a combination of arts and sports while championing inclusive multi-cultural artists and product design.

Called Round21, the brand aims to celebrate creative expression through sport and art by creating premium sports products that are designed in partnership with a portfolio of multicultural artists.

As part of the launch, round21 will release a new artfully inspired Origin ping pong paddle and a For the Love of Sport basketball backboard.

Led by the ex-vice president of global brand marketing at Peloton, and former professional basketball player, Maietta’s round21 is on a mission to redefine the sports lifestyle category.

 “Inside all of us, there’s originality and creativity. That’s the currency round21 values. We build products for and with people who live creatively in sport and in life,” she said. 

Maietta left her impressive career in marketing to start round21 after recognising the need for a sports lifestyle brand that champions individuality, inclusivity, and creativity. In her years on and off the court, Maietta noticed that many professional and amateur athletes’ self-expression was limited to their apparel and footwear.

What was core to an athlete’s identity – their game itself – remained a blank canvas. Whether it was on the court or during downtime playing ping pong in locker rooms, she believed the things we play with should say something about who we are.  

 “I founded round21 for people who are rich in ‘creative currency,’ and one way people express themselves is through sports,” said Maietta. “We believe that when people feel free to express themselves and come together through play, communities become stronger. And, we see the opportunity to empower deep, rich creative expression within sports.”   

In addition to scaling its product offering, Maietta is scaling her executive team as well. The company welcomed Joe Sargent, the former director of brand marketing of the Kansas City Chiefs, as the head of strategic marketing to spearhead strategic brand marketing initiatives, activation strategy, and planning. 

 “One of my goals has been to put my brand and lifestyle marketing and partnership experience into a start-up that is not only disrupting the industry but also laying the foundation for something new and lasting,” said Sargent. “This is an awesome opportunity to do just that. I’m excited to help round21 reach new heights and redefine recreation as we know it.” 

 Last summer, the NBA and teams like the Detroit Pistons partnered with round21 to provide customized ping pong paddles for players quarantined during Covid-19 in the NBA Bubble. And, during the brand’s initial Kickstarter in late fall 2020, it exceeded its funding goal by 187 per cent in just 76 hours.  

The brand kicked off the year with a highly anticipated collaboration with artist and sneaker customizer, Sierato. The Baltimore native partnered with round21 to bring his unique flair to a new canvas – a ping pong paddle and a basketball backboard.

Inspired by connective chemistry and the fluidity of creativity, the vibrant “REC Set” was designed to bring people together through sport with products that come alive and inspire. The round21xSierato REC set was released on January 21, exclusively on the NTWRK app.  

While many sports products are “blank” and “functional,” round21 gives identity to the player through expressive art that reflects who they are and what they value. All of round21’s products are highly crafted and uniquely designed by leading multicultural creatives and artists who believe artistry in sport is about meaning and storytelling, not simply decoration.

UFC taps Panini America as its official collectable trading card partner

The mixed martial arts organisation, UFC has entered into a multi-year licensing agreement with Panini America to become the brand’s official and exclusive collectable trading card partner.

Under the new deal secured by IMG, Panini America – recognised as the world’s largest licensed sports and entertainment collectables company – will launch its official UFC collection this April with the roll-out of the UFC Prizm collectable series. Panini will also add UFC trading cards to other popular product lines such as Select, Contenders, and Immaculate throughout the year.

“We are thrilled to welcome Panini America as UFC’s new official collectible trading card partner,” said UFC senior vice president of global consumer products, Tracey Bleczinski.

“Many of our fans use collectible trading cards to stay connected to our brand and to their favorite UFC athletes, and Panini America is the industry leader, creating innovative and unique products for our fans to enjoy.”

Panini America CEO, Mark Warsop, added: “This truly is a dream match-up that brings together the unquestioned leaders of trading cards and combat sports for a partnership that will excite and captivate UFC fans and collectors across the globe for years.

“We’ve watched with great interest over the years as UFC has grown into a major force on the mainstream sports landscape with some of the most marketable athletes in the world.

“We’re passionate UFC fans here at Panini America, and we’re excited about what we can do with the UFC brand and the athletes on our trading cards. We’re looking forward to this relationship.”

As part of the partnership, Panini America will capitalize on UFC’s biggest moments in real-time with the company’s direct-to-consumer Panini Instant platform. Panini Instant makes trading cards of UFC’s biggest fights, moments and milestones available just hours after they happen. These special cards will be available for a limited time and are made to order.

Epic Games and IMG bring global football clubs to its hit gaming IP Fortnite

Epic Games is celebrating global football this week by bringing more than 20 top clubs from around the world into its hit gaming IP, Fortnite, via a series of partnerships facilitated by IMG, Fortnite’s licensing representative.

Starting 23 January, players can choose from 10 different variants of new “Kickoff Set” Outfits to represent their favorite club in-game. Each Outfit can be swapped to any of the 23 football clubs participating, including teams from A-League, Bundesliga, Campeonato Brasileiro Série A, J1 League, La Liga, MLS, Premier League, Primeira Liga, Scottish Premiership and Serie A.

Fortnite players can visit the Creative Hub for an immersive football experience throughout the week, and join select clubs around the world in hosted Fortnite tournaments. Additionally, players will be able to earn or purchase two new football-themed emotes to show off their favorite moves.

“Football is consistently one of the top sports that our players tell us they want to see and experience in Fortnite,” said Nate Nanzer, head of global partnerships at Epic Games. “We’re excited to partner with IMG to bring the sport to Fortnite fans around the world as they face off in competitive tournaments, experience new creative modes of gameplay, and celebrate global football.”

Matthew Primack, SVP of licensing at IMG, added: “We’ve had a lot of fun working with our partners at Epic Games and football clubs from around the world to help bring this unique in-game experience to life.

“This is a truly international collaboration, tapping into clubs from almost every continent and offering fans the opportunity to express their passion for the beautiful game and their favourite team through the trailblazing world of Fortnite.”

The 23 participating football clubs are: AC Milan, A.S. Roma FC, Atlanta United FC, Borussia Mönchengladbach, Celtic FC, Cerezo Osaka, Esporte Clube Bahia, FC Schalke 04, Inter Milan, Juventus FC, Los Angeles FC, Manchester City FC, Melbourne FC, Rangers FC, Santos FC, Seattle Sounders FC, Sevilla FC, Sporting CP, Sydney FC, West Ham United FC, VfL Wolfsburg FC, Western Sydney Wanderers FC and Wolverhampton Wanderers FC.

Peanuts Worldwide teams with PUMA for footwear, apparel, and accessories

Peanuts Worldwide is teaming with the sports company PUMA for the launch of a new line of footwear, apparel, and accessories aimed at kids and adults, all featuring the classic characters from creator Charles M. Schulz.

In a deal that has been brokered by WildBrain CPLG’s German team, the PUMA x  Peanuts adult offering will witness the launch of classic PUMA styles adorned with members of the Peanuts gang, including Charlie Brown, Snoopy, and Woodstock in basketball inspired scenes.

The clothing will bring a collection of tees, hoodies, and sweatpants for both men and women. The footwear includes the Future Rider and classic basketball style, the Ralph Sampson. Rounding out the adult items in the range are beanies and a backpack.

Meanwhile, the kids’ Peanuts collection encompasses visuals of the characters playing sports including baseball, football and more. In a variety of items for girls and boys, the collection features hats, backpacks, and classic T7 track suits. Key PUMA footwear styles including the Mirage Mox and Ralph Sampson will also be available in junior, preschool, and infant sizing.

Tara Botwick, senior director, territory management EMEA for Peanuts Worldwide, said: “The PUMA x Peanuts collaboration brings together two iconic and internationally loved brands. We’re confident both kids and adults will love the sportswear and accessories that mix PUMA’s distinctive styles with eye-catching Peanuts art in a line full of character, imagination and nostalgia.”

The PUMA x Peanuts collection is now available at PUMA.com and at PUMA stores and select retailers.

Automotive brand Peugeot eyes brand extension into toys, lifestyle, sports, and more

The global automotive brand, Peugeot, has outlined its ambitious intentions to launch into the toy sector, having appointed Licensing Matters Global to roll-out a brand extension programme through licensing partnerships.

The London-based global licensing agency has detailed its new, long-term partnership with the Parisian company, Peugeot Industrie, a Peugeot Family Group subsidiary in charge of the expansion of the Peugeot brand into various consumer product sectors.

Under the agreement, LMG will aim to drive the Peugeot brand into toy aisles through new licensing partnerships.

“We are looking forward to working with LMG to expand our global consumer product offering,” said Christian Peugeot, CEO, Peugeot Frères Industrie. “Gifted with 210 years of entrepreneurial spirit, Peugeot constantly enriches its expertise to create objects and experiences that facilitate everyday life. We believe LMG is the right partner to tailor a program that will instill the Peugeot DNA in new product verticals.”

Michael Kwan, CEO of LMG, added: “We’re honoured to be given the opportunity to support Peugeot Frères Industrie’s ambition.”

“Throughout its history, Peugeot’s inventions – ranging from ground-breaking saw blades to first automobiles, via stylish table mills and robust DIY equipment – have embodied relentless technical ingenuity, timeless elegance and a family spirit,” added Felipe Noriega, vice president EMEA, LMG. “We are eager to help expand the legacy of this world-famous brand, through licensing, into objects and experiences that deliver those core brand attributes to consumers.”

LMG are currently seeking partner licensees in selected product across the toy sector, as well as consumer product categories such as Toys, Garden Power Tools, Camping Equipment, Major Electric Appliances, Sports Equipment, Travel Accessories and Fashion, among others.

FIFA launches FIFA Sound to bridge football fans, music, players and artists through new platform

FIFA is launching a new entertainment platform designed to bridge the space between football fans, music enthusiasts, players, artists, and the game, with the introduction of FIFA Sound.

“FIFA’s vision is to make football truly global, accessible and inclusive. The crossover between football and music underscores this wider cultural relevance. Both are universal languages and have the power to create unrivalled emotions. It’s a natural fit to bring them together,” said Jean-François Pathy, FIFA’s director of marketing.

“It’s been fantastic to see the enthusiasm around the launch of this strategy, and we are excited about the opportunities that lie ahead to connect people through inspiring human stories.”

FIFA Sound is kicking off with the launch of an eight-episode podcast series. Hosted by Liam Payne and co-hosted by sports broadcaster Jaydee Dyer, the FIFA PlayOn Podcast pairs star football players with award-winning musicians for unforgettable conversations.

In each episode, celebrated footballers from around the world will discuss transformative moments from their careers – on and off the pitch – through the songs that have provided a soundtrack to their lives. The players will be joined by an award-winning musician who inspired them, as they explore the interplay between music and football in their lives.

Payne said: “I can’t wait for everyone to hear what we’ve been working on with FIFA. The PlayOn Podcast has been such a journey – it’s been awesome having these incredible players and special guests come together and exchange life experiences from both on and off the pitch, all through the lens of music.”

PlayOn is the first of many new initiatives that FIFA will be launching in 2021 and beyond as part of its strategic collaboration with Universal Music Group for Brands – a division of Universal Music Group.

Olivier Robert-Murphy, the executive vice president of Universal Music Group for Brands, added: “We’re delighted to be able to launch this collaboration between FIFA and Universal Music Group, which brings together two of the world’s biggest and most influential passion points – football and music – to create a series of unique fan experiences.

“Starting with the launch of the PlayOn Podcast series, these initiatives will showcase the symbiosis and shared bonds between the world’s best footballers and musicians alongside the fans that idolise them globally.”

PlayOn made its debut on January 13th this year and is available to stream on Spotify, Apple Podcasts, Google Podcasts, Amazon Music, and other podcast players.

New episodes will be released weekly on Wednesdays. Playlists featuring the songs chosen by each player will be posted on Spotify for listeners to enjoy.

FC Bayern Munich on path to revolutionise souvenir photos with AR and AI tech partnership

With the opening of its new flagship store in central Munich, FC Bayern Munich is offering its fans a unique experience to have photos taken with its players at anytime, thanks to a partnership with the German virtual tech specialist, Sensape.

Under the partnership, the pair are setting out to redefine souvenir photos as the football club expands it Augmented Reality activities to offer store visitors the chance to take photos with their players through the use of Artificial Intelligence and Augmented Reality technology.

Players and fans will be able to interact in real-time via the store’s photo screen where a realistic souvenir photo can then be taken. The project is the first permanent installation of its kind in Europe.

“Meeting players in person is a rare occurrence and not granted to many people anyway. Since the spread of Covid-19, personal contact is no longer possible. With this project, we are bringing a technology to Europe that allows anyone to take a photo with the players at any time, as it is not tied to a specific date. The photo even comes signed to the fan and makes the whole experience even more special,” said Sensape’s Michael Lehnert.

The AR technology has been developed at Sensape’s headquarters in Leipzig, Germany. The intelligent system recognizes as soon as a fan stands in front of the device and starts the AR application. After players pose virtually in the picture, fans can position themselves in the middle and a photo is taken. An intelligent rendering system automatically adjusts the exposure and proportions to the fan and the environment, creating a photo-realistic image.

The result can be downloaded to the user’s own smartphone via QR code and shared with friends and on social media channels at the touch of a button.

A similar procedure will soon be used in the Member Corner, where fans can sign their membership contract in the presence of club president Herbert Hainer and honorary president Uli Hoeneß and seal it with a photo.