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November 22, 2023
The Ministry of Defence, the British government department responsible for implementing the defense policy set by His Majesty’s Government, has announced the renewal of its global licensing agreement with IMG in a multiyear deal.
Under the new agreement, IMG and the Ministry of Defence will continue to work together to develop a wide range of officially licensed products for the British Armed Forces, including the British Army, the Royal Navy and the Royal Air Force.
With a rich legacy and a distinctive visual identity, the British Armed Forces is one of the most renowned and recognizable military brands in the world. Since 2009, IMG has leveraged its set of logos, badges and brand values to facilitate strategic product collaborations in domestic and international markets. From key categories, such as apparel and watches to unique deals like branded motorcycles and beverages, IMG has elevated the British Armed Forces’ lifestyle offerings, helping supporters around the world to connect with the brand in innovative and accessible ways.
“From the iconic changing of the guard at Buckingham Palace to the viral aerobatic displays of the Red Arrows, the Ministry of Defence represents the best of British excellence and tradition,” says Tim Smith, senior vice president, Licensing, IMG. “Over the last 14 years, we have worked with a broad selection of local and international licensees to carefully curate a program that reflects the brand’s legacy while extending it to new product verticals, demographics and markets around the world. We look forward to building on our long-term partnership and unlocking additional exciting opportunities.”
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