ABG Names Prince Master Partner

Sports Brands Europe will develop and distribute Prince equipment on the continent.

Authentic Brands Group, owner of the Prince brand, has selected Sports Brands Europe as its master partner in Europe.

Sports Brands Europe will develop the racquet sports brand across new lines of sports equipment, accessories and performance apparel for men, women and kids. Initial products include a new tennis racquet line that will feature TeXtreme technology.

“Prince is highly regarded as a racquet sports authority in Europe and I am confident that the brand’s legacy will translate into new markets,” says David Ruthven, chief executive officer, Sports Brands Europe. “I look forward to driving the success of Prince in conjunction with ABG through new and exciting products, marketing and points of sale.”

“We are committed to continuously evolving Prince’s offerings to meet the needs of today’s modern consumer,” says Jamie Salter, chairman and chief executive officer, ABG. “Through this partnership with Sports Brands Europe, we will extend Prince to an important and loyal international market.”

The all new Prince branded racquet sports equipment, accessories and performance apparel lines from Sports Brands Europe will launch online and in specialty stores and clubs throughout Europe in 2017.