IMG has inked the multiyear deal with the soccer league, which is both the world’s best supported soccer league in terms of attendance, and the second biggest in terms of revenues. The partnership will see IMG and Bundesliga develop a licensing program designed to bring the league to consumers globally through a range of international distribution channels and product categories.

“To see the enthusiasm and professionalism shown by IMG throughout our initial discussions provided us with further evidence of the value and attraction of the Bundesliga internationally,” says Robert Klein, chief executive officer, Bundesliga International. “Their expertise, combined with a powerful brand like the Bundesliga, will create many more licensing opportunities as we work together to build a wide range of products for fans that will bring ‘Football as It’s Meant To Be’ to life.”

IMG has experience in the soccer licensing space. The agency was chosen as the global master licensee of UEFA Euro 2020 last year.