Licensing agency will extend the American sports brand into apparel, food and beverage, home décor and more in multiple international markets.

The National Football League has tapped IMG to serve as its exclusive licensing agent across select markets in Europe and Asia.

Under the terms of the multi-year agreement, the NFL will further expand its presence internationally through new product initiatives and more. IMG will also target a range of distribution channels and price points, including local men’s, women’s and children’s fan apparel, accessories, home décor, fast fashion collaborations and food and beverage.

“We are excited to partner with IMG to grow our brand presence internationally through new product initiatives,” says Akash Jain, vice president, international commercial development, NFL. “We look forward to offering fans an expanded consumer products portfolio, further enhancing our relationship with our growing fan base.” 

The National Football League is the world’s No. 17 largest licensor with an estimated $3.5 billion in retail sales in 2015 according to License Global’s annual Top 150 Global Licensors report. This year’s report, which examines licensed retail sales in 2016, will be released next week.

“Football is America’s most distinctive and unique sport export,” says Bruno Maglione, president, worldwide licensing, IMG. “Its international appeal is growing rapidly both as a sporting competition as well as at a more visceral level that transcends sport. The fans are already there, and now is the time to expand the breadth and accessibility of the NFL’s consumer product offering. We are proud to be entrusted with that mission.”