Sports merch company adds U.K. teams ahead of BLE debut.

U.S.-based fan merchandise company Ultra Sport Products is heading to Brand Licensing Europe with four new licenses–Chelsea FC, West Ham United FC, Sunderland AFC and Fulham FC.  

The company focuses on creative innovative new offerings for sports fans, such as its new Shirt Swinger, inspired by Ryan Giggs celebration when he scored the goal in the FA Cup Semi Final against Arsenal in 1999.

Other products that will be on display at BLE include the Scarf, which gives fans a scaled-down version of the favorite FC's current shirt, and the Shirt Hanger, which can be personalized.

“I am living my dream to be able to create products that fans can enjoy, while cheering for their favorite team," says Tommy Puett, chief executive officer, Ultra Sport Products. "At a match or at home, fans wear their colors with pride in every way possible. Ultra Sport Products goal is to create new products for fans to enjoy each match experience with. I am proud to be launching our products with football clubs throughout the U.K.”