Sports Brand Licensing in Europe - Report

European sports organizations are expanding their brands to new territories around the globe–allowing for more opportunities to reach consumers and bring on new licensees.

October 30, 2019

European Sports Take the Field

Sports licensing has always been big business, both in the U.S. and abroad. After all, what die-hard fan could head to the game (or even the sports bar) without being decked out head-to-toe in branded apparel, hats, accessories and more?

Lately though, the business is expanding into even more regions and categories across Europe, reaching new fans and creating new opportunities for licensed products. With a host of new prospects laid out before them, many of Europe’s major sports organizations are heading into the U.S., Asia and other markets to continue to grow their brands and reach new audiences.

Here are some of the initiatives these franchises are taking to achieve their goals.

  • Agents Take Charge
    Brands are now turning to agents to represent them for licensing across a number of worldwide territories.
    • Teaming Up
      A number of European sports franchises have also teamed up with various companies for licensed consumer products.

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