England and Wales Cricket Board (ECB)

2009 has been a strong year for the ECB and CPLG Sport has continued to produce a licensing programme to match.
England’s recent victory in The Ashes has boosted the campaign even further of course, with licensees across the board reporting an increase in product sales.
Licensed product includes clothing, accessories, footwear, toy cricket equipment, Haynes cricket manual, commemorative coins and calendars.
The commemorative medals have been produced by the Royal Mint; in addition to the base metal medal, 150 limited edition gold coins (£1,600) have been produced, which are accompanied by a certificate of authenticity signed by England captain, Andrew Strauss. The first five medals of the series (which were used for the coin toss before each test) are to be auctioned off for charity later this year.
In addition, Haynes Publishing is enjoying success with its Cricket Manual, which is packed with practical information and expert guidance on everything you need to know about the game. The focus is on the three main areas of playing the game: batting, bowling and fielding techniques.
CPLG Sport also recently announced renewal deals with Danilo – which will produce the official England Cricket calendars – and Hy-Pro, which will continue to produce a range of toy cricket products.

The FA

With anticipation ahead of the 2010 FIFA World Cup in South Africa growing, The FA has seen a renewed interest surrounding the Three Lions brand.
CPLG has extended a number of deals with existing licensees, as well as bringing on board a selection of new partners.
These include household textile company Character World, which is developing a range of outdoor furniture bearing the Three Lions crest; and Oxford Products. The motorcycle security and touring firm is creating a line of motorcycle and bike products, including helmets, neck tubes and tank pads.
UK Elite Promotions, which recently signed up to The FA programme to produce adult and children’s novelty vinyl aprons in a number of different Three Lions-inspired designs, will also now be developing England Football car magnets.
Meanwhile, in the toy category, Build-A-Bear Workshop has signed up to produce an England Lion ‘skin’ – a plush toy in the form of a lion with the Three Lions crest on the paws; and Jumbo Games will roll out a collection of puzzles aimed at the six+ age group, including a 100-piece Official Team Photo puzzle (launching later this year) and a range of 54-piece mini-puzzles bearing action shots of key players from the qualifying matches of the 2010 World Cup. These are due for launch in February 2010.
The FA has also extended some of its existing agreements. Hy-Pro, one of the firm’s key licensing partners, will be adding canvas wallets to its wide range of footballs and accessories. Meanwhile, Football Mania will now produce a line of baby products such as bottles, soothers, a melamine dinner set, cutlery, training mugs and bibs, while Homewin – manufacturer of The FA’s range of pet products – has added various items to its portfolio including dart boards and flights, egg cups, a nodding dog and a bathtime duck.
“We are delighted to welcome new licensees into The FA’s comprehensive licensing programme and to be working closely with our existing partners during this exciting period,” says Kevin Hall, business development manager at The FA. “Following the team’s excellent performance in the World Cup qualifiers to date, we are understandably seeing strong retail interest with the whole country ready to get behind Capello’s men.”
Nicola Lord, senior commercial manager at CPLG Sports, adds: “The England brand is one of the strongest licences in the world, especially during a tournament year, and we expect to see unprecedented sales of official products bearing the Three Lions crest during 2010.”

The Rugby Football Union (RFU)

It’s been a big year commercially for the RFU, underlined by the nominations for Best Licensed Sport Property and Best Licensed, Written, Listening or Learning Range at the Licensing Awards 2009.
Of particular note, sales of Mills & Boon’s limited edition International Billionaires series – which launched in February – surpassed expectations, proving to be another successful brand extension.
In recent months, the RFU has added a raft of new licensees to its programme. Licensed bedroom textiles firm Zap has been signed to produce a line of RFU bed linen, curtains, fleece blankets, towels, cushions and beans bags, to be launched at retail in spring/summer 2010. Aimed largely at a male, teen market, the products are also expected to attract the younger teenage England rugby fan and a slightly older audience of students in their early to mid-20s.
“I’m delighted about the addition of England Rugby to Zap’s diverse portfolio of sports brands and feel that working with such a strong and successful property further cements our position at the forefront of sports home textile licensing,” says Zap’s licensing and marketing director, Andy Downie.
Meanwhile, ahead of Twickenham Stadium’s centenary year, there has also been a focus on ensuring the landmark event is commemorated appropriately. Twickenham is the largest dedicated rugby stadium in the world and it will be celebrating the milestone throughout the 2009/10 season.
CPLG Sport has signed up Vision Sports Publishing to produce a lavish coffee table book – Twickenham: 100 Years (working title) – which will celebrate the past, present and future of the venue. Priced at £30, the book will be launched in the first quarter of 2010, marking the centenary of England’s first international at Twickenham and coinciding with the RBS 6 Nations 2010.
CPLG Sport has also renewed the RFU’s deal with Marks & Spencer across a broad range of apparel including kids and women’s casual wear, outerwear, nightwear, underwear, footwear and babywear. As official supplier of suits to the England team, the renewal also includes men’s formalwear.

West Ham United

Off the pitch, CPLG Sport has been busy developing commercial opportunities for licensed product for the club, expanding its existing programme – which includes over 30 licensees across categories including apparel, gift, stationery, publishing, toys, food, sporting goods and footwear.
West Ham licensed product can now be found in retailers as diverse as Tesco, Asda, John Lewis, Amazon, Play.com, Soccer Scene, Sports World, JD Sports, Kitbag, Clintons and HMV.
New deals include a partnership between the club and Aykroyd’s & TDP, which will see the firm producing a range of children’s and adult’s nightwear and underwear for roll out from Q4 this year through to 2011.
“This partnership further increases our portfolio of Premier League football teams,” says Paul Williamson, marketing director at Aykroyd’s & TDP. “Everyone at Aykroyd’s & TDP looks forward to working with West Ham United and CPLG Sport in developing a strong range of product for both club and High Street retail stores.”
Meanwhile, I Was There Limited has been signed up to produce personalised editions of Framed Collectables, featuring an action photo, the spectator’s own entrance ticket (or personalised substitute ticket), their name and a personal message engraved into the picture mount. There is also a corporate hospitality edition available, featuring the host’s company logo and the guest’s name.
Storm International will be rolling out a line of Christmas products from early October. The collection will include baubles, tree lights, Christmas crackers, stockings, cards and gift tags.
Finally, Supportershop is planning West Ham Sloffie slippers and footwear, while Marketing Images is creating branded bedroom doors featuring the club crest and player imagery.