Discovery Consumer Products has launched a licensing programme for Discovery Communications’ Eurosport sport.
Located in 93 countries and reaching 228 million households, Eurosport will expand into consumer products in 2017 with a wide range of cycling products appropriate for both children and adults.
To support the new line of cycling products, Discovery Consumer Products is building a marketing programme that aligns with key broadcasting events, beginning with the Tour de France in July 2017.
Products will first debut in the UK, Germany, Italy, and France followed by the Netherlands, Nordics, Spain, Poland, Romania, Russia, and the Middle East.
Discovery Consumer Products also plans to expand the brand into lifestyle fashion, entry level sports equipment for kids, and Eurosport Owned Events Merchandise for tournaments such as the FIA World Touring Car Championship.
In addition to making the products available at retailers in local markets, the launch of an e-commerce store for the brand is planned as well.