ICC puts licensing drive in motion

International Cricket Council appoints partner to manage, develop and produce merchandise and memorabilia.
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The ICC has appointed Licensing in Motion - a joint venture between Velocity Brand Management (VBM) and Sports & Entertainment (SEL) - as its official licensing and merchandising partner to manage, develop and produce merchandise and memorabilia.

The eight-year contract will cover all ICC's merchandising and memorabilia needs, including those related to ICC events. Indeed, LIM will be the worldwide exclusive agent for the ICC for all of its events and brands for the period up until the ICC Cricket World Cup 2015.

It will oversee the production of a formal range of products including supporter apparel and leisurewear, memorabilia and headwear.

James Ashworth, MD of VBM, said: "We are really excited to become the ICC's partner and we're looking forward to establishing with the ICC and its stakeholders a world-class global merchandising and licensing programme.

"This is a great opportunity to establish a long-term programme that will supplement and enhance all of the ICC's tournaments."

LIM has previously produced merchandise for such events as the ICC Cricket World Cup 2007 in the West Indies, the ICC World Twenty20 2007 in South Africa and the ICC Johnnie Walker Super Series 2005 in Australia.

It is also the official licensing agent for Cricket Australia and the Indian Premier League team, the Delhi Daredevils. It also has partnerships with other sports bodies such as the Australian Rugby Union, National Rugby League (Australia), the New Zealand All Blacks rugby team and the Sydney Opera House.

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