Lisa Marks Associates is to develop the first ever official domestic rugby licensing programme after winning the rights to represent USA Sevens Rugby.
LMA's licensing plans will include apparel, accessories, sporting goods, publishing, domestics, home furnishings and video games.
The seven on seven version of rugby was recently selected by the International Olympic Committee to be played at the 2016 games in Rio de Janiero. Rugby Sevens will also be showcased in the 2011 Pan American Games in Guadalajara, Mexico.
Next February, Las Vegas will host the USA Sevens for the first time, with the event due to be televised on the ABC Network the week after the tournament.
"This programme will not only have great appeal to fans and participants of rugby, but also to those who just want to associate with the uniquely charismatic and stylistic aspects of the sport," said LMA MD, Mickey Marks. "Rugby's aspirational lifestyle appeal has been proven at US retail on a generic level - we expect this first prominent official licensed programme to be well received by consumers."