BBC Worldwide has significantly bolstered its credentials in the licensing marketplace, signing up to become the agent for The Football Association.
The deal means that the firm will act as licensing agent for both the England and The FA Cup brands.
BBC Worldwide will secure and manage licensees across a range of categories, while it will also work with The FA's other partners to help develop the brands and support its mission.
It is planning to roll out a programme across Europe over the course of a four-year deal. New product development will also include player imagery involving some of the biggest names in sport.
"We are delighted to be taking our England and FA Cup licensing programmes forward with a well established and innovative partner such as BBC Worldwide," said Sean McAuliffe, FA group head of business development. "We are confident that our partnership and combined strategy can yield some very beneficial and successful licences."
BBC Worldwide's Neil Ross Russell added: "We're thrilled to be working on one of the most recognisable and iconic brands in sport today. The FA's profile sits perfectly alongside the licensing programmes we've developed with partners from some of the biggest British TV brands, plus our sports expertise on the likes of Match of the Day and Question of Sport."