The Italian motorcycle brand, MV Augusta, has appointed IMG as its exclusive worldwide licensing representative in a move to expand its global presence through a new range of consumer products and partnerships. Its initial focus will be on apparel, motorcycle and fashion accessories, video games, and collectables.
Through the new multi-year partnership, IMG will work with MV Agusta to build a licensing programme focused on brand extensions and lifestyle products that reflect the company’s commitment to performance, quality, innovation and consumer engagement within local communities.
“IMG is the best possible partner for what we have in store for our fans around the world,” said Timur Sardarov, CEO MV Agusta Motor S.p.A.
“This strategic partnership accelerates the execution of our five-year expansion plan. MV Agusta has tremendous brand equity; it’s a truly beloved brand and an icon of design and technology in the motorcycling world. Working with IMG, the most authoritative and experienced specialist in the field, will help take MV Agusta to the next level as a lifestyle brand with a series of thoughtful, high-profile merchandising initiatives.”
Marcelo Cordeiro, associate vice president of licensing, IMG, added: “MV Agusta is an iconic Italian brand with a passionate consumer base who revere the brand for both its performance and design attributes. Amongst true motorcycle fans, its bikes are considered to be nothing less than motorcycle art.
“We intend to deploy IMG’s global reach and specialised licensing expertise in the automotive space to extend the brand into a range of consumer products through selective brand partnerships and collaborations.”