IMG Licensing has added boxing legend Muhammad Ali to its portfolio.
The multi-year agreement will see IMG acting exclusively as representation for the brand in Europe and Asia. The firm will be looking at opportunities in both traditional sports licensing categories including memorabilia and apparel, as well as new business areas that 'capture and leverage the showman and essence of Ali'.
"Ali is simply the greatest boxer ever and IMG Licensing is honoured to be entering into this partnership with Muhammad Ali Enterprises," said EVP and global MD of IMG, Bruno Maglione. "Ali's inspiring personal journey, his achievements both in and out of the ring and his devotion to humanitarian efforts are all material for branded concepts and product ideas that can generate interest from Ali fans old and new."