IMG Licensing is looking to significantly raise the profile of the World's Strongest Man as a brand.
Brandedmedia, which already holds the global ex-North America DVD distribution rights for the brand, has secured UK apparel and worldwide ecommerce sales rights for three years. In addition, the firm has also relaunched the official World's Strongest Man website.
The site features video content and, for the first time, an official online store offering a range of apparel and, shortly, accessories and gifts. During its redevelopment, the website's holding page was visited by 33,000 unique users per month.
IMG is now looking for further partners for the brand across relevant categories and will be discussing opportunities at Brand Licensing Europe later this month.
"The World's Strongest Man is a much loved, long standing family favourite and with the 30-year anniversary, new branding and passionate partners in Brandedmedia, we're looking forward to expanding the licensing programme and giving the fans more access to connect with the brand," said Matthew Primark, VP of IMG Licensing.
The finals of the competition will take place in Malta at the beginning of October and will be broadcast in December/early January.