The National Football League has named IMG as its exclusive licensing agent to represent the brand across select international markets.
Under the new partnership, IMG will focus on developing the NFL’s licensing programme across Europe and Asia.
Recognised locally as America’s premiere sports and entertainment brand, NFL has been raising its profile in recent years with regular season games outside of the US. The annual Super Bowl event is now watched in over 180 countries in nearly 25 languages.
IMG will target a range of distribution channels and price points, including local men’s, women’s and children’s fan apparel, accessories, home décor, fast fashion collaborations and food and beverage.
“We are excited to partner with IMG to grow our brand presence internationally through new product initiatives,” said Akash Jain, vice president of international commercial development, NFL.
“We look forward to offering fans an expanded consumer products portfolio, further enhancing our relationship with our growing fanbase.”
Bruno Maglione, president of IMG’s worldwide licensing division, added: “Football is America’s most distinctive and unique sport export.
“Its international appeal is growing rapidly both as a sporting competition as well as at a more visceral level that transcends sport. The fans are already there, and now is the tie to expand the breadth and accessibility of the NFL’s consumer product offering.
“We are proud to be entrusted with that mission.”