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IMG named exclusive global licensing agent for video gaming’s smash hit Rocket League

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IMG has been appointed as the exclusive global licensing representative for the popular Rocket League video game franchise. The move was made by the franchise owner, Psyonix in a partnership announced this week.

Billed as a ‘high-powered hybrid of arcade-style soccer and vehicular mayhem’, with easy-to-understand controls and ‘fluid, physics-driven competition’, Rocket League has grown to become one of the most popular and recognizable video game brands worldwide. The new multi-year partnership will see IMG bring selective Rocket League consumer products to market.

It all coincides with the game’s fifth anniversary this month.

Matthew Primack, senior vice president of licensing, IMG, commented: “During a time of remarkable esports industry growth, Rocket League is one of the most popular games in the world.

“Rocket League’s combination of cars, adrenaline-fueled gameplay, competition, music and customisation gives us the perfect scope to build a creative and fun licensing programme that fans will love. We are looking forward to tapping into new territories and expanding the game’s global footprint through consumer products and collaborations.”

Categories being targeted will initially consist of apparel, toys, collectibles, accessories and innovative and creatively rich brand collaborations.

Winner or nominee of more than 150 “Game of the Year” awards, Rocket League is one of the most critically acclaimed sports games of all time. Annual esports events include the Rocket League Championship Series and Collegiate Rocket League.

IMG to develop licensing portfolio for Jim Beam brands as the iconic bourbon celebrates 225 years

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IMG has signed with Beam Suntory to help extend the James B. Beam Distilling Company’s portfolio of brands through a raft of new strategic licensing partnerships.

The company is widely known for its Jim Beam Bourbon, a global brand of bourbon that is celebrating its 225th anniversary this year. The James B. Beam Distilling Company’s American Whiskey portfolio also includes Knob Creek, Basil Hayden’s, Booker’s, Baker’s, Legent and Little Book.

Under the partnership, IMG will be tasked with developing products that celebrate the company’s rich history, its good-natured and convivial style and its bold flavor profile. Targeted categories will include experiential, fashion, home, gift, memorabilia, grilling and bourbon-flavored foods.

Tom Bufalino, director at James B. Beam Distilling Company, said: “As we celebrate our 225th year, this is the perfect time to extend our iconic brands to products and experiences that create new platforms and occasions to welcome consumers, old and new, to our product and personality. With its deep experience and resources, there is no better partner than IMG to accompany us on that journey.”

Bruno Maglione, president of licensing at IMG, added: “It’s an honour for us to join the First Family of bourbon. This is a beloved quintessentially American brand and a time-venerated quality product that is all about family values, shared experiences and accessibility. Through the Jim Beam licensing program, we will develop products that place an accent on each of those attributes.”

IMG will develop strategies and pursue licensing opportunities for many of the other distinctive brands in the James B. Beam Distilling Company’s portfolio including Knob Creek, Basil Hayden’s, Booker’s, Legent and Little Book.

Fédération Française de Rugby names IMG its global licensing agent

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Fédération Française de Rugby, the governing body for rugby union in France, has appointed IMG as its exclusive global licensing representative in a multi-year deal that will take the partnership through to 2024.

Under the new deal, IMG will develop a licensing programme using the recently rebranded France Rugby logo and identity, while looking to take the brand to new global audiences.

IMG will work to grow the existing business and extend FFR into new categories through fan merchandise, sporting accessories and iconic rugby related products for men, women, and children.

Bernard Laporte, president, FFR, commented: “We are pleased to be working with IMG to develop an ambitious licensing programme for FFR during the next four years. For decades now, our research has shown that French citizens believe rugby embodies strong values of solidarity, conviviality and respect.

“With France hosting the Rugby World Cup in 2023, there is a strong opportunity for us to extend our product offering for rugby fans both domestically and internationally.”

Mickael Andreo, vice president of licensing, IMG, added: “The Rugby World Cup 2019 in Japan, the first ever held in Asia, was an outstanding success. The sport is currently in a great place, and with France now preparing to host the competition in 2023, we feel very privileged to work with the FFR – one of the most prestigious and respected National teams in the world.

“We believe there is a lot to build and are looking forward to taking this opportunity to the market.”

Rugby is one of the most popular sports in France, with 23 million people aged 15 and older following the sport. During the 2019 Rugby World Cup in Japan, 19 million French fans followed their national team’s progress and, on average, France national team games attract more than five million TV viewers.

The deal strengthens IMG’s position in the rugby sector, with the agency having recently delivered a record-breaking licensing programme for Rugby World Cup 2019 and continuing its licensing efforts for the 2023 tournament in France.