NFL hires IMG for European and Asian licencing growth

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The National Football League has tapped the abilities of IMG to handle licensing across select European and Asian markets, all in a bid to underpin the league's global growth ambitions.

The agency will identify product merchandising opportunities to attract new fans, capitalising on the fact the latest Super Bowl was watched by audiences across 180 countries.

IMG will analyse distribution channels and price-points across fan apparel, accessories, home décor, fast fashion collaborations and food and beverages.

“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 at 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 time to expand the breadth and accessibility of the NFL’s consumer product offering. We are proud to be entrusted with that mission.”

IMG operates in over 30 countries across the events, media and fashion industries.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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