NFL seeks international consumer product growth with new deal

The National Football League (NFL) has appointed IMG as its exclusive licensing representative across select international markets in Europe and Asia. The new multi-year deal will see the NFL further expand its brand presence internationally through new licensed consumer product initiatives to service and satisfy its growing legions of international fans.

IMG’s pre-existing American football licensing work includes the Football Greats Alliance (FGA), an agency launched in 2016 with the Pro Football Retired Players Association, with support from the NFL to manage the collective marketing and licensing rights of more than 22,000 retired NFL players.

NFL has been raising its profile in recent years with regular season games outside the United States. The annual Super Bowl event is now watched in over 180 countries in nearly 25 languages. In view of the above, 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,” he said.

“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,” added Bruno Maglione, president of IMG’s worldwide licensing division.