TLL Staff Zenni Optical, the world’s leading online eyewear retailer, has announced a new partnership with Monster Jam, marking its first venture into motorsports. As the Official Eyewear Partner of Monster Jam, Zenni aims to bring affordable and stylish eyewear to fans of the action-packed motorsport, which hosts over 350 live events annually. Monster Jam is renowned … [Read more...] about Zenni Optical Joins Forces with Monster Jam as Official Eyewear Partner
Sports Licensing
Why the Sports Licensing and Tailgate Show is a Must in 2025
By Gary Symons TLL Editor in Chief You have less than two weeks left before the biggest trade show in sports licensing begins at the Las Vegas Convention Center, starting January 22. The Sports Licensing and Tailgate Show (SLATS or the Tailgate Show) has 100 new exhibitors this year, adding up to a staggering 375 brands represented at what has become the sector's … [Read more...] about Why the Sports Licensing and Tailgate Show is a Must in 2025
MotoGP Authentics to Raise Funds for Valencia Flood Victims
By Gary Symons TLL Editor in Chief MotoGP Authentics will auction off 30 limited edition, signed helmets from the Superbike legend Carlos Checa, raising funds for Valencia flood relief. The auction is a collaboration between the two-time Grand Prix champion and MotoGP Authentics, which is operated by Memento Exclusives under license from Dorna Sports. Checa and MotoGP … [Read more...] about MotoGP Authentics to Raise Funds for Valencia Flood Victims
NFL Extends Nike Partnership Through 2038
By Gary Symons TLL Editor in Chief Nike has successfully negotiated a massive, 10-year expansion of its already lengthy partnership with the National Football League. The 12-year collaboration with the NFL is among the company's most important partnerships, and has also been a huge benefit to the league. The parties have now decided to eliminate any uncertainty … [Read more...] about NFL Extends Nike Partnership Through 2038
Penn State Wins ‘Historic’ Victory in Trademark Case
By Gary Symons TLL Editor in Chief A jury has found that online retailer Vintage Brand infringed on trademarks for Pennsylvania State University, by selling unlicensed merchandise with "historic" images. Penn State had sued Vintage Brand, as well as Prep Sportswear and their founder, Chad Hartvigson. The university alleged the defendants infringed on the Penn State … [Read more...] about Penn State Wins ‘Historic’ Victory in Trademark Case
Jackie Robinson Estate Partners with IMG to Expand Player’s Legacy
TLL Staff The Jackie Robinson Estate has named IMG as its global licensing agency in a multi-year partnership aimed at broadening the legendary baseball player’s legacy. The collaboration will focus on creating innovative products, brand collaborations, and experiences that honor Jackie Robinson's enduring contributions to baseball and civil rights. Robinson shattered … [Read more...] about Jackie Robinson Estate Partners with IMG to Expand Player’s Legacy
EA Sports Licenses Women’s Hockey for NHL 25
By Allison Watkinson TLL Reporter Electronic Arts has signed a multi-year licensing partnership with the Professional Women’s Hockey League (PWHL) for EA Sports NHL 25. The move is another indicator of the growing popularity of women's sports. “EA Sports is proud to support the PWHL, which has pioneered the growth of women’s hockey in North America,” said EA Sports … [Read more...] about EA Sports Licenses Women’s Hockey for NHL 25
Lego Signs Major Partnership Deal With Sports Giant Nike
By Allison Watkinson TLL Reporter The Lego Group has signed a multi-year partnership with Nike for a series of co-branded products, content and experiences focused on sports and play. "At the Lego Group, we believe in the power of play to inspire and develop the builders of tomorrow," said Lego Group VP, Alero Akuya. "By combining the creativity of Lego play with the … [Read more...] about Lego Signs Major Partnership Deal With Sports Giant Nike
Nike Signs Historic 12-Year Partnership Extension with NBA, WNBA
By Allison Watkinson TLL Reporter Nike has signed a multi-year extension to its global outfitting, merchandising, marketing and content agreement with the NBA and the WNBA. The renewal of the official licensing agreement follows eight years of service since the outfitting, merchandising, marketing and content partnership first began in 2015. Under the terms of the … [Read more...] about Nike Signs Historic 12-Year Partnership Extension with NBA, WNBA
Parker Valby Signs with New Balance to Promote Professional Track & Field
TLL Staff Former University of Florida track star Parker Valby has signed a sponsorship deal with New Balance, marking a significant step as she embarks on her professional career. The move sees Valby declining to renew her contract with Nike, which had previously made her the first collegiate female runner to sign an endorsement deal with the brand in 2023. Valby, who … [Read more...] about Parker Valby Signs with New Balance to Promote Professional Track & Field