By Gary Symons TLL Editor in Chief Spalding just entered the court for Overtime Elite, as its Legacy TF-100 becomes the league's official game ball in a wider licensing deal. Spalding is a leading brand in the world of basketball, and has entered into a wide-ranging licensing partnership with league owner Overtime. In addition to providing the official on-court game ball for … [Read more...] about Overtime Tags Spalding for Official Game Ball and Licensed Merch
Sports Licensing
FIFA and Jazwares Bring Squishmallows to the World Cup
By Allison Watkinson TLL Reporter Jazwares and FIFA have launched a licensing partnership to create a Squishmallows collection inspired by the FIFA World Cup 2026 championship. The licensed collection will include an expansive lineup of FIFA themed plush, wearables and novelty items for the competition's global fanbase. “The FIFA World Cup is more than a competition; it’s a … [Read more...] about FIFA and Jazwares Bring Squishmallows to the World Cup
NFL Expands Its Global Gaming Agreement With EA Sports
TLL Staff Electronic Arts and the National Football League (NFL) are doubling down on digital gridiron glory, announcing an expanded, multi-year partnership. The new agreement represents the most comprehensive collaboration yet between EA SPORTS and the league. It cements Madden NFL as the exclusive simulation game for American football and positions EA to lead the next wave … [Read more...] about NFL Expands Its Global Gaming Agreement With EA Sports
Panini Renews Sponsorship of High School Hoophall Tourneys
By Gary Symons TLL Editor in Chief Panini America has again demonstrated its commitment to young athletes, renewing its title sponsorship of three high school 'Hoophall' showcases. Panini America and the Naismith Basketball Hall of Fame have entered into a multi-year agreement for Panini to serve as the title sponsor of the Hoophall Classic,Hoophall Invitational, and … [Read more...] about Panini Renews Sponsorship of High School Hoophall Tourneys
Kendall-Jackson Winery and NBA Toast a Slam-Dunk Collaboration
By Gary Symons TLL Editor in Chief Kendall-Jackson is popping the cork on its first-ever co-branded wine collection with the National Basketball Association. Kendall-Jackson is the family-owned winery behind America’s top-selling Chardonnay, and has partnered with the NBA on the release of three branded releases. First unveiled during NBA All-Star 2025 in San Francisco, the … [Read more...] about Kendall-Jackson Winery and NBA Toast a Slam-Dunk Collaboration
Athletes Getting Younger and Younger on Panini Trading Cards
Panini Signs Ground-breaking Deal With South Florida Express By Gary Symons TLL Editor in Chief Panini America made a startling move this week, announcing a multi-year partnership with the 7-on-7 football program South Florida Express. The deal means Panini America will be putting out trading cards featuring youth athletes who are pre-college level, and may be among … [Read more...] about Athletes Getting Younger and Younger on Panini Trading Cards
St. Louis City SC and Rapper Smino Supporting St. Louis Tornado Relief
TLL Staff Soccer club St. Louis City SC is partnering with rapper and St. Louis native Smino to support tornado relief in the St. Louis area. The partners have launched an exclusive streetwear merch collection, with 100 per cent of the proceeds going to relief efforts. . The limited-edition collection includes two shirt designs and two hoodie designs, available in various … [Read more...] about St. Louis City SC and Rapper Smino Supporting St. Louis Tornado Relief
Surge Brands Steps Into the Ring With Pillow Fight Championship
By Gary Symons TLL Editor in Chief Surge Brands will provide some extra licensing punch as the new global agency for Pillow Fight Championship (PFC). Like UFC but with pillows, PFC is a fast-growing sports entertainment property that combines intense combat sports action with some feathery, light-hearted fun. Surge Brands notes PFC has rapidly captured global attention with … [Read more...] about Surge Brands Steps Into the Ring With Pillow Fight Championship
Barbie Puts on Some Muscle With New Rugby Models
By Gary Symons TLL Editor in Chief Barbie is getting stronger—literally—as Mattel introduces a new lineup of dolls honoring female rugby stars from around the world. The collection was created in celebration of International Day of the Girl on October 11. The initiative, called Team Barbie, features four professional rugby players who have become global role models for … [Read more...] about Barbie Puts on Some Muscle With New Rugby Models
The Olympics and Sonic the Hedgehog Race Into a New Era of Licensing
By Gary Symons TLL Editor in Chief The International Olympic Committee and SEGA Corporation have unveiled a new multi-year agreement between the Olympics and Sonic the Hedgehog. Even more interesting is that the announcement makes it clear this deal is part of a new approach to licensing by the IOC, one which promises to expand opportunities for potential licensing … [Read more...] about The Olympics and Sonic the Hedgehog Race Into a New Era of Licensing