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24H LE MANS – Automobile Club de l’Ouest (IMG)
In 2023, the teams mobilized to celebrate the Centenary of the Race. The Licensing activity focused on several major challenges—protecting our intellectual property, deploying and delivering the licensing strategy dedicated to the Centenary, and developing our reputation with the public (B2B, B2C, captive, and non-captive). 2023: Sharing and federating around the values of the 24 Hours of Le Mans. The team has invested heavily to ensure a 360-degree deployment, with the signing of contracts, the consolidation of partnerships, product development, a communications plan, and an exceptional showcase during the Race. LEGO, Bershka, NASCAR, Ford, Alpine, Porsche, S.T. Dupont, Smeg, Mattel, and Gran Turismo are some of the 130 licensees who celebrated this anniversary with us. 24H LE MANS is the sports brand with a powerful echo in the world of Motorsport because of its racing, but also in the Lifestyle world because of its history. 24H LE MANS has been a world-renowned brand for 100 years and is resolutely modern.
Formula 1
Since 1950, F1 has evolved constantly, innovated relentlessly, and grown continually to deliver the greatest sports and entertainment spectacle with competitive racing, cementing its position as the pinnacle of motorsport. F1’s combination of frequency, footprint, and fanbase is unique in sports, with 24 races a year in nearly every continent and over 700 million fans. 2023 saw record race attendance (45% of those being under 35 and 29% female), showing key fan growth areas F1 is exploring through multiple licensing touchpoints. With the inaugural Las Vegas race in November, F1’s licensing program exploded and targeted these new fan segments. A$AP Rocky was announced as the Creative Director of F1 x PUMA, with the first drop selling out and reaching an audience of over 424 million. Malbon, Undefeated, and PacSun also launched capsule collections for the event, which further enhanced the offering at the sporting event of the year with the F1 Las Vegas Hub retailing the ranges for ticket and non-ticket holders.
NASCAR
During its 75th Anniversary Season, NASCAR experienced tremendous growth utilizing licensed products to drive authentic connection and conversations with existing and potential fans through new ideas and innovative licensed executions. More than 20 collaborations or co-brands, including Hurley, Star Wars, Barstool Sports, various sports teams, music partners, and media co-brands. Over 18 NEW retail placements, including Abercrombie & Fitch, Hollister, Cotton:On, Culture Kings, Tilly’s, and Old Navy. Massive growth in the toy space, including its first-ever execution with LEGO, six toys as part of the NASCAR Adventure Force Line at Walmart, and Kid Zone activations featuring the toys at 22 races. International expansion, including toys, gaming, and fashion. First-ever international pop-up at 24 Hours of Le Mans. Trackside venue sales—highest since 2015—driven by innovative and hyper-local design, new brands, and jewel events like Chicago Street Race, Clash at the Coliseum, and Daytona 500.
NFLPA
The NFL Players Association, via NFL Players Inc., is among the world’s largest licensors, managing rights for more than 2,000 players. Globally operating, NFL Players Inc. collaborates with over 90 licensees. With a decade of continuous revenue growth, the NFLPA achieved a revenue milestone in 2023 through partnerships, including with Aristocrat on Super Bowl Jackpots, the first licensed slot machine featuring NFL players, now Aristocrat’s #1 U.S. slot machine. In facilitating athlete-owned businesses like StatusPro and Reveal Suits as licensees, the NFLPA elevates these ventures, fostering growth, innovation, and diversity. The Driven program, launched in 2021, breaks barriers, connecting diverse entrepreneurs with an advisory board, services, and NFL players for branding. This initiative resulted in 30 diverse-led companies, representing 29% of overall licensees and partners, a 25% increase from FY23.
U.S. Polo Assn. – USPA Global
U.S. Polo Assn. is the official brand of the United States Polo Association (USPA). With a global footprint and distribution through 1,200 U.S. Polo Assn. retail stores, eCommerce, and thousands of other points of distribution. U.S. Polo Assn. offers apparel, accessories, and footwear for men, women, and children in 190 countries. U.S. Polo Assn. is today considered one of the largest sports licensors in the world. Considered a landmark deal in sports, USPA Global, the company that oversees the U.S. Polo Assn. brand, signed a multi-year deal with ESPN to broadcast the premier polo championships in the world, sponsored by U.S. Polo Assn. Thanks to this partnership, USPA Global has made the thrilling sport accessible to millions of households globally for the first time. The USPA also recently purchased what’s now the USPA National Polo Center (NPC) – Palm Beach County, the sport’s premier destination in North America.
Yale University (ASPIRE by WildBrain CPLG)
An iconic Ivy League institution with global appeal and over 300 years of history, the global licensing programme for Yale continues to expand in the fashion and lifestyle space as well as break into new categories. Yale licensed merchandise is an important part of the Yale mission, promoting the Yale brand throughout the world. Internationally, the focus has been to build the brand in the fashion and lifestyle space through multiple apparel and accessories collections, securing distribution at major fashion retailers globally both in-store and online, including Primark, H&M, and the Inditex Group. The brand is now moving into new categories such as home and stationery with best-in-class partners across EMEA, India, the U.S., and Asia. As one of the top Ivy League schools, Yale is both respected and recognized internationally and continues to be in demand from brands and retailers alike who are looking to capitalize on the collegiate trend.
