Athens, Greece — The 1st Athens Licensing Expo – SEE/MENA Sports Merchandise, Accessories & Collectibles Edition is set to take place in Athens at Technopolis, Gazi, from 12–13 March 2026, marking a major milestone for the licensing industry in Southeastern Europe (SEE) and the Middle East & North Africa (MENA).

The Expo represents the region’s first truly focused B2B licensing and merchandising event, designed to connect rights holders, manufacturers, retailers and commercial partners across emerging and high-growth territories. While this first edition is officially announced later than typical international trade shows, it marks the launch of a long-term platform, with future editions planned to further expand into the wider MENA market.

Why Exhibit?

For three days, Athens will host key decision-makers, brands, leagues, clubs, manufacturers, retailers and licensing professionals looking to access new markets and unlock untapped commercial potential.

Exhibitors will benefit from:

• Direct access to buyers, distributors and strategic partners
• High-quality B2B matchmaking and deal-making opportunities
• Increased visibility in a rapidly developing and underexploited region
• A first-mover advantage in the SEE/MENA licensing ecosystem

The Expo is designed to turn ideas into real commercial partnerships, accelerating business growth for both rights holders and product manufacturers.

Who Will Visit?

The Expo is expected to attract:

• Executives and senior decision-makers
• IP owners and brand managers
• Merchandising and licensing specialists
• Licensing agencies and rights holders
• Retail buyers and sourcing managers

Visitors will come from Greece, South-East Europe (SEE) and the MENA region, including representatives from sports clubs, federations, leagues, manufacturers and retail chains actively seeking licensing deals, collaborations, merchandising and sponsorship opportunities.

A First-Class Opportunity for Sports Organizations

The Athens Licensing Expo offers a unique gateway for sports teams, leagues and rights holders to significantly expand their revenue streams through strategic licensing agreements.

With SEE identified as a rapidly evolving yet underdeveloped market for branded merchandise, the event provides an ideal environment for clubs and sports organizations to:

• Monetize their intellectual property
• Reach new fan bases
• Establish long-term commercial partnerships
• Build structured merchandising programs

Boosting Manufacturers & Licensees

Manufacturers, producers and suppliers will gain access to a less saturated market with growing demand for licensed sports products.

By participating, exhibitors can:

• Expand their product portfolios
• Secure new licensing agreements
• Forge strategic cross-border partnerships
• Increase turnover through official licensed ranges

The Expo positions manufacturers at the heart of a new licensing ecosystem, connecting them directly with rights holders seeking trusted long-term partners.

For more information, visit the Athens Licensing Expo website.