LONDON, UK – The National Football League (NFL) has announced a new collaboration with global fashion retailer H&M to launch men’s, women’s and children’s NFL-branded apparel and accessories, in a deal brokered by IMG.

The products will be sold in more than 20 countries outside of the U.S, including the UK, China, Japan, Colombia, Germany, India, Mexico, South Korea and the Middle East. The first capsule collection of men’s jackets, tops and loungewear is available in stores and online now, with women’s, children’s and accessories lines to follow next season.

The collaboration reflects demand from growing legions of international NFL fans in recent years with regular season games in London and Mexico, and its annual Super Bowl event now watched in more than 180 countries and nearly 25 languages.

“By partnering with H&M, we are able to reach fans in markets across the world with a diverse selection of apparel and accessories for men, women and children,” said Akash Jain, NFL Vice President of Commercial Development. “NFL fanbases are growing throughout countries in every corner of the world and we want to continually meet our fans needs for fashionable apparel and fuel their fandom for years to come.”

Matthew Primack, Senior Vice President of Licensing, IMG, added: “We are delighted to be bringing one of the most popular sports leagues together with one of the world’s favourite fast fashion retailers. The NFL’s international appeal as a lifestyle and fashion brand continues to grow rapidly. With its reputation for creative collaborations and thousands of stores around the world, H&M is the perfect partner to provide an accessible and stylish collection of NFL apparel and accessories that will be sought after by football fans and fashionistas.”

The first collection is available now in H&M stores and online, with apparel prices ranging from $14.99 to $29.99.

About NFL

The National Football League is America’s most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world’s biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including national and international distribution, extensive revenue sharing, competitive excellence, and strong franchises across the board. The NFL is the industry leader on a wide range of fronts. 

About IMG 

IMG is a global leader in sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company. 

Media contact:

Jo Robertson

IMG

joanna.robertson@img.com

+44(0)7392088227