IMG to manage global licensing & merchandising rights for next two Rugby World Cups.
IMG has become the global master licensee for World Rugby.
The deal will see the agency manage the global licensing and merchandising rights for the next two Rugby World Cups as well as other tournaments.
The Rugby World Cup in 2019 and 2023 are primary focuses, although the deal also includes the Women’s Rugby World Cup, World Rugby U20 Championship and the World Rugby brand.
World Rugby chief executive Brett Gosper commented: “The global licensing programme plays an important role in fan engagement, enabling fans of all ages to connect to World Rugby through our major properties.
“With Rugby World Cup 2019 in Japan rapidly approaching, we are delighted to be partnering with IMG to deliver an exciting and attractive range of products for fans of all ages, from official apparel and merchandise to electronic games.”
A transnational team led from IMG’s offices in London, Paris and Tokyo will develop an extensive licensing programme that captures the excitement of the tournament’s first Asian edition, as well as supporting the continued growth and promotion of the game.
Bruno Maglione, president of IMG’s licensing division, added: “We are pleased to take part in the amazing story that is the growth of this tournament and the sport of rugby in general.
“Audiences across more and more countries are taking note of rugby’s constant action, athleticism and competitiveness, and the Rugby World Cup is the sport’s pinnacle global tournament.
“Our licensing programme will be anchored in both Europe and Japan and feature a great range of products for spectators and fans of all ages.”
IMG will target both core category and creative licensees to design, produce and distribute ranges of apparel, fan, lifestyle and leisure products to be sold in the host market and leading international markets.
In addition to Rugby World Cup and other tournament programmes, IMG will be working on the development of permanent specialty lines under the World Rugby brand, a Hall of Fame memorabilia programme and electronic and mobile games.
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