A brand new publication from the licensing stable of Max Publishing has officially launched today (26 September) – with Licensing Sports Book 2023 now available to read online.
According to Licensing International’s 2023 Global Licensing Industry Study, the sports category was among the three top performing growth property categories last year, +19.5%.
Notably, sports properties are now the third largest share property category at 11% of the market, overtaking the fashion category for the first time since Licensing International has been running the study.
It’s a ripe backdrop to launch a dedicated sports licensing publication, and the Max team has thoroughly enjoyed doing a deep dive into the sector.
But the truth is that we’re still only scratching the surface – both of what’s already happening in the sports licensing space and on the opportunity and ultimate potential for future growth.
For our launch issue, we’ve tried to collect different voices from across the spectrum and, in doing so, we’ve opened up – perhaps unwittingly in some cases – a multitude of conversations and opinions.
From the ‘borderless internationalism’ discussed by Cotton Division’s Mark Lindsay and the impact that fans following players wherever they go is having on the opportunities for merchandising, to the multi-pronged attack that is needed to tackle the issue of counterfeiting talked about by Fabacus and Dependable Solutions.
From Kids Industries’ findings on sports fandom and Fanatics’ ‘fan first’ approach, through to discovering what Edgbaston, The FA, Manchester City and Forest Green Rovers among others are achieving to put sustainability at the heart of their businesses.
And from the fever that gripped England when the Lionesses roared their way to victory at Euro 2022 and through to the final of the FIFA Women’s World Cup, and how this is just the tip of the iceberg in women’s sport and its appeal to consumers.
Both Brand Licensing Europe (4-6 October) and the Sports Merchandise & Licensing Show (held at Chelsea’s Stamford Bridge on 17 October) will further highlight the passion – from both brand owners and licensees – in the sector… passion which is reflecting that shown by fans for their favourite teams.
We hope you enjoy the issue – please do share your thoughts with us at BLE or SMLS.