US pay-TV sports giant ESPN has launched a new partnership with the IMG Licensing brand agency to expand its global merchandising and experiential offering.
IMG Licensing, a branch of the WME Group media and entertainment heavyweight, will serve as Disney-owned ESPN’s exclusive global licensing agency, and will look to leverage the broadcaster’s strong brand identity and global presence (the ESPN brand operates across North, Central, and South America, the Caribbean, sub-Saharan Africa, Oceania, and select European markets).
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Through the partnership, IMG Licensing will be tasked with securing licensing partnerships in the categories of sporting goods, apparel, location-based entertainment, tailgating, consumer packaged goods, publishing, memorabilia, toys and games, and other novelty items.
Speaking on the deal, ESPN vice president for brand marketing Seth Ader said: “With IMG Licensing, we’re taking the next step in ESPN’s continued expansion as a global brand during a pivotal time for us.
“IMG’s experience in brand expansion will help us unlock unique ways – whether through premium products, immersive experiences, or unexpected cultural moments – to further extend the ESPN brand into the daily lives of sports fans everywhere.”
Meanwhile, IMG, a subdivision of the TKO Group sports conglomerate, has extended its tie-up with the Minnesota Vikings franchise of American football’s NFL.
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By GlobalDataAcross the 2025 campaign, the agency will manage Vikings marketing across the UK, Canadian, and German markets, the four markets the franchise holds marketing rights for under the NFL Global Markets Program.
This will include the creation of content campaigns and strategies through to the production and dissemination of social media and digital media to promote the team and its internationalization efforts.
In the 2025 season, the Vikings will become the first NFL franchise to play back-to-back international games in two different countries in consecutive weeks, facing the Pittsburgh Steelers in Dublin, Ireland, on September 28, followed by the Cleveland Browns in London, UK, on October 5.
Vikings chief marketing officer Martin Nance paid tribute to the effect IMG has had on the franchise’s global marketing since the tie-up first began in 2018, commenting: “Together with our international marketing team, they’ve played a crucial role in delivering impactful experiences that align with our business goals. We value the relationship and look forward to building on our shared success.”
