ESPN taps IMG licensing
May 15, 2025
IMG Licensing has been appointed as ESPN’s exclusive global licensing agency, with the iconic sports brand looking to expand its consumer products and experiences portfolio.
Through this collaboration, IMG Licensing will work with ESPN to develop strategic brand extensions and experiences across key categories, including sporting goods, equipment, apparel collaborations, location-based entertainment, tailgating, consumer package good integrations, publishing, memorabilia, toys, and games and novelty items.
As a multiplatform sports entertainment brand, ESPN engages millions of fans across the globe with its storytelling and live sports coverage. IMG Licensing will seek to leverage ESPN’s brand equity and widespread resonance to deliver engaging products and experiences for sports fans.
“With IMG Licensing, we’re taking the next step in ESPN’s continued expansion as a global brand during a pivotal time for us,” said Seth Ader, Vice President, Brand Marketing at ESPN. “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.”
“For over 45 years, ESPN has been synonymous with global sports culture, connecting fans across languages, generations and borders,” said Brett Weiss, Vice President, IMG Licensing. “We are honoured to partner with ESPN to help reinforce its position as the go-to brand for sports engagement and fandom worldwide. Together, we aim to deliver dynamic fan-driven offerings that capture the unique intersection of sports and culture that defines ESPN.”
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