LYON: UEFA has extended the Master Licensee agreement it had entered in to with IMG Licensing in 2014 through to the end of 2022.
The earlier deal ran from 2014 through to 2017.
The new agreement covers all national-team competitions under UEFA, with a primary focus on Euro 2020, which will be staged in 12 cities across Europe. The 24-team tournament will run from June 12 2020, with the final taking place at London’s Wembley Stadium on to July 12 2020.
The new global rights deal also covers the 2021 Women’s European Championship, the 2019 and 2021 editions of the Under-21 Championship, as well as the first two instalments of the Nations League Finals – a new format for national teams that will take place every two years within UEFA’s existing international match calendar. The inaugural edition will be played in the 2018-19 season.
“This agreement will allow us to continue to benefit from IMG’s extensive global licensing network and enable fans all over the world to be able to have access to a wide range of official UEFA Euro 2020 licensed products,” said UEFA’s director of marketing Guy-Laurent Epstein.
Mickael Andréo, vice president of licensing at IMG, noted: “With UEFA Euro 2020, we now have a fantastic opportunity to work on a ground-breaking tournament format, which will create a unique platform to take this milestone celebration to more fans than ever before.
“We’re looking forward to selecting and working with partners who will allow us to maximise our retail presence across Europe as well as beyond and play a key role in the promotion of the event.”
Both core-category and creative licensees will be sought to design, produce and distribute ranges of fan, lifestyle, fashion and leisure products to be sold throughout Europe and other worldwide markets.
