WildBrain kicks off MENA representation for European football giants

Published on: 10th December 2021

The new deals will expand the agency’s sports representation to seven globally recognised football club brands.

WildBrain CPLG, one of the world’s leading entertainment, sport and brand licensing agencies, has grown its prestigious roster of high-profile football club brands in MENA (Middle East and North Africa), signing representation for globally recognised clubs Bayern München and Paris Saint-Germain, which is managed by Fanatics, a global leader in licensed sports merchandise.

Additionally, the agency will handle rights for FC Bayern München in Israel, along with an expanded remit for FC Barcelona in that territory, while in India, it will add FC Bayern München and Juventus to its representation slate.

The new representations expand on WildBrain CPLG MENA’s portfolio of many of the world’s most successful football club brands, including Arsenal, FC Barcelona, Juventus, Liverpool FC and Manchester City, with extensive partners signed across a number of key categories. Existing licensees include Sun Ce for back-to-school, Andy Enterprises for apparel at Babyshop, Riva Fashion for kids’ lifestyle apparel, Esal for footballs and Todo Mundo for apparel, with a new deal signed for health and beauty products with My Perfumes for Liverpool FC, FC Barcelona and Juventus.

Neesha Krishna, managing director MENA and South Asia, said: “The opportunities presented by these new additions to our football portfolio are very exciting; both clubs have a squad of not only exceptional players, but international superstars. PSG is currently one of the fastest growing brands in football. FC Bayern München, which has the highest number of club members worldwide, is renowned for its consistent presence at the top of the sport. These brands are natural additions to our top-level sports pillar, which we are looking to grow and expand across new markets through our global presence.”

WildBrain CPLG India is the agency’s newest office and represents entertainment, lifestyle and sporting properties from the agency’s portfolio, including Yale and Harvard universities, Tetris, Archie Comics, emoji – The Iconic Brand, Juventus Football Club and Osprey London, plus Authentic Brands Group’s celebrity brands Elvis Presley, Marilyn Monroe and Muhammad Ali, fashion brands Aéropostale and Nine West and Prince. WildBrain CPLG India will also focus on broadening licensing activity to support the ambitious global strategy for WildBrain’s proprietary brands, including Strawberry Shortcake and the Teletubbies.



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