Licensing: IMG becomes an "exclusive representative" of Bundesliga International (DFL) from 2019

IMG Licensing has become "the exclusive global licensing representative for Bundesliga International, a subsidiary of the DFL association, which is internationally marketing the commercial rights of the Bundesliga," announced the specialised branch of the US media and marketing rights agency IMG on 04/06/2019. Neither the duration nor the value of the agreement have been specified.

"The partnership will see IMG and the Bundesliga develop an innovative licensing programme designed to bring the league to consumers around the world in dynamic and engaging new ways, through a range of international distribution channels and high-quality product categories for men, women and children," said IMG.

"The agreement with IMG comes as the Bundesliga is experiencing rapid growth after embarking on an ambitious international expansion journey, with new offices opening in Beijing (CHN) and New York (USA) complimenting its Singapore office which opened in 2012," said IMG.

The DFL and IMG Reliance, a joint venture between the agency and the Indian group Reliance Industries, signed an agreement "to…