Brand Licensing Europe (BLE), an event largely unknown to the average fan, is drawing the attention of football’s elite.
This convergence of sporting powerhouses hints at a potential revolution in how clubs engage with their supporters and monetise their brands.
The football world is no stranger to lucrative deals, but the upcoming Brand Licensing Europe event in London might just be the industry’s best-kept secret.
Set to run from 24-26 September at ExCeL London, BLE is attracting an impressive roster of top-tier clubs.
Discover the latest additions to the expanding list of exhibitors joining us at #BLE2023! 😍🎉
Visit our website to check out the full list: https://t.co/JLn6bUwmLb#brandlicensing #europe #exhibitors pic.twitter.com/Z2NnsJrLVL
— Brand Licensing Europe 2024 (@bleurope) May 19, 2023
Manchester City, FC Barcelona, Real Madrid CF, and AC Milan are just a few of the football giants confirmed to exhibit at this year’s event. Even Newcastle United, riding high on their recent resurgence, will make their BLE debut in 2024.
But what exactly is drawing these clubs to a licensing event? The answer lies in the numbers. With over 50 million fans worldwide, clubs like SL Benfica are using licensing as a tool to reach their global fanbase.
This strategy isn’t just about selling more shirts; it’s about creating diverse product categories, both physical and digital.
The potential for growth is staggering. Clubs are exploring collaborations that extend far beyond traditional merchandise.
Manchester City’s three-way collaboration with PUMA and BlackEyePatch is just one example of the creative possibilities.
“Newcastle United will exhibit at Brand Licensing Europe 2024 to showcase the club’s newly formed global licensing program alongside some of the biggest and most prestigious licensed sports properties,” says Leigh Simpson, head of licensing at Newcastle United.
The official Brand Licensing Europe 2023 exhibitor list is now live! Check out the first confirmed names on this year’s show floor as they join us to showcase their most exciting IPs. See the list now: https://t.co/exU3Y3VaNW pic.twitter.com/CLwlZ29lR8
— Brand Licensing Europe 2024 (@bleurope) May 2, 2023
This focus on licensing isn’t just about immediate profits. Clubs are looking ahead to major tournaments, with BLE providing a platform to kickstart product development for the UEFA Champions League and upcoming FIFA World Cups.
The event is also opening doors to unexpected markets. AC Milan’s collaboration with Off White and Real Madrid’s partnership with Zegan demonstrate a push into the luxury sector. These moves aim to win new consumers and command premium prices at retail.
As John Allwood, licensing lead at West Ham United Football Club, puts it: “We are pleased to be exhibiting at BLE once again, as the club’s licensing program continues its strong growth.”
With European football’s elite converging on this little-known event, one thing is clear: the business of football is evolving, and Brand Licensing Europe is at the heart of this transformation.
