it’s official: The official league has teamed up with soccer team Borussia Dortmund – known as the BVB – to drum up its North American fan base. Stateside, fandoms have long been a matter of business, with major teams and struggling people alike creating a plethora of team-inspired products for spectators and ticket holders alike willing to wear the names and numbers of their favorite players.
The pairing of Portland, Ore.-based sports-friendly brands Official League and BVB will include licensed merchandise expected to debut in September or October. The association comes as the licensed sports business continues to grow internationally. Estimated to be $22.3 billion in 2020, the sector is expected to be valued at $27.2 billion by 2026, according to a Research and Markets report. Last year the US market for licensed sports merchandise totaled $5.4 billion, comprising 23.7 percent of the overall global market for licensed sports merchandise.
Launched in February, the official league has ranked partners in the NBA, USL and Major League Rugby, among other sports. To attract more attention to the crowded field of athletic and team-focused brands, Official League launched the Official League Collector’s Club, a one-month club membership service. The company, which was started by Alan Miller and financed by Neil Leibman, Chief Operating Officer of Major League Baseball’s Texas Rangers and investment partners of his top-tier sports, instead focused on local, limited-edition and exclusive team merchandise. is focusing. Plenty of licensed goods.
BVB Deals is a combination of new and established. The roots of the German football club date back to 1909. With an annual turnover of 400 million euros and 16.5 million Instagram followers, Borussia Dortmund have recently entered the second round of the German knockout football competition DFB Pokal, which is held every year. The German Football Association, thanks mainly to BVB forward Doniel Malen, was involved in all three of the team’s goals in defeating 1860 Munich.
The new BVB products, which will initially include six limited-edition hats, will be offered to consumers starting in September. For the first year, merchandise will be sold only on the official league’s website, according to a company spokesperson, who declined comment about the first year’s estimated wholesale volume. @bvbshop fans on Instagram are out of luck because they won’t be getting the new hats there.
The Official League and BVB were linked through Colloid, a Los Angeles-based brand strategy consultancy focused on innovation and culture.
Originally published at Pen 18
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