FA Takes Licensing Programme In-house
The Football Association has announced it plans to bring its domestic licensing programme in-house for the first time in the organisation’s history.
The national governing body, who celebrated its 150th anniversary in 2013, had previously outsourced its licensing operation to external agencies.
In a statement, the FA said the move is designed to ensure “greater revenues generated from licensed products will be ploughed back into football, at every level of our national game.”
The new structure will see a dedicated FA team work closely with new and existing licensees and retailers to create tailored products.
Nicky Stanton, a member of The FA’s commercial division, said: “This is a real opportunity for us to work more closely with businesses who truly believe and share the values of The FA to each other’s mutual benefit.
“We will be supporting our licensees and retailers with the launch of a new style guide and design direction to help develop an exciting new range of products.
“This will include a focus on specific consumer related products of all age ranges, including a kid’s option for the first time. Watch this space for some potential new developments set to hold great appeal with young England Lions.”
As well as announcing the new licensing plans, The FA has also revealed it is looking to expand its programme into new areas with a specific focus on online and digital.
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