Harley-Davidson adopts a lifestyle approach
The arrival of ex-Puma’s boss Jochen Zeitz signals the evolution of the brand beyond motorbikes: the objective is to become a true lifestyle brand for bikers and non-bikers! New objectives & new strategies need a new boss! To improve its profitability and boost...
Mona Lisa for sale at Uniqlo
The Japanese retailer in licensing deal with the Louvre museum.
The Merchandising & Licensing strategy of PSG
LfG intervene in l’Équipe to analyse the M&L strategy of PSG. Interesting to note the similarities with the Entertainment industry.
Merchandising sails through Covid-19
As several revenue streams of the sport business are collapsing (tv rights, ticketing and player trading) merchandising is remaining stable and is emerging as one of the best growth drivers for the future! In France most sport organisations have been neglecting...
Harry Potter: the wizard of Licensing & Merchandising
Discover how the magic Harry Potter license still operates 20 years after the very first movie and 10 years after the last one.
LfG at the Soccerex Global Convention (video)
Discover the video of our CEO’s interview regarding current and future trends of the sports industry.