BBC Worldwide to Rep The FA

LONDON: BBC Worldwide has been appointed to serve as the licensing agent for The Football Association (The FA), representing the England and The FA Cup brands.

BBC Worldwide will work to secure and manage licensees across a range of categories for The FA as well as the group’s other partners. The four-year deal will see BBC Worldwide rolling out a program across Europe. The FA and BBC Worldwide will work together to give the organization a "contemporary style direction," with new product development to also include player imagery.

Sean McAuliffe, the head of business development at The FA, said: “We are delighted to be taking our England and FA Cup licensing programs forward with a well-established and innovative partner such as BBC Worldwide. We are confident that our partnership and combined strategy can yield some very beneficial and successful licenses.”

Neil Ross Russell, the managing director for children’s and licensing at BBC Worldwide, added: “We’re thrilled to be working on one of the most recognisable and iconic brands in sport today. The FA’s profile sits perfectly alongside the licensing programs we’ve developed with partners from some of the biggest British TV brands plus our sports expertise on the likes of Match of the Day and Question of Sport.”