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Brand Licensing Europe and the future of sports licensing: where legacy becomes luxury

The European licensing industry has gathered in London for the 25th edition of Brand Licensing Europe (BLE), the largest and most important event in the licensing calendar. From September 24 to 26, 2024, ExCeL London hosted a diverse range of licensors, licensees, retailers, and manufacturers under one roof, creating an exciting hub for deal-making, networking, and exploring the future of brand licensing. Amidst the vibrant exchanges, the evolution of sports licensing emerged as an area full of potential. Innovation is transforming legacy and fan passion into luxury, redefining the concept of sports memorabilia.

Brand Licensing Europe, a cornerstone event in licensing

BLE is a cornerstone event in licensing, offering attendees a comprehensive experience through keynotes, interactive sessions, and a vibrant exhibition floor. As Europe’s only pan-European licensing event, it is the ultimate gateway to discovering a wide range of licensable brands across various categories, from sports and entertainment to fashion and art.

The show’s 25th anniversary this year marks a milestone for the event and the industry at large. Across a colorful show floor filled with awe-inspiring stands and displays, BLE showcased the latest innovations and emerging trends, allowing attendees to experience firsthand how brand licensing continues to evolve and drive new market opportunities.

Brand Licensing Europe (BLE) is the most important licensing event in Europe

The expanding landscape of licensing

The licensing industry has seen impressive growth over recent decades. From retail sales of $115 billion in 1999, as reported by License! Magazine, to $356.5 billion in 2023, according to Licensing International, licensing has become an essential strategy for expanding brand presence and connecting with consumers in new and innovative ways. Today, licensing touches almost every sector, and its influence continues to grow.

Powerful brands, from sports giants to entertainment icons, are reaching new heights through licensing partnerships. According to Licensing International, the entertainment and characters segment alone generated $147.6 billion in 2023, driven by the success of anime, video games, and social media-related licensing.

Meanwhile, sports licensing is expanding (+5.6% in 2023), with football clubs like FC Barcelona and SL Benfica moving beyond traditional merchandising into the realm of high-end jewelry, thanks to innovative partners like Brilianto, a key player in lab-grown diamonds. (Discover how this trend is shaping the industry in our full article.)

These partnerships not only highlight how licensing can tap into emotional connections with fans but also represent a groundbreaking evolution in the types of products associated with major sports brands. These growth statistics reflect the evolving landscape of the licensing industry and create fertile ground for innovative collaborations that redefine product offerings

Innovative collaborations in licensing

This year at Brand Licensing Europe, many well-established brands and emerging players showcased their latest endeavors. Attendees could find everything from iconic entertainment brands like Hello Kitty and Pokémon to cutting-edge ventures in sports and high-end jewelry. These brands are using licensing not just as a revenue generator but also as a strategic tool for expanding their presence and engaging with new audiences.

Brilianto’s collaboration with FC Barcelona and SL Benfica blends sports heritage with high-end jewelry, using carbon from stadium grass to craft exclusive diamonds that honor significant moments in each club’s history. This innovative approach redefines sports memorabilia, transcending traditional items like jerseys and match balls to provide fans with enduring and deeply personal pieces of their club’s legacy.

These partnerships go beyond mere commerce. They exemplify how licensing can enhance brand storytelling by weaving a rich tapestry of history and nostalgia into each product. For FC Barcelona and SL Benfica, these collections provide fans with something truly special: an opportunity to possess a tangible piece of their club’s legacy, transformed into high-end jewelry that embodies passion and heritage.

BLE: the ideal platform for brands seeking expansion

Brand Licensing Europe is not just for the big names. The event is an invaluable platform for businesses looking to enhance their product lines or enter new markets through strategic brand partnerships. For those in retail, manufacturing, or even smaller businesses seeking unique value, BLE is a must-attend event that provides an unmatched opportunity to meet potential partners, explore new categories, and discover the most in-demand brands for licensing.

The emphasis on creativity and experiential licensing has made BLE a pivotal space for those interested in brand partnerships. The diverse participation —from global entertainment giants to niche art licensors— means there is something for everyone, regardless of region or industry.

This wide scope encourages cross-industry collaborations, exemplified by Brilianto’s unique approach, merging sports and high jewelry collections.

Benefits of attending BLE are:

  • Meet thousands of brand owners: connect with well-known brand owners looking to partner with you, from global entertainment giants to niche licensors.
  • Find inspiration for product development: explore innovative product ideas and gain practical advice to inspire your next product range.
  • Stay ahead of trends: learn about the latest consumer trends and discover which brands will be in demand in the coming year. Streamline meetings: save time and money by having crucial meetings with multiple brand owners, both in-person and online, over just three days.
  • Experience jaw-dropping displays: take inspiration from thousands of products and brands on display, and visualize how these intellectual properties (IPs) can fit into your existing product catalog.
FC Barcelona stand at the Brand Licensing Europe event in London
FC Barcelona stand at the Brand Licensing Europe event in London.

Sports licensing: a major theme at Brand Licensing Europe 2024

Sports licensing was one of the major focuses at BLE this year, with many of Europe’s leading football clubs, such as FC Barcelona, SL Benfica, Manchester City and AC Milan, attending to showcase their licensing programs. With more and more sports clubs recognizing the value of brand licensing to extend their reach, Brand Licensing Europe has become an essential fixture for clubs seeking to sign deals that will bring their brands to fans in new and exciting forms.

This year, a significant portion of the discussions revolved around creating product lines that celebrate major sporting events, such as the upcoming UEFA Champions League and the FIFA World Cups in 2026 and 2027. Clubs are keen on leveraging the licensing model to bring fans closer to the game they love, and BLE is where these conversations take root.

Brilianto’s participation alongside FC Barcelona and SL Benfica highlights an exciting trend in the industry. Through their collaborations, these clubs have taken brand licensing into uncharted territories, venturing into high-end jewelry that captures the spirit of football in a unique and lasting way. The Etern Spotify Camp Nou and Diamantes da Luz collections are both profound symbols of a club’s legacy. They give fans the chance to keep a cherished moment close forever.

SL Benfica stand at Brand Licensing Europe
SL Benfica stand at Brand Licensing Europe.

These innovative collaborations are just one part of the evolving sports licensing landscape, and Brilianto’s contributions illustrate the exciting potential of merging sports heritage with high-end jewelry.

Sports brands are gaining increasing attention, as anything connected to broader cultural moments resonates well with consumers. This trend shows the growing interest in sports licensing, reflected by the participation of leading clubs at BLE.

For deeper insights into these trends and the evolving landscape of sports licensing, watch the conversation between McKenna Morgan, content editor at License Global, and Laura Freedman-Dagg, head of Retail at The Global Licensing Group, here:

Brilianto: redefining licensing in sports and jewelry

Executives from Brilianto attended BLE 2024 with the mission of showcasing how lab-grown diamonds can redefine the licensing space, not only in sports but also in luxury jewelry, leveraging this prestigious platform to connect with key industry players. Their collaboration with FC Barcelona and SL Benfica exemplifies licensing innovation as it blends sports heritage with fine craftsmanship.

The Etern Spotify Camp Nou collection features diamonds created from carbon extracted from the stadium’s grass, specifically gathered from the pitch used during the last match before Camp Nou’s renovation. This process celebrates the club’s history from 1957 to this milestone event. Similarly, the Diamantes da Luz collection commemorates SL Benfica’s 120th anniversary by incorporating grass from Estádio da Luz, transforming it into exclusive diamonds that serve as lasting symbols of the club’s rich history.

These diamonds are not just luxurious gems: they are capsules of history, that preserve the energy and emotions of iconic stadiums. The impact of these collections is evident among passionate fans.

Ricard Valverde, the first buyer of a 1-carat diamond from the Etern Spotify Camp Nou collection, described it as a family treasure celebrating their lifelong connection to FC Barcelona.

Brilianto has redefined sports memorabilia by moving away from traditional items like jerseys and match balls to offer exclusive, enduring pieces that embody fans’ deep personal connections to their clubs. By merging advanced technology with profound respect for the clubs’ heritage, Brilianto has created diamonds with a soul, offering fans a piece of their favorite club’s history.

Banner from the Etern Spotify Camp Nou diamond collection. 1957 bracelet with the 1957 pin, finished in 18K gold and enamel.

A new era of sports memorabilia

Brilianto is pioneering a new era in sports memorabilia, moving beyond traditional items like jerseys or stadium seats. Instead, they use the grass from historic stadiums to create lab-grown diamonds, celebrating iconic moments in club history.

These diamonds are ethically sourced and paired with a digital record that ensures authenticity and offers exclusive content for fans. This blend of physical and digital elements transforms sports memorabilia into something enduring, luxurious, and deeply personal, positioning Brilianto as a leader in both sports licensing and high jewelry markets.

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