Now in its 10th year, the popular Sports Merchandise and Licensing Show (SMLS) returns to Stamford Bridge on Monday 14 October, and will once again welcome a host of companies that work across all aspects of the sports sector – from licensees through to service companies and suppliers.
After months of planning, Mark Bell, licensing manager at SMLS organiser Chelsea FC, and his team are looking forward to kicking off the 10th annual Sports Merchandise and Licensing Show with a celebratory party the night before the event.
“We host our exhibitors and a selection of visitors the night before the show itself for entertainment, food and drink – it’s an informal way for everyone to network before the show, and it will be a great to have the chance to catch up with many familiar (and new!) faces,” says Mark. “We’re really looking forward to seeing the show come to life.”
Catering to everyone in the sports industry, SMLS is a one-stop shop for retailers exploring licensed ranges to stock, organisations looking to elevate their brands by securing key licences and clubs aiming to source new products for their stores. This year’s exhibitors range from the multinational to the niche, and include 20 first-timers, many of whom are from Europe – which is testament to the event’s wide reach, says Mark.
“We’re proud of how far SMLS has come over the past 10 years, so much so that we’ll be re-opening the second exhibition hall this year to welcome even more exhibitors. We have 118 stands in total this year, with just a very few left available. The fact that we are in two halls and there were only a couple of companies that have not come back this year shows how much SMLS is growing year on year.”
Mark and the team work to ensure that each year’s show has a selection of both returning and new exhibitors, in order that the event offers a fresh look and feel every time. “We also want to ensure that we have as many visitors as possible from a variety of sports and retail backgrounds,” Mark explains. “While apparel is still the most popular category when it comes to sports licensing, we are finding a lot of new companies with various products that have not been previously been exhibited at the show.”
This year’s exhibitors include German textile company Fahnen-Herold, which produces pennants, flags and banners; Banbo Toys, Spanish manufacturer of collectable licensed toys; Dutch apparel company WIEBO International, and Fresh Ego Kid, the streetwear fashion brand. Mark is keen to stress that even though SMLS is held at Stamford Bridge, it’s not just football focused; the event covers all sports, from American football to golf.
According to Licensing International’s 2024 Global Licensing Industry Study, the sports licensing sector contributed $39.5bn to the global licensing economy in 2023, a 5.6% increase on 2022; it now accounts for 11% of the global licensing market and has surpassed fashion as the fourth-largest licensing category. Unsurprisingly, SMLS is catering to a larger market that ever before.
“Regardless of which sport you are into, showing your support for your team is a part of everyday life for sports fans, so the demand is always there,” Mark says. “Sports brands are placing more focus than ever on establishing themselves as standalone brands as well as sports teams, so it’s a win-win for licensees and retailers to be part of this journey.”
Hundreds of visitors are expected through the doors on 14 October, made up of licensing and retail personnel from football and other sports clubs, as well as retailers looking to stock licensed products. Visitor passes are still available and are free, and can be obtained through the show website (sportsmerchandiseandlicensingshow.com.)
As well as retailers and existing – and would-be – licensees, anyone looking to keep up with the latest changes in sports licensing is encouraged to attend the show. “Like many other sectors of the licensing industry, sports licensing is fast-moving, and new trends are constantly emerging,” says Mark. “SMLS offers a great opportunity to keep abreast of the latest innovations. And on top of that, of course, there are the networking benefits. The show is the perfect place to catch up with existing contacts, while making many new ones.”
With so much to see, attendees should plan their day carefully, Mark advises. “Book your meetings ahead where possible and allow yourself the whole day. Visitors can reach out to our website, merchandiseshow@chelseafc.com if they have any questions or need support planning their schedule.”
SMLS: the lowdown
- The event takes place at Stamford Bridge on Monday 14 October within the Canoville Suite and the Great Hall with entrance through the Copthorne Hotel.
- The event is free of charge to attend.
- Visitors are encouraged to register online via the Visitor Registration Tab at sportsmerchandiseandlicensingshow.com before the event to save time on the day. Walk-in registrations are also accepted.
- Only authorised vehicles are permitted onsite for visitors. However, parking is available at Fulham Broadway Car Park (charges apply).
- Doors open at 9.30am and the event finishes at 4pm.
This feature originally appeared in the autumn 2024 edition of Licensing Sports Book. To read the full publication, click on this link.
