This ad will be closed automatically in X seconds.

Licensing programme launches for The Boat Race

The history and fierce rivalry of the famous annual boat race between the Universities of Oxford and Cambridge will be the focus of a new dedicated licensing programme.

The Boat Race Company Limited – which manages the commercial rights to the race and delivers the championship event – has appointed Fitzwilliam Museum Enterprises to represent and develop an international licensing programme that celebrates the iconic race around the world.

Fitzwilliam Museum Enterprises already manages the University of Cambridge’s thriving collegiate and museums licensing programme and is therefore well placed to represent the race as well as the University boat clubs – OUBC and CUBC.

The first licensee, Brandco D2F – sourcing and supply specialist of fan merch and e-commerce solutions for sports brands such as Six Nations, FA, Commonwealth Games – is already on board to deliver merchandise and an official online shop ahead of the 2024 race, as well as more fashion focused designs for UK retail.

Capturing the spirit of the historic race through crossed oar logos and a colour palette of both dark and light blues details to represent the teams, the collection also includes a range of t-shirts featuring famous race landmarks and imagery. FME’s international agent network will develop the reach of the programme across fashion, lifestyle accessories, sport and personal care.

“The Boat Race and FME share similar long-term goals, and the Boat Race family is thrilled to be working with a team who have a deep understanding of the event’s history and rivalry,” commented Siobhan Cassidy, chair at BRCL.

FME’s Len Dunne continued: “The Boat Race Company delivers a fantastic annual sporting spectacle every year with the support of the BBC and the boat clubs. We’re so looking forward to working with our agents and commercial partners to bring the history, rivalry and race day excitement to life on product which connects and engage with a new generation of fans.”

2024 will see the 169th Men’s Boat Race and the 78th Women’s Boat Race take place on the River Thames. The famous Championship Course stretches over 4.25 miles of the Thames, with race day attended by over 250,000 spectators and watched by millions more on television around the world via broadcast partners such as the BBC.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
TfLlunchbox500x500
 
Designed by creative agency Crush Creative, the guide includes a set of colourful, illustrated assets that draw on TfL’s heritage and serve as a toolkit for licensees developing products for young audiences....
Tulipop500x500
 
Tulipop Studios - creator and owner of the Icelandic character-based Tulipop IP - is growing into new markets having secured a number of fresh deals....
YakkaDee500x500
 
Rachel Bardill and Liz Keynes - both well known and respected family and children's brand strategists - have come on board to further drive awareness for the preschool show....
AliceBurden500x500
 
In her new role, Alice will be responsible for steering and driving forward the strategic and creative direction of Toon2Tango, focusing on storytelling and creative development....
job
 
H&A is looking to further strengthen its team with the appointment of a supply chain planner....
SManners500x500
 
Industry trade body, Licensing International has responded to Labour's Budget from earlier this week, saying that moving forward 'beloved brands' will be more important than ever before in providing a point of difference....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.