Authentic Brands Group has built one of the largest sports IP portfolios in the world.
The company owns more than 50 brands, with at least 14 directly connected to sport, including Reebok, Champion, Quiksilver, Billabong, Prince, Sports Illustrated, Shaquille O’Neal, David Beckham and Muhammad Ali. Sport now makes up roughly 25% of the portfolio, spanning sportswear, equipment, media and athlete IP.
The scale is significant. Reebok, Champion and Boardriders generate roughly $10.9 billion in annual retail sales, almost 29% of Authentic’s approximately $38 billion portfolio, before counting the rest of its sports assets.
What makes the model different is how Authentic owns sport. It keeps control of the brands and athlete IP, while outside partners handle most manufacturing, inventory, stores and distribution. Authentic then earns royalties from the sales those partners generate.
365247 Sports breaks down Authentic Brands Group’s sports strategy and portfolio, and how the company is building a wider sports ecosystem around IP.