INDIANAPOLIS — The Indy Racing League (IRL) has signed an agreement with Licensing Partners International, a leading sports and entertainment licensing agency, to help broaden its reach.
Licensing Partners International, which has offices in Florida, Atlanta, Toronto and the New York metropolitan area, will assist the league’s current licensing staff in the oversight of the IRL’s licensing program.
With the PGA Tour and Canadian Football League among its clients, Licensing Partners International’s sister company, Collegiate Licensing Co., is the world’s leading collegiate licensing agency, and represents more than 200 colleges, universities, bowl games, athletic conferences, The Heisman Trophy and the NCAA.
“The Indy Racing League is a tremendous addition to the LPI/CLC family,” said Pat Battle, president and CEO of Licensing Partners International and Collegiate Licensing Company. “With its reputation as an elite sport of speed and skill, the cutting edge technology used in the cars and by the race teams, and the international appeal of the drivers, the IRL is poised for good things in the marketplace.”
As a member of the LPI/CLC team, the IRL will have access to the staff and services of the nation’s leading licensing agency, which employs more than 75 licensing professionals and coordinates more than 2,400 licensees.
According to Molly Palmatier, director of licensing for the IRL, one of the league’s primary objectives in this partnership is to build brand awareness through retail merchandise. IRL wants to expand its presence to national and international consumers.
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