Sep 28, 2012 at 04:04 PM
written by

Sportswear Brand Turns To IMG For Global Sponsorship Reset

Sergio Tacchini, the Italian tennis and sportswear clothing company most recently known for splitting ways with Novak Djokovic, this week announced a far-ranging global partnership with IMG. The multi-year partnership is meant to reinvigorate and relaunch the sports fashion brand with younger, more affluent consumers.

IMG will serve as Sergio Tacchini’s licensing agent working with the Company to re-launch the brand in major markets around the world through targeted licensing and distribution partnerships. IMG will also work closely with company management on sponsorship, endorsements and e-commerce activities. Marketing Week writes that sponsorship campaigns will be tailored around high-end properties "such as tennis, sailing and racing."

“Sergio Tacchini is one of three or four companies that can lay claim to having invented what might be called the sports fashion segment," Bruno Maglione, IMG Executive Vice President and Global Managing Director of IMG Licensing commented. "The combination of athletic lifestyles with elegant styling is very much back in vogue as consumers seek to distinguish themselves with distinctive, yet functional products. Sergio Tacchini’s rich heritage as a pioneer in this area positions it strongly to take advantage of the renewed growing market for fashion focused sportswear.”

“IMG’s worldwide licensing infrastructure, coupled with its deep knowledge and broad expertise in both tennis and fashion, makes them the perfect partner for our long-term plans with the Sergio Tacchini brand," Janny Tang, Sergio Tacchini Managing Director added. "They have put together an impressive team of regional specialists to work hand-in-hand with us in Europe, the Americas and Asia.”