Authentic Brands Group (ABG) has acquired the intellectual property of Sportcraft Ltd. ABG-Sportcraft now holds ownership of all trademarks, copyrights and patents of the Sportcraft and Classic Sport brands, leading brands in recreational sports and family fun. Joining the likes of Marilyn Monroe and TapouT as ABG properties, Sportcraft's product offerings include billiards, darts, foosball, table tennis, air hockey, badminton, ladderball and more.
Terms were not disclosed.
“Sportcraft has done an incredible job in creating reliable product and a trusted brand name over the past 90 years,” says Nick Woodhouse, CMO of ABG. “We now have the opportunity to take a brand that has given joy to families worldwide and bring it to the 21st century.”
Modernizing the Sportcraft brand includes plans to bring their line of physical games to the mobile platform. “Sportcraft's comprehensive product collection is primed to seamlessly transition to mobile games,” says Jamie Salter, CEO of ABG. “Interactive Sportcraft mobile applications will give consumers a whole new way to enjoy recreational sporting products.” In addition to building a mobile platform, ABG will also look to expand to the general sporting goods category.
In 2011, Sportcraft realized over $126 million in wholesale revenues, approximately 80% of which was to large blue-chip retailers in North America. Estimated retail sales in 2011 were in excess of $200 million. ABG intends to pursue license opportunities throughout the world for Sportcraft and Classic Sport's extensive line of table, dart and lawn and outdoor games.
Through longstanding relationships with leading mass-market retailers, Sportcraft is the premier brand in the home recreational sporting goods market. With ABG's experience in the licensing industry and relationships with best in class partners, the Sportcraft brand is poised to continue its dominant market share in current product categories and expand its presence in unchartered territories.
The Sportcraft deal is ABG's fifth acquisition since the company was founded two years ago. According to Jamie Salter, “Sportcraft is the next step in building ABG as a broad-based licensor with attractive brands in action sports, iconic personalities, consumer products and media and entertainment.”
Authentic Brands Group, in partnership with Leonard Green & Partners, is an intellectual property corporation with a mandate to acquire, manage and build long-term value in prominent consumer brands in apparel, sporting goods, action sports, home, celebrity, entertainment and consumer electronics categories. They enhance brand equity through partnerships with best-in-class licensees and direct-to-retail arrangements. ABG holds Marilyn Monroe, TapouT, Silver Star and heritage brand collection of Iron Star, Hitman Fight Gear and Sinister brands.