Little League Baseball and Softball appointed Atlanta, GA-based Fermata Partners to manage its retail licensing program. Fermata Partners will serve as Little League's exclusive, worldwide retail licensing representative, and will assume management of Little League’s existing base of retail licensees. The company is also charged with extending the stable of Little League licensed brands into additional retail product categories and distribution channels.
“People want to connect with Little League because it is such a special experience for the millions of players, parents, volunteers and fans around the world,” said Liz DiLullo Brown, Little League vice president of marketing and strategic partnerships. “Through our partnership with Fermata Partners, we will be able to share that Little League experience and provide an opportunity for our fans to bring the Little League brand into their homes.”
From lamps and furniture to picture frames and digital apps, Little League’s retail licensing program, first established in 1995, has extended the Little League name into video games, home furnishings and various gift, novelty and general hard good categories. Little League also offers an endemic licensing program, which administers licensing of authorized in-game equipment and accessories such as baseballs, softballs, bats and training aids. Little League International will continue to manage its endemic licensing program in house.
“The Little League brand has such a great authenticity within baseball, softball, youth sports in general, and American and international cultures,” said Derek Eiler, managing partner of Fermata Partners. “Our objective will be to deliver that authenticity through new and unique licensed products that extend, support and enhance consumers’ experience with the Little League brand, both in the United States and abroad.”
Fermata Partners’ representation of Little League’s retail licensing became effective Jan. 1, 2013. The firm has been actively engaged with existing licensees to explore growth opportunities, while also working to identify category and channel opportunities for new licensees focused on Little League’s 75th Anniversary.
