VELOCITY BRAND
MANAGEMENT
the home of world class licensing and brand management
About Us
Established in 2004, Velocity Brand Management is a multi-faceted licensing and merchandising business specialising in the creation and execution of licensing programs that deliver a world class result for all stakeholders.
VBM provides our clients with a complete licensing, merchandising, retail and brand management solution. We have created and refined sophisticated licensing and brand management models that combine all required skills, processes and services.
WHAT WE DO
Develop and manage licensing programs grounded in the passion of sport.
Deliver long term and sustainable fan first licensing programs.
Provide a bespoke licensing solution for each client.
our clients
VBM has a long history of working on the global stage, and we currently work on the ongoing licensing and merchandising programs on behalf of a range of world-class teams, organisations and events including:
clients vbm has worked with
our services
VBM is made up of a strong group of specialists from the world of Licensing, Retail, Design, Manufacturing, Sales, Finance and Marketing and we approach each new program as a partnership, with our team becoming an extension of the client’s broader commercial business.
As the most experienced sports licensing agency in Australia and New Zealand, VBM delivers proven and comprehensive expertise across all components of a licensing program including:
- Licensing Strategy
- Retail Distribution Strategy – including concessions and e-commerce
- Brand Development and IP Protection
- Sales Strategy
- Retail Product Design and Development
- Marketing & Public Relations Plans
- Client Integration Plan within Broader Commercial Programs
- Approval & Quality Control Systems and Management
- Brand Protection Policy and Systems
- Environmental Sustainability & Ethical Manufacturing Plans
Our Experience
VBM has built a reputation for establishing, building and managing the highest quality licensing, merchandising and brand management programs globally.
Our experience working on a diverse range of licensing and merchandise programs has allowed us to develop a network of strategic partners, licensees, retailers, manufactures who are best in class in their fields. This allows us to continually develop innovative licensing programs that deliver the best commercial and non-commercial outcomes for our clients.
Australian Open
- Development of the Australian Open brand with the roll out of licensing brand marks and art packs
- Development of an off-site Australian Open and Tennis licensing program
- Implementation of a number of compliance programs and protocols including approvals and royalty reporting programs
- Extension of the licensing program into the Asia Pacific markets, with the appointment of sportswear brand Erke to develop a range of Australian Open & Tennis branded merchandise into China
Australian Olympic Committee
In 2016, VBM were appointed as the AOC Supporter Apparel and E-commerce Operator. During the 2020 Olympic campaign VBM helped grow and develop the retail representation of the AOC brand. Highlights included:
- Over 12,000 items sold on the on-line store during the 2020 Tokyo Olympics.
- VBM worked seamlessly with AOC’s Digital & Social teams to integrate merchandise and on-line store messaging throughout the Games which worked exceptionally well to generate sales.
- Ball order through Summit Sport of over 8,000 units with a key mass retailer.
Cricket Australia
and The Big Bash League
VBM has successfully managed the Cricket Australia (CA) licensing program since 2006 and the Women’s and Men’s Big Bash League (BBL) licensing programs since 2011. Program highlights:
- Establishment of a truly national licensing program for CA which exploits the Australia-wide support for the team
- Establishment of club-based programs for the W/BBL clubs with a focus on Kids, Family and Females for the BBL and WBBL Licensed product ranges
- Dedicated on-line store for International Cricket and Domestic competition
- Creation of a range of products specifically directed at Mass Market retail
Football Australia
In 2004, VBM were appointed as the licensing agent for Football Australia, with VBM establishing the licensing program from scratch. During VBM’s time managing the National Team program VBM has;
- Developed a Socceroos licensing program that has taken advantage of all licensing opportunities in order to capitalize on the Caltex Socceroos’ qualification for the FIFA World Cup
- Developed the stand alone licensing range for the Matildas including supporter apparel, headwear, beanies, scarves through to number plates.
- Worked with Fairfax to activate a Caltex Socceroos promotion which saw 414,000 car flags distributed via The Age and Herald newspapers.
- Developed a successful collaboration with Universal Brands for a Limited Edition range of Minions x Westfield Matildas apparel.
ICC Cricket
World Cup 2015
VBM implemented all licensing and official retail aspects of the CWC 2015 licensing and merchandising program, as well as manufacturing and distributing a world-class apparel/headwear program. Key areas and highlights:
- 28 licensees produced products for supply to all major cricket markets including Australia/NZ, Subcontinent, UK, South Africa, North America / Caribbean
- Record online and venue sales for an ICC event
- Over 12,000 online orders processed and over 30,000 products dispatched
- Over 150,000 products sold across the 49 matches of the event
ICC T20 Women’s World Cup 2020
To celebrate the T20 Women’s World Cup, VBM partnered with the Royal Australian mint to create a limited edition $2 coin with 2 million coins released into circulation through the appointed retail partner.
The development of this coin was the first time a female cricket player was featured on Australian coinage and the first time a coin was developed for a stand-alone Women’s Tournament. The T20 Women’s World Cup 2020 coin was the strongest selling coin folder across all program releases to date.
International Cricket Council (ICC)
In 2008, VBM were appointed as the worldwide exclusive agent for all ICC events and brands for the period up to and including the ICC T20 World Cup 2020 in Australia. VBM provided high quality merchandise at events around the globe such as:
- Australia (ICC Johnnie Walker Super Series 2005, Women’s World Cup 2009, Cricket World Cup 2015, T20 Women’s World Cup)
- England & Wales (ICC T20 World Cup 2009, ICC Women’s World Cup 2017, Champions Trophy 2017 and ICC Men’s Cricket World Cup 2019)
- India (ICC Cricket World Cup 2011 and ICC T20 World Cup 2016)
- New Zealand (ICC U19 Cricket World Cup 2010)
- South Africa (ICC Champions Trophy 2009)
- West Indies (ICC Cricket World Cup 2007 & ICC T20
National Rugby League
In 2004, VBM was appointed as the National Rugby League’s exclusive licensing agent and in 2008 was also appointed as the licensing agent for the State of Origin programs. Highlights include:
- Facilitated each ticket purchaser to receive a complimentary commemorative cap at the 2017 NRL Grand Final. Over 100,000 pieces of '47 headwear distributed.
- Being awarded the 2015 International Licensing Award for Sports or Sports Themed Entertainment Licensee of the year for the ISC/Marvel Heroes kit program.
- Implementing the Rugby League All Stars licensing program including working with leading Indigenous artist to develop authentic Indigenous artwork within licensed product.
- In 2019 Suncorp Stadium hosted 16 teams for one full round of NRL, “Magic Round”.
- Complete sell out of Event Merchandise – over 3000 units
- Over 5000 units of accessories and headwear sold
- Over 2500 items of team apparel sold
Rugby World Cup 2011 New Zealand
In 2008, VBM was appointed to manage the Rugby World Cup 2011 licensing program, which was operated out of our New Zealand office in Auckland. The VBM team:
- Developed a comprehensive licensing program by signing more than 40 licensees with distribution rights for worldwide territories (excluding Europe and South Africa)
- Appointed a venue concessionaire, online retailer, official travel guide publisher and program publisher.
- Assisted in the development of a unique Maori Art programme, to combine Mãori art with official merchandise.
- Worked with a local New Zealand artist to create a limited edition range of prints which were also been used on a range of licensed apparel.
- Helped to develop a country collections range, profiling all 20 nations through official merchandise
Contact US
Australia
Suite 2, Level 2
165 Walker Street
North Sydney 2060
New Zealand
Level 1, 206 Jervois Road
Herne Bay
Auckland 1011