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The brand “Björn Borg” sold for 18 MUSD

Swedish tennis legend Björn Borg has sold the rights to his name for 124 million kronor (18 MUSD) to Worldwide Brand Management. WBM has previously had the license to the brand and paid royalties to the Dutch company Fabulous Licensing, which has connections to the Borg family. WBM now own all the rights to the brand Björn Borg and will also pay an addition fee for ten years of about 1.5 – 2% of the sales price of the products, although a minimum of 7.8 million kronor (1.1 MUSD) per year. The company is planning to change name to Björn Borg AB.

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