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.
Tags: Björn Borg, brands, varumärken, reklam. Ping.
Media Culpa is a blog about media and public relations – with a focus on social media – written by Swedish PR practitioner Hans Kullin. The views in this blog are my own.
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