New partnership builds on IMG’s existing role as global licensing agency for the Jackie Robinson Foundation
The Jackie Robinson Estate has appointed IMG as its exclusive global licensing agency to expand the legacy and impact of the baseball and cultural legend. The new partnership will employ strategic licensing and brand collaborations to develop diverse products and experiences, and enhance Jackie’s digital and media presence to connect with audiences worldwide.
This multi-year agreement follows the Dodgers’ triumphant World Series run, adding another significant chapter to the enduring legacy of the team, as well as its most iconic player, Jackie Robinson.
The new deal builds on IMG’s successful partnership with the Jackie Robinson Foundation (JRF) since 2020, advancing JRF’s mission to close the opportunity gap for minority students in higher education through licensing and cause marketing.
IMG and the Jackie Robinson Estate will work closely to offer fans new ways to honor and celebrate Jackie’s lasting impact through a wide range of product offerings including jerseys, sneaker collaborations, apparel and headwear capsules, collectibles, video games, and more. IMG will also develop institutional marketing campaigns to celebrate Jackie’s values and pioneering spirit, while commemorating significant milestones in Jackie’s life and career. This will include activations surrounding ‘Jackie Robinson Day’ on April 15 – an annual celebration of the day he broke the color barrier in Major League Baseball as its first Black player.
The partnership will also elevate Jackie’s digital and media footprint through engaging content, publishing opportunities, interactive experiences, and media collaborations that showcase his impact on baseball and civil rights.
“We are thrilled to expand our relationship with IMG to honor Jackie’s legacy in new, innovative ways," said David Robinson, Jackie and Rachel Robinson’s son. “As we celebrate the Dodgers’ recent victory, it’s a fitting moment to reflect on Jackie’s profound impact—he truly changed the face and spirit of sports and championed equality throughout American society with relentless courage. Through this partnership, we’re excited to bring his story to life for new generations, honoring his legacy with engaging activations that highlight his role as a trailblazer and advocate for social justice.”
Brett Weiss, Vice President, Licensing and Business Development at IMG,added, “Partnering with the Jackie Robinson Estate is a true honor. Jackie’s legacy extends far beyond baseball, leaving an indelible mark on American sports and culture. We are committed to preserving and promoting his remarkable story through creative and impactful licensing initiatives and partnerships. We look forward to leveraging our experience with JRF, along with our sports expertise and global network, to give fans around the world new ways to experience Jackie’s magic.”
IMG’s previous work with JRF includes developing licensing and cause marketing programs with Chevrolet, DraftKings, and Chock Full’O Nuts, where Jackie served as the first Black vice president of a major American corporation. These strategic collaborations have generated significant funds to support the foundation’s educational and community initiatives, including scholarships, resources, and inspiration for future generations.
For more information on licensing opportunities with the Jackie Robinson Estate, visit https://imglicensing.com/brands/jackie-robinson/.