Goodyear Chooses IMG as International Licensing Agent

Goodyear has chosen IMG Licensing, a division of global sports and entertainment company IMG, as its agency for licensing the Goodyear brand outside of North America. According to IMG, Goodyear is looking to extend the brand beyond its core products in ways that both enhance the company’s image and provide new streams of profitable revenue.

According to Bob Paciulan, manager of licensed products for Goodyear, the company has licensed close to 70 companies worldwide. “However, to take this to the next level we needed a company with local offices and licensing professionals throughout the world with a proven track record of developing brands successfully,” Paciulan stated. “IMG fit the bill perfectly and showed they understand how and where we wish to leverage the Goodyear brand. We’re very pleased to bring IMG onto the Goodyear licensing team.”

Bruno Maglione, IMG executive vice president and co-managing director of IMG Licensing, commented, “The Goodyear brand has powerful equity that lends itself to many product categories which fit with the company’s core values and attributes – for example, travel, leisure and recreation in addition, of course, to automotive, home and garage. Long-standing Goodyear attributes such as durability, innovation and mobility instil strong confidence at the point of purchase.”