MV Agusta appoints IMG as exclusive worldwide licensing representative

Michelle Liew

September 9, 2020

The agreement between IMG and MV Agusta will expand its presence globally through a new range of consumer products.

MV Agusta signs IMG as exclusive licensing | Photo credits: Roadracing World

MV Agusta has recently made an announcement of its latest appointment of IMG as its exclusive worldwide licensing representative.

The new multi-year partnership states that IMG will work with MV Agusta to build a licensing programme that centres upon brand extensions and lifestyle products that would reflect the company’s commitment to the results. This includes quality in its performance and products, innovation and consumer engagement within local communities.

“IMG is the best possible partner for what we have in store for our fans around the world,” says Timur Sardarov, CEO MV Agusta Motor S.p.A. “This strategic partnership accelerates the execution of our five-year expansion plan. MV Agusta has tremendous brand equity. It’s a truly beloved brand and an icon of design and technology in the motorcycling world. Working with IMG, the most authoritative and experienced specialist in the field will help take MV Agusta to the next level as a lifestyle brand with a series of thoughtful, high-profile merchandising initiatives.”

According to Marcelo Cordeiro, Associate Vice President of Licensing, IMG, the partnership is a key feature in expanding Mv Agusta’s horizons. “MV Agusta is an iconic Italian brand. It has a passionate consumer base who revere the brand for both its performance and design attributes. Amongst true motorcycle fans, its bikes are considered to be nothing less than motorcycle art. We intend to deploy IMG’s global reach and specialised licensing expertise in the automotive space. This is to extend the brand into a range of consumer products through selective brand partnerships and collaborations.”