MLG Inks Licensing Deal With Lids For Exclusive Line Of Hats

By Eric Fisher, Staff Writer, SportsBusiness Journal

MLG Co-Founder Says Licensing Deal With Lids "A Major Step For Us"

Major League Gaming has struck a licensing deal with national retailer Lids to distribute an exclusive line of hats bearing the name and logo of the competitive video gaming league. The deal represents the first non-endemic licensing deal for MLG after prior agreements to produce high-end headphones and glasses designed specifically for gaming, though the league early this year did work with Dr Pepper to feature gaming star Tom "T-Squared" Taylor on 175 million soft drink bottles. MLG also sells its own line of T-shirts and other gear at its gaming events and through its Web site. The new line of hats to be sold at Lids stores will be targeted primarily for the holiday shopping season. "This is a major step for us, and also a sign that the world at large is embracing what MLG means among a very substantial youth market," said MLG co-Founder & Chair Mike Sepso. "Having our brand out there with the other major (stick-and-ball) leagues, we hope, is a jumping off point to creating more lines of apparel and licensed merchandise."