Managing brands like the Mille Miglia has led the MAC Group to develop successful licensing projects with partners such as Hachette (History of the Race in installments and models of vintage cars) and OMP (sports clothing). Trademark licensing is developed on an ad hoc basis as part of the plan for promoting and marketing the event and products concerned, with a view to achieving mutually beneficial market-strengthening effects.
In addition to the trademark licensing experience we have acquired with our own brands, the MAC Group also offers clients the benefits of strategic consultancy for licensing and sub-licensing projects where we research the brand positioning, target market and territory of the product or service to be promoted.
The MAC Group offers support in all the following areas:
- proposing licensing and sublicensing initiatives involving our own trademarks
- identifying brands suited to our clients' products and/or services, with a compatible appeal for the target and line being promoted
- developing marketing plans for product launches, selecting appropriate licenses, and providing the client with full support including with legal aspects
Hachette
The sublicensing agreement between the organizers of the historical Mille Miglia race (MAC Group, Meet Comunicazione and Sanremo Rally) and OMP, a leader in the racing apparel and accessories sector, stipulates that the Genoa company will have the exclusive rights to manufacture a line of "Mille Miglia Special Edition" racing apparel and accessories up until 2012. The first collection, launched in 2009, combined retro colors and designs created exclusively for classic car enthusiasts with modern technologies and comfort, bringing the value of the Mille Miglia brand and the values of the OMP mission together.
