Following careful consideration of the continuing geopolitical tensions affecting the Middle East region, the organizers of the Athens Licensing Expo decided to postpone the physical edition of the event originally scheduled for Autumn 2026.

    While this decision was not taken lightly, the overwhelming interest generated across South-East Europe (SEE), the Middle East & North Africa (MENA), and beyond clearly demonstrated one thing:  The sports licensing, merchandising and sponsoring industries across these regions are actively seeking ways to meet, connect, collaborate and grow. For this reason, we are happy to announce the launch of a Virtual Sports Merchandise, Licensing & Sponsoring Expo, a fully immersive B2B exhibition experience in collaboration with key Licensing stakeholders

    Program and details will be announced/sent in the course of the next weeks

    ABOUT

    What is Licensing and why Licensing

    Licensing is a commercial partnership that allows a business to use a well-known brand on its products, with the brand owner’s permission.

    • combines strong, recognizable brands with products consumers already want
    • helps increase appeal, boost sales and create additional revenue streams.

    A global industry of over $300 billion, connecting some of the world’s most loved brands with fans and consumers through official, innovative and trusted products.

    Sports licensing is the process of allowing a brand, team, league, federation or athlete to grant permission to a partner to create and sell official products using its name, logo, image or intellectual property.
    For teams, leagues and rights holders, it creates new revenue streams by transforming brand assets into official products. For licensees and manufacturers, it offers access to trusted brands that immediately attract fans and drive sales.

    READ MORE

    Why Exhibit

    For two days, Athens becomes the meeting point for decision-makers, creators, and professionals shaping the future of sports licensing, merchandising and fan engagement across South-East Europe and the MENA region. Whether you represent a brand, create products, manage IP, sell through retail or digital channels, or work in sports marketing — this is where ideas turn into partnerships and opportunities into real projects.
    1.

    for Teams / Leagues / Federations

    A unique opportunity to showcase your available assets to suppliers/manufacturers and current or potential Sponsors.
    Interact with the commercial ecosystem of Sports.
    Have direct access with Sport business partners in a direct, money saving and transparent way.

    2.

    for Suppliers / Manufacturers

    Display your product or service to top sports brands and retailers from across the SEE/MENA Region.
    Develop your your sales and build up your license portfolio?
    Be extrovert and identify cross country Sponsoring or business opportunities through the most effective ecosystem of Sports.
    Hold B2b meetings from across the SEE Region.

    3.

    for Institutional Sport Sponsors

    A strategic opportunity to engage directly with the sports business ecosystem, explore brand alignment and sponsorship opportunities, and identify official licensing and activation partnerships that deliver long-term visibility and measurable value across the SEE and MENA regions.

    4.

    for All Exhibitors (including Licensing Agencies and other Sports ecosystem partners)

    With Sports rapid development in the SEE/MENA Regions this expo is a great opportunity to showcase, make your mark in the territory, get to know people.
    • 1st come 1st served allocation of stands (due to limited space availability)
    • Ρepresentations from all sectors of the Sports Licensing and Μerchandising ecosystem
    • Priority list for space allocation will be kept
    • Exhibitors of 2026 will have a priority over next Expos exhibitor requests.

    Sponsoring

    Available Sponsoring packages will be presented to interested parties

    Get more sponsorship info

    Sponsorship Inquiry

    Learn more about becoming a sponsor by completing the form below
    Name
    Please add your phone number including your country code (ex. 0030 69XX XXX XXX)
    (required)

    WHO WILL VISIT

    Visitors and invited guests include decision-makers, executives and future professionals actively involved in creating, managing, licensing and selling sports-related products and experiences from Greece and across the SEE/MENA Region

    Also Fans will find the opportunity to see Teams shop merchandise and purchase select collectibles

    Find Out More

    VISITING ATHENS LICENCING EXPO

    All the information here

    EXHIBITION ADDRESS

    Technopolis City of Athens (Machine-works section)

    Pireos 100 | Athens, 118 54

    EXHIBITION HOURS

    NEW DATES TO BE ANNOUNCED

    CONTACT ATHENS LICENCING EXPO

    +30 210 52 35 269
    +30 693 823 3299

    EMAIL ADDRESS

    support@athenslicencingexpo.com