List of NASCAR Licensees

Greeting folks!

This note is written by Scott Sillcox in fall 2023 in response to a lot of readers asking me two questions:

A. You wrote and posted many of your blog postings several years ago, is the info still relevant today? Short answer - absolutely! The basics of sports licensing change very little over the years, so I strongly suggest that if you are trying to learn about sports licensing, read away! I have also tried to update certain areas where there have been significant changes, so I feel comfortable in telling you that this information is still highly relevant.

B. You mention that you are a consultant and might be able to help me, do you still do consulting? Short answer - absolutely. I work in the licensing field virtually every day of my life, so if you have questions or would like my help, contact me! The two primary ways I work are hourly telephone consulting ($175US/hour) and face-to-face meetings where I come right to your office for a full day ($1500US/day + $650 travel expenses).

Many thanks and happy reading -
Scott Sillcox

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Have you tried finding a list of NASCAR licensees on the net? It is certanly an exercise in frustration - until now!

In early 2012 we launched a brand new, searchable Online Directory of North American Licensed Sports Products Companies - it’s called LicensedSports.net and it can be found at that same address and costs just $59 to use for three months. This is a highly searchable directory of licensed sports products companies in North America, companies that have been licensed by various sports leagues (NFL, MLB, NBA, NHL, NCAA, MLS, NASCAR, NFLPA, MLBPA, NHLPA and others). There is nothing on the internet that comes close to this resource. I update the database weekly, sometimes daily. So please take advantage of this resource and "Search Away". If you're not sure if this database would be worth the investment, check out this 3 minute video that gives you a sense of what to expect.

Let me point out two especially useful features of the Online Directory:

1. The dynamic view of each company’s website – when you look at a company’s record, there is a live screen with their website right there on your screen.

2. We have tried our best to show one or more key contacts at each company, and wherever possible we have included email addresses, phone #’s, fax #’s and even Linkedin url’s.

This is intended to be a reasonably comprehensive and up-to-date listing of licensed sports products companies, but please understand no list is completely comprehensive or entirely accurate – we strive to do our best and over time this list will become even better. And remember, because this is a live, online directory, it will be constantly changing. I will be adding licensees as I learn about them, and deleting those who exit the licensed sports products business as well. If you have any comments or suggestions (and especially additions!), please email me at: ssillcox@rogers.com

With respect to NASCAR, I have read in a number of places that in its heydey of the late 1990's and very early 2000's, NASCAR had as many as 200+ licensees. I don't know it that is true or not, but to the best of my ability to determine, it appears that the current number is somewhat south of 100 - still an impressive number of licensees and enough to offer a wide variety of products to consumers, but perhaps not what it once was. If someone out there has a more comprehensive list than the one I have presented here, please share it with me and I will in turn share it via the online directory!

So while I encourage you to visit the actual website/online directory to get up-to-date (and far more detailed) information, here is a snapshot of NASCAR licensees in the online database as of March 2012.

List of NASCAR Licensees
Company Name
1 A.D. Sutton & Sons
2 B.S.I. Products Inc.
3 Best of Times LLC
4 Blakeway Worldwide Panoramas
5 The Bradford Exchange Ltd.
6 Brite Lite Logos
7 Car Trax
8 Centon Electronics
9 Chase Authentics
10 Checkered Flag Sports
11 Creative Innovisions
12 Dayna Designs
13 Deco Pac
14 Dreamseats LLC
15 Everlasting Images Inc.
16 Forty Seven Brand / Twins í47 Headwear/ Banner í47 Apparel
17 Game Time Watch / Game Time LLC
18 Gift Creations
19 Hood EZ
20 Hunter Canada
21 Hunter Manufacturing
22 Jarden Sports Licensing- LP
23 Jebco Products / Jebco Clocks
24 JH Design Group / Jeff Hamilton
25 Keg-a-que
26 Kids Embrace / JR Motorsports
27 K'NEX Industries
28 Knights Apparel- Inc.
29 Lionel NASCAR Collectibles
30 Logoart - A Division Of Herff Jones- Inc.
31 Main Event Apparel
32 McArthur Towel and Sports- a Wincraft Company
33 MDI Entertainment- a Scientific Games Company
34 Mounted Memories
35 NorthPole LLC
36 The Northwest Company LLC
37 Olivet International Inc.
38 Over The Wall NASCAR Collection
39 Paramount Apparel International / PAi
40 Power Decal- a division of Axiz Group
41 R and R Imports Inc.
42 Race Plates
43 Racing Reflections
44 Reebok - Outerstuff- a division of adidas
45 Rico Industries / Tag Express
46 Rightway- a division of Noetic
47 Sara Lynn Togs / College Concepts / Concepts Sport
48 Skinit Inc.
49 Sparta Pewter
50 Spin Master Ltd.
51 Sports Coverage
52 Susquehanna Glass
53 Team Collection
54 Tervis Tumbler
55 The Thomas Kinkade Company
56 Sam Bass Gallery
57 Time Factory
58 To The Game LLC / Realtree Outfitters
59 Total Resources International / TRI
60 Toy Factory LLC
61 Trend Lab
62 Triumph Books
63 Turn 2 ExtenZe
64 UPI Marketing Inc. / Team Keys
65 Wave 7 Technologies Corporation
66 Whitman Publishing / Dalmatian Press / Intervisual
67 Wincraft Inc.
68 Zeikos Inc. / iHip

I have also attached a jpg of the same list showing the City, State/Province and Country of each of these NASCAR licensees. But once again, remember that if you go online to the searchable directory, you will get complete information including address and website, as well as contact information including phone, fax, email and in some cases Linkedin info.

At some point you might ask yourself, why would Scott Sillcox spend so much time and effort to create this Online Directory of 2500+ licensed sports product companies in North America?

The answer is simple. I have a fair amount of knowledge about the licensed sports products business, knowledge that seems to be in scarce supply, especially on the internet. After spending 15+ years in the licensed sports products business, I accumulated a wealth of knowledge that I am happy to share. This blog and the Online Directory are designed to share that information and are my way of giving back and helping people interested in the world of licensed sports products.

This blog and Online Directory are also my way of letting people know that I am a licensed sports products consultant. I am available to consult with existing and potential licensees and my goal is simple, to help you make money by being a better licensee and/or save money by avoiding licensing pitfalls. If you would like to learn more, please contact me: ssillcox@rogers.com or by cell 416-315-4736. I am here to help and I am a good listener! And if you are someone interested in becoming a sports product licensee and haven't yet read my 12 Part Blog called "An Insider’s Guide to the World of Licensed Sports Products in 12 Parts: Practical Lessons from the Trenches", I encourage you to read it - you can find it in the blog listing to the right of this posting. The introductory blog can be found here.

But most importantly, check out the brand new, searchable Online Directory of North American Licensed Sports Products Companies at LicensedSports.net - it's just $59 to use for three months. And I update the database weekly, sometimes daily.

Thanks and Search Away!
Scott