Tom Brady partners with Fanatics and IMG to grow TB12

At 43, Tom Brady remains one of the most popular players in the league—the six-time Super Bowl champion is the top selling player for all NFL merchandise since the start of the current season. Outside of merchandise sales, his TB12 brand he hopes will further propel his business presence and it recently announced a licensing and brand collaboration deal with IMG that will help grow TB12, the lifestyle brand Brady launched with business partner Alex Guerrero. The second deal will give Fanatics exclusive rights to sell his autographs, collectibles and memorabilia.

Under the IMG deal, the global sports and talent management company will help Brady grow TB12’s presence in retail and ecommerce. That includes a focus on the digital and experiential channels that may bring TB12 to more people. TB12 is currently combining virtual and in-person training at its performance centers in Boston, Foxboro and Tampa. The company aims to help clients prevent injuries, recover from injuries and perform at their peak by focusing on hydration, nutrition, functional strength, conditioning and more. Brady, who has written a book on his training philosophies, has a strict diet of avoiding sugars, some fats and certain vegetables. The quarterback is also unconventional with weight training, preferring resistance bands over weights.

The Fanatics deal will create an expanded collection of Brady memorabilia associated with the Buccaneers, the team Brady joined last offseason after 20 years and six Super Bowl titles with the New England Patriots. It will also bolster Fanatics Authentic, the rapidly-growing memorabilia arm of Fanatics. The world’s largest online seller of licensed sports apparel, the company has broadened its reach into memorabilia in recent years. Its exclusive Fanatics Authentic athletes include Zion Williamson, Joe Burrow, and Aaron Judge.