Last week was off to a positive start with Smiley’s International Licensing Manager, Daniel McGeehan, presenting the Smiley Happy Sports strategy at Wembley Stadium in London.

SMMEX International (Souvenirs, memorabilia, sports merchandise, marketing) is a networking event with a full schedule of speakers, giving seminars from their unique positions within the licensing and merchandising world.

Daniel was present to talk about Smiley’s distinctive brand DNA and how it can help sports organisations innovate their customer experiences  This included insight into Smiley’s wide range of successful case studies, including marketing projects from previous World Cups, Euro and Olympics tournaments and an exclusive new promotional campaign with Vittel water.

The seminar also provided a preview of Smiley’s new Happy Sports style guides : which fuse innovative athleisure styling and function to create a collection underpinned by physical activity. 

For the event, Smiley joined a host of industry leaders from the world of football, retail, entertainment, licensing and tourism. This included key representatives from Sainsbury’s, Brentford FC, British eSports, England Netball and England Squash.

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