MUMBAI: Muhammad Ali Enterprises LLC (MAE), which controls all licensing rights for the legendary boxer, has selected IMG Licensing, a division of global sports, fashion and media company, IMG Worldwide, for consumer products licensing.

The 1960 Olympic Gold Medallist and three-time world champion boxer dominated the sport over two decades and had instantly classic bouts such as "Thrilla in Manila" and "Rumble in the Jungle."

Retired from boxing for decades, Ali has transcended sports and has become an iconic humanitarian figure. His international goodwill missions and fundraising have delivered food and medical supplies to tens of millions of people -- especially children -- making him one of the most recognised and respected persons around the world.

Under the multi-year agreement, IMG Licensing will act exclusively as representation for the brand in Europe and Asia. This new agreement will see IMG combine its extensive knowledge of the boxer‘s life with its global capabilities in product licensing, providing opportunities to extend the brand to new consumer touch points.

IMG Licensing will seek opportunities in both traditional sports licensing categories including memorabilia and apparel, as well as new business areas that capture and leverage the showman and essence of Muhammad Ali.

Muhammad Ali Enterprises VP of worldwide licensing Kelly C. Hill said, "IMG is clearly the leader in sports licensing of all kinds, but what attracted us most is their proven track record in developing new and innovative licensing concepts that leverage the characteristics of brands and iconic personalities outside of the natural core competency."

IMG Licensing executive VP, global MD Bruno Maglione said, "Ali is simply the greatest boxer ever and IMG Licensing is honoured to be entering into this partnership with Muhammad Ali Enterprises. Ali‘s inspiring personal journey, his achievements both in and out of the ring and his devotion to humanitarian efforts are all material for branded concepts and product ideas that can generate interest from Ali fans old and new."