Champion Products Europe has signed a 10-year exclusive distribution and licensing deal with Unlimited Sports Group (USG) for the Champion brand in the Benelux countries. The deal with this large Dutch-based company starts next Jan. 1 and runs through December 2020. The contract has some similarities with the one that Champion has with JJB Sports for the U.K. market insofar as USG owns and manages three important Dutch sporting goods retailers - Aktiesport, Perry Sport and Time Out Sport - along with the Belgian retailer Primo, for a total of 282 stores. The difference is that USG will also sell Champion products to other Benelux retailers as this group is also a distributor or licensees for brands such as Admiral, Diadora, Ellesse Helly Hansen, Le Coq Sportif, Maui & Sons and Under Armour. Champion Europe will keep an office and distribution center in Gent, Belgium, to service USG. The office was running a network of agents in the Benelux. It will continue to service retailers in France and Germany through its own sales employees.

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