The full text of the article produced exclusively by Licensing Magazine – Licensingmagazine.it on September 9, 2025.
“Following its global critical and commercial success, BLUE LOCK has emerged as one of the most promising anime properties in the international licensing landscape heading into 2026.
In the competitive arena of sports-themed anime, few titles have made as bold and disruptive an impact as BLUE LOCK – a property that blends the competitive spirit of football with the storytelling codes of manga and anime. This fusion has proven a winning formula not only among fans, but also within the licensing market, which increasingly values properties capable of engaging dynamic, diverse audiences.
BLUE LOCK, written by Muneyuki Kaneshiro and illustrated by Yusuke Nomura, is one of the most successful sports manga of recent years. This manga began to be published in 2018; thanks to its unique mix of dynamic characters, including the protagonist Isagi Yōichi, an engaging plot, and captivating graphics, BLUE LOCK has already won millions of fans and had a total worldwide circulation of more than 40 million copies to date.
The anime series season 1 (24 episodes) was broadcasted worldwide
in 2022; the season 2 of 14 episodes has just started broadcasting in October 2024, in Italy by Crunchyroll. An anime film, “BLUE LOCK THE MOVIE – EPISODE NAGI” was released all over the world in 2024.
BLUE LOCK is an intense and compelling story with action, drama and sports psychology, able to create an engaging experience. The series is focused on current topics, inclusing the pressure of expectations, rivalry among teammates, personal growth, and the pursuit of excellence in one’s field. BLUE LOCK has gained increasing visibility worldwide and now has a growing fanbase.
These attributes make BLUE LOCK particularly appealing for high-impact licensing opportunities, extending well beyond the traditional anime sector.
Licensing Strategy: High-Profile Collaborations and Special Initiatives
Since 2023, BLUE LOCK has accelerated its global licensing expansion, leveraging the momentum of several key trends: the heightened global interest in Japanese football following the FIFA World Cup in Qatar, the worldwide rise of the Anime & Manga trend, and the universal appeal of sports narratives.
Kodansha, the property’s rights holder, has developed collectible manga editions and launched premium licensing programs. One standout partnership is with the Spanish fast-fashion retailer Bershka, which underscores the brand’s strong commercial potential.
Collaborations with football clubs have been equally strategic. Notably, the Inter x BLUE LOCK initiative during the Italian club’s 2023 Japan Tour featured the manga’s main characters wearing Inter’s iconic black-and-blue kit. This activation reached beyond the club’s core fanbase, amplified by a new manga-inspired kit design used in matches.
Other partnerships have included a yet-to-be-detailed collaboration with Real Madrid and a landmark agreement with CONCACAF (the Confederation of North, Central America and Caribbean Association Football), which will run through the 2026 FIFA World Cup. The CONCACAF deal includes:
- Special fan events during tournaments
- Limited-edition BLUE LOCK x CONCACAF merchandise
- Cross-platform campaigns to engage anime, manga, and football fan communities
The BLUE LOCK universe also draws from real-world football culture. Story elements echo elite training centers such as Clairefontaine in France, where youth players are pitted against each other in progressively smaller match formats. Fans and critics alike recognize character inspirations drawn from legendary players including Pelé, Cantona, Messi, Neymar, Ronaldinho, Balotelli, Bergkamp, and Mbappé. Even the protagonist Isagi has been compared to Italian striker Pippo Inzaghi by Calciomercato.com.
The Italian Market: A Growing Licensing Opportunity
In Italy, BLUE LOCK enjoys rising visibility and a steadily expanding fanbase. The manga is published by Planet Manga (Panini Comics), while streaming rights are held by Crunchyroll. Strong viewership data and consistent manga sales confirm the property’s popularity, particularly among the 14-30 demographic.
Starbright Licensing manages both the anime and manga rights for the Italian market, focusing on developing the brand across key categories such as Apparel, Accessories, Collectibles, and cross-sector brand collaborations.
Recent agreements include a capsule collection with OVS Group and an upcoming sneaker line in partnership with an Italian footwear brand. With the universal appeal of football, BLUE LOCK is also attracting interest from clubs and sports federations, a trend likely to intensify as the 2026 FIFA World Cup approaches.
As the countdown to 2026 continues, one question lingers – will Japan, through the rigorous BLUE LOCK program, truly deliver the perfect striker?
