International Brand Licensing (IBL) has named Usher Corporation as its new licensee for the Admiral brand in Australia and New Zealand.

Under the terms of the three-year deal, Usher will use the sports brand's positioning in world cricket to re-launch and build the brand. The companies eye sales revenues of A$5m.

IBL CEO Tony Hutchinson said: "Usher has extensive experience in brand licensing and marketing, and their first-class relationships with key sports retail players will provide excellent leverage for Admiral within its territory.
"Since England's tremendous Ashes win last summer we have received a huge amount of interest in Admiral from Australia, and with the return Ashes series there this winter there will be significant opportunities to build Admiral in both the cricket and sports generic categories."

Admiral is the exclusive kit sponsor of the England and West Indies cricket teams as well as Leeds United Football Club.