London-based International Brand Licensing Plc (IBL) on Friday announced it has entered into a new agreement with Asda Stores to become its exclusive Admiral licensee for the UK mass market.

The deal will start this autumn and will see Asda develop ranges of Admiral branded apparel, footwear, luggage and equipment, which will be merchandised throughout its stores on a national level, IBL said in a statement.

Asda, owned by US retail giant Wal-Mart Stores Inc, generates more than £1 billion in annual sales from its successful George fashion label.

It will utilise its design and sourcing facilities to manage the Admiral brand development. Admiral makes a range of sportswear including the official kit of the England cricket team.

IBL chairman, Lance Yates, said: "This agreement represents a major step forward for the company in its home market.

"In addition to the incremental revenues that we will generate, it will also significantly enhance the visibility of the Admiral brand."