The Badge Company BV
When it became clear that the development of "licensed merchandising" became a major part of the Badge business, it was decided to create a new company, which would be responsible for this growing business. The Badge Company BV with divisions as Pro Badge (Business 2 Retail), Badge Direct (Business 2 Consumers) and Badge Concepts (Business 2 Business), was formed in the years following 1980.

"Merchandising" became a new word in European dictionaries after the introduction by Pro Badge of American Sport Merchandising in the eighties. Followed by football clubs in Europe who started to offer (partly Badge) products with their own club images as logos. Today "merchandising" has become a major business all over Europe, not only for sport but also for event, music, film, TV, and character properties