LIM, is a joint venture between Velocity Brand Management (VBM) and Sports & Entertainment Limited (SEL). The JV manages all ICC's licensing and merchandising needs, including those related to ICC events.

LIM has an impressive track record of providing high quality merchandise at such events as the ICC Cricket World Cup 2007 in the West Indies, the ICC World Twenty20 2009 in England, ICC Champions Trophy 2009 in South Africa, ICC Women's World Cup 2009 in Australia, ICC U19 Cricket World Cup 2010 in New Zealand and the ICC Johnnie Walker Super Series 2005 in Australia.

LIM also currently has licensing and merchandising partnerships with other sports bodies such as Cricket Australia, England and Wales Cricket Board, Rugby World Cup 2011, Australian Rugby Union, National Rugby League, the New Zealand All Blacks, Football Federation of Australia, V8 Supercars (Australia) and the Sydney Opera House.

LIM is the worldwide exclusive agent for the ICC with respect to all of its events and brands for the period up until the ICC Cricket World Cup 2015. It oversees the production of a formal range of products including supporter apparel and headwear, web-store, venue concessionaire, memorabilia, equipment, giftware and hardgoods.

Brand Integrity International