Licensing in Sport/Event Marketing Product/Service Management

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Presentation transcript:

Licensing in Sport/Event Marketing Product/Service Management Sign Here: Licensing for Profit Licensing in Sport/Event Marketing Product/Service Management LAP 12

Objectives Explain the purpose of licensing in sport/event marketing. A Explain the benefits and risks of licensing. B

Explain the purpose of licensing in sport/event marketing.

Licensed products— around you every day! Licensing—crucial part of sport marketing

What Is Licensing? Using another company’s trademark to manufacture and sell products Paying the trademark owner an initial fee plus a percentage of profits

What Licensing Isn’t Kool Cola Branding Sponsorship Endorsement The gold medalist of colas! Jamal Williams Olympic gold medalist

Licensors Trademark holders Such as: Leagues Teams College athletic departments

Licensors Trademark holders Such as: Players’ unions Individual athletes Television enterprises

Licensees Companies who want to use the trademarks Wide variety—clothing, video-game, home-goods manufacturers, etc. Most popular licensed item— T-shirts!

Explain the benefits and risks of licensing.

Benefits for Licensors Low risk Free advertising Brand building

Benefits for Licensors Making it real for fans Market expansion Control over trademarks

How Licensors Get Paid Guarantees Royalties

Risks for Licensors Loss of control over marketing Loss of control over reputation

Benefits for Licensees Profits Retail opportunities Brand building Positive publicity

Risks for Licensees Financial risk Nature of fashion trends On-field success of teams and athletes

Licensing Around the World Sports—universal appeal Licensors and licensees are entering the global marketplace.

Licensed products around you: Licensors? Licensees? Benefits? Risks?

Some licensees use foreign labor. Are licensors responsible for how licensees treat workers?

Acknowledgments Original Developers: Christopher C. Burke, Sarah Bartlett Borich, MBAResearch Version 2.0 Copyright © 2013 MBA Research and Curriculum Center

Digital-based photography sources: ThinkStock Photos Various images used in this presentation are ©2011 ThinkStock Photos. All rights reserved www.ThinkStockPhotos.com

Copyright: All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.