NCAA and Product Licensing SER Marketing

 Define the NCAA  Recognize the purpose of the NCAA  Define product licensing as it applies to SER Marketing  Identify reasons to license products  Recognize the ways that the NCAA license products Objectives

 Founded in 1906  Helps protect young people from the dangerous and exploitive athletics practices  1,281 institutions organized into 3 divisions The NCAA

 Division I Football: 2 Groups  Football Championship Subdivision (FCS)  Football Bowl Subdivision (FBS)  There are 125 members in the FBS and 124 members in the FCS The NCAA

 A business arrangement in which one company gives another company permission to manufacture its product  Licensee: the person or company who is granted the license  Licensor: the party or parties that can grant a license Product Licensing

 For the licensor:  Expand market opportunities without large investments  Increase product awareness  For the licensee  Rapid entry into a market  Using information gathered and tested by others Why License?

 The NCAA has 89 championship events  Their license agreement allows licensees to produce products leading up to and during these events  The NCAA does not manage licensing agreements for conferences or individual schools NCAA Licensing

 Adidas  EA Sports  Hasbro  Nike  Wilson Sporting Goods Current NCAA Licensees

 Basketballs, footballs, soccer balls  Mini basketball and goal set  T-shirts, headwear, outerwear, women’s apparel  Video games  NCAA March Madness and NCAA Football NCAA Products

 Individual conferences have licensing rights  Examples:  ACC  SEC  Big Ten  Big 12  Pac 10 Conferences

 Each college has control over licensing for their school Colleges

 Corporate Sponsorships and Partners  Fundraising  Student Fees  Ticket Revenue Other Revenue Streams

 Signage/Advertising  Opportunity for local businesses to reach target market  Trend towards 3 rd party  IMG College  Learfield Corporate Sponsors and Partners

 Annual Fund  $$ towards scholarship/operating budget  Make gift each year  Determines seat location/parking/hospitality  Sport Specific  $$ earmarked for specific cause  Capital Campaigns  Specific projects such as buildings or endowments Fundraising/Contributions

 Ticket Revenue  $$$ based on attendance at sporting events  Season tickets vs. single games/packages  Student Fees  Included as part of tuition  Subsidize athletic budget Ticket Revenue/Student Fees

 What does NCAA stand for?  What is the purpose of the organization?  What is product licensing?  Who are the two parties involved in product licensing?  Why would these two groups want to license? Review