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

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

3. Explain the purpose of licensing in sport/event marketing.

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

5. 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

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

7. Licensors Trademark holders Such as: Leagues Teams
College athletic departments

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

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

10. Explain the benefits and risks of licensing.

11. Benefits for Licensors
Low risk
Free advertising
Brand building

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

13. How Licensors Get Paid
Guarantees
Royalties

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

15. Benefits for Licensees
Profits
Retail opportunities
Brand building
Positive publicity

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

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

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

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

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

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

22. 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.