1. Sports and Entertainment Marketing
Licensing
Sports and Entertainment Marketing

2. What is licensing?
A legal agreement that allows a company the right to use another’s brand name, patent, or other intellectual property for a royalty fee

3. Why is Licensing Important
Licensing generates income for sports organizations and entertainment events
Offers companies additional access to their target markets

4. Licensing is NOT: Branding: Sponsorship: Endorsement:
Branded items do not use another company’s trademark
Sponsorship:
When a company pays to affiliate itself with a team or event
Endorsement:
A company pays an athlete or team to promote its products by wearing or using them

5. Licensors
Licensor: the company that holds the rights to trademarked property
Examples:
The NFL
Virginia Tech
Pittsburgh Penguins

6. Licensors Types of SEM Licensors: Sports Leagues Individual Teams
Individual Athletes
Entertainment Companies
Individual Entertainers

7. Licensees
Licensees: The company that wants to manufacture and sell products using trademarked property
Examples:
Clothing (Reebok, Nike)
Video Games (EA Sports, 2K)

8. Who is the Licensor? Licensee?
Licensor: Minnesota Twins
Licensee: Watch Manufacturer

9. Who is the Licensor? Licensee?
Licensor: NBA
Kobe Bryant
Licensee: 2K Sports

10. Who is the Licensor? Licensee?
Licensor: Kentucky Wildcats
Licensee: Nike
Nike is licensed (given permission to sell”) items containing the Kentucky logo.

11. Licensed Products Example ANYTHING can be licensed
Key chains, banners, furniture, jewelry
Clothing = 60% of all licensed sport merchandise sales
T-Shirts are the most popular item of all

12. How Do Licensors Get Paid?
Guarantees:
The fee a licensee pays up front to use the trademarked property
Based on Expected Sales
Royalties
Percentage of the actual sales

13. Licensor Advantages Disadvantages
Increased profits with little extra work
Low Risk
Free advertising
Build brand awareness
Loss of control over marketing process
Inability to:
guarantee quality
control prices
control where merchandise is sold

14. Protecting Property Trademark
Without a trademark, anyone could use your logo and profit from it
With a trademark, they are charged to use your logo

15. Protecting Property Trade Dress
Refers to visual characteristics of a product or its packaging
Includes
Color schemes
Textures
Design, shape and placement of words, graphics and decoration

16. Trademark Infringement
The reproduction, copying, or counterfeiting of a registered mark
There is up to $1 Billion worth of counterfeit products each year

17. Class Activity Class Activity
Students are to complete the Harry Potter Licensing Activity