Licensing & Merchandising. Objectives  Discuss product licensing and the advantages for both the sports organization and the licensee  Explain the importance.

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Presentation transcript:

Licensing & Merchandising

Objectives  Discuss product licensing and the advantages for both the sports organization and the licensee  Explain the importance of sports sponsorships and endorsements  Discuss how companies choose sports endorsers for their products.

What is Licensing Licensing: An agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee. Licensor: the company or individual granting the license for a fee in this legally binding contract Licensee: The company or individual paying for the rights to use the licensor’s name or property.

Licensing Any time you see a sports figure or team’s logo on merchandise, You know that company is paying a fee to that sports figure or team.

Advantages of Licensing Agreements Reinforce Image Mutual Advantages Brand Awareness Revenue Profit Build Team Spirit Brand Awareness Revenue Publicity

Types of Licensing Agreements 1.Sponsorships 2.Endorsements

Sponsorships Sponsorships are the promotional vehicle that financially support sporting events. Sponsors help pay the costs and expenses of running the league

Sponsorship Advantages Advantages Product Exposure Product Exposure Free Publicity Free Publicity Licensing Rights Licensing Rights Stadium Promotions Stadium Promotions Product Sampling Product Sampling Signage Signage Product Sales Product Sales Hospitality Opportunities Athlete Receptions Free Tickets On-Site Merchandising Sponsorships work when a products target audience match the audience of the event being sponsored

Types of Sponsorships  Signage  Premium Sponsors Entitlements (one major sponsor) Entitlements (one major sponsor) Product Exclusivity Product Exclusivity

Endorsements Endorsement: A statement of approval of a product, service, or idea made by an individual or organization speaking on behalf of the advertiser. Usually involve a celebrity or public figure to promote a companies products.

Who should endorse your product?  Someone Successful  Demographic Match  Image