1. Branding & Licensing

2. Branding
When a brand name or trade name is registered, it also becomes a trademark
brand a name, word or words, symbol, or design that identifies an organization and its products
trademark a device that legally identifies ownership of a registered brand or trade name
brand name a word or words, letters, or numbers representing a brand that can be spoken

3. Developing Brand Names
For a brand to be successful, it should:
Offer a benefit.
Be simple.
Be different and positive.
Reflect an image.
Be previously unregistered.

4. Licensing
licensing an agreement which gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee
Sports teams and athletes may have licensing agreements with product manufacturers.

5. Sponsorships
Sponsorships are the promotional vehicles that financially support sports events.
Types of sponsorships include:
Signage
Entitlements
Facility entitlements
Product exclusivity

6. Endorsements
An endorsement is a statement of approval of a product, service, or idea made by an individual or organization speaking on behalf of the advertiser.
Some important considerations are:
Association
Demographic match
Successful careers
Image

7. Benefits of Licensing Sports Organizations Reinforce image
Build Team Spirit
Companies
Profit
Build presence through merchandise
Reach a new audience
Mutual Advantages
Publicity
Revenue
Brand Awareness