IMG Licensing provides the expertise, contacts and range of specialised services to help clients capitalise on the commercial potential of a name or image.
As the largest independent personality, trademark and event licensing company in the world, IMG Licensing oversees contract negotiations, contract compliance and royalty maintenance for sports personalities, events and federations, as well as corporate trademarks and icons, fashion (brands, designers and models), and entertainment and cultural events. Properties and brands as diverse as Wimbledon, the British Open, Oxford University, Major League Baseball, Rugby World Cup, U.S. Open (Golf) and Playboy in Japan, the Chinese Football Association, The South African Sport Commission, the Sydney Opera House and Microsoft have all relied on IMG for licensing expertise.
The SASC Licensing Programme
With the change in 1994 came the introduction of King Protea as the national sporting emblem of South Africa.
The then National Sports Council and IMG formed a partnership in 1995 and set up the programme which today is know as the SASC Licensing and Merchandising Programme.
It was agreed that all sporting federations were to fall under this programme and proceeds from the programme would be ploughed back into development.
The Programme allows selected licensees to produce and sell merchandise bearing the logos of the SASC, in return for a royalty fee.
The King Protea
The King Protea represents the highest achievement in South African Sport. For any athlete it stands for aspiration, drive, determination and reaching your ultimate goal – success and national representation.
Not only should the King Protea instil these feelings in athletes but it should also generate similar nostalgia/ patriotism for every South African, thus making it the perfect emblem to market to our sport-crazed nation.
The SASC are the Custodians of the following marks:
The SASC Licensing Programme’s Visions and Aims
The broad vision and aim of the Protea licensing an merchandising programme is twofold:
To create an awareness and firmly entrench the Protea as the overriding emblem of sport in South Africa.
To piggy-back the escalating popularity of the emblem with a co-ordinated, structured commercial programme that will create a continuous income stream for the SASC.
In order to reach these goals, IMG set out the following objectives:
The education of the market and public on the ownership and the value of the Protea.
The recruitment of a family of licensees who will do the emblem and SASC proud in the manufacturing of their products, the provision of their services and fulfilment of their business dealing.
The structured granting of licensees so that the market is not flooded or over saturated.
Instructing Licensees on the correct reproduction of the Protea and SA Cricket and Springbok Logo
The adequate protection of the Protea, the SASC and its licensees from all illegitimate operators, through to a copyright and trademark protection policy overseen by a reputable legal firm.
The creation of “stamp authenticity” to be granted to all licensees for placement on products to identify the merchandise as official.
The timeous and accurate collection of all royalty payments
The fostering of goodwill between the SASC and its codes in all licensing related matters.
The monitoring of the market and subsequent adaptation of the emblem to meet the market’s needs.
IMG’s close working with all SASC partners, departments and regions in achieving goals and objectives.
Aero Club of South Africa
All Africa Games *
South African Anglers & Casting Confederation
Badminton South Africa
Basketball South Africa
Bowls South Africa
Canoeing South Africa
Chess South Africa
Commonwealth Games Association *
Council of Archery Sport
Darts South Africa
Disability Sport South Africa *
Endurance Ride Association of South Africa
Rowing South Africa
Equestrian Association of South Africa
Judo South Africa
Jukskei South Africa
Karate Association of SA
Keep Fit International Foundation
Kennel Union of South Africa
MACCABI South Africa *
Martial Arts Authority of South Africa
Motorsport South Africa
National Olympic Committee of South Africa *
Netball South Africa
Pool South Africa
Professional Golfers Association of SA
South African Federation BOCCE
South African Figure Skating Association
SA Aerobics and Fitness Federation
SA National Boxing Control Commission
SA National Equestrian Federation
SA Sheepshearing Federation.SA Wrestling Federation
Snooker and Billiards South Africa
Snow Sports South Africa
Softball South Africa
South African Bridge Federation
South African Amateur Fencing Association
South African Baseball Union
South African Bodyboarding Association
South African Bodybuilding Board (SABB)
South African Cycling Federation
South African Drum Majorette
South African Power Boat Association
South African Football Association
South African Golf Association
South African Ladies' Golf Union
South African Lifesaving
South African Masters Sports Association *
South African Modern Biathlon Association
South African Modern Pentathlon Association
South African National DanceSport Council
South African National Scrabble Players Association
South African Model Power Boat
South African Orienteering Federation
South African Polo Association
South African Pony Club .South African Tennis Association
South African Touch Association
Action Korfball South Africa
South African Powerlifting Federation
South African Radio Drivers Association Association
South African Roller Hockey Federation
Roller Sport South Africa
South African Rugby Football Union
South African Sailing.
South African Schwinger Federation
South African Shooting Sport Federation
South African Sport Hunting Federation
South African Student Sports Union (SASSU) *
South African Table Tennis Board
South African Taekwondo Federation
South African Tenniquoits Board
South African Tug-of War Federation
South African Underwater Union
South African Wargames Union
South African Water Ski Federation
South African Waveski Association
South African Weightlifting Federation
Squash South Africa
Surfing South Africa
Swimming South Africa.Tenpin Bowling Association of South Africa
The SA National Amateur Boxing Organisation
The Sports Trust
Transplant Games Association of SA (TGSA) *
Triathlon South Africa
United Cricket Board of South Africa
United School Sports Association of South Africa *
Volleyball South Africa
LICENSEE PRODUCT CATEGORY
1) BUYING SERVICES Ceramics
2) COLLIS LICENSING Lapel Pins and Button Badges
3) CRAVATEUR Ties and Scarves
4) DESIGN STATION Stickers and Temporary Tattoos
5) ELZET Woolworths Apparel (Supporter Wear)
6) HEADMASTERS Headwear
7) HEADBANDS AND THINGS Headbands
8) MARCONI COMMUNICATION Telephones (December 2002)
9) MUSGRAVE AGENCIES Supporter Apparel
10) PROMOGEAR Headwear, Flags
11) ROMA MANUFACTURING Ties
12) SNUGGLERS Woolworths Children’s Apparel
Licensees of the SASC
The SASC Licensing Programme Benefiting All
The success of the SASC Licensing Programme is the National Federations gain especially the smaller ones. The SASC assistance is administrative, thus allowing the Federations to utilise their government funding effectively and efficiently.
The use of the Protea, which has in the past been spierheaded by the bigger federations such as Rugby, Cricket and Soccer has helped solidify the the identity of South Africa in the international arena and bring South Africa together under one emblem.
The Federations are encouraged to utilise the licensees of the SASC Licensing programme to manufacture their products when the need arises, in doing so the Federations are given preferential rates.