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Licensing and Merchandising
• Licensing: is an agreement that gives a company the
right to use another’s brand name, paten...
Licensed Products
• A company may pay a fee to use a league’s, team’s or
individual’s name, image or logo on a product or ...
The Products
• Licensing agreements can apply to just about any
product

• The licensor must be careful to select products...
Merchandising Licensed Goods
• In the past most licensed merchandise could
be purchased only at the event venue

• Today l...
Sponsorships and Endorsements
• Two forms of licensing are sponsorships and
endorsements

• Sponsorships: the promotional ...
Importance of Sponsorships
• Sports organizations need the money generated from
corporate sponsors to help pay their costs...
Types of Sponsorships
• Sponsorships can be flexible
• A company can sponsor a team for a length of time or just
sponsor a...
Types of Sponsorships
• Signage: Sponsors can buy signage at a stadium
• Names may appear on scoreboard, floorboards, raft...
Premium Sponsors
• Entitlements: occurs when there is one major
sponsor for an event
• NASCAR signed a 10 year contract wi...
Premium Sponsors
• Product Exclusivity: only one product in a product
category is granted sponsorship
• Coke is official d...
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Lesson 6 - power point presentation 3

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Transcript of "Lesson 6 - power point presentation 3"

  1. 1. Licensing and Merchandising • Licensing: is an agreement that gives a company the right to use another’s brand name, patent or intellectual property for a royalty or fee • Licensor: the company or individual granting the license for a fee • Licensee: the company or individual paying for the rights to use the licensor’s name or property
  2. 2. Licensed Products • A company may pay a fee to use a league’s, team’s or individual’s name, image or logo on a product or on the products packaging. • Example: NFL grants product licenses to companies that want to use the NFL logo on any products they sell
  3. 3. The Products • Licensing agreements can apply to just about any product • The licensor must be careful to select products that reflect the image its brand name has in the public eye
  4. 4. Merchandising Licensed Goods • In the past most licensed merchandise could be purchased only at the event venue • Today licensed merchandise is made available through many channels of distribution • You can purchase licensed goods in department stores, chain stores, league sponsored retail outlets, and through the Internet
  5. 5. Sponsorships and Endorsements • Two forms of licensing are sponsorships and endorsements • Sponsorships: the promotional vehicles that financially support sports events • All of the major sports organizations use sponsorships to help finance their operations
  6. 6. Importance of Sponsorships • Sports organizations need the money generated from corporate sponsors to help pay their costs and expenses • Players salaries, prizes, bills etc.
  7. 7. Types of Sponsorships • Sponsorships can be flexible • A company can sponsor a team for a length of time or just sponsor an event
  8. 8. Types of Sponsorships • Signage: Sponsors can buy signage at a stadium • Names may appear on scoreboard, floorboards, rafters, and electronic screens
  9. 9. Premium Sponsors • Entitlements: occurs when there is one major sponsor for an event • NASCAR signed a 10 year contract with Nextel to be its sponsor • Facility Entitlements: where a company purchases the promotional rights to an entire stadium • Heinz Field
  10. 10. Premium Sponsors • Product Exclusivity: only one product in a product category is granted sponsorship • Coke is official drink of Olympic Games
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