An introduction to sports licensing

1. Mridhul k m
DMS PU

2. *Sports licensing is a contractual agreement by
which a sports team or organization gives a
company a license to use its name, logo or
trademark on the company’s products.
*The company leasing the rights is known as the
licensee and the sports body is the licensor.

3. *Licensing a sports product gives your business
an opportunity to reach a market of sports fans
that could be local, national or global,
depending on the sports body
*Licensing provides an important source of
revenue for both sports bodies and licensees.

4. *Licensors select licensees that enhance the brand image of the
team or the sports organization
*Licensors aim to select reputable and reliable licensees that will
use their brand in ways that are appropriate to the sport.
*Focus on building distribution for your licensed products in major
retail chains, as well as strong e-commerce operations

5. *European soccer teams, for example, have developed
strong supporter bases in areas such as the United
States, Middle East and Asia by implementing
licensing and merchandising deals and reinforcing the
deals with regular visits during the summer when the
European soccer season has finished
*Manchester United, one of the leading English soccer
clubs, has some 56 million fans in the Middle East,
according to Global Sports Licensing.
*Deals on that scale give your business the opportunity
to build relationships with a large target market that
has a strong loyalty to the sports brand.

6. *Worldwide, retail sales of sports
based merchandise came to
$25.1billion in 2013
*Royalty income to leagues, sports
organizations and athletes of
$1000-$1200 million

7. *
*
*
*
*

8. *