1. LIVESTRONG
Brand Licensing Guidelines
Thank
you
for
your
interest
in
exploring
a
brand
licensing
relationship
with
LIVESTRONG.
Before
submitting
a
proposal,
please
read
the
following
information
carefully
to
help
determine
if
a
partnership
with
LIVESTRONG
is
right
for
your
company.
These
guidelines
were
created
to
help
ensure
that
our
corporate
partners
and
our
supporters
feel
proud
of
the
promotions
that
support
our
mission.
Through
Brand
Licensing
Agreements,
the
Lance
Armstrong
Foundation
provides
specific
licensing
terms
for
the
use
of
the
brand
(LIVESTRONG
marks,
black/yellow
color
scheme,
trade
dress,
etc.)
for
use
on
a
product
or
service
sold
or
marketed
commercially.
A
Brand
Licensing
Agreement
may
include
rights
to
Lance
Armstrong
as
well,
as
a
spokesman
or
endorser
of
the
product
or
service.
Any
agreement
to
include
Lance
Armstrong
must
be
made
separately
and
not
as
part
of
an
LAF
agreement.
Any
Product
or
service
included
in
a
Brand
Licensing
Agreement
should
embody
or
promote
the
five
(5)
key
pillars
of
the
LIVESTRONG
brand:
-­‐ Activism
-­‐ Hope
&
Inspiration
-­‐ Empowerment
-­‐ Health
&
Wellness
(KEY
FOCUS)
-­‐ Passion
&
Excellence
Minimum
Criteria
for
Licensing
Partnership
-­‐ Annual
guarantee
against
royalties,
minimum
$2M/year
(depending
on
category,
volume,
product
margin,
could
be
higher)
-­‐ Minimum
royalty:
5%
of
gross
sales
(depending
on
category,
volume,
margin)
-­‐ Category
exclusivity
–
broader
is
preferred
in
key
industries
-­‐ Multi-­‐year
term,
no
less
than
3
years
Restricted
Categories
At
this
time,
LIVESTRONG
is
not
accepting
proposals
for
partnerships
in
the
following
categories:
- Apparel
- Food
- Fitness
equipment
- Health
websites
- Financial
services
- Tobacco
- Bicycle
helmets
- Hard
liquor
- Eyewear
- Beer
- Bicycles
- Firearms
- Sports
beverages
- Greeting
cards
Other
Information

2. LIVESTRONG
Brand Licensing Guidelines
-­‐ The
Lance
Armstrong
Foundation
owns
the
registration
for
the
Lance
Armstrong
Foundation
name
and
logo
and
LIVESTRONG
name,
logos
and
programs
“Licensed
Marks”.
Until
a
fully
executed
Letter
of
Agreement
is
received
by
LIVESTRONG,
use
of
the
name,
logo
or
any
of
its
licensed
marks
is
strictly
prohibited
and
punishable
by
law.
-­‐ Parties
that
wish
to
obtain
permission
to
use
the
Licensed
Marks
must
execute
a
written
agreement
with
the
Lance
Armstrong
Foundation
that
outlines
how
the
Licensed
Marks
can
be
used.
Until
a
fully
executed
Letter
of
Agreement
is
received
by
the
organization,
use
of
any
licensed
marks
is
strictly
prohibited.
-­‐ LIVESTRONG
looks
for
companies
with
a
solid
history
and
a
strong
brand
image
who
would
like
to
make
a
contribution
that
is
significant
and
clearly
defined
to
the
consumer.
A
minimum
of
one
year
in
business
is
required
for
any
organization
seeking
a
licensing
relationship
with
the
LIVESTRONG.
-­‐ LIVESTRONG
adheres
to
the
Better
Business
Bureau
guidelines
for
charitable
giving.
These
guidelines
require
clear
disclosure
to
the
consumer
and
therefore,
LIVESTRONG
requires
full
disclosure
regarding
the
benefit
to
the
organization
when
funds
are
raised
through
a
consumer
product
purchase
or
promotion
(e.g.
$1
from
the
sale
of
each
item)
on
all
packaging,
advertising
and
promotional
materials
in
clear
and
unambiguous
terms.
Your
company/organization
must
be
able
to
comply
with
this
requirement.
-­‐ Entering
into
a
licensing
relationship
with
LIVESTRONG
may
also
require
your
organization
to
register
in
certain
states
as
a
“commercial
co-­‐venturer.”
In
its
simplest
terms,
a
commercial
co-­‐venture
is
a
relationship
where
an
organization
promotes
a
product
or
service
and
represents
to
the
public
that
a
portion
of
the
proceeds
will
benefit
a
cause.
If
the
product
or
service
is
being
promoted
in
a
state
that
requires
commercial
co-­‐venturer
registration,
the
organization
conducting
the
program/promotion
must
file
certain
documents
with
that
state’s
Attorney
General’s
office
(or
other
state-­‐designated
entity).
The
specific
documents
that
must
be
filed
vary
from
state
to
state,
but
will
generally
include
a
registration
statement
and
a
copy
of
the
contract.
LIVESTRONG
cannot
provide
legal
advice
to
organizations
that
conduct
programs/promotions
with
us,
however,
we
do
advise
that
you
seek
legal
counsel
to
ensure
that
you
comply
with
these
registration
requirements.
-­‐ One
of
the
objectives
of
LIVESTRONG
is
to
make
cancer
a
global
priority.
Therefore
it
is
important
that
all
licensing
programs
provide
consumers
with
cancer
facts
and
statistics
and
a
way
to
contact
LIVESTRONG
for
further
information.
In
addition,
you
may
be
asked
to
publish
our
toll-­‐free
cancer
support
program,
LIVESTRONG
SurvivorCare
and
our
website
www.livestrong.org
on
all
promotions,
events
and
programs
to
help
raise
awareness
and
educate
the
public.
By
including
health
and
cancer
educational/informational
messages
on
packaging,
in
promotional
advertising
and
collateral
materials,
it
will
ensure
that
your
program
will
help
raise
awareness
and
educate
the
public
about
this
devastating
disease.
-­‐ In
order
for
LIVESTRONG
to
complete
an
assessment
of
the
relationship,
a
proposal
and
a
sample
(if
applicable)
must
be
provided
for
review
of
all
cause
marketing
relationships
involving
a
product
promotion.
Drawings
and/or
photos
are
accepted
in
cases
where
the
product
is
still
in
development.
Ideally,
all
documents
should
be

3. LIVESTRONG
Brand Licensing Guidelines
sent
to
licensing@livestrong.org.
Proposals,
photos
and/or
drawings
that
cannot
be
sent
electronically
should
be
sent
to:
LIVESTRONG
Attn:
Licensing
Proposals
2201
E
6th
Street
Austin,
Texas
78702
-­‐ Please
include
a
company
media
kit
and
any
other
collateral,
brochures,
reports,
about
your
organization
or
the
program/promotion
to
further
assist
us
in
evaluating
your
proposal.
-­‐ The
Lance
Armstrong
Foundation
does
not
sell,
loan
or
distribute
its
mailing
list
or
email
addresses
to
any
company
or
individual.