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Sports and Entertainment Marketing Sports and Entertainment Marketing

Sports and Entertainment Marketing - PowerPoint Presentation

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Uploaded On 2017-01-19

Sports and Entertainment Marketing - PPT Presentation

Licensing What is licensing A legal agreement that allows a company the right to use anothers brand name patent or other intellectual property for a royalty fee Why is Licensing Important Licensing generates income for sports organizations and entertainment events ID: 511656

licensing licensor company sports licensor licensing sports company licensee trademark products licensors property pays trademarked licensed logo protecting activity fee propertyexamples brand

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Presentation Transcript

Slide1

Sports and Entertainment Marketing

LicensingSlide2

What is licensing?

A legal agreement that allows a company the right to use another’s brand name, patent, or other intellectual property for a royalty feeSlide3

Why is Licensing Important

Licensing generates income for sports organizations and entertainment events

Offers companies additional access to their target marketsSlide4

Licensing is

NOT

:

Branding:Branded items do not use another company’s trademark

Sponsorship:

When a company pays to affiliate itself with a team or event

Endorsement:

A company pays an athlete or team to promote its products by wearing or using themSlide5

Licensors

Licensor: the company that holds the rights to trademarked property

Examples:

The NFL

Virginia Tech

Pittsburgh PenguinsSlide6

Licensors

Types of SEM Licensors:

Sports Leagues

Individual Teams

Individual Athletes

Entertainment Companies

Individual EntertainersSlide7

Licensees

Licensees: The company that wants to manufacture and sell products using trademarked property

Examples:

Clothing (Reebok, Nike)

Video Games (EA Sports, 2K)Slide8

Who is the Licensor? Licensee?

Licensor: Minnesota Twins

Licensee: Watch ManufacturerSlide9

Who is the Licensor? Licensee?

Licensor: NBA

Kobe Bryant

Licensee: 2K SportsSlide10

Who is the Licensor? Licensee?

Licensor: Kentucky Wildcats

Licensee: Nike

Nike is licensed (given permission to sell”) items containing the Kentucky logo.Slide11

Licensed Products

ANYTHING

can be licensed

Key chains, banners, furniture, jewelry

Clothing

=

60% of all licensed sport merchandise sales

T-Shirts are the most popular item of all

ExampleSlide12

How Do Licensors Get Paid?

Guarantees:

The fee a licensee pays up front to use the trademarked property

Based on Expected Sales

Royalties

Percentage of the actual salesSlide13

Advantages

Disadvantages

Increased profits with little extra work

Low Risk

Free advertising

Build brand awareness

Loss of control over marketing process

Inability to:

guarantee quality

control prices

control where merchandise is sold

Licensor Slide14

Protecting Property

Trademark

Without a trademark, anyone could use your logo and profit from it

With a trademark, they are charged to use your logoSlide15

Protecting Property

Trade Dress

Refers to visual characteristics of a product or its packaging

Includes

Color schemes

Textures

Design, shape and placement of words, graphics and decorationSlide16

Trademark Infringement

The reproduction, copying, or counterfeiting of a registered mark

There is up to $1 Billion worth of counterfeit products each yearSlide17

Class Activity

Class Activity

Students are to complete the Harry

Potter Licensing

Activity