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Licensing

Licensing. Sports and Entertainment Marketing. 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 fee. Why is Licensing Important.

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Licensing

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  1. Licensing Sports and Entertainment Marketing

  2. 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 fee

  3. Why is Licensing Important Licensing generates income for sports organizations and entertainment events Offers companies additional access to their target markets

  4. 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 them

  5. Licensors • Licensor: the company that holds the rights to trademarked property • Examples: • The NFL • Virginia Tech • Pittsburgh Penguins

  6. Licensors • Types of SEM Licensors: • Sports Leagues • Individual Teams • Individual Athletes • Entertainment Companies • Individual Entertainers

  7. Licensees • Licensees: The company that wants to manufacture and sell products using trademarked property • Examples: • Clothing (Reebok, Nike) • Video Games (EA Sports, 2K)

  8. Who is the Licensor? Licensee? Licensor: Minnesota Twins Licensee: Watch Manufacturer

  9. Who is the Licensor? Licensee? Licensor: NBA Kobe Bryant Licensee: 2K Sports

  10. Who is the Licensor? Licensee? • Licensor: Kentucky Wildcats • Licensee: Nike • Nike is licensed (given permission to sell”) items containing the Kentucky logo.

  11. 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 Example

  12. 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 sales

  13. Licensor 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

  14. Protecting Property • Trademark • Without a trademark, anyone could use your logo and profit from it • With a trademark, they are charged to use your logo

  15. 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 decoration

  16. Trademark Infringement • The reproduction, copying, or counterfeiting of a registered mark • There is up to $1 Billion worth of counterfeit products each year

  17. What is licensing? Who is the licensor? The licensee? • How do licensors get paid? • What are the advantages and disadvantages of being a licensors? • Why is trading marking products and ideas important? ReviewAnswer on your own paper in COMPLETE SENTENCES!Once done, go over answers in class

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