lesson 6 - power point presentation 3
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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
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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
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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
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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
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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
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Importance of Sponsorships
• Sports organizations need the money generated from corporate sponsors to help pay their costs and expenses
• Players salaries, prizes, bills etc.
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Types of Sponsorships
• Sponsorships can be flexible
• A company can sponsor a team for a length of time or just sponsor an event
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Types of Sponsorships
• Signage: Sponsors can buy signage at a stadium
• Names may appear on scoreboard, floorboards, rafters, and electronic screens
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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
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Premium Sponsors
• Product Exclusivity: only one product in a product category is granted sponsorship
• Coke is official drink of Olympic Games