Sports Licensing - Primary Goals & Objectives

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Sports Licensing - Primary Goals & Objectives Sports licensing is a prearranged contract by which a sports team or an organization offers a company a license to use its trademark, logo or name on the company’s merchandises. The company letting the rights is identified as the licensee and the sports body is the licensor. Licensing any sports product provides your business a prospect to reach a market of sports fans that could be local, national or global, depending on the sports body. According to EPM Communications Inc. – Professional services in New York report, “With global retail sales of sports merchandise estimated at $17.51 billion in 2009, sports licensing could give a major boost to your small business.”

Brand Value Licensors choose licensees that develop the brand image of the sports organization or the team. South African Consultancy, Signet Licensing and Marketing, states that their total purpose is to inaugurate and mature brand responsiveness and brand value for their clienteles. Licensors wish to select reliable and trust worthy licensees that will use their brand in ways that are suitable to the sport. Their accountability is to utilize the sports brand in a way that reflects constructively on the licensor. Your aim is to make the most of the marketing advantage from the relationship with a well-known sports brand.

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Relationships Establishments utilize sports licensing to intensify associations with enthusiasts. European soccer teams, for example, have established durable follower bases in areas such as the Middle East and the United States by executing licensing and retailing deals and strengthening the deals with consistent visits during the summer when the European soccer season has ended. As per Global Licensing Sports, “Manchester United, one of the foremost English soccer clubs, has more than 56 million fans in the Middle East.”

Contracts on that scale give your business the opening to build connections with aenormous target market that has a resilient faithfulness to the sports brand.

Revenue Licensing delivers a significant source of profits for both sports bodies and licensees. You achieve a fresh revenue stream and the licensor obtains a royalty for every licensed product that you sell. An organization like the National Collegiate Athletic Association (NCAA) utilizes its licensing program to create revenue to backup and boost its programs and offer funds for scholarships, programs or facilities to sports persons who are students at NCAA associated colleges. The aim for your minor business is to gain a license that will give you the utmost revenue chances.

Distribution To assist the branding and connection purposes, you and your licensing partner must target to build the broadest potential distribution. As per Signet Licensing and Marketing, “Distribution plans are dire to the achievement of a licensing program.” Aim on fabricating distribution for your licensed products in most important retail chains, as well as durable Ecommerce operations.

Brand Protection Safeguarding the element and reliability of the brand is a significant goal for both parties. However, licensed products are open to to the actions of fraudsters who slap the brand names or logos without consent. The lower quality of forged commodities can have a destructive consequence on the standing of the sport and your products. Licensing in sports thus prevents these third parties from tarnishing not only your brand image but also your profit market share.

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