His comments coincide with the launch of SportBusiness' latest intelligence report, 'Maximising the Value of Licensing and Merchandising' by Ardi Kolah, which provides a blueprint for increasing branded revenues and provides an insight into the growing power of the retail sector in determining future trends.
Payne, a former marketing director at the International Olympic Committee, adds: "Kolah's reports have always been some of the most insightful and well researched on the market worldwide. This latest report on licensing is a must read for the industry - not just in terms of realsing new revenue opportunities, but on how to use licensing to take your brand to the consumer".
For a free executive summary, visit http://www.sportbusiness.com/reports/licence_and_merch.adp
