SportBusiness.com

Published July 2005

Licensing and merchandising is an essential part of the business of sport both producing revenue and re-enforcing the sense of fan identity and belonging. Licensing has become one of the most powerful contemporary forms of marketing and brand extension available to brand owners today and it is being used in ever increasingly sophisticated ways.

Sports brands face a raft of issues from accessing new and developing markets to establishing the limits of brand extension. From maximising retail performance to fulfilling the ever growing potential of new media.

 

An intelligence report from SportBusiness, Maximising the Value of Licensing and Merchandising:

• Is the definitive, comprehensive guide to licensing and merchandising in sport
   
• Provides the latest up to date available statistics on the global sports licensing and merchandising market with analysis from industry leaders in their fields
   
• Details the latest best practice and strategies used across the L&M spectrum, including benchmark case studies taken from around the world and across a range of sports
   
• Gives a clear exposition of the legal issues surrounding licensing and merchandising and strategies for dealing with threats to a sports licensing and merchandising programme
   
• Analyses the various financial, business and branding issues that make up a successful sports licensing and merchandising programme and the experience of leading sports properties
   
• Provides clear, hands-on step-by-step guidance to creating and managing effective L&M programmes
   
• Includes special chapters on personality L&M and Extreme Sport L&M, and five detailed appendices
   
• Explores the impact on the global sports licensing and merchandising market from the increasing power of the retailer created on the back of industry consolidation on a global basis
   
• Assesses the future trends in licensing and merchandising in sport.