199class10

199class10 - SBUS 199 – March 6 2007 SPORTS BUSINESS AND...

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Unformatted text preview: SBUS 199 – March 6, 2007 SPORTS, BUSINESS AND SOCIETY INSTRUCTOR: WHITNEY WAGONER SBUS 199 – March 6, 2007 READ SBJ FOR THURSDAY • MLB Ticket Sales – cover & p.28 • Alyssa Milano’s MLB Apparel Line – p.6 • New Women’s Soccer League – p.5 SBUS 199 – March 6, 2007 LICENSING BASICS What is a trademark? A word, logo or package design, or combination of both, used by a manufacturer or merchant to identify its goods and distinguish them from others. SBUS 199 – March 6, 2007 LICENSING BASICS – VALUE CHAIN • Licensor = Trademark Owner (U of O) • Licensee = Manufacturer (Nike) • Retailer = Buys from Licensee (Footlocker) • Consumers = Buys from Retailer (You) 1. Licensee sells to retailer for $10 2. Retailer sells to consumer for $20 3. Licensor receives royalty on the $10 (Average royalty range is 7% - 15%) 4. Powerful licensor can charge an additional “pay-to-play” fee and/or a minimum royalty guarantee SBUS 199 – March 6, 2007 TOP RETAILERS – LICENSED GOODS • WalMart • Kmart • Finish Line • Lids • Champs • Sears SBUS 199 – March 6, 2007...
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199class10 - SBUS 199 – March 6 2007 SPORTS BUSINESS AND...

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