Unformatted text preview: ld Record!
Nike has reached a 5year contract extension to provide the “kit” for
Manchester United: $484,915,000 Previous record: $250,545,000 for 5 years
Real Madrid and adidas ManU has 33 corporate sponsors Sponsorship revenue now accounts for 42% of gross receipts. $146,950,000 per year in 2012 Licensing Sends Messages
Licensing agreements allow the licensee to use a
brand name, patent, or other proprietary right, in
exchange for a fee or royalty.
(Range from 5-25% of wholesale) Sport logos & likenesses are used by
manufacturers to distinguish their products from
NFL-licensed apparel accounted for over 50% of
Reebok’s US sales. (2% of adidas global revenue)
NFL new 5 year deal with Nike 2012-16 Sports Licensing Hurt By Recession
Retail Sales of Licensed Sports Products
2007 2010 2012 Past 5 years $15.0 Billion $11.8 Billion $12.6 Billion Down $2.4 B Revenues for Licensors
2007 2010 2012 Past 5 years $815 Million $645 Million $685 Million Down $130 M Licensing Player Images
Teams and leagues own their logos
and marks. Who should profit from the
images & likenesses of their players?
Former UCLA basketball star Ed O’Bannon
Saw his likeness in an EA Sports game being used
without his permission or any compensation.
O’Bannon has been joined by dozens of former & active
athletes in his suit against the NCAA, Electronic Arts, and
Collegiate Licensing (CLC)
Former NFL players also sued NFL Films for using their
likenesses. Settlement includes setting up new licensing
agency through IMG Effective Promotion & Advertising
Target your audience
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This note was uploaded on 02/05/2014 for the course SPM 325 taught by Professor Dennisdeninger during the Fall '12 term at Syracuse.
- Fall '12