Archive | Event licensing

Characters Qualify for the Olympics

Licensed characters are playing a starring role this year in promoting national Olympic teams, Olympic sports, the Tokyo Olympic Games, and the Olympic spirit in general, both officially and non-officially. There is still some uncertainty surrounding the event, which is set to kick off on July 23, after a year-long pandemic delay, amid rising numbers […]

Continue Reading

Approaching the Starting Line

Organizing bodies overseeing global sports events are starting to look forward to when they can again host their tournaments and games—some as soon as 2021, they hope—and are jumpstarting their licensing efforts in preparation for that day. Here are some recent developments involving high-profile upcoming sports competitions: Rugby League World Cup 2021 is planning to […]

Continue Reading

Shopping the Super Bowl

American football fans are gearing up for the Super Bowl this weekend. Not surprisingly, the NFL, the local organizing committee, and retailers across the Twin Cities—this year’s host site, U.S. Bank Stadium, is located in Minneapolis—are highlighting Super Bowl LII merchandise. Their activities provide a good illustration of what big-event licensing programs look like. The […]

Continue Reading