One of the main topics of conversation in licensing, almost since the pandemic began, has been whether and how contracts could be renegotiated to better share risk between licensors and licensees. The sports industry is one sector in which a number of contracts are currently being questioned, reconfigured, or discontinued in the wake of the […]
Archive | Sports
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 […]
Esports Properties Score New Partnerships
Esports has gained a higher profile among the general public during the COVID-19 crisis, with viewership and participation both up. Some mainstream sports fans have turned to esports for entertainment or wagering due to the lack of any other sport to watch. Athletes from traditional sports have helped generate awareness during their leagues’ hiatuses by […]
Competing for Fan Loyalty During Hard Times
By Karen Raugust on May 14, 2020 in Branding/marketing, Business models, COVID-19, Licensing, Sports
One segment of the licensing business where the shutdown of live events has had a significant impact is sports. The cancellation of sports seasons and events has removed their core reason for being, creating financial hardship for many and lessening the urge to purchase licensed merchandise, both in the short term and very possibly for […]
A Full-Court Press for Chinese Sportswear Firms
China continues to get back to business after the Covid-19 outbreak, which peaked in that country from mid-January through early to mid-March. As a result, the leading Chinese sportswear and footwear companies are still hopeful they can come out of a terrible first half with positive numbers for the year as a whole. Anta, the […]
Help for Aches and Pains
Sports-related licensing deals and other ventures involving athletes and licensed sports IP are starting to proliferate in the emerging CBD category. Although each agreement is unique, any resulting products are apt to focus on addressing specific aches, pains, and injuries caused by sports or an active lifestyle. Some recent examples: • Former NFL Patriot Rob […]
Marketers Stoked About Skateboarder Collabs
Current and former pro skateboarders are desirable collaboration partners for apparel and footwear companies. This is especially true for marketers specializing in, or with a strong business in, streetwear and/or sneakers, and that includes the biggest players. Most of the efforts take the form of capsule collections. Some examples from the past year: Reebok released […]
Kicked to the Curb
A number of European football (soccer) clubs have been taking licensing, retail, and other rights in-house as their previous contracts with leading sports sponsors and licensees end: In the latest example, Italian club Inter Milan took retail and licensing rights back from Nike in November 2019. Chinese retailer Suning is the organization’s majority owner, which […]
Pay for Play
A number of recent developments are blurring the lines between amateur and pro sports, both at the collegiate and Olympic levels. If the trend continues, it may open significant opportunities for the licensing community. California enacted the Fair Pay to Play Act, which allows college athletes to receive money for endorsements without jeopardizing their scholarships […]
Taking a Chance on Sports Betting
In May 2018, the U.S. Supreme Court overturned the Professional and Amateur Sports Protection Act. The decision effectively allowed states to legalize sports betting—outside of Nevada, where it was already legal—although there are some court challenges ongoing related to the Wire Act that may alter the landscape somewhat. In the year and a half since […]