Archive | Sports

Competing for Fan Loyalty During Hard Times

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 […]

Continue Reading

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 […]

Continue Reading

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 […]

Continue Reading

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 […]

Continue Reading

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 […]

Continue Reading

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 […]

Continue Reading

Going for the Win

Deals announced in summer and fall 2019 illustrate some of the key current trends in the sports licensing business: Rising activity around women’s sports. The English Netball League, a 90-plus-year-old women’s sports entity, signed a deal with British retailer Oasis for a range of apparel, with players Ama Agbze, Eboni Usoro-Brown, and Jade Clarke appearing […]

Continue Reading

Between the Lines

At least a half-dozen current and former athletes have published children’s books since the beginning of the year. Their work includes fiction and nonfiction for readers as young as age 4 and as old as young teenagers: • Just this week, former NBA player Kobe Bryant published Legacy and the Queen, a tennis-themed young adult […]

Continue Reading

A Pitch for Women’s Soccer Fans

Women’s football/soccer has been in the spotlight this summer after the July 7 conclusion of the FIFA Women’s World Cup 2019, hosted by France and won by the U.S. team. Heightened global awareness for the women’s sport is increasingly leading to more endorsement opportunities for individual female athletes, more sponsorship revenue for women’s teams, and […]

Continue Reading