Competitive video gaming, or e-sports, has been around in one form or another since the early 1970s and has steadily become more popular and professional ever since. Over the past two to three years, it has seen strong growth, moving into mainstream consciousness. According to researcher Newzoo, which began issuing e-sports market studies two years […]
Archive | Sports
Just Hanging Out
The hobby of hammocking (also known as ’mocking) has flourished over the past two years, especially among millennials. Teen and young adult men and women regularly hang their portable hammocks not just in their back yards, but also in parks and other open spaces, and even in some offices. Clubs have formed in metro areas […]
Celebrity Sightings
Celebrity presence at this year’s Licensing International Expo, which officially opens tomorrow (June 21, 2016), promises to skew toward the sports arena, as many of the scheduled appearances are tied to athletes or others in the sports industry. The NFL Players Association is bringing a contingent of pro football team members, from Ameer Abdullah of […]
Giving Trick Shots a Try
An emerging sector of social media-based licensing consists of celebrities—mainly guys—whose popularity is tied to their sports-themed YouTube videos highlighting successful trick shots. Hasbro has introduced a line of Nerf backyard sports gear tied to Dude Perfect, a group of five best friends who make extreme-sports trick-shot videos and often use Nerf products. The Nerf […]
To Your Health
Several recent deals demonstrate fitness celebrities’ growing interest in associating their names with wellness (and other) products and services. In addition, the agreements illustrate the wide variety of deal types, including but not limited to traditional licensing, being utilized by celebrities both in and out of the fitness arena to expand their businesses: Licensing and […]
Boxers or Briefs
Male athletes from a variety of sports have expanded their personal brands into the high-end underwear category. Athletes’ signature lines are attractive for companies in this sector, since they add credibility through their endorsement of the product’s performance characteristics or comfort, especially during active situations. And athletes’ toned bodies are good imagery for underwear advertising, […]
What’s in a Phrase?
Sports licensors, like intellectual property owners of all types, are looking for ways to expand their portfolio of licensable assets. As part of that trend, three sports clubs have filed trademark applications in the last six months or so for words or phrases that are closely associated with their teams: Liverpool Football Club in the […]
Pro Athletes’ Goal: Menswear Deals
Through social media, television exposure, and paparazzi pictures, many major league athletes have become known for their fashion sense off the field. As a result, several current and former athletes have entered the men’s apparel category, mostly through direct-to-retail licensing deals and often with a focus on tailored suits and related accessories: Former NFL defensive […]
Gaining a Foothold
After many years of anticipation, soccer finally seems to be reaching a tipping point at U.S. retail. As a result, a number of leading global football clubs have retained U.S. licensing agents within the past year to assist them in expanding their presence in North America. Most are working with one of three agents that […]
Athletes Helping Athletes
Professional athletes have been taking more control of their consumer products and other commercial ventures over the past several years. They are increasingly stepping outside the bounds of their players’ associations to extend their own brands, and they are playing a more central role in designing, managing, and financing their products and promotions, often in […]