Earlier this year, two licensors reworked their deals with important licensees, granting them perpetual licenses within their categories. This is a relatively uncommon deal structure where a significant upfront payment, typically in lieu of an ongoing royalty, gives the licensee ownership of their category indefinitely, with the IP owner retaining rights to the underlying brand. […]
Tag Archives | David Beckham
Soccer Vision Off the Pitch
At least three global soccer/football players have signed deals this year, two of them announced just this month, with makers of premium or luxury sunglasses, eyeglasses, and optical frames. This continues a tradition over the past decade or so where one or two current or past soccer stars, most commonly hailing from Europe and/or playing […]
Suiting Up
A trend in celebrity and sports licensing over the past several years has consisted of current and former pro athletes from the four major U.S. sports leagues individually introducing their personal brands into higher-end menswear and underwear programs. Athletes from outside the four major leagues, some active and some retired, are following suit, both globally […]
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, […]
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 […]