Tag Archives | Fanatics

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 […]

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About Face

When we last wrote about face masks as a licensing opportunity, about a month ago, licensors’ and licensees’ activities in this space were almost purely charitable, with the products donated directly to healthcare workers. But manufacturers and IP owners have pivoted quickly to creating masks for consumers to purchase. There is still a charitable component—with […]

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Lending a Helping Hand

Many companies active in the global licensing and consumer products business are doing what they can to support medical professionals and consumers during the COVID-19 crisis. In addition to being the right thing to do, their efforts help keep some of their workers employed, utilize existing capacity and already-purchased materials, and give them a positive […]

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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 […]

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Game On

Many retailers, both bricks-and-mortar and online, are looking to solidify their relationship with young adult, teen, and tween consumers, as well as younger future shoppers. Increasingly, they are turning to gaming as a tool in this quest. Value retailer Five Below partnered with Nerd Street Gamers, a developer of e-sports competition and training facilities, to […]

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Data-Driven Decision-Making

Licensing has become more data-driven over time, as the tools used to analyze sales and other information at a granular level improve, giving licensors and licensees insights into what is working and not working and enhancing the ability to tweak strategies quickly. Licensing executives have also increasingly been enhancing sales history with other more forward-looking […]

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Power Players Enter E-Sports

Licensing tied to e-sports leagues, governing bodies, teams, and athletes has been slowly growing for the past three or so years. Most of the action to date has occurred through specialist licensees and distributors such as We Are Nations, Meta Threads, EsportsOnly.com, Manatee.gg, and Esportsclothing.com. There have also been occasional capsule collections, as well as […]

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Revving Up For Rugby

As fan anticipation builds globally for the next Rugby World Cup, to be held in Japan in fall 2019, several licensing, sponsorship, and representation deals involving the sport, in its various forms, have come to light in the past few months. Among them: World Rugby and IMG named Canterbury, which outfits a number of national […]

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