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 […]
Archive | Sports
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 […]
Fan Fitness
Within the past year, professional sports licensors worldwide have been expanding their presence in the health and wellness sector. They are teaming with licensees across a variety of categories, including: Nutritional supplements. Manchester United signed a deal with IVC for a line of wellness products in China, starting with a line of supplements under IVC’s […]
Sporting a New Look
The four major professional sports leagues already count more than 30 apparel companies on their respective licensee lists, most of them well entrenched. And that takes into account the trend over the past several years in which the leagues (and colleges and universities to a degree) have cut the number of licensees in the category, […]
Back to the Beginning
A new wrinkle has been added to the well-established technique of sports-related cross-licensing, as today’s professional athletes are co-branded with their youthful selves. Last summer, NFL Players Inc., which handles licensing for the NFL Players Association, teamed with Pop Warner Little Scholars for a line of merchandise highlighting current players in their Pop Warner youth […]