Licensing is an agreement that gives a company the right to use another’s brand name for a fee. The licensor is the company or individual granting the

license for a fee in this legally binding contract. The licensee is the company or individual paying for the

rights to use the licensor’s name or property.▪ Ex.) The NFL (licensor) grants product licenses to Reebok

(licensee) to use the NFL logo and team logos on their goods. Apply to apparel, key chains, toys, sports equipment,

food products, video games, etc. However, both sides must be

careful in selecting the right choice!

There are 2 forms of licensing. The 1st type of licensing is: Endorsements involve using a celebrity or public figure to

represent and promote a company and that company’s products. When searching for an endorsement, the following factors

are considered:1. May simply involve an association with the product.

2. A company may choose a sports figure who matches

the demographic profile of its customer base.3. Top sport endorsers come from all sports, but have

one thing in common- successful careers; may even get a signature product line.

4. Sell products when the endorser has a positive image and is popular.

The World's Highest-Paid AthletesThe Richest Athlete Endorsements EverEndorsement Speakers

The 2nd type is: Sponsorships are the promotional vehicles that financially

support sports events.▪ Promotional packages may include licensing rights, stadium

promotions, product sampling, signage, product sales, billboards, free tickets, and on-site merchandising opportunities.

Types of sponsorships: Signage: sponsors’ names appear on the scoreboard, rafters,

or rotating electronic screens. Ex.) NASCAR Entitlements: one major sponsor for an event.

Ex.) PGA Facility Entitlements: a company purchases the

promotional rights to an entire stadium. Product Exclusivity: only one product in a product

category is granted sponsorship. Ex.) Coca-cola (official soft drink)

& this is going to be a fun one…1. As a class, we will vote to decide who would be the

best athletic candidate to endorse “Business Education”.

2. Now that votes have been counted, this person will be the “NEW” endorsement for the class.

3. But in order to solidify this endorsement, they will be made into a life-size cardboard cutout…to impart their knowledge of Business Education on generations to come.

4. Now here is where everyone else comes in…you will each be selecting a clothing item (from my secret jar).

5. With the clothing item selected, you and a partner will design and create that article of clothing for the life-size cardboard cutout….but, it MUST market at least 5 different brands in a creative way.

6. This cutout will be featured in my class for years to come, so in order to receive credit for this activity, EFFORT and CREATIVITY are both a MUST!!!

7. Have fun