Branding & Licensing
 LESSON 6.2
                             Licensing 
    The licensing industry continues 
    to  enjoy  tremendous  growth.   
    Sales     of    licensed     products 
    climbed for the fifth consecutive 
    year in  2015,  according  to  the 
    International  Licensing  Industry 
    Merchandisers’  Association’  s 
    2015 Licensing Industry Survey. 
                         Copyright © 2017 by Sports Career Consulting, LLC
 Branding & Licensing
 LESSON 6.2
                              Licensing 
    Sale of licensed goods at retail last year by category 
    (based on Licensing Industry Merchandisers’ 
    Association’ s 2016 Licensing Industry Survey).
       Character-related merchandise: $107 billion
       Corporate brands: $53 billion
       Fashion: $30billion
       Sports: $25 billion
                         Copyright © 2017 by Sports Career Consulting, LLC
 Branding & Licensing
 LESSON 6.2
                              Licensing 
    The top 150 Global Licensors generated nearly $263 
    billion from retail sales of licensed products last year.  
    The Walt Disney Company, the perennial leader, 
    netted $52.5 billion in sales alone, more than double 
    the next closest company.
                         Copyright © 2017 by Sports Career Consulting, LLC
 Branding & Licensing
 LESSON 6.2
                              Licensing 
                                         Licensing:
                                         Refers to an agreement 
  Sports teams and athletes              which gives a company 
  may have licensing                     the right to use 
  agreements with product                another’s brand name, 
  manufacturers                          patent, or other 
                                         intellectual property for 
                                         a royalty or fee 
                         Copyright © 2017 by Sports Career Consulting, LLC
 Branding & Licensing
 LESSON 6.2
    The licensor is the company or individual 
    granting the license
                      Examples of licensors:
                         Copyright © 2017 by Sports Career Consulting, LLC