Sports and Apparel
Licensing and Merchandising for Sports
Total management, enhancement, and protection for sports licensors.
Fans never forget their first replica shirt. Authentic products are immersive, connecting them to their teams, bringing heroes to life, and enduring long beyond the final whistle.
Followers now come from around the world, and this international fan base is driving greater demand for merchandise as fans seek to connect with their favorite sports, clubs, and heroes. Modern sports consumers are also no different from any others in expecting new standards from their merchandise and fan experience, from sustainability to connected experiences, and from performance product features to premium packaging.
Attracting the right licensees, protecting their rights, and keeping a close eye on program performance are essential to building enduring partnerships and value.
Meeting their needs is demanding, but the rewards can be enormous, with valuable customer relationships that last. This means licensing programs that are brilliantly conceived and executed, respecting both the sports brand and its fans. Attracting the right licensees and protecting their rights are also essential to building enduring partnerships and value, while reporting of royalties and performance safeguards revenues and optimizes value.
New opportunities create complexities that are challenging to overcome.
Sports brands have more channels than ever to engage with fans and multiple new ways to monetize properties. Intricate programs can no longer be left to spreadsheets. Multiple categories, licensees, and global distribution can fragment brand identity and fan engagement, while online selling can open the door wider to counterfeit selling. Merchandise is also no longer confined to physical products, with NFTs playing an increasing role.
