ABSTRACT
Whereas a great deal has been recorded on sponsorship’s definition and the ways in which sponsorship or team identification is thought to work, the literature is less comprehensive when acknowledging or discussing the sports marketing activity known as licensing. Irwin, Sutton and McCarthy (2002) suggested licensing programs, as engineered by teams or leagues, exist for the purpose of supporting three fundamental benefits: (a) promotional exposure, (b) profit from license application, and (c) protection against unauthorized logo usage.
