ABSTRACT
This chapter deals with promotional licensing as an element of the sport promotion mix. Promotional licensing involves developing a relationship between a licensor and licensee with respect to the right to use the name or logo of the sporting organisation. Without being able to witness the production of certain products, the trademark can be seen as an acknowledgement of the physical source of the purchased goods. The trademark licensing agreement sets out the broader relationship between the licensor and licensee. Although the market for licensed merchandise has experienced some difficult times, especially in the United States, the prospects for the future are bright—under the right conditions. In the first part of the chapter, the relationship between the trademark of an organisation and the licensing process was explained. The second part discusses how to build a sporting organisation’s licensing program. Branding is discussed in the third part.
