Sports Licensing and Merchandising
Added on 2023-03-31
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Running head: SPORT MERCHANDISING 1
Sports Licensing and Merchandising
Name
Institution
Date
Sports Licensing and Merchandising
Name
Institution
Date
SPORT MERCHANDISING 2
Sports Licensing and Merchandising
Over the last two decades of Europe's biggest football competitions, clubs and leagues
have embraced licensing and merchandising, which have made them become global brands
(Franck, 2016). These brands are appealing to fans and have the potential to attract millions of
people's attention across the globe. This capability has made some marketers to use them as
marketing tools and a major source of revenues. The good thing about merchandising in sports is
that it offers the leagues, clubs and the events a great opportunity to exploit their brands and the
players’ image (Thrassou, Vrontis, Kartakoullis & Kriemadis, 2012). Football is among the most
watched games in the world, and especially in Europe (Kiefer, 2012). As such, football has many
merchandising opportunities due to its popularity. These range from key rings to masks of
players' faces, beach towels, and replica shirts. This paper will analyse merchandising and
licensing with a focus on the UEFA Euro 2016.
Licensing and Merchandising in the UEFA Euro 2016
The UEFA Euro 2016 was an event organised in France. The UEFA are the ones
responsible for organising European Championships and hence, as the organisers, they have been
granted some property rights over the tournament. Among the many intellectual property rights
is the logo. During such a tournament, the logo was seen on several products such as sticker
books, caps among others.
It should be noted that UEFA is not a manufacturer of such products. As a confederation,
UEFA licensed the rights to third parties to use its branding to produce the EURO 2016
merchandise. In any agreement, both the licensor and licensee benefit. The licensor generates
revenue and exposes the brand. The licensee, on the other hand, will benefit from the fact that
they can produce a product that is popular to the global market, which, in turn, increases sales
Sports Licensing and Merchandising
Over the last two decades of Europe's biggest football competitions, clubs and leagues
have embraced licensing and merchandising, which have made them become global brands
(Franck, 2016). These brands are appealing to fans and have the potential to attract millions of
people's attention across the globe. This capability has made some marketers to use them as
marketing tools and a major source of revenues. The good thing about merchandising in sports is
that it offers the leagues, clubs and the events a great opportunity to exploit their brands and the
players’ image (Thrassou, Vrontis, Kartakoullis & Kriemadis, 2012). Football is among the most
watched games in the world, and especially in Europe (Kiefer, 2012). As such, football has many
merchandising opportunities due to its popularity. These range from key rings to masks of
players' faces, beach towels, and replica shirts. This paper will analyse merchandising and
licensing with a focus on the UEFA Euro 2016.
Licensing and Merchandising in the UEFA Euro 2016
The UEFA Euro 2016 was an event organised in France. The UEFA are the ones
responsible for organising European Championships and hence, as the organisers, they have been
granted some property rights over the tournament. Among the many intellectual property rights
is the logo. During such a tournament, the logo was seen on several products such as sticker
books, caps among others.
It should be noted that UEFA is not a manufacturer of such products. As a confederation,
UEFA licensed the rights to third parties to use its branding to produce the EURO 2016
merchandise. In any agreement, both the licensor and licensee benefit. The licensor generates
revenue and exposes the brand. The licensee, on the other hand, will benefit from the fact that
they can produce a product that is popular to the global market, which, in turn, increases sales
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