One way trademark holders generate the greatest value for their trademark is by licensing it to
others for use. When it comes to sports, trademark licensing is a big business.
According to the International Licensing Merchandisers’ Association, one of the largest sectors
of the $5.6 billion trademark licensing business is sports. Furthermore, the sports licensing
category has grown the last four years, as $12.8 billion worth of sports-related licensed
products were sold in 2013 (McClung, 2014). For this Discussion, you will analyze the role that
licensed products play in the business of a college or professional sports team of your
McClung, B. (2014, June 17). Trademark licensing business rises 3% in ’13, with sports up for
fourth straight year. Street and Smith’s SportsBusiness Daily.
Post the following:
Identify the college or professional sports team you selected and explain the role that licensed
products play in the business of the team. Then, explain why a supporter of a given team might
prefer to buy a licensed product over an unlicensed product which, at first glance, appears to
be exactly the same. Provide your insight on the potential impact of unlicensed products on
licensed products.
In formulating your Discussion post, consider the following questions:
• What types of licensed products does the team offer?
• Will we continue to see growth of sales of sports licensed products? Why or why not?
• What is the potential impact of unlicensed products on sales of licensed products?
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