NCAA and Product Licensing SER Marketing Objectives Define
NCAA and Product Licensing SER Marketing
Objectives Define the NCAA Recognize the purpose of the NCAA Define product licensing as it applies to SER Marketing Identify reasons to license products Recognize the ways that the NCAA license products
The NCAA Founded in 1906 Helps protect young people from the dangerous and exploitive athletics practices 1, 281 institutions organized into 3 divisions
The NCAA Division I Football: 2 Groups Football Championship Subdivision (FCS) Football Bowl Subdivision (FBS) There are 125 members in the FBS and 124 members in the FCS
Product Licensing A business arrangement in which one company gives another company permission to manufacture its product Licensee: the person or company who is granted the license Licensor: the party or parties that can grant a license
Why License? For the licensor: Expand market opportunities without large investments Increase product awareness For the licensee Rapid entry into a market Using information gathered and tested by others
NCAA Licensing The NCAA has 89 championship events Their license agreement allows licensees to produce products leading up to and during these events The NCAA does not manage licensing agreements for conferences or individual schools
Current NCAA Licensees Adidas EA Sports Hasbro Nike Wilson Sporting Goods
NCAA Products Basketballs, footballs, soccer balls Mini basketball and goal set T-shirts, headwear, outerwear, women’s apparel Video games NCAA March Madness and NCAA Football
Conferences Individual conferences have licensing rights Examples: ACC SEC Big Ten Big 12 Pac 10
Colleges Each college has control over licensing for their school
Other Revenue Streams Corporate Sponsorships and Partners Fundraising Student Fees Ticket Revenue
Corporate Sponsors and Partners Signage/Advertising Opportunity for local businesses to reach target market Trend towards 3 rd party IMG College Learfield
Fundraising/Contributions Annual Fund $$ towards scholarship/operating budget Make gift each year Determines seat location/parking/hospitality Sport Specific $$ earmarked for specific cause Capital Campaigns Specific projects such as buildings or endowments
Ticket Revenue/Student Fees Ticket Revenue $$$ based on attendance at sporting events Season tickets vs. single games/packages Student Fees Included as part of tuition Subsidize athletic budget
Review What does NCAA stand for? What is the purpose of the organization? What is product licensing? Who are the two parties involved in product licensing? Why would these two groups want to license?
- Slides: 16