NCAA and Product Licensing SER Marketing
NCAA and Product LicensingSER Marketing
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
Objectives
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
The NCAA
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
Product Licensing
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
Why License?
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
NCAA Licensing
Adidas
EA Sports
Hasbro
Nike
Wilson Sporting Goods
Current NCAA Licensees
Basketballs, footballs, soccer balls
Mini basketball and goal set
T-shirts, headwear, outerwear, women’s apparel
Video games NCAA March Madness and NCAA
Football
NCAA Products
Individual conferences have licensing rights
Examples:
ACC
SEC
Big Ten
Big 12
Pac 10
Conferences
Each college has control over licensing for their school
Colleges
Corporate Sponsorships and Partners
Fundraising
Student Fees
Ticket Revenue
Other Revenue Streams
Signage/Advertising
Opportunity for local businesses to reach target market
Trend towards 3rd party
IMG College
Learfield
Corporate Sponsors and Partners
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
Fundraising/Contributions
Ticket Revenue
$$$ based on attendance at sporting events
Season tickets vs. single games/packages
Student Fees
Included as part of tuition
Subsidize athletic budget
Ticket Revenue/Student Fees
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?
Review