ncaa and product licensing ser marketing. define the ncaa recognize the purpose of the ncaa ...
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![Page 1: NCAA and Product Licensing SER Marketing. Define the NCAA Recognize the purpose of the NCAA Define product licensing as it applies to SER Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022020111/5697bfd71a28abf838caeab7/html5/thumbnails/1.jpg)
NCAA and Product Licensing
SER Marketing
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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
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Founded in 1906
Helps protect young people from the dangerous and exploitive athletics practices
1,281 institutions organized into 3 divisions
The NCAA
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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
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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
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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?
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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
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Adidas EA Sports Hasbro Nike Wilson Sporting
Goods
Current NCAA Licensees
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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
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Individual conferences have licensing rights
Examples: ACC SEC Big Ten Big 12 Pac 10
Conferences
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Each college has control over licensing for their school
Colleges
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Corporate Sponsorships and Partners Fundraising Student Fees Ticket Revenue
Other Revenue Streams
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Signage/Advertising
Opportunity for local businesses to reach target market
Trend towards 3rd party IMG College Learfield
Corporate Sponsors and Partners
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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
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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
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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