Championship and Post-Season Licensing

One of the greatest opportunities for a licensing program results from the on–field success of athletic teams. The “hot market” for licensed product that results from post–season athletic tournaments and bowl games can serve as a catalyst for growth in licensing revenues. Revenues can increase as a result of two factors—reactive growth, which is the immediate spike in sales that occurs merely by having a licensing program in place, and proactive growth, which is the result of proper planning to position an institution to experience longer–term success beyond the first few weeks of excitement.

Athletic success benefits many institutions each year, not just the elite handful that wins national championships. While the royalty stakes are higher for those institutions that compete for national titles, success is relative. On–field success can breed success in licensing if it is properly managed. The number one key to maximizing “hot market” revenues is advance preparation, and CLC delivers this service better than anyone else.