in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS >>> WIMBLEDON 4 >>> LIVERPOOL FC 5
Brand Owner: Grounds are owned by the All England Lawn Tennis Ground plc
“Sports is a really difficult category to get right,” said one judge. “It is important to support a brand that spans loyalties and also has appeal every month and year. As a brand, Wimbledon also goes well beyond the tournament and represents tennis throughout the year and is known in many countries around the world.” The high profile victory of Andy Murray this year, and the many column inches that it generated, will have gone a long way to boosting the brand further, and if Brit players continue to do well, the popularity should spiral even more.
>>> FC BARCELONA
Brand Owner: Fenway Sports Group
One of the most successful football clubs in England, Liverpool FC has won more European trophies than any other English team with five European Cups, three UEFA Cups and three UEFA Super Cups. The club has also won 18 League titles, seven FA Cups and a
record eight League Cups on the domestic front. While it still has a way to go to catch up with Manchester United in terms of merchandising, Liverpool is beginning to make an impact. It signed with 360 Audit in 2012 and was a finalist in the Best Sports Licensed Property category at The Licensing Awards.
6 >>> NBA =7
Brand Owner: Fan co-operative
Another finalist in the Best Sports Licensed Property category at The Licensing Awards, FC Barcelona is “the second favourite team of everyone in the UK”, according to one judge. Playing in the Nou Camp – the biggest football stadium in
Europe – the club is a symbol of Catalan culture and is the second richest football club in terms of revenue, with an annual turnover of $613 million. The club is the current Spanish football champion. Interestingly, the supporters own and operate Barcelona.
www.licensing.biz
Brand Owner: National Basketball Association
Widely considered to be the premier men’s professional basketball league in the world. The NBA is a global sports and media business with games and
programming in 215 countries and territories. NBA merchandise is for sale in more than 125,000 stores in 100 countries. The NBA is also the number one professional sports league on social media, with 400 million+ followers globally. A key supporter of BLE, NBA Europe will be in the new Brands area at this year’s show.
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