in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS >>> CHELSEA FC
Brand Owner: Roman Abramovich
The first entry for one of the London-based football clubs in our Power List, Chelsea FC has enjoyed its greatest period of success in the past two decades, winning 15 major trophies since 1997. It has been owned by Russian billionaire Abramovich since July 2003 and was ranked as the seventh most valuable football club in the world by Forbes Magazinein April 2013.
>>> ARSENAL FC
Brand Owner: Arsenal Holdings
Taking its place on the show floor at Brand Licensing Europe for the first time this year, Arsenal FC is serious about building up its licensing credentials even further. Indeed, it was recently seeking a licensing executive to join its team. Excellent use has already been made of many of the Arsenal vintage designs in apparel categories to good effect.
>>> 2012 PARALYMPICS
Brand Owner: International Paralympic Committee
Described as the ‘greatest Paralympic Games ever’ by the president of the IPC, the event was swept up in the euphoric feeling from London 2012, achieving mass market appeal. Records for ticket sales were smashed, merchandise sales were high across a number of categories and the precedent was set for future Paralympic Games.
>>> TEAM GB
Brand Owner: British Olympic Association
“Something from nothing that we could all get behind - not just the stars such as Mo Farah and Jessica Ennis - but the whole team,” was one of the comments from our judges. Some of our judges even pointed out that in the long run Team GB could have more commercial impact than London 2012 itself, mainly because of the year-round opportunities and the inclusive nature of the brand.
32 =12 =12 =10 =7 >>> TOUR DE FRANCE
Brand Owner: Licensing handled by CPLG
A massive worldwide brand which is starting to break through in the UK. The growing trend of cycling in the UK is helping this, of course, while the presence of the Tour de France stages in England in 2014 will grow brand awareness to new levels. A solid platform for CPLG to build on in terms of the licensing programme.
>>> PREMIER LEAGUE
Brand Owner: The FA
“A renowned worldwide product that is marketed superbly,” according to one of our judges.
Another stated: “I’m not sure they realised 20 years ago what
they have created today. Only now are we seeing its awesome licensing potential come to fruition.” The Premier League is a corporation on which the 20 member clubs act as shareholders.
>>> WWE
Brand Owner: WWE
Is it a sport or entertainment? Well, probably a bit of both, but internationally there is scarcely a year that goes by when it isn’t number one in action figures in one market or another. “This brand is an evergreen around the world and the best fusion of sport and entertainment there is,” commented one of our judges.
>>> THE FA
Brand Owner: The Football Association
“Use the Three Lions well and through licensing with big name manufacturers are very powerful at retail,” explained one judge about The FA. The governing body of football in England still remains a major opportunity if handled correctly. Women’s football is one area which has the potential to be a money spinner in the licensing arena.
www.licensing.biz 15 =12 =10 9
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