in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS >>> TOTTENHAM HOTSPUR


Spurs has a burgeoning licensing programme, headed up by former CPLG Sport man, Gary Jacobson. The club exhibited at Licensing Expo in Las Vegas for the first time this year.


>>> FORMULA 1


It’s notable that the official brand finished higher in the list than the teams or cars. Licensing for F1 is probably still limited to hardcore fans and, as such, a bit of a niche area.


>>> THE BRITISH LIONS


After their triumph against Australia earlier this year, momentum is building behind The British Lions brand. And so it should... I mean, have you seen them? A lovely group of lads...


>>> FERRARI


A host of licensed product exists for Ferrari, both in its classic and Formula One guises. Still aspirational after all these years, there will always be a licensing market for Ferrari.


>>> RED BULL


A genius ad campaign, coupled with a raft of ‘off beat’ events and F1 team sponsorship, has put Red Bull firmly on the map as a major brand and the most popular energy drink in the world.


www.licensing.biz =21 =21 20 =18 16 >>> FIFA WORLD CUP


An interesting pick, given that the World Cup only comes round every four years. 2014 is a World Cup year, so expect this brand to feature higher on next year’s listing.


>>> THE RYDER CUP


Golf is surprisingly popular, so the biennial men’s competition between teams from Europe and the US, could have more potential in certain categories in the licensing business.


>>> MAN CITY FC


The noisy neighbours of Manchester United may lack the consistency of the Old Trafford club at the moment, but some of our judges still believe the brand showed potential.


>>> NFL


The professional American football league is composed of 32 teams. The Super Bowl is among the biggest sporting events in the world and has a growing audience in the UK.


>>> GOODWOOD


“Classy product, true to its values and I believe will only ever be sold on- site to the true motorsport fan (if Lord March has his way,” commented one of our judges of the brand.


33 =21 =21 =21 =18 17


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