NCAA and Product LicensingSER Marketing

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

Founded in 1906

Helps protect young people from the dangerous and exploitive athletics practices

1,281 institutions organized into 3 divisions

The NCAA

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

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

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?

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

Adidas

EA Sports

Hasbro

Nike

Wilson Sporting Goods

Current NCAA Licensees

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

Individual conferences have licensing rights

Examples:

ACC

SEC

Big Ten

Big 12

Pac 10

Conferences

Each college has control over licensing for their school

Colleges

Corporate Sponsorships and Partners

Fundraising

Student Fees

Ticket Revenue

Other Revenue Streams

Signage/Advertising

Opportunity for local businesses to reach target market

Trend towards 3rd party

IMG College

Learfield

Corporate Sponsors and Partners

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

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

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