With sports licensing generating an estimated $18 billion in worldwide retail sales in 2004, the business of sports goes way beyond the playing field. This years LICENSING 2006 International Show will see a major global sports presence at the show, as Pelé, launches a first-time major licensing program. The show, which takes place from June 20-22, 2006, at the Jacob K. Javits Convention Center in New York City, also includes first-time exhibitor Manchester United, as well as a special day of programming produced by the National Sports Marketing Network. Also represented are NASCAR and the Professional Bull Riders Association, soccers FIFA and AC Milan, cyclings Tour de France, the WWE and baseballs Little League.
“Sports brand owners, including teams, individuals and leagues, know that Licensing International is an important venue where they connect with key licensing business players-not just from the United States, but from all over the world-to form partnerships that will take their brand to the next level,” says Advanstar Communications Bailey Beeken, show director for Licensing International. “The show floor reflects the global scope of sports marketing, and is reinforced by the international presence of speakers and organizations representing the highest echelon of sports marketing.”
For Pelé, the most famous soccer player of all time, the show is the springboard to a comprehensive licensing program designed to build the brand globally among retailers and consumers. The campaign is based on the ideals that built his career: success, victory, excellence and creativity, according to Paulo Roberto Ferreira, chief operating officer of Prime Licensing, hired executive in charge to coordinate the program.
“Our goal at the Licensing International Show is to establish relationships with potential business partners from around the world and ultimately include the Pelé brand in the day to day of consumers,” he says. “The objective is to offer a high quality, unique and wide product assortment that appeals to people of all ages and backgrounds.”
Manchester United, the wildly popular European soccer club, along with Barcelona, Juventus and Paris St. Germain, make their debut at the Licensing Show in an effort to extend their reach of merchandising and licensing activities with a new licensing agreement in the Americas brokered by Nike, according to Tom Howgate, Commercial Manager for Manchester United Merchandising Limited.
“The popularity of soccer the United States continues to soar to new heights. Greater access to live football from the top leagues in Europe combined with an increased number of post and pre-season tours by many European teams has fuelled the demand and passion of millions of fans,” he says. “There has never been a better time for European football clubs to find innovative ways to develop their presence and connect with these fans.”
With the confluence of world renowned soccer organizations represented at the show, and with a home audience of 30 billion, Advanstar Communications adds to the World Cup Soccer frenzy with a live feed of the tournament on big screen projection TVs at the Licensing Bistro at the end of the 4300 aisle.
Licensing 2006 International has announced a marketing partnership with National Sports Marketing Network (NSMN), the exclusive trade organization for the sports business industry. The partnership includes outreach to the sports business community to attend the event, as well as a special day of educational programming held during Licensing International show days. The first-ever “Sports Licensing Summit,” produced by NSMN, will take place June 20, 2006, and will offer a full day of high-powered discussion on trends and best practices among the movers and shakers in sports licensing from around the globe. In a first for sports marketing, all professional sports leagues and franchises, brands and wireless content providers will be gathered in one room to discuss the hottest trends and opportunities for networking.
The advisory board for this event includes licensing and marketing executives from the National Basketball Association, National Football League, PGA Tour, World Series of Poker, Players Inc., NASCAR, Steiner Sports Marketing, New Era, National Hockey League, and IMG Licensing.
