Al Bender, Licensing Director for both the Spalding and Wilson sporting goods companies over the past 20 years, announces the formation of a marketing and licensing consulting company called The Catalyst Company [TCC], to assist sports brands and manufacturers in launching new sports product initiatives.

“TCC’s mission is to marry good sports products and good sports brands with the strategies and resources necessary to make them viable market entries,” says Bender.
With years of experience building $1/4 billion businesses in apparel, footwear, hardlines and accessory categories; Bender and several associates are uniquely qualified to assist a sports company in pursuit of its growth goals.

“When the CEO of a sports company sets out to pursue accelerated growth or an acquiring company seeks added return on investment, TCC will be there to offer a rare combination of marketing and licensing skills that can very effectively leverage brand or product strengths. Licensing is the most misunderstood form of marketing,” Bender adds, “it’s not much different than marketing any product or service in-house. You still need to effectively organize the product, brand, support functions, finances and the marketing plan to be successful.

Mr. Bender is considered a pioneer in the sports brand licensing business in the U.S. having participated in the explosive growth of the Spalding U.S licensing business beginning in the early 1980’s. He can be reached at or by phone at 413-567-2048.