Celebrity Licensing and Collegiate Licensing

Celebrity Licensing and Collegiate Licensing

The two licensing segments that interest me the most are Celebrity licensing and Collegiate licensing. To kick off the discussion, I am going to discuss celebrity licensing. Something that I did not know before researching this topic is that celebrity licensing and celebrity endorsement are two different things. Celebrity endorsements are “celebrity star power being used to create an interest in and awareness of a particular product or service” (Bones, n.d.).

Celebrity endorsement also is the use of a living celebrity. Celebrity endorsement has several advantages as well as disadvantages. The benefits include building brand awareness, helping consumers remember products or services based on the celebrity and helping advertising be better than the competition. The disadvantages are the chance that something bad will happen in the ‘s life star, tarnishing the product and the risk that the star’s stardom will override the product. Celebrity licensing, however, is the use of living and deceased celebrities. Celebrities licensing portrays the product as the celebrity’s product, unlike endorsement, where the star promotes a development. Celebrity licensing leases a legally protected entity. The entity can be several things, such as a character, likes, logo, name, signature, etc. Celebrity licensing has recently been brought to the forefront over using Elvis Presley’s name. Las Vegas is well known for many things, but one of the most popular things for lovers is to get married to an Elvis impersonator. These weddings may be in the past.

Licensing company, Authentic Brands Group, sent cease and desist letters to several wedding chapels. This means that the chapels are no longer allowed to use the name and likeness of Elvis Presley without permission.

Collegiate licensing is an extremely hot topic. The NCAA and college athletes nationwide are invested in allowing college athletes to get paid for using their names and likeness. For this discussion, I will be discussing the NCAA licensing program. The NCAA oversees over 1,000 colleges and universities spread over three divisions. College licensing is important to NCAA member institutes because the institute receives revenue from selling merchandise with its name on it. The NCAA licensing program ensures the quality and consistency of all sold merchandise, promoting an NCAA college. The licensing program also enhances NCAA programs and funds scholarships and services to student-athletes. The licensing program also protects consumers from faulty or inferior products with the NCAA trademark. The Collegiate Licensing Company is a licensing representative of the NCAA, responsible for running the licensing program. The interesting part of this whole licensing process is that the NCAA licensing program is not responsible for conferences or institutions’ licensing. For someone to sell merchandise with a conference name (e.g. Big Ten or PAC 12) on it, they have to approve with that separate conference and with the NCAA if they want the NCAA trademark on it. So, when you dig deeper, say someone wants to sell merchandise for the Big Ten Champion, with the NCAA, Big Ten and winning college’s trademarks, three separate licenses will be required for each merchandise aspect. If I were trying to license merchandise, I would stay away from college licensing, as it would get too complex and too expensive to acquire all of the licenses that are required for certain things.

References

Associated Press. (June 7, 2022). Las Vegas Wedding Services Warned Against Unapproved Use of Elvis’ Name. https://learningenglish.voanews.com/a/las-vegas-wedding-services- warned-against-unapproved-use-of-elvis-name/6601895.html

Bones, B., (n.d.). Celebrity Endorsements vs Celebrity Licensing Deals. https://blog.bookingagentinfo.com/celebrity-endorsements-vs-celebrity-licensing-deals/

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In 200-250 words with references, please answer the following:

Celebrity Licensing and Collegiate Licensing

Select two licensing segments that interest you (e.g., Olympic licensing and collegiate licensing). Compare and contrast three to five unique elements of each segment from a sports licensing business point of view,  discussing both differences and perhaps similarities that are shared.  Make sure you specifically comment on why these unique elements may be important if you were trying to conduct licensing development activities within the segment.