A global survey conducted by Brand Licensing Europe 2010 has revealed that Manchester United is dominating the battle for licensing revenue across sports teams in Europe. Major retailers such as Debenhams, John Lewis and M&S are still the No. 1 route to market for sport properties.
Manchester United commanded 90 percent of the votes cast by licensing professionals to take the top spot in commercial licensing potential than any other European sport team. Real Madrid was ranked second, with the next three spots taken by U.S. properties the N.Y. Yankees, L.A. Lakers and the Dallas Cowboys.
The survey also analyzed the licensing potential of sporting events, with the World Cup cementing itself as a key global event for licensing.
Top 5 Events
1. World Cup
2. Euro 2012
3. Olympics 2012
4. Formula 1
5. Tour De France
More than 29 percent of respondents said that major retailers provided the strongest platform for a property to enter into a market. A well-established stadium shop, such as the superstore at Old Trafford, is viewed as an important part of monetizing and utilizing the passion and commitment demonstrated by sports consumers. A digital presence is also important, with 17 percent ranking it as a crucial element in the licensing prospects of a property.
"The huge visibility that football has created since, really, the creation of the Premier League and Sky's broadcast has dominated the sports licensing market," says Chris Protheroe, executive vice president at CPLG. "It's not just football, though. There's a golden decade of sport to look forward to with global events from London 2012 to Rugby Union World Cup 2015 being hosted in the U.K."
Jessica Blue, event director of Brand Licensing Europe 2010, says: "The sport licensing landscape is continuing to evolve very quickly as we see sport properties using licensing as an increasingly important revenue stream. It comes as no surprise that a football brand is ranked first as it utilizes the power of its brand and the global appeal that football enjoys."