The Practice of Brand Extension Through Licensing: The Spalding Challenge
Sport Management Review, 12(3), pp. 185-192
14 Pages Posted: 11 Sep 2013
Date Written: 2009
This article presents quantitative and qualitative data on the licensing situation at Spalding Corporation — a sports equipment and apparel supplier. In the case study, the Russell Corporation’s acquisition of Spalding creates an opportunity for Spalding’s marketing staff to reevaluate their licensing strategy. Prior ownership has heavily leveraged the equity of the Spalding brand to generate maximum licensing revenues with a minimal concern for the long-term impact on the brand. Placed in the position of Spalding’s Vice President for Marketing, the reader must grapple with strategic licensing factors such as the rise of the big box retailer in distribution channels and product category congruence across extensions. Ultimately, with several licensing contracts up for renewal, a decision on the future direction of the Spalding brand must be outlined and defended in a presentation to the executives at Russell.
Keywords: licensing, merchandise, brand extension, case study
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