Volvo To Title Sponsor Charleston WTA Event Ole Miss, Nike Extend Apparel Deal Coke Zero Rolling Out Ads Around CFB USATF's Nike Rule Relaxed At Worlds Marketplace Roundup Grand Slam Quest Brings New U.S. Open Advertisers Luck Getting More Comfortable With Endorsements Saints OK With Mercedes-Benz' Falcons Move Arizona To Only Take In $500K From Nike Extension Marketplace Roundup
SBD/April 10, 2013/Marketing and Sponsorship
NCAA Championship Merch Selling Fast In Louisville, But Women's Gear Lacking
Published April 10, 2013
SCHOOL FEVER: MARKETING DAILY’s Karl Greenberg cited Collegiate Licensing Company data that showed that last year saw $4.62B in "retail sales of collegiate licensed merchandise, which the organization says is an all-time high, beating every sport but” MLB. Of that figure, March Madness generates about $10M. Leading the “merchandising game" is Univ. of Kentucky men’s basketball with $1.2M in gross royalties in '12. CLC Senior VP & Managing Dir Cory Moss said that schools “make the final decision on licensees, with universities splitting royalties with manufacturers.” He added that agencies like CLC “do a lot of the heavy lifting to create lasting interest and brand value around -- and especially after -- events like The Final Four.” Moss said that the biggest growth trend “is the women's category” (MEDIAPOST.com, 4/8).