When Sponsors of Canada’s major sports leagues require licensed promotional merchandise, they come to the Sports & Licensing Division at Genumark. With years of experience in both licensing and promotional products, this talented group creates new and innovative products.
Companies invest a great deal of effort and money into their sponsorship. They want to ensure a couple things happen: they build brand equity, align themselves with their demographic, and of course, sell more products along the way! Their activation plans have many layers which may include a promotion that is consumer driven, trade focused, or have an internal execution. They cover anything from instant grat, sweepstakes, online contests, in-stadium giveaway, mail-in redemption, prizing, and event gifting – to name a few.
Once the Sports and Licensing Team is briefed on the level of activation, we work to develop premium licensed merchandise that will provide each sponsor a greater return on their investment. Licensed Premiums have aspects that make them unique to traditional promotional merchandise. They are quite often focused on a particular league event: the start of a season, special event, all-star game, playoffs, or a championship. The product our team develops must resonate to the sports fan, event, and sponsor brand. The premium must be authentic to the sport, innovative, and unique as these items are quite often high profile and in the public’s eye.
When the merchandise we produce have the added attraction of licensed marks (league, team, or event logos), there is an assumed responsibility to go above and beyond in product design and unique decoration. The Sports and Licensing team has the cool stuff. If it’s ‘hot and new’ we’ve got it. We’re dealing with clients who have seen it all and they rely on us to show them something new that help them drive results.
If you would like more information on our Sports & Licensing Division, please contact:
VP, Sports & Licensing
416 391 9191 ext 2191