Once we are through the design and league approval stage, you would think the hard stuff was over – well think again! Production, fulfillment, and distribution are a technical side of the business that we sometimes take for granted.
Corporate licensed merchandise requires multiple levels of processing once the initial layout approvals are complete. Each league has a production process to adhere to and applicable royalties must also be taken into account. At the corporate sponsorship level, there is an internal team which must be consulted through the logistics application, this quite often includes the agency of record – the people managing the execution aspects of the promotion. Don’t forget about the event venue. If the activation is at a stadium or 3rd party retail location, they must also be consulted as it pertains to timing and delivery logistics…..details, details.
Many of the Sports and Licensing programs we develop with a corporate sponsor extend well beyond one very cool licensed premium. Developing complex merchandise programs that include a catalogue of products are designed to reach regional offices across the country, a specific chain of retailers, or a group of consumers in a targeted marketplace. Merchandise programs are integrated into the sponsor’s brand vision and the strength of the league marks as driven by fan loyalty. Some of the most impactful merchandise programs are built around a specific event – all-star or championship game. This is what is referred to a ‘Hot Market’ Program. Hot market and corporate merchandise is a perfect match. Sponsors host VIP clients at the league event and everyone wants a souvenir from their experience. Don’t forget, we’re all fans at the end of the day!
The merchandise programs developed through the Sports and Licensing division require a consistent look and feel to the event with customization to suit the sponsor, and of course it must be cool! Genumark’s buying power allows the program merchandise to be produced at competitive price points, then fulfilled by order, and shipped to its new home.
If you would like more information on our Sports & Licensing Division, please contact:
VP, Sports & Licensing
416 391 9191 ext 2191