LICENSING MATCH-UP
Part I
Directions:
Determine whether each statement below is an example of licensing, branding, sponsorship, or
endorsement. Indicate your answer by marking L, B, S, or E.
L = Licensing B = Branding S = Sponsorship E = Endorsement
_____ 1. American Express is the official credit card of the U.S. Tennis Open.
_____ 2. Zack buys a Florida Marlins baseball cap made by New Era.
_____ 3. Soccer star David Beckham wears only Adidas gear.
_____ 4. Amy buys a pair of Converse basketball shoes.
_____ 5. Golf icon Tiger Woods appears in magazine advertisements for Nike.
_____ 6. Ben flies a Miami Dolphins car flag out his truck s window.
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_____ 7. Will spends two hours a night playing ESPN Winter X Games Snowboarding on his PlayStation 2.
_____ 8. The Olympic team from Latvia competes because of funding from Adidas.
_____ 9. NBA star Kobe Bryant appears in a TV commercial for McDonalds.
_____ 10. Christy loves the Clemson Tigers so much, she bought a Clemson Tigers birdfeeder for her yard.
_____ 11. Tom buys a Champion sweatshirt to wear to practice.
_____ 12. Steve uses a Rusty Wallace NASCAR mouse pad on his desk at work.
_____ 13. The NHL YoungStars Game, on All Star weekend, is presented by Upper Deck.
Part II
Choose one of the previous licensing examples. Determine who the licensor is and the licensee, if possible. Briefly explain
the benefits and risks to both the licensor and the licensee.
LAP: PM-012-SP
© 2004, MarkED
®
Sign Here: Licensing for Profit
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