Manchester United 2010 Champions in Fierce Sports Licensing Battle

By Brand Licensing Europe 2010, PRNE
Thursday, September 9, 2010

LONDON, September 10, 2010 - A global survey conducted by Brand Licensing Europe 2010, Europe's
premier licensing trade exhibition, has revealed Manchester United are
dominating the fierce battle for licensing revenue across sports teams in
Europe. Major retailers such as Debenhams, John Lewis and M&S are still the
number one route to market for sport properties.

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Manchester United commanded a staggering 90% of the votes cast by
licensing professionals globally to take top spot in commercial licensing
potential in any European sport team - this includes licensing the brand to
third parties for use in merchandise, like clothing, toys, games, books and
films. The diversity of the European licensing market was demonstrated by
Real Madrid being ranked second, and interestingly, the next three spots were
dominated by US properties including NY Yankees, LA Lakers and the Dallas
Cowboys taking a majority of the remaining votes.

    Top 5 Teams

    1. Manchester United
    2. Real Madrid
    3. NY Yankees
    4. LA Lakers
    5. Dallas Cowboys

The comprehensive survey also analysed the licensing potential of major
sporting events, with the World Cup cementing itself as the key global event
from a licensing perspective. Best performing sports licensing category was
dominated by teams, recording 65.3% of the vote followed by sports
personalities (20.8%), tournaments and competitions (11.6%) and sports
associations and governing bodies (2.3%).

    Top 5 Events

    1. World Cup
    2. Euro 2012
    3. Olympic 2012
    4. Formula 1
    5. Tour De France

Over 29% of respondents felt that major retailers provided the strongest
platform for a property to enter into a market. A well-established stadium
shop, such as the superstore at Old Trafford, is viewed as an important part
of monetising and utilising the passion and commitment demonstrated by sports
consumers. A digital presence is also important, with 17% ranking it as a
crucial element in the licensing prospects of your property.

"The huge visibility that football has created since, really, the
creation of the Premier League and Sky's broadcast has dominated the sports
licensing market," comments Chris Protheroe, Executive Vice President, CPLG.
"It's not just football, though. There's a golden decade of sport to look
forward to with global events from London 2012 to Rugby Union World Cup 2015,
being hosted in the UK."

The survey boasts feedback from a diverse global panel of heavyweight
licensing brands across many sectors, including sportswear, retail and FMCG,
gaming, toy, automotive and fashion, plus an interesting sample of global
media organisations, from newspapers to film, digital and technology brands.

Jessica Blue, event director, Brand Licensing Europe 2010 said:

"The sport licensing landscape is continuing to evolve very quickly as we
see sport properties using licensing as an increasingly important revenue
stream. It comes as no surprise that a football brand is ranked first as it
utilises the power of its brand and the global appeal that football enjoys."

Brand Licensing Europe will take place at Olympia between 28 - 30
September 2010
. Sports brands are expected from all around the globe, with
confirmed exhibitors including: The Football Association, Manchester United,
West Ham United FC, FC Barcelona, Juventus, Wembley Stadium, the RFU, NBA,
Nike Merchandising, Ultimate Fighting Championship, MotoGP, Renault F1 Team,
Dunlop, Slazenger, Everlast, Lonsdale and the FIA World Rally Championship.

Notes to editors:

About the Brand Licensing Europe 2010 sports survey:

The Brand Licensing Europe 2010 survey was distributed to a group of
senior level licensing professionals from Europe, US and beyond. In total
400+ respondents replied and included global blue-chip sports brands.

About Brand Licensing Europe 2010:

Brand Licensing Europe 2010 ( - taking place
September 28 - 30 at Olympia in London is the only pan-European event
dedicated to licensing and brand extension. Now in its 12th successful year,
Brand Licensing Europe 2009 hosted 180 exhibitors and 4862 retailers,
manufacturers and sales promotion professionals from 58 countries.

About Advanstar Global Licensing Group:

Advanstar Communications Inc. ( producer of
Licensing International Expo, Brand Licensing Central & Eastern Europe and
Brand Licensing Europe is a leading worldwide media company providing
integrated marketing solutions for the Fashion, Life Sciences and Powersports
industries. Advanstar serves business professionals and consumers in these
industries with its portfolio of 147 events, 68 publications and directories,
267 electronic products and Web sites, as well as educational and direct
marketing products and services. Market leading brands and a commitment to
delivering innovative, quality products and services enables Advanstar to
"Connect Our Customers With Theirs." Advanstar has approximately 1,000
employees and currently operates from multiple offices in North America and

Emma Thomas, Braben, +44-0207-025-8021, emma at

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