January 9th, 2012 01:53 PM║ Posted By: John Pennington ║ Permalink
║ Schools: Alabama, LSU
Tags: Brian Hommel, CLC, Collegiate Licensing Company, LSU
The players at Alabama and LSU want to get their hands on the BCS’ crystal football trophy. The fans of both schools want the bragging rights that come with following the best. The schools themselves? Well, they’re lusting after millions of dollars in added revenue.
According to The SportsBusiness Journal, tonight’s winning school can expect to see bounces in licensing, sponsorship, and advertising income. (Not to mention the likelihood of increased donations from happy boosters and fans.) In the area of licensing, for example, title-winning schools typically sell more university-branded merchandise and that increase in cash is felt right away.
“The Crimson Tide’s marks already are among the most valuable in college sports,” Michael Smith writes on SportsBusinessDaily.com. “They ranked second on (Collegiate Licensing Company’s) list of schools that sold the most merchandise in 2011, behind only Texas. LSU ranked ninth”
“Auburn, by comparison, leaped from 15th to fourth in CLC’s rankings in 2011 after its national title last season.”
“For school like those that already generate $5 million to $6 million a year or more in royalties, a national title typically equates to $1 million to $2 million in additional revenue, said Brian Hommel in LSU’s trademark licensing department.”
And remember, that’s just licensing. There are also the added dollars from increased advertising and sponsorship opportunities. And those donation boosts we mentioned above.
Tonight’s game is big fun for fans and a big opportunity for the teams. It’s big business for the schools.
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