Sports & Entertainment Marketing
Unit 4:Promotion & Licensing
Name: ________________________________
Directions: Please complete the following outline during the class discussion of this unit.
The Pepsi Cola Company, owner of Gatorade, Frito-Lay, Tropicana, and Quaker Oats is an official marketing partner of the
NFL at a cost of nearly __________ million a year.
I. Legal Aspects of Sports & Entertainment - Trademarks
A. A _______________ is a device that legally identifies ownership of a registered brand or trade name.
B. A trademark is typically a name, word, phrase, logo, symbol, design, image, or a combination of these
elements
C. A trademark may be designated by the following symbols:
D. ™ (for an unregistered trade mark, that is, a mark used to promote or brand goods)
E. ℠ (for an unregistered service mark, that is, a mark used to promote or brand services)
F. ® (for a registered trademark)
G. A trademark registration may remain in force ___________________.
H. For a trademark registration to remain valid, the owner must ______________ to use it.
II. Legal Aspects of Sports & Entertainment – Copyrights
A. A ________________ is the legal protection of a creator’s intellectual property or products.
B. A copyright is valid for the _________ of the owner plus ______ years.
C. When the period of copyright protection has ended, the written document, musical composition, book,
picture, or other creative work is in the public domain.
D. Being in the ___________ ___________ means that no one owns a copyright to the work, and everyone
is free to copy, use and change them without having to ask for permission or pay the owner.
E. Suzanne Collins, author of the Hunger Games, sold the movie rights to her series of novels for _______
million.
F. Any books that have passed into the public domain and are essentially ___________.
III. Legal Aspects of Sports & Entertainment – Intellectual Property
A. _____________ _____________ refers to the unique works of writers, artists, and musicians that can be
protected under copyright laws.
B. ______________ is a payment for material that has been copyrighted or legally declared as belonging to
the creator.
C. The band Aerosmith has made more money from royalties off Guitar Hero than it has from any of their
actual ______________.
D. George Lucas will make more money from royalties than any other writer, producer, or director in
Hollywood.
E. The word “____________” is a trademarked term owned by George Lucas. Motorola pays a royalty fee
to the creator of Star Wars for every “droid” phone sold in the United States.
F. ___________ is the agreement that gives a company the right to use another’s brand name, patent or
intellectual property for a __________.
a. ______________ - company or individual granting the license for a fee in a contract
b. ______________ - company or individual paying for the rights to use the name or property
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IV. Legal Aspects of Sports & Entertainment – Piracy
A. _____________ is the theft of any copyrighted material; music, movies, and software.
B. The Motion Picture Association of America states that “23.8% of global internet traffic involves the
____________ distribution of copyrighted work.”
C. The film industry loses ________ billion annually to digital piracy
D. The downloading program BitTorrent is responsible for nearly half of the piracy activity.
E. More than 200,000 people have been sued for allegedly sharing copyrighted material using BitTorrent
online.
F. The lawsuits are being settled out of court.
G. The defendants don’t want to risk the potential fine of up to $150,000.
H. Most out of court settlements have averaged $2,500.
I. The ________ _________ _________ ______ (SOPA) is a United States bill introduced to expand the
ability of U.S. law enforcement to fight online trafficking in copyrighted intellectual property.
J. Provisions include the requesting of court orders to bar advertising networks and payment facilities
from conducting business with infringing websites, and search engines from linking to the sites, and
court orders requiring Internet service providers to block access to the sites.
IV. Legal Aspects of Sports & Entertainment – Sponsorships and Endorsements
A. ________________ is the promotion of a company in association with a property or event
B. A ______________ is a person, organization, or business that gives money or donates products and
services to another person, organization, or event in exchange for public recognition.
1. Sponsors of the PBA include: _________________________________________
2. Sponsors of pro-wakeboarding: _______________________________________
C. An __________________ is a person's public expression of approval or support for a product or service.
1. _____________________ are promotional tools – not a form of sponsorship.
2. Endorsements are regulated by the Federal Trade Commission (FTC).
D. The ____________ is a US government agency that protects consumers from deceptive business
practices.
E. Shaun White endorses: ________________________________________________
F. Businesses pay more than ____ ________ to U.S. athletes annually for endorsements. Over 2,000
athletes make endorsements. Studies prove that products endorsed by celebrities are purchased more
often than products that are not endorsed. Young people are more likely to use products endorsed by
celebrities they identify with. Consumers tend to believe celebrities.
G. Maria Sharapova endorses: _____________________________________________
H. What businesses seek in an endorser:
1.
2.
3.
4.
5.
Someone with a positive, charismatic, ________________ image.
A celebrity most consumers know.
A celebrity whose career is in process (rather than retired).
Someone who presents few risks.
Someone with a believable relationship with the product.
I. Angelina Jolie endorses: ___________________________________________
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K. The ___________ __________ has a 10.8 percent share of the U.S. shoe market and _____ percent of all
basketball shoes sold in the U.S. are Jordan's.
VI. Promotion, Media Mix, Cross Promotions, and Product Tie-Ins
A. ___________________ is any form of communication used by a company to inform, persuade, or
remind people about its products.
1. Promotion describes ways to make customers aware of products and encourage them to buy.
2. The ____________ _______ is the blending different promotional elements/strategies
(advertising, publicity, sales promotion, personal selling).
B. ________ _______ refers to the different types of media used for the promotional mix.
1. __________ is the format used for promotion, such as broadcast (TV and radio), print
(newspapers and magazines), outdoor (billboards and signs) or electronic media (websites, email, or social media).
2. The ____________ is the specific programing or publication selected for the advertising message,
such as Sports Illustrated or ESPN’s Sports Center.
C. _____________ ____________ is any form of communication through which one industry relies on
another industry to promote its product.
1. Cross promotion involves ______ or more companies working together in ________ a service or
product, in a way that ___________ both.
2. Target and Avengers also partnered for a cross promotion. Target has also done this with other
movies, such as Spiderman.
3. Due to the high cost of making and promoting the movie, James Bond will reach for a Heinken,
not a martini in his new movie. The Dutch beer company will spend $45 million on cross
promotion for the movie Skyfall.
D. A ____________ ________ is the use of ancillary products, such as merchandise, as promotional
tools.
1. Tie-ins are a form of cross-promotion used primarily to generate additional income from that
property and promote its visibility.
2. Common product tie-ins include: Board Games, Computer Games, Movie Soundtracks,
Books, Posters, T-Shirts and Other Apparel.
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