Sports Licensing Development Between USA and China

DOI: https://doi.org/10.62517/jmhs.202305408

Author(s)

Hanwen Liang*

Affiliation(s)

No 52 Aoti Road, Guangdong Vocational Institute of Sport, Guangzhou, Guangdong, China *Corresponding Author

Abstract

This paper explores the intricacies of sports licensing in two major markets: the United States and China. It delves into the historical evolution of sports licensing, beginning with character-based merchandise and evolving into a multi-billion-dollar industry encompassing a wide range of products. The U. S. market, with its mature and standardized sports licensing industry, is contrasted with China's developing market, which is experiencing growth in brand value and sales. the paper also examines the current challenges in China’s sports licensing, such as limited product diversity, quality control issues, and the need for market expansion. Additionally, the unique aspects of licensing agreements, royalty structures, and the impact of key figures like Yao Ming on the global sports licensing landscape are discussed. A comparative analysis between the two countries reveals differences in market size, structure, and maturity, highlighting the potential for growth and development in China’s sports licensing industry.

Keywords

Sports Licensing; Market Analysis; Quality Control; Licensing Agreements; Royalty Structures

References

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