Table of contents

1. Introduction
2. Licensing
3. The sports licensing market: a global powerhouse
   - The top sports licensing companies around the world
4. The leading global brands
5. Building a brand: the keys to success
6. What fashion companies can learn from sports licensed brand
   - Sports licensees are successful even if a team is not
   - There’s a right way to build customer loyalty
   - Opportunities are everywhere in sports marketing
   - The online market for sports licensing retail will only get bigger
   - Sales should keep moving all year - even out of season
7. The impact of counterfeiting
   - Overview
   - Companies most vulnerable
   - Where fakes originate

List of tables:

Table 1: Global retail sales, by league: 2006
Table 2: The top 25 college apparel licensees: 2007
Table 3: The top 25 non-apparel licensees of collegiate merchandise: 2007
Table 4: The top 75 Universities – ranked by licensing sales: 2007
Table 5: 2006 Revenues for top global sports brands (US$ million)
Table 6: Counterfeiting: consumer willingness

List of figures:
Figure 1: The global market for licensed sports products: 2007 ($billion)

Appendix: List of licensed sporting goods companies