Licensing 

Licenses allow you to retain ownership of your brands, technology, content and designs, but introduce a new revenue stream to your business.

We can advise on licensing structures to maximise revenues and maintain good relationships with licensees, so you can exploit your intellectual property, control how it is used, and avoid losing your rights.

Some examples of licensing deals are outlined below.  Alternatively, find out how licensing fits in with App development, or technology.

Merchandising

Businesses, especially in the entertainment sector, frequently permit other companies to use their name and reputation to sell goods.  Consumers are prone to buying clothing, perfumes, and other creative products emblazoned with the name of their favourite film icon, pop group or football team.  However, there are many other strings to the bow of an effective licensing strategy.

For those who have a name to sell, it is essential that the brand is easily marketable.  Aspiring merchandisers should ensure that their name and logo are distinctive, develop a reputation that their market can relate to and crucially ensure that they own the exclusive rights to their brand.

Legal advice is essential, a typical merchandising deal will need to be crafted following careful consideration of the territorial scope of the agreement, its duration, the nature of the rights granted, issues of quality control, methods of distribution, royalties, advances, termination rights and enforcement.

Sponsorship

Sponsors use the association between you and their product to increase their prominence in the marketplace.  Effective sponsorship deals often depend on careful matching of the product and the person sponsored - for example, a soft drinks sponsor might do well to deal with an artist who appeals to teenagers.

Typically, negotiation will involve: clarifying what a sponsor requires of you; when the deal can be terminated; retention of creative control; exclusivity; duration; obligations to attend meet and greets; payment terms; and a range of other issues.  Involving lawyers in this process gives both parties a better chance of securing a successful relationship.

Endorsement

On a similar note, endorsement, or product placement deals offer mutual benefits in a variety of circumstances.

If you are a new designer seeking exposure, you might consider supplying your designs for photo shoots.  If you produce music, you could reach a wider audience by offering tracks for free to independent film makers, or online radio stations.

What next? 

If you need legal work please call us on +44 (0)20 7700 1414 or if you prefer send us an enquiry using the form below. Depending on your requirements we may suggest a free meeting. This is often the best way to assess whether we would be the right firm for you, and to understand the work involved, your priorities, attitude to risk, and desired timescales.