TOTAL LICENSING
South Korea, People’s Re- clothing and caps,” he explained.
Participating
public of Korea, Chinese To attract licensees, the EAG have
Taipei, Macau, Mongolia held a design competition amongst
Countries and Guam. Hong Kong designers this year for the
The Games will be held in Games’ mascot which will be unveiled
the fourth quarter of 2009 shortly.
and it is anticipated that The 2010 World Expo which will be
over 2000 athletes will held in Shanghai has already attracted
participate. Over 10,000 six global partners including East Air-
tourists and 200,000 spec- lines, China Mobile, China Telecom,
tators are expected to at- Bank of Communications, SAIC&GM
tend the event. and Siemens. According to their mar-
As it is the first time that keting plan, Shanghai Expo will select
a large-scale multi-sport ten or twelve Global Partners and
international event will be around fifteen Senior Sponsors. Cur-
held in Hong Kong, under- rently the market development ac-
standably the Hong Kong tivities of Expo 2010 are focusing on
government are actively more than ten fields, including logistics
behind the event. Hong and delivery, soft drink, computer sys-
Kong have a budget of tem and integration services, insur-
ing the Olympics being held in China.
over HK$120 million for ance, power supply, petroleum and
Recently allegations have emerged
the Games and the government has petroleum refining, franchised manu-
regarding four factories in southern
also earmarked over HK$1 billion to facturing and operation, chained retail,
China who have broken labor laws,
provide and improve competition ven- wine, chained fast food, internet serv-
child labor laws and minimum wages
ues. ice providers and microchip manufac-
laws whilst making souvenirs for the
In an interview with Total Licens- turing industries.
2008 games.
ing, Johnny Woo, CEO of East Asian Beyond specific events, Asia has a long
An additional concern, naturally, is
Games Company explained how li- heritage of sports that dates back to
that of counterfeit. Whilst Beijing Ol-
censing would form a vital aspect of Dragon Boat racing over 2500 years
ympic officials will not confirm if they
the Games. “Licensing is enormously ago in China. Today, basketball is the
have made any arrests or filed charges
important to the event”, he explained. most popular sport in the country
against those selling fake Olympic
“We rely on income from licensing with 1.3 billion of the population now
products, they continue to pledge that
and sponsorship to meet some of playing the game. In addition soccer
selling counterfeit merchandise “will
the expenses of hosting the games. In and baseball have strong
lead to prosecution, fines and other
addition, products are a great way of and rapidly growing
measures.”
promoting the games.” followings. In fact, the
To date, a number of products have
In territorial terms, Woo has his sights NBA’s international
been available online for some months
on international markets. “Of course, business now accounts
which Beijing report are unauthor-
our main focus is on the nine countries for a quarter of their
ized and counterfeit as official online
taking part,” he continued. “However, revenues and, in terms
sales only began in June. Whilst stalls
we would welcome the opportunity of China, they fully ex-
and bazaars appear to be openly sell-
to sell EAG products further afield.” pect 50% growth from
ing counterfeit products, Yuan Bin
Interestingly, whilst little if any licens- the territory in the
explained recently, “We attach great
ing activity emanates from North Ko- 2007/8 season.
importance to the counterfeiting ac-
rea, Woo is confident that they will Soccer has some of
tivities, and we are working closely
achieve product sales in the country. the ultimately ‘global’
with our legal department on this. The
“We fully expect to sell product in brands with clubs such as Manchester
specific measures we have been taking
all of the participating countries, as United, Barcelona and Juventus. As a
have been very effective.”
well as in other Asian territories. Of mark of how important European soc-
From a world event that will take place
course, within the areas, sales will vary cer clubs view the Asian market, Man-
in Asia to a more specific Asian event
with the strongest nations being Chi- chester United has Tourism Malaysia
– the 2009 East Asian Games.
na, Korea, Japan and Hong Kong.” as an Official Destination Partner.
Held every four years, the East Asian
Woo and his team are, ideally looking 2007 FA Cup and League Cup win-
Games is a major sporting event in the
for a few key licensees who can cover ners, Chelsea have recently taken a
Asian arena. The first games were held
wide ranges of products. “In a perfect major step into Asia with the appoint-
in China in 1993 and, for 2009, Hong
world, we would have one licensee ment of Hong Kong-based EZ Shop-
Kong won the hosting rights.
who could cover all the important cat- net Ltd as their official online, mail-or-
The event features nine participating
egories such as toys, stationery, pins, der and merchandising partner for the
countries – China, Hong Kong, Japan,
133
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164