Licensing in Soccer: What Every Fan and Club Should Know

When you buy a club jersey or see a sponsor logo on a kit, you’re looking at licensing in action. Licensing is the legal permission a club gives to use its name, badge, or design on products and media. It’s how clubs turn a brand into cash, and how fans get official gear.

Why Licensing Matters for Clubs

A strong licence deal can fund player signings, stadium upgrades, or youth programmes. Without proper licensing, counterfeit merch floods the market, the club loses money, and the brand gets diluted. Protecting a trademark – the club’s badge, name, or slogan – stops knock‑offs and keeps fans confident they’re buying the real deal.

How to Secure and Monetise Your Brand

Step one is to register the trademark. This means filing with the UK Intellectual Property Office, covering the logo, club name, and any unique slogans. Once it’s registered, you can sign licence agreements that spell out who can use the brand, where, and for how long. Always include quality‑control clauses so the product matches club standards.

Step two is to pick the right partners. Look for manufacturers and retailers with a solid reputation and proven sales channels. A good partner will handle production, distribution, and marketing while you keep a cut of the profits. Negotiate royalties that reflect the brand’s popularity – big clubs can command 10‑15% of sales, smaller clubs often start at 5%.

Step three is to monitor the market. Use online tools to track unauthorised sellers and report infringing listings to platforms like Amazon or eBay. A proactive approach stops loss before it adds up. Many clubs hire dedicated licensing managers for this task, but even a small club can set up alerts and act quickly.

Step four is to diversify the product range. Besides jerseys, think about hats, phone cases, video games, and even virtual assets in the metaverse. Each new category opens a fresh revenue stream and spreads the brand across more fan touch‑points.

Finally, keep the fans in the loop. Announce new licence deals on social media, show behind‑the‑scenes of product design, and ask for feedback on what they’d like to see. Engaged fans are more likely to buy official items, which boosts licence income and strengthens the club’s image.

Bottom line: licensing isn’t just paperwork – it’s a vital source of money and a way to protect the club’s identity. Register your trademarks, choose partners wisely, watch the market, expand product lines, and keep fans involved. Follow these basics and your club can turn a beloved badge into a sustainable revenue engine.