The Licensing Letter Sports Licensing Report

EXECUTIVE SUMMARY

PART I: DOMESTIC & GLOBAL SPORTS LICENSING TRENDS

Domestic Sports Licensing Trends

Sports In Context

• Exhibit 1.1: Retail Sales Of Licensed Merchandise, By Property Type, U.S. & Canada, 2009
• Exhibit 1.2: Average Royalty Rate For Licensed Merchandise Based On Sports Properties vs. Average For All Properties, U.S. & Canada, 2000-2009
• Exhibit 1.3: Retail Sales Of Licensed Merchandise Based On Sports Properties, U.S. & Canada, 2008-2009

Defining The Sports Licensing Sector

• Exhibit 1.4: Retail Sales Of Licensed Sports Merchandise, By Product Category, U.S. & Canada, 2009

Spinning Emotion Into Merchandise

• Exhibit 1.5: Retail Sales Of Licensed Merchandise Based On Sports Properties, By League/Organization, U.S. & Canada, 2009

Distribution

• Exhibit 1.6: Retail Sales Of Licensed Sports Merchandise, By Distribution Channel, U.S. & Canada, 2009

Product Categories

• Exhibit 1.7: Retail Sales Of Licensed Sports Merchandise, By Product Category, U.S. & Canada, 2008-2009

Multiple Rights

Hot Markets

• Exhibit 1.8: Top 10 Sports Videogames, By Units Sold, 2009

Exclusivity

Extreme Sports

Global Footprint

• Exhibit 1.9: Retail Sales Of Licensed Sports Merchandise, By Property Type, Worldwide, 2009
• Exhibit 1.10: Retail Sales Of Licensed Sports-Based Merchandise, Worldwide By Territory, 2009

Soccer & The World Cup

Olympics & Other Localized Sports Licensing

PART II: SPORTS LEAGUES & ORGANIZATIONS

Major League Baseball

• Exhibit 2.1: Retail Sales Of MLB-Licensed Merchandise, 1998-2009 & Projected 2010

MLB Merchandise Manufacturers

National Football League

• Exhibit 2.2: Retail Sales Of NFL-Licensed Merchandise, U.S. & Canada, 1998-2009 & Projected 2010
• Exhibit 2.3: Retail Sales Of Licensed Merchandise Based On NFL Properties, By Product Category, U.S. & Canada, 2009

NFL Merchandise Manufacturers

National Basketball Association

• Exhibit 2.4: Retail Sales Of NBA-Licensed Merchandise, U.S. & Canada, 1997-2009 & Projected 2010
• Exhibit 2.5: Retail Sales Of Licensed Merchandise Based On NBA Properties, By Product Category, U.S. & Canada, 2009

NBA Merchandise Manufacturers

National Hockey League

• Exhibit 2.6: Retail Sales Of NHL-Licensed Merchandise, U.S. & Canada, 1997-2009 & Projected 2010
• Exhibit 2.7: Retail Sales Of Licensed Merchandise Based On NHL Properties, By Product Category, U.S. & Canada, 2009
• Exhibit 2.8: Retail Sales Of Licensed Merchandise Based On NHL Properties, Worldwide, 2009

NHL Merchandise Manufacturers

NASCAR

• Exhibit 2.9: Retail Sales Of Licensed Merchandise Based On NASCAR Properties, By Distribution Channel, U.S. & Canada, 2009
• Exhibit 2.10: Retail Sales Of Licensed Merchandise Based On NASCAR Properties, By Product Category, U.S. & Canada, 2009

NASCAR Merchandise Manufacturers

Major League Soccer

• Exhibit 2.11: Retail Sales Of Licensed MLS Properties, By Product Category, U.S. & Canada, 2009
• Exhibit 2.12: Retail Sales Of Licensed MLS Properties, By Distribution Channel, U.S. & Canada, 2009

MLS Merchandise Manufacturers

PGA Tour

• Exhibit 2.11: Retail Sales Of Licensed PGA Properties, By Product Category, U.S. & Canada, 2009

PGA Merchandise Manufacturers