Understand the commercial side of sports licensing with practical templates, calculators and resources designed for brands, manufacturers and entrepreneurs.
Entering sports licensing can involve royalties, minimum guarantees, territories, categories, retail channels, approvals and commercial negotiations. Sports Licensing Playbook gives you practical tools to help structure the opportunity before you commit time and money.
Model royalties, projected sales and minimum guarantees before you're in the room.
Assess properties, categories, territories and retail channels with structured frameworks.
Use practical checklists and templates to make sure the important commercial points are covered.
Turn an idea into a structured licensing opportunity that rights holders take seriously.
A practical digital toolkit designed for businesses that want to understand sports licensing without spending thousands on consultancy.
Enter your projected licensed sales and royalty rate to estimate the royalty value.
This is a simplified estimate. Actual licensing economics may vary based on contract terms, deductions and reporting definitions.
Want to go further? The complete toolkit includes additional commercial calculators and templates.
View the ToolkitAssess whether a sports licence makes commercial sense before approaching a rights holder.
Understand the commercial mechanics of licensing before investing in product development.
Structure opportunities across properties, categories, territories and retail channels.
Use practical templates to prepare proposals, negotiations and business cases.
Behind this resource is someone who has spent years working commercially across the sports licensing industry — with rights holders spanning the Premier League, UEFA Champions League, FIFA, NFL, Marvel and other major sports and entertainment properties.
If you're seriously exploring a licensing opportunity and want a second opinion on your approach, book a free 30-minute call.
A licence is only the beginning. The real questions are:
The Sports Licensing Playbook helps you work through those questions systematically.
Get the Sports Licensing Toolkit — £49A practical collection of templates, calculators and commercial frameworks for brands and businesses exploring sports licensing.
Everything you need to assess, model and present a licensing opportunity.
A structured framework to assess a potential sports property before committing resources.
Model the potential royalty cost or income of a licensing agreement across multiple scenarios.
Understand how a proposed Minimum Guarantee compares with projected royalty income.
A structured framework for presenting a licensing opportunity to a rights holder.
Turn a licensed product into a compelling retail proposition for buyers.
Before agreeing a deal, work through the key commercial points with this checklist.
Compare potential categories across multiple commercial dimensions.
Map where the opportunity could work and prioritise markets systematically.
Build a simple commercial model to understand the economics of a licensing deal.
A final checklist to complete before progressing a licensing agreement — so nothing gets missed.
Considering licensed products and wanting to understand the economics before investing.
Looking to enter sports licensing and wanting to structure the opportunity properly from the start.
Developing sports products and needing to understand the commercial framework.
Assessing new properties and needing a structured approach to commercial evaluation.
Preparing licensing proposals, negotiations and business cases for stakeholders.
Evaluating new licensed opportunities and wanting to assess commercial viability.
Templates, calculators and frameworks.
Adapt every template to your opportunity.
Model the economics before you negotiate.
Systematic approaches to every stage.
Available immediately after purchase.
No subscription. No recurring fees.
Talk through your specific licensing opportunity with someone who has negotiated deals with Premier League clubs, UEFA, FIFA, NFL and other major rights holders. No charge, no obligation.
Calculate your potential royalty value. Use the calculator below to estimate royalty payments based on projected licensed sales.
The calculation is straightforward:
This is a simplified calculation. Actual licensing economics can be affected by factors such as deductions, minimum guarantees, reporting definitions and contract terms.
The Sports Licensing Toolkit helps you assess the wider commercial opportunity.
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Sports Licensing Playbook was created to provide practical commercial resources for businesses exploring sports licensing.
Licensing can be an attractive route to brand growth, but understanding the commercial opportunity requires more than simply securing a name or logo.
Businesses need to understand:
Sports Licensing Playbook brings these considerations together into practical tools designed to help businesses make better-informed commercial decisions.
Resources built around real-world commercial questions rather than theory or academic frameworks.
Focused on the economics, the deal structure and the route to profitability — not just the mechanics of licensing.
Systematic approaches that take businesses through the key questions in the right order.
Help businesses understand the opportunity before committing to the deal.
Still have a question?
Get in TouchHave a question about the toolkit? Interested in licensing resources for your business? Or looking for commercial support around a sports licensing opportunity?
We aim to respond within two working days.
sportslicensingplaybook@gmail.comSports Licensing Playbook
Practical commercial resources for the sports licensing industry.
The toolkit gives you the commercial frameworks. A call gives you direct input on your specific situation — the property, the products, the numbers, and whether the opportunity is worth pursuing.
This resource was built by someone who has spent years working commercially across the sports licensing industry — not as a consultant, but as the person doing the deals.
Direct commercial experience working with rights holders across the Premier League, UEFA Champions League, FIFA, NFL, Marvel and other major sports and entertainment properties.
Negotiating royalty rates, minimum guarantees, territory and category deal terms with major licensors. Understanding what rights holders want and what they'll agree to.
Getting licensed products into retailers across the UK, Europe and North America. Understanding buyer expectations, margin requirements and what makes a licensed product retail-ready.
Taking licensed categories from initial opportunity assessment through product development, approvals and ranging — understanding what works commercially and what doesn't.
This isn't a sales call. It's a focused conversation about your specific situation — the property you're considering, the products you want to create, the deal you're preparing for, or the commercial question you can't answer from a template.
By the end of the call you'll have a clearer view of whether the opportunity makes commercial sense and what the right next steps are.
Is it commercially viable? What's the realistic ceiling?
How to structure the deal, what to ask for, what to watch out for.
Royalty rates, MG expectations, margin requirements for the category.
An honest assessment of the opportunity and what the realistic path looks like.
No charge. No obligation. A focused conversation about your specific licensing opportunity.
Email sportslicensingplaybook@gmail.com
We'll reply within two working days with availability.
You've worked through the templates and want to pressure-test your thinking on a real opportunity before approaching a rights holder.
You're in early discussions with a rights holder and want to understand what's reasonable to ask for and what to watch out for.
You're putting together a licensing proposal and want a commercial review before it goes in front of a rights holder.
You've been presented with a deal and want a second opinion on whether the commercial terms make sense for your business.
Email sportslicensingplaybook@gmail.com — we'll come back to you within two working days.
The toolkit gives you the commercial frameworks to work through your opportunity first. The call is then focused on the specific questions the templates raise for your situation.
View the Toolkit — £49