74-75 LSB 2022 Simon Gresswell.qxp_NEW LSB 2008 GRID 12/01/2022 16:05 Page 74
SPORTING INSIGHT
Right: Brentford FC is retaining its first Premier League kit for the 21/22 season following value for money calls from fans.
Simon Gresswell, founder of sports licensing consultancy SGLP and Sport Ambassador for Products of Change, ponders on how a big change in core football merchandise could increase the sustainability of an iconic product and the business model used.
The circle of sporting life A
the relationship between sport/club and fans s a sports licensing consultant and the and how merchandise is right at the heart of Sport Ambassador for Products of the shared responsibility that Change, it’s genuinely exciting to sustainability has become. Just like see how the sports industry is addressing sports stars and athlete activists are sustainability on so many fronts. influencing fans’ consumer purchasing From operational ‘savings’ like reduced choices on a daily basis, sports and event schedules/locations and remote TV clubs have an everyday influence on production and commentary teams, to fans’ lifestyles. The now quite old adage the very fan-inclusive, removal of single of ‘small change, big difference’ applies in so many use plastics and athlete-led initiatives like Hannah ways to sport and fans. Mills’ www.bigplasticpledge.com, it’s a fascinating Writing this shortly before Christmas, I was drawn time to observe and to be getting involved in and one morning to my sister-in-law’s latest actually, a privilege. Above: Simon Gresswell, founder, SGLP. Facebook post about a well-known but small, Over the last year, I’ve brought together Below: Circular & Co in a group of licensing and retail experts Cornwall launched ‘the everyday lifestyle change, as one aspect of the world’s first cup, made sustainability group she runs in her town. They from football, rugby, golf, tennis, sailing from used cups’. use and sell ‘the world’s first cup, made and motorsport, to share, discuss from used cups’ from Circular & Co. and learn more about in Cornwall. This is an enterprise sustainability in relation to founded in 2003 with the guts and their work for their sports and ambition to try to change the clubs, even managing a face to world. Check them out face meeting and private tour www.circularandco.com. (thanks Gary) at the This got me thinking again about inspirational Tottenham how an apparently big change in Hotspur Stadium… our very own core football merchandise could form of LBE (location-based ultimately in fact make small and big education). It’s not an exclusive differences, to clubs and fans, but also club, it’s an industry team could increase the sustainability of an initiative and everyone related to iconic product and the business sports licensing and retail is also model used. welcome to join, share, discuss and I’m talking of course about football learn. Just ask me kits/shirts. In theory, the once a year simon@sglp.co.uk. purchase of every passionate football fan, What strikes me every time we looks absolutely ripe for further disruption meet and discuss, is the everand a move to a subscription-based, fully increasing attention being given to
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LICENSING SOURCE BOOK EUROPE 2022
