The development of the licensed merchandise strategy involves a close working relationship between sponsors and teams. Considerations associated with teams’ needs and major stakeholders are factored in by experts in merchandise agreement ( Mumcu & Fried, 2017) . Sponsoring companies use agents to create deals with teams by considering the grant of rights, license terms, and product royalties.
Collegiate and high school athletes should be allowed to sell alcohol during concessions. Kingsland et al. (2016) argue that selling alcohol in sports arenas leads to an increase in 22% revenue. Most of sports lovers’ drink alcohol as part of the game-day culture. Therefore, extending the privilege increases the feeling of the championship by most sports fans.
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Allowing fans to bring their food and drinks in football games is necessary. The practices lead to a reduction in long queues and food shortages, which has been experienced in major sporting events. The practice helps increase the number of fans, increasing royalties received, thus boosting revenue generated by merchandisers and franchisers of the game ( Kingsland et al., 2016) . However, it leads to excessive consumption, especially for alcohol drinks, which leads to a surge in cost related to property damage and payment of law enforcers.
References
Kingsland, M., Wiggers, J. H., Vashum, K. P., Hodder, R. K., & Wolfenden, L. (2016). Interventions in sports settings to reduce risky alcohol consumption and alcohol-related harm: A systematic review. Systematic Reviews , 5 (1). https://doi.org/10.1186/s13643-016-0183-y
Mumcu, C., & Fried, G. (2017). Analytics in sport marketing. Sport Management Education Journal , 11 (2), 102-105. https://doi.org/10.1123/smej.2016-0019
