As we mentioned in our previous post, “Market Volume, Growth and Drivers of Brand Licensing in Europe“, the brand licensing market in Europe has demonstrated consistent growth, driven by increasing consumer demand for branded products and strategic collaborations across various industries.
Here are three specific examples of success stories in brand licensing across Europe:
REAL MADRID (Spain)
Strategy: Real Madrid entered into licensing agreements with various companies to produce branded merchandises, ensuring highquality, diverse products that carry the prestigious Real Madrid name, catering an international audience.
Result: Real Madrid’s licensing and merchandising revenues contributed significantly to its €714 million total income in 2022, with brand expansion into over 100 countries strengthening emotional connections with fans and solidifying loyalty across generations.
Role of Brand Licensing: Licensing enabled Real Madrid to diversify its revenue streams beyond ticket sales and broadcasting while enhancing its reputation and preserving its cultural significance.
CHUPA CHUPS (Spain)
Strategy: By licensing its brand beyond food products, such as apparel, accessories, and stationery, Chupa Chups successfully targeted new customer segments and capitalize on its playful, youth-centric image.
Result: The company’s overall financial performance reflects the positive impact of these licensing strategies, with reported sales of €112.74 million in 2022.
Role of Brand Licensing: Brand Licensing has become a significant component of Chupa Chups’ business model, with food and beverage licensing representing almost 20% of Perfetti Van Melle’s overall licensing business.
SWAROVSKI (Austria)
Strategy: Swarovski partnered with prominent designers and events, including the Met Gala where it debuted couture dresses, licensing its brand for use in luxury fashion, jewelry, and interior design to attract diverse market segments.
Result: Swarovski generated €2.7 billion in revenue in 2022, with a significant portion attributed to its licensing activities.
Role of Brand Licensing: Licensing enabled Swarovski to penetrate new markets and industries, expand its consumer base, and maintain its luxury status while ensuring continued appeal across generations.
The brand licensing sector in Europe continues to evolve, with companies leveraging strategic partnerships to diversify product offerings and enhance brand presence.
The success stories of brands like Real Madrid, Chupa Chups and Swarovski exemplify the potential for growth and innovation within this dynamic market.