From golfing umbrellas through to tennis ballshaped sweets, many suppliers within the promotional merchandise sector have had a busy summer providing sporting themed promotional products to distributors – thanks to events like the Tour de France, Wimbledon and the British Open.

With so many major sporting events now taking place throughout the year, demand from distributors who want to capitalise on major fixtures and offer a broader range of sports-related products is becoming increasingly popular.

In addition to the annual competitions such as Royal Ascot and the Henley Royal Regatta, suppliers should also gear up for the Ryder Cup and the Beijing Summer Olympics – all happening next year.

Many PROMOTA members are already preparing for the various competitions by offering a range of sporting related equipment and merchandise that can be branded to suit customer requirements. These can include brandable footballs that will no doubt prove popular with Euro 2008 fans.

For many suppliers and distributors within the sector, it is the run-up to the event, not the event itself, which brings the most business, as most major sporting events only allow for promotions carried out by an official event sponsor. But according to Philip Circus, a barrister specialising in marketing law and partner at marketing law advisory service Lawmark, the rules surrounding these events are getting stricter.

“Use of tickets which are unauthorised, or indeed any promotion which dovetails into a major sporting event, raises several legal issues,” explains Circus in his new book on sales promotion and marketing law. “Firstly, there is the possibility of a challenge on the grounds of passing off. The argument would be that the promotion amounts to a misleading representation of a connection in the course of business between the promoter and the event – most usually on the basis that people would think that the promoter must be an official sponsor or licensee. “Secondly, there is the risk of an action for breach of copyright if some design work is shown which attracts copyright protection, such as the logo of the event.”

It is for these reasons that some suppliers and distributors steer clear of such promotions, as licensing can often be a big hurdle to overcome – and many suppliers have to hope the revenue they generate from the promotion more than covers the cost of getting the licence to be associated with the event.

The Olympics, in particular, are heavily regulated, and suppliers should be wary of providing merchandise to distributors handling promotions that mention key words relating to the event, or using the Olympic symbol and motto.

But the increasing regulation has not deterred many promoters from running campaigns, and suppliers should still expect an upswing in demand for their products around key sporting dates.

Sporting events are a good time for promotions because they bring out the competitiveness in everyone – whether it be playing a few games of table football or inviting friends around for a game of sporting trivia, major events draw people together and encourage friendly rivalry.

Many promotional suppliers are extremely innovative and bring out new games and merchandise in time for each major event, but as is often the case, sometimes the old favourites seem to be the most popular. Generic sportsrelated products also do well in these events, as they appeal to all audiences and can continue to be offered by distributors after a particular fixture or event is over. For example, items that are practical and show team spirit like a range of clothing, sports drinks, bottled water and flags are usually very popular.

Confectionery suppliers are also getting in on the act with bespoke containers filled with moulded chocolates in the shape of footballs, tennis balls, golf balls and rugby balls that can be printed with corporate logos and messages.

Suppliers can often tailor personalised products for virtually every sporting occasion, be it corporate golf sponsorship, Wimbledon or a day at Ascot. With the new football season well underway distributors should already be stocked up to meet demand. Many are already on starter’s orders for Euro 2008, and some are already thinking as far ahead as 2012 and the London Olympics, which is anticipated to provide significant opportunities for the promotional merchandise sector.

2008 KEYSPORTINGEVENTS

April 5
Grand National

May 25
Monaco Grand Prix

June 7
Vodafone Derby

June 7 – June 29
Euro 2008
Monaco Grand Prix

June - July
Wimbledon

July 2 – July 6
Henley Royal Regatta

August 8 - 24
Olympics, Beijing

September 16 - 21
The Ryder Cup

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