30.01.2019

Creative After Work
Time: 19:00
Location: EMMA - Creative Centre Pforzheim, Emma-Jaeger-Straße 20, 75175 Pforzheim
Topic: The licence business. Licensing and marketing at HEAD Sport GmbH

The Star Wars spaceship from Lego, a toy Porsche or a football with the logo of your favourite team: it's hard to imagine supermarket shelves without so-called licensed products. According to a survey by the International Licensing Excellence Association (LIMA), revenue from licensed products in the retail sector rose by 3.3% to 271 billion US$ in 2017.
The international sporting goods manufacturer HEAD also relies on licensed products and supplements its product range with fitness wristbands, sunglasses and backpacks, for example. Giuseppe Faranna, Vice President and Head of Licensing at HEAD, explains how the licensing business works, gives an insight into the company's licensing department and presents HEAD's extensive marketing and sales activities.

Giuseppe Faranna, who studied Business Administration at Pforzheim University, has been Vice President and Head of Licensing for the international sporting goods manufacturer HEAD since 2016. Prior to this, he held management positions in licensing and brand communication at companies such as Daimler, BMW, Philips and Crocs both in Germany and abroad, most recently working as Director of Licensing for IMG Worldwide and setting up the licensing programme for Volkswagen AG in Wolfsburg.