Competitive Edge - Sports & Entertainment Marketing News

Caleb Williams breaks Caitlin Clark’s draft night merch sales record


No. 1 pick Caleb Williams is breaking records before setting foot in Chicago.

The Bears selected the quarterback first in the NFL draft on Thursday night, and his merchandise on Fanatics, including jerseys and other apparel, set the record for draft night sales value in any sport.

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Discussion Questions:

  1. What is licensing?
  2. Who is the NFLPA?
  3. Why is licensing important to the NFLPA?
  4. Is the NFLPA a licensee or a licensor?
  5. Why is merchandising important to a team like the Chicago Bears or Indiana Fever?
  6. Who is Caleb Williams?
  7. How will the Bears organization benefit from a business perspective by drafting Caleb Williams?
  8. How can the organization maximize the benefit from the excitement surrounding Caleb Willaims from a marketing perspective? How can the Fever maximize the benefit from drafting Caitlin Clark? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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