LAS VEGAS, Nev. - As the global licensing community prepares for the annual Licensing Expo next week in Las Vegas, one new feature stands out: a new Motorsports Café that will highlight the expansion of licensing in the motorsports and powersports arenas.
The exhibit area is sponsored by Shell and organized by Licensing Expo with the help of Race Motorsports Marketing and Hot Import Nights. Exhibiting across from the Motorsports Café is Polaris Industries, which is bringing in its Polaris, Indian and Victory brands with the intent to extend them to "existing and new channels and markets," said Shean Ferrell of Polaris.
Indicative of the breadth of markets served at the big licensing show, the Polaris, Ducati and Dorna Sports booths are just a few feet from Thomas Kincaid, Precious Moments and High Times Magazine.
The Motorsports Café will include a number of features, such as a Jumbotron airing race footage, and a Polaris RZR XP1000 raced by R.J. Anderson, also the start of the YouTube RZR XP1K video "that went viral with more than 1.2 million views worldwide," Polaris announced. Anderson will be at the Licensing Expo June 18 to meet with fans and sign autographs.
The company reportedly will focus on licensing opportunities affiliated with its off-road and e-bike offerings. Although both the Victory and Indian brands will be in attendance, Polaris said it is taking a "wait and see" approach to ensure that "consumer products ultimately complement and augment both brands in the well-engineered and quality way that fans of Indian and Victory have come to expect," Polaris PG&A Vice President Steve Eastman told License! magazine.
License! magazine and Licensing Expo are produced by Advanstar Communications, parent of Dealernews.
Posted by Mary Slepicka