Similarly, a technology license can be a useful option for companies involved in the development of sports equipment. Companies are increasingly relying on improved technologies to gain a competitive advantage. Technology licenses can be used both for the “licensing” of technologies developed by other companies and to generate additional revenue through the “licensing” of technologies developed by themselves. Licensing and merchandising within the sports industry offer rights holders enormous opportunities for strategy, marketing and remuneration. Counterfeiting is one of the main problems in the sports licensing sector. This happens when a company that does not have a contract with a team uses the team`s logo or players in an unauthorized manner. .