I, like millions of other parents, have seen my life taken over by the Disney movie Frozen. Not only do I have the pleasure of watching the movie at least twice per week and listening to “Let It Go” every morning on the drive to school, I now also find myself the proud owner of Frozen bed sheets, Frozen toothbrushes, a Frozen play vanity, Frozen dinner placemats, etc.

While it is not unusual or unexpected that a movie of this magnitude would extend its presence as widely as possible, my children are young and this is my first experience with movie-hysteria. I am amazed every day at the licensing extensions for this property. It is safe to say that Disney has maximized its revenue opportunities with Frozen. If Anna or Elsa is pictured on a product, my daughter wants it… regardless of what the product actually is.

As my awareness of branding and licensing has been piqued by the mini-consumers in my own household, I coincidentally came across an article reporting that Dallas Cowboys owner Jerry Jones had recently announced the creation of a Cowboys-affiliated company called Blue Star Payment Solutions. The Cowboys have used their brand strength to create businesses before, but typically have done so within the sports and entertainment space. As far as I can tell, this is their first attempt at allowing the strength of their brand to lead them into a new industry (merchant services).

“For a long period of time, the merchant services space

[has] been an unbranded place with blank names,” Jerry Mooty, President of Blue Star, recently told the Dallas Business Journal. “We want to build brand equity and bring the Cowboys star to the brand.”

As part of the Blue Star family, Mooty said each merchant will receive a one-of-a-kind, limited edition piece of Cowboy’s merchandise; invitations to exclusive events accessible only by Blue Star clients; and drawings for unique experiences related to Cowboys games, practices and training camps. Participating merchants will also be automatically enrolled into the Dallas Cowboys United Fan Club.

There is nothing more influential than sports and, as one of the universe’s top sports brands, the Cowboys brand should provide significant lift to Blue Star Payment Solutions. However, will the performance of Blue Star Payment Solutions have an effect (positive or negative) on the Cowboys brand? I expect sports executives will be closely watching Blue Star over the next 12-24 months. If this pairing is successful, could we see similar brands extensions for the Los Angeles Lakers, Pittsburgh Steelers, New York Yankees? We’ll have to stay tuned to find out.

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