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UC Merchandise Sales Hit All-Time Record

Licensing income from sales of UC-branded merchandise brings in more than $859,400.

Date: 8/6/2013 2:44:00 PM
By: Dawn Fuller
Phone: (513) 556-1823
Photos By: Dottie Stover and Lisa Ventre

UC ingot   The UC Bearcats are increasingly showing their Bearcat pride by adding UC-branded gear to their closets, their walls and their novelty collections. Licensing income from the sales of UC-branded merchandise hit an all-time record over the last fiscal year.
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The University of Cincinnati licensing program generated $859,458 in gross royalties over the 2012-13 fiscal year, representing an increase of 12 percent ($90,619) when compared with the last fiscal year ($768,839).

In terms of earned licensing income, UC stands at No. 48 out of more than 160 colleges and universities represented nationally by the Collegiate Licensing Company (CLC).

Marty Ludwig, director of Trademarks and Licensing for UC, says UC is gaining better market penetration, expanding in retail chains such as Target, Old Navy, Cracker Barrel, Justice stores and Dick’s Sporting Goods, where UC’s brand will be featured in specialized displays this fall in the Cincinnati area.

As the first Rally House specialty sports boutique gets set to open at U Square near UC’s campus, it adds a new retail location carrying UC-branded products. The Clifton store will be the first in the Tristate area for the Kansas City-based retail chain.

Ludwig says the largest product revenue generator for UC last year was the EA (Electronic Arts) Sports NCAA Football video games, but the majority of licensing income comes from apparel and other non-apparel items.


Revenue from UC-branded merchandise sales is distributed to provide support for UC Athletics and scholarships, as well as other licensing-related activities, such as trademark registration and renewal fees (within the US and abroad), as well as marketing (graphics/signage) to support retail programs promoting UC licensed merchandise.

“The institution’s brand is the strongest asset we have,” says Ludwig. “It represents who we are.”

UC’s second-highest license income from UC-branded apparel was during the 2010-11 fiscal year at $781,876. UC started measuring these annual royalty figures in 1992, after the university partnered with the CLC.

IMG College reports that sales of collegiate merchandise in 2011 reached $4.6 billion. The collegiate fan base numbers 173 million, the largest fan base in sports.

UC Trademark Licensing Information