Impressions - Sports Fan Retailer - December 2015 - 24

elite, winning college football's national
championship in 2014. "But you have to
tie the athletic teams to the merchandise
side of the business. People love to associate with winners and achievers. I don't
really want to find out what would happen
if things went downhill and [the football
team] happened to go 0-12."
That said, collegiate licensing tends to
be closer to a year-round business than
pro sports. "We carry college [products]
in almost every store, and we almost
carry [them] year-round," says John
Jankovich, buyer for Cracker Barrel Old
Country Store. "We do take a breather
between seasons."
Several licensors and licensees are
launching programs to help bridge the
gap between athletic seasons and appeal

Agencies of Change
Similar to the sector it serves,
the collegiate licensing
agency landscape is undergoing
a transformation.
The trend was kickstarted in
May 2007 when sports and
entertainment management
company IMG purchased the
Collegiate Licensing Co. (CLC).
Following is a timeline of more
change that has marked a trend
among agencies.
2013: William Morris Endeavor
Entertainment (WME) purchases
IMG (and IMG College).
2014: Learfield Sports acquires
Licensing Resource Group (LRG)
and Strategic Marketing Affiliates.
2014: Fermata Partners launches
Fermata College division.
2015: Creative Artists Agency
acquires Fermata Partners.
The turnover has not had much
impact at the retail level, but it is
shaking up the industry. "It's a significant change in a business that
hasn't changed much in 15 years,"
says Rick Van Brimmer, director of
trademarks and licensing services
at Ohio State University.

24 December 2015

to alumni and students at other times
of year. Brüzer, which sells most of its
collegiate products during the back-toschool season, launched its Convocation
Collection last year, addressing increased
campus traffic during the collegiate award
and graduation season. "Some schools
are just tied to football," Gardner says.
"But we noticed that the [Ivy League
schools] have more people on campus
in the spring, so there were some key
retailers in those areas that we targeted."
Cornell University is among those that
have introduced the collection.
The CLC offers a number of promotions to extend its licensing business to
near year-round status. College Colors
Day kicks off the football season, which
drives sales from July through October,
as well as through the holidays when the
CLC's Holiday Cheer campaign is active. Basketball propels the business from
mid-January through March Madness,
assisted by a Rock Your Colors promotion.
Some CLC institutions with solid
baseball programs, such as Vanderbilt
University, promote that sport from
April through May; retailer Academy
Sports + Outdoors has implemented instore programs promoting key baseball
schools in the Southwest, Dubiel says.
In June, Costco, which is involved with
Holiday Cheer and Rock Your Colors,
highlights a Father's Day effort to support collegiate polos and synthetics.
INDUSTRY UPHEAVAL
Some collegiate licensing categories are
in flux due to the Ed O'Bannon v. NCAA
antitrust case, in which a group of former collegiate athletes argued they were
entitled to payment when their likenesses
appear in video games and other products
- something the NCAA has long prohibited. Electronic Arts (EA) was a plaintiff in
the lawsuit before reaching a settlement,
and also was sued by the NCAA.
The courts ruled in favor of the athletes
in 2014, meaning universities now must
pay their student-athletes when they are
featured in licensed merchandise. Colleges would be allowed to establish trust
funds of up to $5,000 per year, accessible

after the athletes' collegiate playing days.
The ruling was appealed and the legal
process currently is on indefinite hold. A
potentially more disruptive class-action
lawsuit, seeking to establish a free market for college athletes, also is underway.
While the final resolution of either case
may not come for some time, there already
have been ramifications. EA exited the
collegiate video game business altogether. Some colleges, such as the University
of Miami and University of Georgia, discontinued using player numbers on their
Nike products. "[These universities] don't
want any external perception that they're
exploiting their student-athletes," Eiler
says. "The jersey business is just not meaningful enough for any level of activation
to be worthwhile."
But the flow of counterfeit player-identified merchandise hasn't stopped. "If it
has the name and number on the jersey,
we know it's 1,000% counterfeit," Van
Brimmer says. "The ways we can pursue
and stop these are very limited now that
you can get them anywhere. We can't
stop the containers coming in because the
merchandise goes direct from the factory to the consumer. It's very disturbing
to go online any given day and see Ohio
State product with players' names and
numbers, and the Nike swoosh and the
Big 10 logo."
One solution is participating in crosslicensing programs that involve former college stars, as trading-card licensee Panini
America is doing under license from the
NFL Players Association and CLC.
"I always say if you want to know
what's important to people, go to a cemetery and see what's on the headstones,"
Van Brimmer says. "It's faith, family, military service and probably right behind
that is affiliation to their university. You
carry that loyalty throughout your life and
pass it to your kids and grandkids."
Karen Raugust is a Minneapolis-based
freelance writer specializing in licensing,
marketing and other business topics. For
more information or to comment on this article, or read her twice-weekly licensing blog
trends, visit raugustcommunications.com.
SportsFan Retailer


http://www.raugustcommunications.com

Impressions - Sports Fan Retailer - December 2015

Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - December 2015

Impressions - Sports Fan Retailer - December 2015
Contents
For the Record
From the Show Director
Starters
First & 5
MVPs
The More Things Change …
Alumni Allegiance
Follow the Crowd
Sneak Peeking
Around the Leagues
Retailer Focus
Impressions - Sports Fan Retailer - December 2015 - Impressions - Sports Fan Retailer - December 2015
Impressions - Sports Fan Retailer - December 2015 - Cover2
Impressions - Sports Fan Retailer - December 2015 - 1
Impressions - Sports Fan Retailer - December 2015 - Contents
Impressions - Sports Fan Retailer - December 2015 - 3
Impressions - Sports Fan Retailer - December 2015 - For the Record
Impressions - Sports Fan Retailer - December 2015 - 5
Impressions - Sports Fan Retailer - December 2015 - From the Show Director
Impressions - Sports Fan Retailer - December 2015 - 7
Impressions - Sports Fan Retailer - December 2015 - Starters
Impressions - Sports Fan Retailer - December 2015 - 9
Impressions - Sports Fan Retailer - December 2015 - 10
Impressions - Sports Fan Retailer - December 2015 - 11
Impressions - Sports Fan Retailer - December 2015 - 12
Impressions - Sports Fan Retailer - December 2015 - 13
Impressions - Sports Fan Retailer - December 2015 - First & 5
Impressions - Sports Fan Retailer - December 2015 - 15
Impressions - Sports Fan Retailer - December 2015 - MVPs
Impressions - Sports Fan Retailer - December 2015 - 17
Impressions - Sports Fan Retailer - December 2015 - The More Things Change …
Impressions - Sports Fan Retailer - December 2015 - 19
Impressions - Sports Fan Retailer - December 2015 - 20
Impressions - Sports Fan Retailer - December 2015 - 21
Impressions - Sports Fan Retailer - December 2015 - Alumni Allegiance
Impressions - Sports Fan Retailer - December 2015 - 23
Impressions - Sports Fan Retailer - December 2015 - 24
Impressions - Sports Fan Retailer - December 2015 - 25
Impressions - Sports Fan Retailer - December 2015 - Follow the Crowd
Impressions - Sports Fan Retailer - December 2015 - 27
Impressions - Sports Fan Retailer - December 2015 - 28
Impressions - Sports Fan Retailer - December 2015 - 29
Impressions - Sports Fan Retailer - December 2015 - Sneak Peeking
Impressions - Sports Fan Retailer - December 2015 - 31
Impressions - Sports Fan Retailer - December 2015 - 32
Impressions - Sports Fan Retailer - December 2015 - 33
Impressions - Sports Fan Retailer - December 2015 - 34
Impressions - Sports Fan Retailer - December 2015 - 35
Impressions - Sports Fan Retailer - December 2015 - 36
Impressions - Sports Fan Retailer - December 2015 - 37
Impressions - Sports Fan Retailer - December 2015 - Around the Leagues
Impressions - Sports Fan Retailer - December 2015 - 39
Impressions - Sports Fan Retailer - December 2015 - 40
Impressions - Sports Fan Retailer - December 2015 - 41
Impressions - Sports Fan Retailer - December 2015 - 42
Impressions - Sports Fan Retailer - December 2015 - 43
Impressions - Sports Fan Retailer - December 2015 - Retailer Focus
Impressions - Sports Fan Retailer - December 2015 - 45
Impressions - Sports Fan Retailer - December 2015 - 46
Impressions - Sports Fan Retailer - December 2015 - 47
Impressions - Sports Fan Retailer - December 2015 - 48
Impressions - Sports Fan Retailer - December 2015 - Cover3
Impressions - Sports Fan Retailer - December 2015 - Cover4
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https://www.nxtbook.com/nxtbooks/impressions/202009
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https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
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