University of Alabama Athletics and Collegiate Licensing Company Agree to Record 15-Year Extension of Licensing Partnership, Longest in Company’s History
April 16, 2024
The University of Alabama Athletics Department and the Collegiate Licensing Company, the leading collegiate trademark licensing agency and a division of Learfield, have agreed to a 15-year extension to their existing relationship, making it the longest contract extension in the history of the company. The two organizations first began working together in 1981 when Alabama Athletics – one of the most recognizable brands in college athletics – became CLC’s very first client.
By extending its partnership with the Collegiate Licensing Company, Alabama continues to receive access to the company’s proprietary systems and data, expertise, and industry relationships to gain insight into consumer trends to identify opportunities and strategies to continue to build the Alabama brand.
“We are thrilled to continue our long-time partnership with CLC, which has been a highly successful relationship that has helped us deliver the best merchandise and marketing for our passionate Crimson Tide fans,” said Alabama Director of Athletics Greg Byrne. “Our collaboration with CLC has ensured that we are included in first-to-market opportunities and new strategies that help us elevate the Alabama brand in the market.”
In recent years, the Collegiate Licensing Company has worked with Alabama to create unique and innovative programs that have resulted in one-of-a-kind products and retail programs for Alabama fans. Recent programs include:
College Vault – A vintage-inspired product line utilizing Alabama’s vintage logos to create fashion-forward merchandise collections.
Alabama Legends– A brand identity developed to bring together product celebrating the success and history of Alabama Athletics, including championship teams, celebrated players, etc.
Bama Style – An ongoing original social content series, launched in 2017, with the goal of creating consistent messaging about licensed product to fans through Alabama Athletics channels.
Crimson Tide Outdoors– A brand identity developed to curate existing and new product targeting Alabama fans who enjoy outdoor activities and hobbies.
Officially licensed Alabama branded merchandise is produced by nearly 600 licensees and carried in more than 3,500 retailers nationwide. Major brands licensed to make Alabama products include IGLOO, Lululemon, Stewart Simmons, Warren Lotas and Wrangler as well as Nike, the school’s athletic sideline provider.
“We are honored that Alabama, our founding client with arguably one of the most notable brands in college athletics, continues to entrust the management and growth of the Alabama brand to our CLC team and is extending our longest running relationship for a record 15-years,” said Cory Moss, President, Brand Management & Marketing, Learfield/CLC. “Our staff remains committed to delivering innovative new products and retail programs to engage the passionate Alabama fan base in the evolving college marketplace.”
In addition to the Collegiate Licensing Company, Learfield represents Alabama Athletics with an enterprise-wide approach through its flagship multimedia rights division, digital ticket and marketing platform provider Paciolan, ticketing and seat-backs seller Learfield Amplify, and college sports digital solutions leader SIDEARM Sports.
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Collegiate Licensing Company (CLC): https://www.collegiatelicensingworld.com/collegiate-licensing-company