The Collegiate Licensing Company, Atlanta, has announced a multi-year extension of its partnership agreement with the University of Illinois to continue managing the school’s trademark licensing program, which began in 1983.
Through its relationship with CLC, the University of Illinois has developed a portfolio of national licensing and co-branded partnerships that include Victoria’s Secret PINK, Dockers, Dooney & Bourke, Yeti, Carhartt, Star Wars and others. CLC also assisted Illinois with its 2014 brand update in conjunction with its sideline partner, Nike, and helped the university create the limited-edition “Lou Henson Collection” honoring its legendary coach.
Officially-licensed University of Illinois product now is sold by more than 1,600 retail accounts across the country. The Illini licensing program has achieved greater in-store distribution and total sales due, in part, to its participation in CLC’s exclusive national retail marketing platforms, including College Colors Day, Rock Your Colors and Holiday Cheer Section, according to the agency.
Illinois has also used CLC’s proprietary reporting systems and global consumer insights to develop marketing and licensing strategies to reach consumers across the country through a variety of retail channels and stores. — M.Q.