The University of Georgia (UGA) recently finalized a five-year agreement that will establish Atlanta-based Fermata Partners as the University’s worldwide trademark licensing agency.

Under the agreement, which will begin effective July 1, 2015, Fermata Partners will work in close coordination with the University to manage all commercial uses of UGA’s trademarks on consumer products. This will include administering the logistics between UGA and its 500+ licensed manufacturers, conducting trademark enforcement, and building consumer engagement strategies to enhance and enrich UGA’s brand, according to the agency.

“The University is enthusiastic about writing a new chapter for our licensing program through our alliance with Fermata,” says Greg McGarity, Director of Athletics for the University. “Our licensing program generates significant annual income to support the University, UGA Foundation, and the Athletic Association — each of which is focused on delivering the best possible experiences for our students and alumni.”

Generating nearly $100 million in annual retail sales across the state and around the world, the University of Georgia’s consumer products program ranked among the top-five selling universities during the 2013-2014 academic year. UGA becomes the third major university to partner with Fermata in the past four months, joining the University of Kentucky from the SEC and the University of Miami from the ACC.

“UGA is one of our nation’s oldest public universities at nearly 230 years young — it has combined its rich history with modern vibrancy to become a brand that is both timeless and timely,” says Derek Eiler, managing partner and co-founder of Fermata Partners. “Our team is grateful for the opportunity to sit alongside the University of Georgia and help propel its consumer products program toward a dynamic future.”

The full transition of the licensing program to Fermata’s management will take place at the end of the current academic year in June 2015.

For more information, visit — J.L.