Retail Merchandiser - November/December 2016 - 28


Sports & Tailgating

MSU stresses that each purchase
of licensed products goes toward
helping MSU students.

MICHIGAN STATE UNIVERSITY

Spreading Spartan Pride
Michigan State University's licensing allows students, staff and alumni to show support
year-round while financially supporting student programs and scholarships. BY JIM HARRIS

T
Samantha Stevens,
director of licensing
www.licensing.msu.edu
East Lansing, Mich.

28

MSU.indd 28

he Michigan State University Spartan is more
than just a representation of the school's nationally known athletic programs. The Spartan is a symbol of the pride that students,
staff and alumni take in the university - a pride that
extends well beyond football and basketball seasons.
"Our students and fans have a vested interest in the
university, are passionate about it and want to continue supporting it not just during a season, but yearround," Director of Licensing Samantha Stevens says.
Established in the mid-1980s as a way to protect
the university's image by making sure the Spartan
brand and related marks and logos were being used
properly, MSU's licensing program has evolved into
a way for the public institution of higher learning to

RETAIL-MERCHANDISER.COM

tell its story beyond the East Lansing, Mich., campus.
"We see licensing as an opportunity to showcase
our brand outside of the university setting," she
adds. "The more we can grow the brand in the retail
space, the more recognition the university receives."
Profits from the sale of licensed products directly
support MSU student scholarships and student programming. "Whether it's a $3 keychain or a $1,000
Spartan necklace, each purchase is going toward
helping MSU students," Stevens says.

'Cradle to Grave'
As one of the top 10 universities in the United States
in terms of enrollment and with more than 500,000
living alumni, MSU has a large potential audience

November/December 2016

11/10/16 10:18 AM


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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2016

Contents
Retail Merchandiser - November/December 2016 - Cover1
Retail Merchandiser - November/December 2016 - Cover2
Retail Merchandiser - November/December 2016 - 1
Retail Merchandiser - November/December 2016 - 2
Retail Merchandiser - November/December 2016 - Contents
Retail Merchandiser - November/December 2016 - 4
Retail Merchandiser - November/December 2016 - 5
Retail Merchandiser - November/December 2016 - 6
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Retail Merchandiser - November/December 2016 - Cover3
Retail Merchandiser - November/December 2016 - Cover4
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