Retail Merchandiser - November/December 2017 - 46

Sports & Tailgating

THE UNIVERSITY OF TEXAS

Premium Mentality
The University of Texas at Austin aims to take its licensing to the next level
with key partnerships. BY BIANCA HERRON
The University of Texas partnered with collegiate
trademark management company 289c Apparel to
focus more on brand communication.

Craig Westemeier,
senior associate
athletics director
$45 million+
www.utexas.edu

46

T

he University of Texas (UT) at Austin's licensing program was established in 1981
to not only protect and promote its brand
identity, but also as a revenue source to
support its campus programs.
More than 30 years later, UT's licensing program
has evolved significantly with 150 licensees domestically, according to Senior Associate Athletics
Director Craig Westemeier. "We give credit to the
forward-thinking people at that time for setting up
the program, and laying a solid foundation," he says.
"UT was one of a handful of schools to establish
collegiate licensing at that time."

RETAIL-MERCHANDISER.COM

November/December 2017

Reimagining Licensing
In 2016, UT teamed up with 289c Apparel, a collegiate trademark management company and affiliate
of Dallas Cowboys Merchandising. This represented
a significant strategy shift for UT's licensing program and a move away from the old collegiate model to one that is more nimble and focused around
brand communication. 
"As a university, we aim to be innovative," Westemeier says. "Our theme is 'what starts here changes
the world.' So we're being bold, taking risks and focusing on the future."
UT sought a partner that could not only help


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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2017

Contents
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