UC Merchandise Sales Hit All-Time Record
The UC Bearcats are increasingly showing their Bearcat pride by adding UC-branded gear to their closets, their walls and their novelty collections. Licensing income from the sales of UC-branded merchandise hit an all-time record over the last fiscal year.
The University of Cincinnati licensing program generated $859,458 in gross royalties over the 2012-13 fiscal year, representing an increase of 12 percent ($90,619) when compared with the last fiscal year ($768,839).
In terms of earned licensing income, UC stands at No. 48 out of more than 160 colleges and universities represented nationally by the Collegiate Licensing Company (CLC).
Marty Ludwig, director of Trademarks and Licensing for UC, says UC is gaining better market penetration, expanding in retail chains such as Target, Old Navy, Cracker Barrel, Justice stores and Dicks Sporting Goods, where UCs brand will be featured in specialized displays this fall in the Cincinnati area.
As the first Rally House specialty sports boutique gets set to open at U Square near UCs campus, it adds a new retail location carrying UC-branded products. The Clifton store will be the first in the Tristate area for the Kansas City-based retail chain.
Ludwig says the largest product revenue generator for UC last year was the EA (Electronic Arts) Sports NCAA Football video games, but the majority of licensing income comes from apparel and other non-apparel items.
Revenue from UC-branded merchandise sales is distributed to provide support for UC Athletics and scholarships, as well as other licensing-related activities, such as trademark registration and renewal fees (within the US and abroad), as well as marketing (graphics/signage) to support retail programs promoting UC licensed merchandise.
The institutions brand is the strongest asset we have, says Ludwig. It represents who we are.
UCs second-highest license income from UC-branded apparel was during the 2010-11 fiscal year at $781,876. UC started measuring these annual royalty figures in 1992, after the university partnered with the CLC.
IMG College reports that sales of collegiate merchandise in 2011 reached $4.6 billion. The collegiate fan base numbers 173 million, the largest fan base in sports.
Related Stories
UC student uses co-op to explore future engineering, public...
January 22, 2025
Alex Woodall, a native of Sammamish, Washington, and a fifth-year civil engineering major at the University of Cincinnati, uses co-op to plan a future career in engineering and public service.
High school program draws local students to engineering
January 21, 2025
In a handful of cities around the world, including Cincinnati, GE Aerospace Foundation partners with local organizations and universities to run the Next Engineers program, a global college-and career-readiness program working to increase the diversity of young people in engineering. University of Cincinnati student Kallab Hailu Abebe was in the first cohort of GE Next Engineering Academy Graduates, and was inspired to enroll in a higher education engineering program after his experience.
Cincy Bearcat crowned national champion for third time
January 21, 2025
The Cincy Bearcat was crowned the National Champion this past weekend at the 2025 College Cheerleading and Dance National Championship at ESPN's Wide World of Sports Complex.