Kentucky extends licensing deal following 40 percent increase in merchandise royalties

The University of Kentucky extended its merchandise licensing deal with The Collegiate Licensing Company through 2018.

CLC is an affiliate of IMG College. The partnership was crucial to a 40 percent increase in merchandise revenue the past year, a boost aided in large part by the 2012 national championship, according to a press release.

Merchandise grew from $4.8 million in 2010-11 to $6.73 million in 2011-12.

“Throughout our 27-year partnership with CLC, the Kentucky licensing program has experienced tremendous growth in the sale of licensed merchandise, including a 40 percent increase in royalties in 2011-12 over the previous year,” said Jason Schlafer, UK marketing director, in a release. “We value CLC’s knowledge and experience in the collegiate licensing industry, which will help us further grow our program and expand Kentucky’s market presence.”

The increase in royalties jumped Kentucky from No. 7 to No. 3 among top university earners, according to Business Week.

“We are honored to extend our long-term relationship with the University of Kentucky to continue building on the success of its licensing program,” said Cory Moss, a senior executive of CLC, in a release.  “Kentucky has a tradition-rich history with a national base of supporters, and we look forward to continuing to help the University connect its passionate fans to the renowned UK brand.”

Kentucky is one of 13 schools in the SEC represented by CLC.

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