University of Massachusets Athletics
UMass Athletics and The Brandr Group Launch Group Licensing for Student-Athletes
July 13, 2023 | Athletics Department
The partnership will enable student-athletes to profit off their NIL through a variety of opportunities that will be co-branded with the school’s official trademarks and logos
AMHERST, Mass. – University of Massachusetts (UMass) Athletics and The Brandr Group (TBG) have established a group licensing program for UMass student-athletes. This partnership will enable student-athletes to profit off their Name, Image and Likeness (NIL) through a variety of opportunities that will be co-branded with the school's official trademarks and logos.
"This is an outstanding opportunity that clears a path for our student-athletes to combine their Name, Image and Likeness with our UMass trademarks and logos," said Ryan Bamford, University of Massachusetts Director of Athletics. "In creating additional opportunities to monetize their name, image and likeness, our student-athletes will amplify their personal brands with the full weight of UMass' resources and community behind them. Partnering with experienced professionals in this space will also help our student-athletes navigate the ever-evolving landscape of NIL, discover untapped opportunities and allow our passionate fans to proudly support them."
The collaboration with TBG, UMass Athletics and the UMass System Trademark and Licensing Office allows for the collective use of student-athletes' NIL in licensing and marketing programs, co-branded with UMass logos and marks. Student-athletes can voluntarily join the group licensing program. TBG will facilitate group licensing opportunities on behalf of the student-athletes, without limiting individual NIL rights. Potential licensees interested in learning more should contact Jim Neish at TBG.
TBG, a brand management, marketing and licensing agency, will administer the program and develop licensing opportunities on behalf of the student-athletes. With decades of collective management experience for some of the world's largest brands, TBG now manages group rights programs at 85 colleges and universities and has managed similar programs for the NFL, NBA and MLB players' associations in the college space.
Across professional sports, products combining team logos with player names and numbers have accounted for a large amount of licensed merchandise sales for decades, and this program will create similar opportunities for student-athletes at the collegiate level.
"UMass is synonymous with excellence in both academics and athletics, and we're thrilled to be partnering on a program that will benefit their outstanding student-athletes," said Rick Perko, Vice President of Program Development at TBG. "Through this new agreement, UMass student-athletes can capitalize on their NIL through co-branded opportunities across the school's merchandising and sponsorship portfolio. This will open new doors for them to financially benefit from their NIL, while also creating new avenues for fan engagement."
Fans can expect to be able to purchase official UMass merchandise, including team jerseys with the name and number of players who have joined the respective group licensing program, once TBG enters into agreements with applicable University licensed vendors.
"We are incredibly excited to fulfill the demand for co-branded NIL/UMass merchandise and to create these opportunities for our student-athletes, parents and fans," said Evelin Simmons, UMass System Trademark and Licensing Director. "We are working to set up the logistics for a full spectrum of print-on-demand, drop-shipped jerseys as well as other merchandise for each of our 21 varsity sports."Â
About The Brandr Group
The Brandr Group (TBG) is a brand management, marketing and licensing agency powered by a team with decades of collective management experience for some of the world's largest brands. TBG has emerged as the leading agency in group licensing programs, leading efforts for more than 85 college athletic programs and their student athletes in the Name, Image and Likeness category including the biggest brands in college athletics. TBG partners with prominent brands, colleges, sponsors, corporate trademarks, athletes and events to cultivate, diversify and monetize intellectual property through professional brand management and licensing endeavors. For more information, please visit tbgusa.com.
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"This is an outstanding opportunity that clears a path for our student-athletes to combine their Name, Image and Likeness with our UMass trademarks and logos," said Ryan Bamford, University of Massachusetts Director of Athletics. "In creating additional opportunities to monetize their name, image and likeness, our student-athletes will amplify their personal brands with the full weight of UMass' resources and community behind them. Partnering with experienced professionals in this space will also help our student-athletes navigate the ever-evolving landscape of NIL, discover untapped opportunities and allow our passionate fans to proudly support them."
The collaboration with TBG, UMass Athletics and the UMass System Trademark and Licensing Office allows for the collective use of student-athletes' NIL in licensing and marketing programs, co-branded with UMass logos and marks. Student-athletes can voluntarily join the group licensing program. TBG will facilitate group licensing opportunities on behalf of the student-athletes, without limiting individual NIL rights. Potential licensees interested in learning more should contact Jim Neish at TBG.
TBG, a brand management, marketing and licensing agency, will administer the program and develop licensing opportunities on behalf of the student-athletes. With decades of collective management experience for some of the world's largest brands, TBG now manages group rights programs at 85 colleges and universities and has managed similar programs for the NFL, NBA and MLB players' associations in the college space.
Across professional sports, products combining team logos with player names and numbers have accounted for a large amount of licensed merchandise sales for decades, and this program will create similar opportunities for student-athletes at the collegiate level.
"UMass is synonymous with excellence in both academics and athletics, and we're thrilled to be partnering on a program that will benefit their outstanding student-athletes," said Rick Perko, Vice President of Program Development at TBG. "Through this new agreement, UMass student-athletes can capitalize on their NIL through co-branded opportunities across the school's merchandising and sponsorship portfolio. This will open new doors for them to financially benefit from their NIL, while also creating new avenues for fan engagement."
Fans can expect to be able to purchase official UMass merchandise, including team jerseys with the name and number of players who have joined the respective group licensing program, once TBG enters into agreements with applicable University licensed vendors.
"We are incredibly excited to fulfill the demand for co-branded NIL/UMass merchandise and to create these opportunities for our student-athletes, parents and fans," said Evelin Simmons, UMass System Trademark and Licensing Director. "We are working to set up the logistics for a full spectrum of print-on-demand, drop-shipped jerseys as well as other merchandise for each of our 21 varsity sports."Â
About The Brandr Group
The Brandr Group (TBG) is a brand management, marketing and licensing agency powered by a team with decades of collective management experience for some of the world's largest brands. TBG has emerged as the leading agency in group licensing programs, leading efforts for more than 85 college athletic programs and their student athletes in the Name, Image and Likeness category including the biggest brands in college athletics. TBG partners with prominent brands, colleges, sponsors, corporate trademarks, athletes and events to cultivate, diversify and monetize intellectual property through professional brand management and licensing endeavors. For more information, please visit tbgusa.com.
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