What Every Retailer Needs to Know About Collegiate Licensing
If You’re Selling College-Branded Products, This One’s for You
If you carry products featuring university logos, mascots, school colors, or team names in your store, there’s something you absolutely need to understand: collegiate licensing. It’s one of those behind-the-scenes things that can quietly become a very big deal if you’re not paying attention.
I talk to retailers every week who love carrying college-themed products. And I get it — in Tennessee and Kentucky especially, collegiate pride runs deep. Your customers want that perfect orange earring for game day or that throw pillow with their alma mater’s logo. But not all collegiate products are created equal, and the difference between licensed and unlicensed can mean the difference between building your business and getting a letter from a lawyer.
So let’s break it down.
What Is CLC and How Does Collegiate Licensing Work?
The Collegiate Licensing Company — better known as CLC — was founded in 1981 by Bill Battle after he signed legendary coach Paul “Bear” Bryant to a licensing agreement and realized that the University of Alabama didn’t even have a trademark licensing program. That one insight launched what is now the largest and oldest collegiate licensing agency in the country.
Today, CLC is a division of Learfield, the company that powers college athletics through media, technology, and brand management across the nation. CLC represents over 200 colleges, universities, bowl games, athletic conferences, the Heisman Trophy, and the NCAA. They account for roughly 80 percent of the $4.6 billion retail market for licensed collegiate products.
Here’s how it works: universities own their names, logos, mascots, color combinations, and other trademarks. These are valuable intellectual property — just like any brand name you’d see in your store. When a manufacturer wants to put a university’s marks on a product, they have to apply for and receive a license through the school’s licensing agency (most often CLC). Licensed manufacturers pay royalties back to the university, which supports scholarships, athletic programs, and campus life.
It’s a system that protects the university’s brand, ensures product quality, and makes sure schools benefit financially when their marks are used commercially.
Why Universities Take This So Seriously
Think about it from the university’s perspective. Their name and logo represent decades — sometimes centuries — of reputation. They have a responsibility to control how those marks appear in the marketplace. A cheaply made product with a sloppy logo doesn’t just hurt the manufacturer. It reflects on the school.
That’s why universities work with CLC to set quality standards for every licensed product. Every item has to be submitted and approved before it can be produced and sold. This approval process covers everything from the accuracy of the logo to the quality of the materials.
When you buy from a licensed vendor, you’re getting products that have been vetted. And a portion of every sale goes back to the institution. That’s a story worth telling your customers.
The Real Risks of Carrying Unlicensed Products
Here’s where it gets serious. CLC maintains the largest enforcement team in collegiate licensing. They actively monitor the marketplace — online and in brick-and-mortar stores — for unlicensed products. Universities invest real resources in protecting their trademarks, and they don’t hesitate to act.
If unlicensed collegiate merchandise is found in your store, here’s what can happen:
- Cease-and-desist letters. This is usually the first step. You’ll receive a formal legal notice demanding that you stop selling the products immediately and pull them from your shelves.
- Product seizure. At major events like bowl games and NCAA tournaments, CLC investigators work with local law enforcement. More than 60,000 pieces of counterfeit merchandise valued at over $1 million have been seized in a single year.
- Financial liability. Trademark infringement violates both state and federal law. Under federal law, penalties for trademark counterfeiting can include fines up to $2 million for individuals and $5 million for organizations. You could also be liable for the trademark owner’s lost profits and attorney fees.
- Criminal penalties. In the most serious cases, trademark counterfeiting can carry prison sentences of up to 10 years.
And here’s the thing that catches some retailers off guard: even if you didn’t know the product was unlicensed, you can still be held liable. “I didn’t know” is not a legal defense when it comes to trademark infringement. It’s your responsibility as a retailer to verify that the products in your store are properly licensed.
How to Verify That a Brand Is Officially Licensed
The good news is that checking is straightforward. Here’s what to look for and what to ask:
Look for the hologram. Every officially licensed collegiate product is required to carry an “Officially Licensed Collegiate Products” (OLCP) hologram sticker. It’s a 1-inch by 1-inch holographic label. On apparel, you’ll find it on a hangtag or inside the neck area. On non-apparel items, it should be on the outside packaging or directly on the product. If you don’t see it, ask why.
Ask the vendor directly. Before you place an order, ask these questions:
- “Are you a CLC-licensed manufacturer for this university?”
- “Can you provide your CLC license number?”
- “Are the products approved by the university’s licensing office?”
A legitimate licensed vendor will answer these questions easily and confidently. If a vendor gets vague, dodges the question, or tells you “it’s fine, everyone sells this stuff” — that’s your red flag.
Check online. You can visit CLC’s website to learn more about the licensing process, search their client list to see which schools they represent, or visit their Get Licensed page if you want to understand how manufacturers become approved. Many universities also maintain their own trademark licensing pages where you can verify approved vendors. For example, the University of Tennessee’s trademark licensing office has a “Look for the Label” page that explains exactly what the hologram looks like and why it matters.
Watch for “inspired by” language. Some unlicensed vendors try to skirt the rules by using school colors without the logo, or by using phrases like “inspired by” or “game day colors.” While the legal lines can vary, this is often a sign that the product isn’t officially licensed — and it could still land you in trouble if it’s close enough to create consumer confusion.
A Quick Checklist Before You Buy
Before you write that purchase order for any collegiate product, run through this list:
- Does the vendor have a current CLC license for the specific university?
- Will the products carry the OLCP hologram label?
- Has the product artwork been approved by the university’s licensing office?
- Can the vendor provide documentation of their license if requested?
- Does the product meet quality standards you’d be proud to have in your store?
If the answer to any of these is no — or if you can’t get a straight answer — walk away. There are plenty of licensed options out there, and the peace of mind is worth it.
Why This Matters for Your Store’s Reputation
Beyond the legal risks, there’s a business case here too. Your customers trust you to curate quality products. When they see that hologram on a collegiate item in your store, it tells them you’ve done your homework. It tells them the product is authentic, the quality has been vetted, and their purchase supports the university they love.
That’s the kind of story that builds loyalty. And it’s a conversation starter with your customers — especially during football season, March Madness, or graduation time.
Wrapping It Up
Collegiate licensing exists to protect universities, maintain quality standards, and make sure schools benefit when their brands are used commercially. As a retailer, understanding how it works isn’t just about avoiding risk — it’s about being a smart, responsible business owner who carries products you can stand behind.
I’m proud to represent officially licensed brands in my territory, and I’m always happy to answer questions about how licensing works. If you’re ever unsure about a product or a vendor, don’t guess — ask. I’m here.
xoxo,
❤️ AmyFay
[email protected]
Carrying licensed collegiate product the right way is exactly what I look for in the lines I represent. Sweet Tree Jewelry — handmade polymer clay earrings from Oak Ridge, Tennessee — holds CLC collegiate licensing, with its University of Tennessee designs officially approved, so you can stock game-day pieces with confidence. See the Sweet Tree brand page →
