---
type: Article
title: "Collegiate Licensing: What Retailers Need to Know"
description: "Collegiate licensing matters if you carry products with university logos, mascots, or team colors. The basics every retailer should know about CLC compliance."
resource: https://amyfaychandler.com/collegiate-licensing-what-retailers-need-to-know/
tags: [collegiate-licensing-what-retailers-need-to-know]
---

[Retail Education](https://amyfaychandler.com/category/retail-education/)

# What Every Retailer Needs to Know About Collegiate Licensing

	By[AmyFay Chandler](https://wordpress-1600709-6279960.cloudwaysapps.com)
						March 28, 2026July 31, 2026

## 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