SBD/1/Collegiate Sports


          The Univ. of TN (UT) earned "a record" $4M in royalties
     from sales of licensed merchandise last year, which doubled
     the $2M earned during '97-98, according to Add Seymour Jr.
     of the KNOXVILLE NEWS-SENTINEL.  The school earned $1.8M in
     royalties alone from "an estimated" $24M in "retail sales"
     of products tied to its '98 nat'l football championship.  UT
     Assistant VP & Dir of Licensing Sara Phillips: "In terms of
     retail sales, we think it's over $100 million for the year." 
     Phillips added that the $4M "will go towards both academic
     and athletic scholarships," among others.  Collegiate
     Licensing Corp. Dir of Univ. Services Cory Moss called UT
     merchandise sales in '98-99 "probably the most successful
     ... we've had."  Seymour wrote that 161 companies sell
     licensed UT merchandise (NEWS-SENTINEL, 8/31). UT received
     12% in royalty fees on merchandise deals tied to the Fiesta
     Bowl and 7.5-8% on non-championship merchandise (AP, 8/31).

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