SBD/January 4, 2011/Colleges

Univ. Of Oregon Stands To Gain From Appearance In BCS Title Game

Oregon Athletic Dept. Expects Small Revenue Gain From BCS Title Game

The Univ. of Oregon's first appearance in the BCS National Championship game next Monday is lifting the school "to unprecedented national attention,” according to a front-page piece by Bill Graves of the Portland OREGONIAN. UO Warsaw Sports Marketing Center Managing Dir Paul Swangard said that the university can “expect more donations, a spike in licensing money from products carrying its logo, more corporate sponsors and a jump in student applications from across the country.” Swangard: "It is a multi-million dollar windfall just from the media value of that exposure." UO President Richard Lariviere noted that the university already “has seen a 30 percent increase in student applications.” Lariviere: "It is possible this may be the highest level of positive scrutiny that the university has ever had." He added that UO “could never buy the four-hours of national exposure it will get on game day." Graves notes the “most concrete financial benefits to the university will be a significant jump in licensing royalties on T-shirts, hats, cups and other products bearing the UO logo.” Univ. of Texas VP/Public Affairs Don Hale said that UT “saw its licensing royalties for products carrying the Longhorn logo double” to $8.2M after it won the national championship in January ’06. UO Dir of Marketing & Brand Management Matt Dyste said that Oregon “collected about $1.8 million in royalties last year.” The Collegiate Licensing Co. reported that the “top three universities in logo and brand product sales between last July and September” were UT, the Univ. of Alabama and the Univ. of Florida, all recent BCS winners. UO Exec Assistant AD for Media Services David Williford said that the university’s athletic department “may get a small increase in revenue from the national title game, but not as much as people might expect.” The Pac-10 “has a policy of putting all bowl money earned by its teams into a pot that is then divided evenly among the ten teams” (Portland OREGONIAN, 1/4).

ROOT FOR THE HOME TEAM: A sign atop the Montgomery Park building in Northwest Portland “has been overhauled” to read “GO DUCKS," followed by the Nike swoosh sign. Nike said that the “move was prompted by the building’s owners and is a temporary change timed” to UO’s appearance in the BCS National Championship game. The display “began Dec. 31 and comes on at dusk each night” (OREGONLIVE.com, 1/3).

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