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SBD/August 15, 2011/Marketing and Sponsorship
IMG College Brokers Deal To Have Old Navy Sell NCAA Team Gear
Published August 15, 2011
Starting this week, “more than 70 of the country's largest college athletics programs will team up” with Gap Inc. to sell branded clothes and accessories in its roughly 1,000 Old Navy stores across the U.S., according to Sam Mamudi of the WALL STREET JOURNAL. Old Navy Senior VP/Merchandising Michelle Wlazlo said that stores "will gear what they carry to local teams and fans." For example, 61 stores in Texas will carry Univ. of Texas merchandise, and the “goods will be sold at stores-within-stores at each location.” Old Navy also will "sell the merchandise -- which includes NFL items -- online." The apparel will be “specifically designed for Old Navy” and start at $14.94, while accessories will start at $5.50. UT Assistant AD Craig Westemeier: "There's an opportunity to reach a different consumer here and get more exposure for the brand.” UT's licensing royalties for '09-10 came in at just over $10M, “accounting for a healthy chunk” of the athletic program's roughly $13M surplus. Old Navy is “backing its effort with a seven-figure marketing campaign that includes advertising at college stadiums and arenas; in-store appearances by college bands, cheerleaders and mascots and a 10-day national television advertising campaign.” IMG College brokered the deal on behalf of the schools and is coordinating the marketing campaign for Old Navy, which began selling some sports merchandise in '09. Wlazlo said, “It's been a big driver of growth for us” (WALL STREET JOURNAL, 8/13). IMG College in June brokered a deal for Brooks Brothers to begin carrying a line of licensed college merchandise (THE DAILY).