SBD/August 19, 2011/Marketing and Sponsorship

Univ. Of Texas Tops CLC's List Of Best-Selling Merchandise For Sixth Straight Year

The Collegiate Licensing Company announced its annual list of top-selling institutions and manufacturers, and the Univ. of Texas tops the list for the sixth consecutive year. Auburn Univ. moved from No. 15 to No. 4 this year due in part to winning the football national championship this past January. The rankings represent royalties reported July 1, 2010-June 30, 2011 on all collegiate merchandise sold on behalf of CLC-represented institutions (CLC). In Austin, Mark Rosner notes UT for the ’10-11 FY “generated slightly more than $10.6 million in royalties from its merchandise over the period” (AUSTIN AMERICAN-STATESMAN, 8/18).

CLC TOP 25 SELLING UNIVERSITIES
RANK
SCHOOL
RANK
SCHOOL
1
Texas
14
Tennessee
2
Alabama
15
Wisconsin
3
Florida
16
West Virginia
4
Auburn
17
Arkansas
5
Michigan
18
Missouri
6
Georgia
19
Texas A&M
7
Kentucky
20
Kansas
8
North Carolina
21
South Carolina
9
LSU
22
Florida State
10
Penn State
23
Illinois
11
Notre Dame
24
Clemson
12
Oklahoma
25
Texas Tech
13
Nebraska
 
 
 

EYE OF THE TIGER: BLOOMBERG NEWS’ Mason Levinson noted Auburn “more than doubled its royalties from licensed merchandise sales after winning” the national championship. Auburn reported its merchandise royalties “surged to $5.3 million for 2010-11 from $2.5 million a year earlier.” CLC Senior VP & Managing Dir Cory Moss said that it is “a lofty ranking Auburn might keep even without on-field success this season.” Moss: “We definitely anticipate a carryover not only just for the year after but throughout, because we’re continually trying to develop that brand and utilize the national championship to catapult them to the next level.” Levinson noted the rankings cover royalties by clients of CLC, which “account for about 80 percent of the market.” The company “doesn’t represent every major-conference school, with Ohio State and Southern California among those not on its list” (BLOOMBERG NEWS, 8/16). In Orlando, Matt Murschel noted the top apparel categories for last season “were T-shirts, women’s apparel, fleece and headwear” (ORLANDOSENTINEL.com, 8/18).

RISING AT ARIZONA STATE: In Phoenix, Mike Sunnucks notes merchandise with Arizona State Univ.'s new "Nike-designed trident logo has started hitting more stores, and retailers are seeing a generational divide between younger students who like the new design and alumni loyal to the traditional Sparky logo." Kevin Baumann, who manages the Just Sports location in the Phoenix Paradise Valley Mall, said that younger shoppers in his store "like the new logo, while older consumers would rather see the tried-and-true Sparky." Sun Devil Campus Book Stores Merchandise Manager Cindy Benkowski said that demand "is strong for the new merchandise." She added that there has been "especially high demand for black clothing" with the new logo. Nike and ASU launched the new design in April (PHOENIX BUSINESS JOURNAL, 8/19 issue).
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