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SBD/April 10, 2013/Marketing and Sponsorship
NCAA Championship Merch Selling Fast In Louisville, But Women's Gear Lacking
Published April 10, 2013
SCHOOL FEVER: MARKETING DAILY’s Karl Greenberg cited Collegiate Licensing Company data that showed that last year saw $4.62B in "retail sales of collegiate licensed merchandise, which the organization says is an all-time high, beating every sport but” MLB. Of that figure, March Madness generates about $10M. Leading the “merchandising game" is Univ. of Kentucky men’s basketball with $1.2M in gross royalties in '12. CLC Senior VP & Managing Dir Cory Moss said that schools “make the final decision on licensees, with universities splitting royalties with manufacturers.” He added that agencies like CLC “do a lot of the heavy lifting to create lasting interest and brand value around -- and especially after -- events like The Final Four.” Moss said that the biggest growth trend “is the women's category” (MEDIAPOST.com, 4/8).