SBD/June 19, 2013/Marketing and Sponsorship

A Whiff Of Success: Companies Coming Out With Licensed Fragrances For Colleges

Virginia Tech's new fragrance is expected to be available by late August
N.Y.-based Cloudbreak Group will "roll out a Notre Dame-licensed fragrance for the next college football season," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. The firm, which made the Yankees' scent a $10M-plus retail brand since it was introduced last spring, "will introduce the Fighting Irish scent at the Notre Dame college bookstore in August." Pricing will be "$60 for a 3.4-ounce bottle" (SPORTSBUSINESS JOURNAL, 6/17 issue). Meanwhile, WDBJ-CBS' Orlando Salinas reported Masik Collegiate Fragrances has a new scent for Virginia Tech fans, and VT book store Associate Dir David Wilson said that the fragrance "should be out by the time school starts in late August." There is "no word on the price just yet" (WDBJ7.com, 6/14). NBC Sports Network's Michelle Beadle said of the fragrances, "Unless you went to school or you're buying it as a gift for someone who did, how does this even work and what does it smell like?" Sports on Earth's Will Leitch asked about the VT fragrance, "Does it smell like a specific school, like the agricultural school or the engineering school?" "The Dan Patrick Show" Exec Producer Paul Pabst said, "A hokie is a game bird and I don't know what it smells like, but I would assume you wouldn't want that" ("The Crossover," NBCSN, 6/17).
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