Ohio State officials, on the heels of a CFP National Championship, expect a $3M "bump in royalties over last year from licensed merchandise sales, based on anticipated revenue" of $17M in royalties this year, according to Tim Feran of the COLUMBUS DISPATCH. The gain "isn't close" to what OSU saw in '02 when it won the BCS National Championship and "royalties doubled" to $5M. The smaller gain this time "relates to the major changes Ohio State has made in how it gets merchandise to the public and its success in building sales." In recent years, OSU has "renegotiated many of its licensing deals on more favorable terms, partly because of Ohio State’s continued success in sports." Officials said that in addition, both licensees and OSU "have become more sophisticated at marketing the brand." OSU Trademark & Licensing Services Dir Rick Van Brimmer said retailers “will be selling more merchandise as the year goes on." He added, “There will be a residual effect." Feran noted the fact that OSU "hadn’t won a championship in more than a decade also is sparking sales" (COLUMBUS DISPATCH, 1/30). The AP cited retailers as saying that the OSU's "story has helped boost sales;" The team "earned the final playoff spot after losing two starting quarterbacks to injuries." Columbus-based The Flag Lady's Flag Store VP Lori Leavitt Watson said, "People were energized long before the game, and people are still coming through the door" (AP, 1/30).
