SBJ/February 5 - 11, 2007/This Weeks News
Gators’ two titles mean new logo
Published February 5, 2007
The University of Florida’s licensing office is in the process of choosing a logo to celebrate the school’s dual national championships in football and men’s basketball.
|A single logo for Florida’s championships
could begin showing up on merchandise.
Graphic designers within Florida athletics, as well as those at Collegiate Licensing Co., are working to create the new logo. Only those licensees that applied for the basketball and football national championship logos will have access to the dual-title mark.
This is the first time an NCAA Division I school has held the men’s basketball and football titles at the same time.
Heath Price, CLC’s director of university services for the Southeastern Conference, said about 80 licensees were approved to create merchandise and apparel with the basketball national championship logo last April, while about 100 licensees are producing goods with the football mark.
Of those, about 50 have applied for the dual-title rights. Until a dual-title mark is produced, some licensees are producing merchandise and apparel with both the football and basketball title logos.
“Not every licensee has the time to spend on dual-title merchandise because they’re so busy with football,” Price said.
Producing dual-title merchandise is also more costly. In addition to paying the school the standard 12 percent royalty on goods sold, licensees must pay 3 percent to the NCAA for the basketball mark and 3 percent to the Bowl Championship Series for the football mark, for a total royalty of 18 percent.
Of the money that goes to the school, typically 10 percent or so goes to CLC as part of a revenue-sharing agreement.
It’s still too soon to know how much additional revenue the dual titles will mean for the Gators, said Debbie Gay, Florida’s licensing manager.
Royalties from football national championship sales won’t begin to flow into the athletic department until the next quarter, and it likely will take six months to a year before Florida fully knows the financial impact, from a licensing standpoint, of wearing both crowns.
Gay said the school realized about $500,000 in unbudgeted revenue from its basketball championship and likely will see more from the football title.
The Gators’ licensing revenue for 2005-06 topped $3 million, and more is expected in ’06-07. Half of that revenue stays in athletics, while the other half goes to the university’s general fund.
“And that doesn’t include incremental sales on the regular merchandise and apparel as interest in the program goes up,” Gay said. “That’s what is hard to measure.”
Even before winning the men’s basketball and football national titles, Florida gear was typically among the nation’s best sellers. The Gators consistently rank in the top 10 and in the last few years have ranked in the range of No. 5 to No. 7, according to CLC.
The Gators might not be finished yet. Florida is a contender to win this season’s title in men’s basketball as well.
“Then you’re talking about three in a row, and basketball back-to-back,” Price said. “We’ll cross that bridge when we come to it.”