CLC Extends Licensing Agreements With Big College Sports Brands

Collegiate Licensing Co. has extended its licensing agreements with three of the biggest brands in college sports – the Sugar Bowl, Tournament of Roses and the Heisman Trophy Trust. The Sugar Bowl’s relationship with CLC dates back to '98, while the Rose Bowl has used CLC as its licensing agent since '00. CLC, an IMG College company, will continue to manage the trademark licensing programs for all three of the brands.

“We look forward to leveraging the new College Football Playoff, along with the bowl’s new partnership with the SEC and Big 12, into greater excitement and expanded retail distribution of our merchandise,” said Sugar Bowl COO Jeff Hundley. The Heisman Trophy Trust, a CLC client since '99, is a non-profit entity that contributes 100% of its licensing revenue towards the Trust's charities.