Dyehard deals up

Newcomer Dyehard Fan Supply has agreed to be Auburn University’s official merchandise retailer, giving the 7-month-old company three college clients in the power five. Dyehard already has merchandise rights at Arkansas and Rutgers.

At Auburn, Dyehard will manage the online team shop, game-day merchandising and a team store that will be open six days a week throughout the year. The multiyear deal took effect last week. Auburn previously worked with Fanatics.

Financial specifics were not available, but they can range from the mid-six figures up to $1 million or more in guaranteed annual revenue for the school, plus additional income from revenue-share deals.