The University of Utah brought in more than $3 million in licensing royalties last fiscal year, revenue that ultimately supports student scholarships, programs, athletic initiatives and campus-wide operations, according to Trademarks & Licensing Manager Abby Roberts.

Roberts outlined how the university manages its brand in an increasingly competitive retail market while preparing for an expanded partnership with Unrivaled Teamwear beginning in January.

Richard Fairchild, associate director of Trademarks & Licensing, noted that the increasing visibility of Utah’s brand, especially following the move to the Big 12, has intensified the office’s work. “As the university grows, so does the interest from retailers and manufacturers. That means more opportunities, but also more to manage,” Fairchild said.

“Our job is to promote, protect and profit from the university’s brand,” Roberts said. “Every logo on a T-shirt, mug or piece of jewelry goes through us.”

Fairchild put it more bluntly, “If it has a U on it and it’s being sold, we need to know about it,” he said.

How branding and licensing work

Any company hoping to produce officially branded Utah merchandise must become a licensed vendor through the Collegiate Licensing Company (CLC), which has represented the university since the 1980s. The application process, which typically takes four to 15 weeks, requires product liability insurance, an affiliation with the Fair Labor Association (FLA), fees and royalty advances and approval through an artwork submission portal. “These requirements ensure ethical sourcing, safety, and brand compliance,” Roberts said. “Only licensed vendors can submit artwork for approval, and every design is reviewed.”

Fairchild emphasized that the licensing system is also the university’s main legal safeguard. “It’s not just about who gets to make products,” he said. “Licensing gives us the ability to enforce our trademarks and stop misuse. Without that structure, anyone could misuse our marks and the university would have no recourse.”

The university also operates a Crafters Program for small-scale artisans who create handcrafted items, such as jewelry or metalwork.

Of the $3 million in royalties generated last year, a portion covers the operating costs of the trademarks and licensing office. This includes enforcement tools, staff salaries and administrative needs. The remaining funds are distributed to Athletics and central administration.

Roberts said these dollars help fund student scholarships, programs, mascot initiatives and support for student-athletes’ NIL (Name, Image, and Likeness) opportunities. “At the end of the day, all of it goes back to enhancing the student experience,” Roberts said.

Fairchild added that licensing revenue is particularly valuable because it is flexible. “These funds aren’t restricted in the way many donations or state dollars are,” Fairchild said. “They allow the university to support priorities as they arise.”

Post-COVID growth and market shifts

Royalty revenue has steadily climbed in recent years, partly due to inflation and rising product prices, and partly because retailers rebounded quickly after the pandemic.“As the cost of goods has gone up, so has our royalty revenue,” Roberts said. “We also track average unit price, and that has increased by a few dollars over the past five years.”

Fairchild said consumer habits have shifted as well. “Fans are buying more premium items and more fashion-forward pieces,” he said. “The market’s gotten more sophisticated, and we’ve had to keep up.”

Unrivaled Teamwear partnership

Beginning in 2025, the university entered a new exclusive licensing partnership with Unrivaled Teamwear, which Roberts described as “a step toward deeper retail collaboration.”

Unlike standard licenses, the partnership includes a guaranteed annual royalty payment, elevated royalty rates and what Roberts calls “boots on the ground support,” including merchandising teams that visit stores to improve product visibility, in-store branding support, frequent strategy meetings and expanded e-commerce resources.

“They’ll help create unique graphic packages and provide web banners and product images for our retailers,” Roberts said. “That kind of support is increasingly important as online shopping grows.”

Fairchild said the move away from IMG was driven largely by the need for stronger hands-on support. “We wanted a partner who could be more responsive and present,” he said. “Unrivaled is committed to spending time in our stores, listening to retailers, and adjusting quickly. That was a big factor.”

He added that the guaranteed royalty structure provides stability during a period of rapid brand growth. “Predictability is important,” Fairchild said. “We’re growing fast, and having a strong baseline helps us plan long-term.”

Where the brand is headed

Roberts, whose background includes a decade in retail at the Campus Store, expects the university to lean more heavily on major retailers while still prioritizing campus partnerships.

The university’s visual identity is also shifting. While the circle-and-feather logo remains iconic, consumer preference and athletics branding have accelerated the rise of the interlocking U. “At the end of the day, it comes from all angles, marketing trends, athletic use and most importantly, consumer demand,” Roberts said. “We can encourage a certain direction, but if the consumer doesn’t want to buy it, that speaks for itself.”

Fairchild echoed this, noting that the brand evolves based on real-time data. “People vote with their wallets,” he said. “We pay attention to what’s moving and make decisions that support both tradition and current demand.”