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UConn says it inked a new three-year trademark licensing partnership for merchandise sales at big-box retail stores with an Oklahoma-based apparel and headwear company.
The school said Top of the World (TOW), which specializes in collegiate apparel licenses, will become its exclusive apparel and headwear licensee in all mass distribution channels starting in July.
The deal is run through UConn’s trademark licensing manager, IMG College, which signed a 15-year extension with the school in October to continue as its exclusive multimedia partner, school officials said Tuesday.
Under the deal, TOW will pay a minimum royalty of $27,000 per year to IMG, among other conditions, said Kyle Muncy, UConn’s director of strategic partnerships and business development.
The company said it will collaborate with sportswear store Outerstuff to offer a “consistent” UConn brand at major retail stores like Walmart, Target, Sam’s Club and Costco. TOW will also provide marketing resources to promote UConn’s brand.
Muncy said he expects fans to notice a difference in merchandise by summer 2019.
“This retail space is such a massive part of the overall collegiate merchandise business and teaming with TOW will help us provide a more complete apparel and headwear offering across the market,” Muncy said.
Based in Norman, Okla., TOW is licensed with over 700 schools nationwide and major institutions including University of Notre Dame, Ohio State University, Penn State University, University of Kentucky, University of Michigan among others.
UConn in June 2017 extended its apparel deal with Nike through a six-year, $32.4 million deal running through the 2022-23 school year. The school and Nike have been partners since 2008.
The school unveiled a revamped Jonathan husky logo in 2013.
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