Razorbacks Partner with The Brandr Group
FAYETTEVILLE – University of Arkansas Athletics and The Brandr Group (TBG) have established a group licensing agreement for University of Arkansas student-athletes covering all the Razorbacks 19 teams. This partnership creates new opportunities for the student-athletes to profit off their Name, Image and Likeness (NIL) using the school’s official trademarks and logos and including the retail and merchandise provider, Hog Heaven (operated by Dyehard Fan Supply), who will be an anchor partner through custom jerseys, apparel and a robust assortment of products from top partners across the space.
“Thanks to our partnership with the Brandr Group, Razorback student-athletes will have an opportunity to harness the strength and reach of the Razorback brand to further capitalize on their individual Name, Image and Likeness,” said Hunter Yurachek, University of Arkansas Vice Chancellor and Director of Athletics. “Since the launch of Flagship, we have worked to build and maintain an innovative NIL program that benefits the young men and women within our program. Through a variety of opportunities, including custom jerseys, branded apparel and inclusion in licensed video games, our student-athletes can now maximize their NIL within the framework of the iconic Razorback brand.”
The agreement with The Brandr Group allows for the collective use of student-athletes’ NIL in licensing and marketing programs, co-branded with the Arkansas logos and marks. Student-athletes will receive education on the program and now have the chance to opt-in to the group licensing opportunity. TBG will facilitate group licensing discussions and chances on behalf of the student-athletes, and the program does not limit individual NIL rights. Interested licensees should contact Ryan Moss at TBG for more details.
TBG, a brand management, marketing and licensing agency, will manage and administer the program as well as develop licensing opportunities on behalf of the student-athletes. With decades of collective management experience for some of the world’s largest brands, TBG also manages the group rights program for the NFL, NBA and MLB players’ associations in the college space. The University of Arkansas is a perfect example of the importance and breadth of possibilities that this partnership can bring to student athletes as there will be opportunities for inclusion at Hog Heaven as well as prominent retailers in all areas of retail distribution throughout the state and surrounding regions. Arkansas’ official athletics team store will play an anchor role in providing fans customized Nike jersey offerings as well as an array of categories from top licensee partners around the country.
Products that combine team logos and player names and numbers have accounted for a large portion of licensed sports merchandise sales at the professional level for decades, and this program opens the door for the same opportunities for student-athletes at the collegiate level. Fans can expect to be able to purchase official Razorback merchandise, including team jerseys, with the name and number of their favorite players who have joined the respective group licensing program once TBG enters into agreements with applicable school trademark licensees.
“The University of Arkansas showed great foresight and initiative in being the first athletic department in the nation to hire a senior level administrator to specifically oversee student-athlete brand development.,” said Wesley Haynes, CEO of the Brandr Group. “The Arkansas fan base is extremely passionate and have shown incredible support of the program through the years. With the work that Arkansas is doing now in the NIL space, along with our new partnership with Dyehard Fan Supply, Razorback student-athletes will have a great opportunity to connect with fans and maximize their earning potential through group licensing.”
