HanesBrands has entered into an agreement with the University of Cincinnati, in collaboration with its exclusive trademark licensing agent, IMG College Licensing, to serve as the university’s primary licensee for apparel products. The new deal covers Cincinnati-branded men’s, women’s, youth and infant/toddler apparel across retail channels and gives the university greater control over the supply chain along with stability in licensing income over the next six years. HanesBrands participates in the promotional products industry as supplier Hanes/Champion (PPAI 191138).

While HanesBrands has been a Cincinnati licensee since 1992 under its Champion label, the new agreement represents a continued effort by the Cincinnati licensing program to strategically manage the university’s brand to provide top-quality products for Bearcats fans while securing long-term brand value for the university.

“As the retail landscape continues to evolve, especially with the growth in online sales, it’s important that we partner with best-in-class licensees, like HanesBrands, that are committed to growing the Cincinnati brand and delivering additional resources back to the university,” says Martin Ludwig, the University of Cincinnati’s director of trademarks and licensing. “After working with our partners at IMG College Licensing to analyze proposals from companies interested in a stronger relationship with the university, we decided HanesBrands and its family of top apparel companies was the best fit for our brand and meet the needs of retailers providing great apparel for our constituents.”

On top of partnering with a global brand, the agreement provides the university a minimum guarantee that ensures more than a 20 percent growth in apparel royalties following the eight percent growth the university experienced during the past three years. The university will also gain access to academic resources through internships, participation by HanesBrands executives in university programs and projects, and additional resources to develop, grow and merchandise the presence of Cincinnati product in the marketplace. HanesBrands will also fund annual corporate social responsibility (CSR) trips for Cincinnati staff to visit factories making licensed merchandise to review production and ensure compliance with the university’s workplace codes of conduct.

“We are pleased to enter into this new agreement with the University of Cincinnati and are committed to developing the best apparel program for Bearcats fans,” says John Fryer, president, sports apparel, at HanesBrands. “With more than 25 years of experience working with the Cincinnati brand, this new agreement allows us to focus our resources on improving designs and styles in true partnership with the university.”

Cory Moss, senior vice president and managing director of IMG College Licensing, adds, “The Cincinnati licensing program under Marty’s direction routinely leverages the data and resources we provide to maximize the university’s brand exposure and revenue. This new agreement with Hanesbrands represents the next step in the evolution of Cincinnati’s brand management.”