Special to NYSportsJournalism.com
July 30, 2014: With college football season fast approaching, global marketing and representation firm IMG, through its licensing affiliate the Collegiate Licensing Company, has signed deals that extend and enhance current partnerships with the Sugar Bowl Committee, the Tournament of Roses and the Heisman Trophy Trust to manage their respective trademark licensing programs.
The Allstate Sugar Bowl and the Rose Bowl presented by Northwestern Mutual both will host semi-final games as part of the CFB playoff series that begins this season.
Financial terms of the deals were not disclosed.
CLC currently represents nearly 200 collegiate properties, including 25 bowl games and the College Football Playoff, in the $4.6 billion retail market for collegiate products, according to IMG Worldwide.
“We are excited to extend our agreements with three of the most prestigious brands in college football,” Cory Moss, svp/managing director for CLC, said in a statement. “With unparalleled resources, deep expertise, and the broadest capabilities, CLC remains committed to developing cutting-edge initiatives and creative, customized solutions to help maximize each brand’s presence in the marketplace.”
In addition to title sponsor Allstate, Sugar Bowl marketing partners include AT&T, Chevy, Taco Bell, Hilton and Marriott.
Tournament of Roses partners include Disney, Macy's, Nike, Tiffany, American Airlines, Coca-Cola, Farmer's Insurance, Honda, Northwestern Mutual and FTD.
"CLC remains committed to developing cutting-edge initiatives and creative, customized solutions to help maximize each brand’s presence in the marketplace.”
The Heisman Trophy Trust, a CLC partner since 1999, works with such marketing and media partners as Nissan, Aflac, Kellogg's, Wendy's and ESPN. The 2014 Heisman Trophy will be presented in New York in December on ESPN.
“The stewardship of The Heisman Trophy is a vital part of The Heisman Trust’s responsibilities," Rob Whalen, executive director for The Heisman Trophy Trust, said in a statement. "CLC understands that and has been a tremendous ally in the protection, management and development of The Heisman Trophy brand.”
According to Jeff Hundley, COO for the Sugar Bowl, "We look forward to leveraging the new College Football Playoff, along with the Bowl’s new partnership with the SEC and Big 12 Conferences, into greater excitement and expanded retail distribution of our merchandise, and we feel CLC is the best partner to help us accomplish that."
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