American University and The Brandr Group Launch Group Licensing for Student-Athletes
WASHINGTON D.C. – American University and The Brandr Group (TBG) have established a group licensing agreement for the university’s student-athletes covering all 16 of the Eagles’ varsity sports. This partnership creates new opportunities for American’s student-athletes to profit off their Name, Image and Likeness (NIL) using the school’s official trademarks and logos.
"We are excited to partner with The Brandr Group as they look to develop group licensing opportunities on behalf of our student-athletes," said Director of Athletics & Recreation JM Caparro. "Creating partnerships that will provide our student-athletes the ability to maximize their Name, Image and Likeness opportunities is incredibly important, and we know Brandr will be a pivotal partner in this space."
American has found plenty of success across its varsity sports, including 16 Patriot League championships in volleyball and 13 Patriot League championships in field hockey. Since joining the Patriot League in 2001, the Eagles have won a total of 48 postseason team championships and have garnered 133 individual and relay conference titles in cross country, track, and swimming. TBG will support the collective use of student-athletes' NIL in licensing and marketing programs, facilitating opportunities on behalf of American’s student-athletes, while not limiting individual NIL rights. Student-athletes will have the option to voluntarily join a group licensing program.
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, as well as bluechip collegiate brands such as Alabama, Colorado, Georgia, Michigan, Ohio State, and Texas.
Products that combine team logos with 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.
“American’s athletic programs have set a standard in the nation’s capital and Patriot League, and we’re excited to help write a new chapter into their storied tradition by facilitating new, lucrative opportunities for Eagle student-athletes,” said Wesley Haynes, TBG CEO. “Thanks to this group licensing agreement, these student-athletes will be able to benefit from their NIL through co-branded opportunities across the American merchandising portfolio. It’s an honor to be collaborating with American University athletics and bring this program to life for their student-athletes and their passionate fans.”
Fans can expect to purchase official Eagles merchandise, including team jerseys with the name and number of players who have joined the respective group licensing program, in the coming season once TBG enters into agreements with applicable school trademark license.
About The Brandr Group
The Brandr Group (TBG) has emerged as the leading marketing agency in the college NIL group licensing and brand activation program space, with group NIL rights for more than 20,000 student-athletes at more than 100 universities and colleges, including more than 60% of the Power Four schools. TBG partners with prominent brands, sponsors, corporate trademarks, and events to cultivate, diversify and monetize intellectual property of athletes and schools through professional brand management and licensing endeavors. For more information, please visit tbgusa.com or email us at GroupRights@tbgusa.com.
About American University
American University leverages the power and purpose of scholarship, learning, and community to impact our changing world. AU’s faculty, students, staff, and alumni are changemakers who shape the future from sustainability to social justice to the sciences. Building on our 130-year history of education and research in the public interest, we say ‘Challenge Accepted’ to addressing the world’s pressing issues. Our Change Can’t Wait comprehensive campaign creates transformative educational opportunities, advances research with impact, and builds stronger communities.
