The University of Hawaii Launches First of Its Kind NIL Jersey Patch Program
Practice jerseys for men’s basketball team will feature sponsored patch from Rainbow Collective
PONTE VEDRA, Fla. – The University of Hawaii has announced an innovative, first of its kind Name, Image and Likeness (NIL) activation with a new jersey patch program for its men’s basketball team. Affixed to the practice jerseys of all players on the team, this program marks the first instance of a sponsored patch being placed on an NCAA jersey in the NIL era.
Facilitated through Hawaii’s partnership with The Brandr Group, all 15 members of the men’s basketball team will have a patch on their practice jerseys representing the Rainbow Collective, the school’s NIL collective supporting its student-athletes. Players will be able to wear their practice jerseys for all media appearances, well as their usual practice routines.
“We are constantly focused on leading the way in exploring new ways to create value for our student-athletes, and this first-of-its-kind initiative is a clear example of how the University of Hawaii is working to be at the forefront of the evolving landscape of collegiate athletics,” said Craig Angelos, athletic director at Hawaii. “We’re grateful to The Brandr Group for being such a strong, committed partner, and we’re excited to be able to showcase how the Rainbow Collective is helping to lead the way in crafting new ways to support our student-athletes.”
NCAA rules currently prohibit the placement of sponsored patches on uniforms worn in-game, but not apparel or gear that is worn by players during their workouts, training sessions and practices. Independent research indicates that top tier college football and basketball programs could generate millions of dollars in additional revenue through sponsorships for jerseys and uniforms for in-game use.
The placement of a sponsored patch on a practice jersey is in compliance with existing NCAA regulations, university policy and state law, and it opens the door to new, previously untapped revenue streams for both student-athletes and schools.
As part of the program, five student-athletes from the team will be invited to participate in various activations, such as autograph signings, personal appearances and social media posts, to promote the Rainbow Collective.
This opportunity for the Rainbow Collective was made possible thanks to a generous gift from The Kawazoe Group, one of Hawaii’s most recognizable hotel and hospitality groups.
“In the new, evolving landscape of college athletics, it’s imperative for schools and collectives to be at the forefront of emerging sponsorship trends to best reward student-athletes and create new financial streams for all partners,” said Mike Kawazoe, president and director of The Kawazoe Group. “As a passionate supporter of Hawaii athletics, I wanted to do something that was not only first of its kind in the NIL space, but also something that showcased the commitment and passion of the Rainbow Collective to provide new opportunities for our student-athletes.”
This is the latest NIL program crafted for Hawaii through its ongoing collaboration with TBG, including a campaign focused on financial literacy with HawaiiUSA Credit Union, a partnership with Hawaii Pacific Health and a comprehensive trading cards program with several of its sports with ONIT.
A brand management, marketing and licensing agency, TBG manages and administers NIL group licensing programs for schools and universities, as well as develops 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.
“It’s refreshing and inspiring to work with a partner like the University of Hawaii, who is focused on providing value and opportunity for its student-athletes and open to experimentation and creativity to push the envelope forward in NIL activation, ” said Rick Perko, vice president of program development at TBG. “The Rainbow Collective is a committed partner for Hawaii athletics, and this new partnership hopefully will open doors for other sports across the collegiate landscape to explore new, innovative ways to engage brands and create value for student-athletes and university partners.”
About The Brandr Group
The Brandr Group (TBG) is a brand management, marketing and licensing agency powered by a team with decades of collective management experience for some of the world’s largest brands. TBG has emerged as the leading agency in group licensing programs, with rights to more than 90 college athletic programs and their student athletes in the Name, Image and Likeness category including the biggest brands in college athletics. TBG partners with prominent brands, colleges, sponsors, corporate trademarks, athletes and events to cultivate, diversify and monetize intellectual property through professional brand management and licensing endeavors. For more information, please visit tbgusa.com.
