Marshall Athletics Extends Partnership With CLC

HUNTINGTON, W.Va. – Marshall University Athletics has agreed to a multi-year extension with CLC to oversee trademark licensing services for the Thundering Herd.

Under the agreement, CLC will continue to provide brand protection and management, as well as offer marketing services that help connect the passionate fans of Herd Nation to their favorite Marshall licensed merchandise.

Marshall Director of Athletics Christian Spears said the solidified partnership gives Marshall the ability to enhance its brand in many ways moving forward, which helps from the standpoint of visibility and profitability.

The new deal with CLC is slated to begin on July 1, 2023 and last through June 30, 2033. The 10-year deal is expected to net Marshall Athletics around $5 million during the length of its contract.

"Our vision for this relationship is to substantially augment our brand," Spears said. "The Marshall brand is exceptional and this partnership will bring it to life in new and unique ways on products and merchandise."

This multi-year agreement with CLC keeps Marshall's strong national brand on the cutting edge of progress within the licensing industry based on a shared vision of success and a strong respect built by a long-term working relationship between the two parties.

"We are excited to renew our long-term partnership with Marshall University and are honored to continue working with their great team," said John Greeley, CLC's SVP of Partnerships. "The university's trademark licensing program is committed to delivering unique merchandise and brand programs to passionate Thundering Herd fans, and we look forward to leveraging our consumer insights and innovative strategies to help elevate the Marshall brand in the marketplace."

Rodney Kasey, Marshall Athletics' Assistant Athletic Director for Digital Strategy and Brand Management, said the partnership provides additional opportunities for partners to maximize their outreach with the fan base, which will take Marshall's brand to new heights.

"I'm excited to work with our licensees and retail partners, educating them on the vast opportunities to make our products more accessible while utilizing marks and logos that resonate with our fans," said Rodney Kasey, Assistant Athletic Director for Digital Strategy and Brand Management.

Spears said the coordination between Marshall Athletics and CLC will allow Marshall Athletics to activate all its available assets in meaningful ways, as well.

"We plan to use logos that have been buried in the College Vault line and revitalize them through continued use on our uniforms," Spears said. "CLC is the leader for a variety of reasons, and their team will help us generate additional revenue streams while maintaining the trademark integrity of our university and athletics program."

Marshall University is one of 700 colleges and universities represented by CLC. The two have been in partnership for trademark licensing needs since 1987.

 

ABOUT CLC

CLC is the nation's leading collegiate trademark licensing company with a mission to elevate college brands through insight and innovation. The company is uniquely positioned to deliver consumer connections and brand visibility for institutions through data-based, customized solutions that include impactful licensed merchandise strategies and innovative marketing platforms to navigate the ever-evolving consumer and retail marketplace.

Headquartered in Atlanta, Georgia, CLC is guided by values to serve others, build trust, lead well, innovate often and be passionate. Founded in 1981, CLC is a part of LEARFIELD, the leading media and technology services company in intercollegiate athletics. CLC represents more than 700 college and universities, bowl games, athletic conferences and several other collegiate entities, including the NCAA, the College Football Playoff and the Heisman Trophy.

 

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