SYRACUSE, N.Y. — Syracuse University Athletics has signed a group-licensing agreement allowing the school’s athletes to profit off their Name, Image and Likeness (NIL) using the school’s official trademarks and logos.
The agreement with the Brandr Group (TBG) covers the players on Syracuse’s 20 sports teams, per a university news release.
As Syracuse explains it, products that combine team logos and 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. Fans can expect to be able to purchase official Syracuse University merchandise, including team jerseys, with the name and number of their favorite Orange players who have joined the respective group licensing program once TBG enters into agreements with applicable school trademark licensees.
“As one of the first college programs in the nation to develop co-licensing deals for student-athletes, we are excited to partner with Brandr which creates additional opportunities for our student-athletes in group licensing,” Syracuse Director of Athletics John Wildhack said.
The partnership with the Brandr Group allows for the collective use of student-athletes’ NIL in licensing and marketing programs, co-branded with the Syracuse University logos and marks, the school said. The athletes will have the option to voluntarily join a group-licensing program.
TBG will facilitate group-licensing opportunities on behalf of those involved, and the program “does not limit individual NIL rights,” the school said.
TBG — a brand management, marketing and licensing agency based in Ponte Vedra Beach, Florida — will manage and administer the program as well as develop licensing opportunities on behalf of the Syracuse student-athletes. TBG also manages the group-rights program for the NFL, NBA and MLB players’ associations in the college space.
While no specific timeline is set, fans can soon expect to be able to purchase official Syracuse University merchandise, including team jerseys, with the name and number of their favorite players if the student-athletes have joined the respective group licensing program and as soon as TBG enters into agreements with applicable Syracuse University trademark licensees.