University of Georgia and The Brandr Group Launch Group Licensing for Student-Athletes

Wednesday, October 20th, 2021

The University of Georgia Athletic Association has expanded its LeGAcy Name, Image and Likeness (NIL) program to include opportunities for Georgia student-athletes to work with The Brandr Group (TBG) to establish group licensing agreements. The opportunity is extended to all student-athletes in all 21 of the school’s varsity sports including the No. 1-ranked Georgia Bulldogs football team. The potential collaboration with TBG creates new opportunities for Georgia’s student-athletes to profit off their NIL using the school’s official trademarks and logos.

Georgia, which finished 10th in last year’s Learfield Directors Cup standings, has one of the nation’s most successful and storied athletic programs. Aside from the success of the Bulldogs football team, the university has fielded national champions in a host of sports in recent years, ranging from its track and field teams to its equestrian squad. The introduction of group licensing rights figures to create an environment of new financial opportunities for both male and female student-athletes from multiple sports.

“We put in great time and effort in creating a comprehensive NIL program that would educate and prepare our student-athletes to maximize the new college athletics landscape,” J. Reid Parker Director of Athletics Josh Brooks said. “The opportunity to work with The Brandr Group and the additional education provided by Altius Sports Partners are key pieces to help our student-athletes build their NIL brand in a dynamic way.”

The opportunity with The Brandr Group allows for the collective use of student-athletes' NIL in licensing and marketing programs, co-branded with Georgia’s logos and marks. Student-athletes will have the option to voluntarily join a group licensing program. TBG will facilitate group licensing opportunities on behalf of Bulldog student-athletes, and the program does not limit individual NIL rights.

“Beginning between the hedges and extending throughout their entire athletic program, the University of Georgia is one of the biggest, most recognizable brands in college athletics today, and we’re thrilled to provide the option to open new doors for their student-athletes, allowing them to capitalize on their Name, Image and Likeness,” said Wesley Haynes, TBG CEO. “Through this group licensing deal, Bulldog student-athletes can benefit from co-branded opportunities through Georgia’s vast merchandising and sponsorship portfolio, while also creating exciting new engagement opportunities for the passionate members of Bulldog Nation.”

Altius Sports Partners (ASP), a leading NIL advisory and education firm, is providing education on group licensing to student-athletes, coaches and staff as part of its ongoing partnership with Georgia and as TBG’s official education provider.

“Georgia has a tremendous championship tradition and that expectation for excellence carries into how athletics prepares for NIL. We've spent a lot of time over the last few months with Bulldog teams delivering comprehensive education around NIL opportunities, and we're excited to continue those efforts across all sports and bring deeper understanding of the ins and outs of group licensing specifically so that all Georgia athletics stakeholders are empowered to lead and thrive in this new paradigm,” said Casey Schwab, CEO, Altius Sports Partners.

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 in the college space.

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. Cobranded student-athlete and University of Georgia products may be available once student-athletes join the respective group licensing program and TBG enters into agreements with applicable school trademark licensees.