S&G Blood
Rookie
Actually OSU is # 1 in trademark sales as of last August..
Bucks on a roll
OSU’s national championship gave licensed-merchandise sales a boost that continues
Sunday, August 14, 2005
Tracy Turner
THE COLUMBUS DISPATCH
NEAL C . LAURON | DISPATCH PHOTOS
Almost three years after Ohio State won the national football championship in 2003, the Buckeyes are still scoring points for the university.
Royalties from Buckeye-themed merchandise more than doubled during that championship year, hitting a record $5.2 million. Results on the football field have not been as stellar since, but royalties have remained near that lofty height.
"We’ve risen to a new level of popularity since winning the championship," said Rick Van Brimmer, OSU’s licensing director. "We’ve been the No. 1-selling college since then and have stayed there.
"You’d expect that, once that championship luster came down, we’d have seen a huge drop in sales, but we haven’t."
For the fiscal year that ended June 30, OSU’s merchandise royalties totaled $4.8 million, according to the university’s licensing and trademark services, making for the second-highest-grossing year for OSU. Only the year after the championship was higher — by $400,000.
In the years before the championship, royalties averaged $2.5 million, Van Brimmer said.
OSU’s winning tradition likely is part of the reason for the sustained sales, said Dennis Howard, a professor of business at the University of Oregon.
The former OSU professor, who now works for Oregon’s Sports Marketing Center, said the Buckeyes’ high TV profile helps give the school a steady presence as a football powerhouse, on par with Michigan and Southern California.
"That kind of exposure reinforces the sense that it’s a special football program," Howard said. "People identify with winners and like to derive a positive association by wearing the gear of the winning team."
While there is no single reporting agency for all collegiate sports royalties, the Collegiate Licensing Co. puts out an annual list that ranks its member schools’ annual royalties.
The Atlanta-based licensingand-marketing company, which represents 180 colleges and universities nationwide, ranks the University of North Carolina tops among its members in royalties.
UNC reported $3.7 million for the 2003-04 year, the most recent for which information is available. OSU is not on the list because it is not affiliated with the company.
Licensing in college sports is a $3.5 billion industry, said Lorri Freifeld, managing editor of License! Magazine. The New York-based publication tracks the licensed-goods business.
"Universities are doing more marketing and differentiating their brands across distribution channels," she said.
Most universities do a good job of "breeding loyal fans" and appealing to their established consumer base of students and alumni, she added.
"Win one championship and the fans will stick with you for at least two years," she said.
That’s how it’s been for Carlos Nelson.
The North Side resident said he owned some OSU-tagged clothing before the championship game, but bought more after Ohio State won. His collection features five T-shirts, three jerseys and seven ball caps. He’s buying two Ohio State hooded sweat shirts for the winter.
"They’re fashionable — nearly everyone in the city wears Ohio State gear," Nelson said. "It’s also the history of the team that makes people want to wear them."
OSU now has licensed more than 500 products, collecting an 8 percent royalty on each product’s net sales, said Rob Cleveland, assistant director for its licensing and trademark office.
The university charges an upfront fee for a license — $1,000 to apparel companies and $300 to makers of other products, he said.
Kroger sells a number of Buckeye-themed items, spokeswoman Monica Gordon said.
Among the food products and merchandise: Collegiate Snacks’ Ohio State brand tortilla chips and potato chips, which will become chainwide Aug. 21, she said.
The Kroger stores expect the snack line to be a good seller, Gordon said. "We have a strong customer base that comes in specifically for Buckeye-themed items for tailgating and other sports-related events."
Collegiate Snacks partner Steve Sandbo is banking on it.
"We’re playing to the loyalty and passion that Ohioans have for the Buckeyes," Sandbo said.
The company has licensing deals with several universities, including the University of Michigan. Next year, the company plans to add cheese crunches and caramel corn to its lineup, he said.
License requests have remained steady, with OSU receiving about 500 per year. It grants about 100 a year, Van Brimmer said.
New this year: Buckeye bathroom sinks and toilet tanks, billiard balls, motorized toothbrushes, football action figures and DVDs for infants and toddlers.
"We are always one day away from the next great idea," Van Brimmer said.
What’s likely to score big this year?
"A bean-bag tailgate toss game," he said. "It’s a board with a hole in it, real easy to play, and it doesn’t have a lot of rules. The bean bag either goes in or it doesn’t." [email protected]
Bucks on a roll
OSU’s national championship gave licensed-merchandise sales a boost that continues
Sunday, August 14, 2005
Tracy Turner
THE COLUMBUS DISPATCH
NEAL C . LAURON | DISPATCH PHOTOS
Almost three years after Ohio State won the national football championship in 2003, the Buckeyes are still scoring points for the university.
Royalties from Buckeye-themed merchandise more than doubled during that championship year, hitting a record $5.2 million. Results on the football field have not been as stellar since, but royalties have remained near that lofty height.
"We’ve risen to a new level of popularity since winning the championship," said Rick Van Brimmer, OSU’s licensing director. "We’ve been the No. 1-selling college since then and have stayed there.
"You’d expect that, once that championship luster came down, we’d have seen a huge drop in sales, but we haven’t."
For the fiscal year that ended June 30, OSU’s merchandise royalties totaled $4.8 million, according to the university’s licensing and trademark services, making for the second-highest-grossing year for OSU. Only the year after the championship was higher — by $400,000.
In the years before the championship, royalties averaged $2.5 million, Van Brimmer said.
OSU’s winning tradition likely is part of the reason for the sustained sales, said Dennis Howard, a professor of business at the University of Oregon.
The former OSU professor, who now works for Oregon’s Sports Marketing Center, said the Buckeyes’ high TV profile helps give the school a steady presence as a football powerhouse, on par with Michigan and Southern California.
"That kind of exposure reinforces the sense that it’s a special football program," Howard said. "People identify with winners and like to derive a positive association by wearing the gear of the winning team."
While there is no single reporting agency for all collegiate sports royalties, the Collegiate Licensing Co. puts out an annual list that ranks its member schools’ annual royalties.
The Atlanta-based licensingand-marketing company, which represents 180 colleges and universities nationwide, ranks the University of North Carolina tops among its members in royalties.
UNC reported $3.7 million for the 2003-04 year, the most recent for which information is available. OSU is not on the list because it is not affiliated with the company.
Licensing in college sports is a $3.5 billion industry, said Lorri Freifeld, managing editor of License! Magazine. The New York-based publication tracks the licensed-goods business.
"Universities are doing more marketing and differentiating their brands across distribution channels," she said.
Most universities do a good job of "breeding loyal fans" and appealing to their established consumer base of students and alumni, she added.
"Win one championship and the fans will stick with you for at least two years," she said.
That’s how it’s been for Carlos Nelson.
The North Side resident said he owned some OSU-tagged clothing before the championship game, but bought more after Ohio State won. His collection features five T-shirts, three jerseys and seven ball caps. He’s buying two Ohio State hooded sweat shirts for the winter.
"They’re fashionable — nearly everyone in the city wears Ohio State gear," Nelson said. "It’s also the history of the team that makes people want to wear them."
OSU now has licensed more than 500 products, collecting an 8 percent royalty on each product’s net sales, said Rob Cleveland, assistant director for its licensing and trademark office.
The university charges an upfront fee for a license — $1,000 to apparel companies and $300 to makers of other products, he said.
Kroger sells a number of Buckeye-themed items, spokeswoman Monica Gordon said.
Among the food products and merchandise: Collegiate Snacks’ Ohio State brand tortilla chips and potato chips, which will become chainwide Aug. 21, she said.
The Kroger stores expect the snack line to be a good seller, Gordon said. "We have a strong customer base that comes in specifically for Buckeye-themed items for tailgating and other sports-related events."
Collegiate Snacks partner Steve Sandbo is banking on it.
"We’re playing to the loyalty and passion that Ohioans have for the Buckeyes," Sandbo said.
The company has licensing deals with several universities, including the University of Michigan. Next year, the company plans to add cheese crunches and caramel corn to its lineup, he said.
License requests have remained steady, with OSU receiving about 500 per year. It grants about 100 a year, Van Brimmer said.
New this year: Buckeye bathroom sinks and toilet tanks, billiard balls, motorized toothbrushes, football action figures and DVDs for infants and toddlers.
"We are always one day away from the next great idea," Van Brimmer said.
What’s likely to score big this year?
"A bean-bag tailgate toss game," he said. "It’s a board with a hole in it, real easy to play, and it doesn’t have a lot of rules. The bean bag either goes in or it doesn’t." [email protected]
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But anyways I just want to see us win out and get into a BCS bowl as I feel like we have deserved it but only if we win out. Thats just my 2 cents though.
