STAHLS’ launches 5-year collegiate partnership in Texas

STAHLS’ has entered into a five-year agreement with the University Co-op in Austin, Texas, to expand its licensed apparel and personalized merchandise program. The partnership combines Hotronix heat printing equipment, Fan Edition software and sales kiosks, and Fulfill Engine automation technology, decoration products, blank apparel, and marketing support.

The program was put to work during the University of Texas (UT) home game against Ohio State, as ESPN College GameDay brought additional attention to Austin. The University Co-op reported record-breaking sales on both Friday and Saturday.

“We are excited to partner with STAHLS’ for our Custom Shop this year,” said Olivia Biagi, VP of merchandising at the University Co-op. “We continue to find ways to enhance the customer experience with personalization for Longhorns, with every penny of profit going right back to UT students.”

“Sports retail moves at the speed of the event,” said Chris Hooks, director of sports licensing at STAHLS’. “This partnership gives the Co-op the products and production tools to respond when fans are ready to buy.”

STAHLS’ stated that, for the decorated apparel industry, the agreement offers a model for selling licensed merchandise closer to demand. According to the company, the Co-op can introduce personalized and event-specific products without relying solely on large inventories of finished goods, while drawing on in-store decoration and connected fulfillment to support both daily sales and major sports weekends.

More from STAHLS’:

• 2026 Q2 Stahl Family Scholarship winners announced
• STAHLS’ delivers real-time custom jerseys at NHL Draft
• Siser joins STAHLS’ family of companies