HanesBrands and University of Cincinnati Extend Partnership

HanesBrands will serve as the university’s primary licensee for fanwear through 2030

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HanesBrands, a supplier of collegiate fan apparel, and the University of Cincinnati announce a multi-year extension of their current primary apparel partnership that gives HanesBrands exclusive rights across all retail channels to design, manufacture, and distribute University of Cincinnati fanwear.

In addition to UC, more than a dozen leading universities have primary apparel partnerships with HanesBrands, including the University of Texas, Ohio State University, and the University of Georgia. More than 30 top-tier schools have exclusive, mass-retail channel agreements with the apparel company, including UCLA, the University of Michigan, Clemson University, and Penn State.

“Cincinnati was one of our first primary apparel partners, and we are thrilled by the success of this relationship. We appreciate the opportunity to continue growing the Cincinnati licensing program by offering exciting products and iconic brands that engage fans,” says John Fryer, HanesBrands president of licensed sports apparel. “It’s a testament to what we believed when we started — primary apparel partnerships work. We are excited to assist Cincinnati in positioning for growth and success during such an exciting and pivotal time for the university with the move to the Big 12.”

The agreement also includes collaborative retail activations around key games and events, special apparel program releases, and educational opportunities for current Cincinnati students.

“We’re very proud of our partnership with HanesBrands and excited about this extension,” says Marty Ludwig, UC director of trademarks and licensing. “We’ve seen significant growth in our brand since we started taking a more strategic approach to brand management, and our partners from HanesBrands are a big part of that with their commitment to the university. This partnership goes well beyond royalty income, as we align in a variety of areas from sustainability to internships, academic programming, unique marketing activations, and commitment to meet the needs of retailers in our market for high-quality apparel for the University of Cincinnati’s constituents.”

The partnership extension with HanesBrands was completed in conjunction with the university’s exclusive licensing agent, CLC.

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Marie Fennema

Marie Fennema is the managing editor of GRAPHICS PRO, including GRAPHICS PRO Today, covering news and guidance in apparel decoration, awards and engraving, and sign and digital printing.

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