What is collegiate trademark licensing?
Among colleges and universities, countless third parties wish to associate themselves commercially with a school’s tremendous prestige and spirit.
The University asserts ownership and all right, title, and interest in and to its indicia, which includes trademarks, service marks, trade names, designs, logos, seals, symbols, mascots, slogans and any other indicia that is associated with or refers to the University.
The purpose of the Office of Trademark Licensing at the University is to protect and control the use of its indicia as well as the quality and appropriateness of products, promotions, and advertising upon which those indicia are used. It also ensures that the University receives the appropriate commercial value for the use of its indicia.
Indicia: identifying marks.
Insignia: a distinguishing sign.
Trademark: a name, symbol, or other device identifying a product, officially registered and legally restricted to the use of the owner or manufacturer.
Why is it necessary?
Licensing of University trademarks promotes and protects the image of the University as well as fulfills the needs of consumers wanting goods bearing University marks, symbols and insignias. Trademark licensing creates a cooperative and positive working relationship between the University, the manufacturers of approved and authorized products, and the retailers of these products.
How does collegiate licensing work?
In return for the right to use the UW–Madison name and marks on products, a UW–Madison license requires a company (called a licensee) to sign a license agreement, which sets forth the specific rights and responsibilities of the school (the licensor) and the licensee. The UW–Madison typically receives a 10.0% royalty. The royalty is based on the wholesale cost of the goods, and is in essence considered the "rental fee" for the use of the University’s trademarks on the product(s).
What is the criteria needed to become licensed?
For details concerning licensing, royalties, rates and products, contact the UW–Madison’s licensing agent:
The Collegiate Licensing Company
290 Interstate North Circle, Suite 200
Atlanta, GA 30339
Questions also may be directed to:
The Office of Trademark Licensing
1440 Monroe Street
Madison, WI 53711
Cindy Van Matre — Trademark Licensing Director: firstname.lastname@example.org
Laurie Lind — Trademark Licensing Assistant: LLL@athletics.wisc.edu
Where do licensing revenues go?
Licensed manufacturers pay the University a royalty on all products sold. These revenues are shared evenly by the Athletic Department and the Financial Aid Office for need-based scholarships for UW–Madison students called Bucky Grants.
Are there restrictions on who can produce items using UW trademarks?
Yes. Only companies that are officially licensed by the University are permitted to produce items using University trademarks. Approximately 475 companies are licensed with the University of Wisconsin–Madison. The Office of Trademark Licensing can assist you in providing information on licensed companies.