Trademark Licensing
The Office of Trademark Licensing works to protect and promote the indicia, logos, and symbols of the University of Wisconsin–Madison.
A world-class institution, UW–Madison has been leaving its mark since its founding in 1848.
Consistently named one of the nation’s top public universities, the University of Wisconsin–Madison ranks sixth in national research and boasts more than 500,000 living alumni. We are proud of our achievements and the symbols that exemplify them. Our goal is to protect these symbols through our trademark licensing program.
The Office of Trademark Licensing, housed within the Office of Strategic Communication, is here to help businesses, consumers, and campus partners through the process of securing licenses and purchasing licensed products that represent the university’s brand with accuracy and consistency.
Using and licensing UW–Madison trademarks
Businesses
Become a licensed vendor
UW–Madison partners with Fanatics Licensing Management to consider licensing applications from vendors of all sizes.
Campus Departments
Use UW–Madison trademarks
The Office of Trademark Licensing must approve all use of university marks by campus departments.
Campus Departments
Order products
UW–Madison departments, units, and organizations that are purchasing products utilizing any UW intellectual property, including registered trademarks, wordmarks, and logos, must use an approved licensed vendor.
Licensing revenue supports the university
Licensing revenue supports Badgers on and off the field. Royalties generated from licensed products are shared equally between the Office of Student Financial Aid to support need-based student scholarships and the Division of Intercollegiate Athletics to support student-athlete scholarships and other operational needs.
About our licensing program
UW–Madison students, alumni, fans, and other supporters display their passion for the university’s traditions and boundless spirit through use of its trademarked names, logos, and other brand elements – including the beloved Bucky Badger. To protect and promote these symbols, known as indicia, a formal process was created in 1988 with the UW–Madison trademark licensing program.
The University has licensing agreements with hundreds of companies. The trademark licensing program has generated millions for our nonprofit mission.
Individuals, groups, and organizations seeking to use university indicia must obtain prior approval from the Office of Trademark Licensing.
