Get Licensed

Any individual or company that intends to manufacture, distribute, sell, or otherwise use the University of Wisconsin–Madison’s trademarks, service marks, logos, names, symbols, or other indicia on products for resale or promotional purposes must obtain a license.

This includes, but is not limited to:

• Apparel and headwear
• Promotional items and giveaways
• Collectibles and novelties
• Digital or print merchandise produced for commercial use

A license is required regardless of the method of sale (retail, wholesale, online, fundraising, or direct-to-consumer) and regardless of the size or duration of the production run.

The university will consider licenses on most products. However, no product will be licensed without approval of the UW–Madison’s trademark licensing office.

The following products will not be licensed:

• Business names and/or logos—all types.
• Inherently dangerous products—such as firearms, explosives, and fuels.
• Obscene or disparaging products—including, but not limited to, nude photographs, caricature poster art or designs that would tend to lower the reputation or degrade the goodwill of the university as represented by the trademarks.
• Sexually suggestive products—including, but not limited to, inappropriate slogans imprinted on clothing and the configuration of certain novelty items.
• Health-related products—all types.

This policy assures that products carrying UW–Madison trademarks are of high quality and good taste, preventing any misrepresentation of the university and preserving its reputation as a world-class university. It also minimizes liability by denying licenses to potentially dangerous items. 

The university and FLM review a number of factors when considering licensing applications. Applicants should be prepared to share the following information as part of the licensing application process.

Company information and contacts

Key company information (address, phone, e-mail, web address, DBA, organization type) and contact information for key company officers (CEO, Sales, Finance, etc.).

Financial information 

Sales totals from the last four years, ownership information, business credit report, and a certified bank statement.

Distribution and sales

Current retail accounts, target retail accounts, date of product launch, summaries of sales force and distribution network, and advertising/promotional plans.

Product categories

Key product data (wholesale price, MSRP, minimum order), annual sales forecast, and additional product details.

Corporate social responsibility

Information on your corporate responsibility program, workplace code of conduct, and participation in labor monitoring agencies.

Manufacturing

Factory details for the facilities used to produce your collegiate products including factory name, location, and products produced at factory.

System capabilities

Overview of your company’s technology infrastructure for managing licensing rights inside our web-based solution for managing all aspects of the licensing process.

Storytelling and strategy

An opportunity for your company to articulate its story, its potential fit with the university’s brand(s), and its point of difference in the marketplace.

A smaller subset of the items above are used when considering internal/non-retail license applications.

The application fee to apply for a license is $500.

Once your application is submitted and the application fee paid, FLM will conduct an initial review of your application. Once all elements of your application have been verified, FLM and the University will consider your application for approval. 

The estimated timeline from submission of your application to a decision is approximately eight weeks.

UW-Madison has a detailed set of brand and design guidelines to ensure the UW brand is properly presented in the marketplace. Please refer to the current UW-Madison brand and design guidelines for complete details.

UW–Madison operates its licensing program under the general concept that no user of its indicia should be exempt from its licensing program and paying royalties.

The university reserves the right to grant exemptions if circumstances warrant that it would be in the best interests of the university. The Office of Trademark Licensing will make any exemption decisions.

Special rules apply to the use of indicia for internal university purposes.

One-of-a-kind artwork sold for individual display, with no intent to reproduce, often does not require licensing (e.g., a painting to be framed or an individually produced sculpture). However, these uses require approval in the form of a one-time use agreement. Art produced in multiples and/or bearing university marks is not exempt. This includes any crafted art and printed reproductions.

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 both the licensee and UW–Madison (the licensor). UW–Madison typically receives a royalty based on the wholesale cost of the goods. That royalty is in essence considered the “rental fee” for the use of the university’s trademarks on the product(s).

Licensed manufacturers pay royalties on all products sold. These revenues are shared evenly between the University of Wisconsin Athletic Department, which uses the funds to support the academic and athletic pursuits of more than 700 student-athletes, and the UW–Madison Financial Aid Office, which uses funds to help provide the need-based scholarships for UW–Madison students called Bucky Grants.

Licenses are generally valid for 12 months and must be renewed annually.

Manufacturer license agreements are typically arranged through Fanatics Licensing Management.

As a general rule, UW–Madison does not grant exclusive licenses for a specified type of product. Under certain circumstances, the university may consider an exclusive license, but such would require review and written approval by the university.

The university prefers to license the manufacturer of the product. In some cases, the manufacturer is the entity that adds the value of the indicia to the product and sells the product through university retail channels. Manufacturers are subject to the standard non-exclusive license.

The university may allow distributors to become licensed under strict guidelines.

If you have questions about becoming a corporate sponsor, please contact Glenn Wahlgren, campus sponsorship manager, at gwahlgren@wisc.edu.

University marks must be at least 50 percent larger than the sponsor’s marks when use of sponsor’s marks or name is used in connection with any of the University’s name or indicia.

Corporate sponsorships are formed when an institution grants to another entity, or sponsor, the rights to associate with the institution, or an event conducted by the institution, to indirectly enhance the sale of its products or services and directly promote the institution or event through its association with the sponsor. Sponsorship may take many forms. Generally, the sponsor is willing to pay dollars or provide products or services in exchange for the right to associate itself commercially with the institution or event. Corporate sponsorship contracts, when negotiated by or through campus departments or organizations, may include special promotional opportunities for the sponsor.

Some commercial use of university indicia may be allowed where a sponsor will indirectly enhance the sale of its product or services and directly promote the institution or event through its association with the university. This does not, however, allow unrestricted use of the indicia. Each use is to be individually reviewed for quality, appropriateness, and image projection by the Office of Trademark Licensing.

Each corporate sponsorship contract should spell out the extent to which the sponsor may use University indicia, including, but not limited to:

• Type and value of products offered;
• Extent of distribution;
• Geographic area of distribution;
• Specific time period of distribution;
• Guidelines for proper use of UW indicia, including the need for approval; and

For details concerning licensing, royalties, rates, and products, contact UW–Madison’s licensing agent or the Office of Trademark Licensing:

Fanatics Licensing Management


1440 Dutch Valley Place, Suite 101

Atlanta, GA 30324

Phone: 404-476-4320
Email: fanaticslicensingmanagement.com 

The Office of Trademark Licensing


711 State St., Suite 200

Madison, WI 53703
Phone: 608-265-9152
Email: trademarklicensing@wisc.edu