FOR IMMEDIATE RELEASE:  September 29, 2014

University of Georgia Announces New Licensing Agency Partnership with Atlanta-based Fermata Partners

UGA inks five-year agreement with innovative agency serving premier universities

ATLANTA, GA  – The University of Georgia (UGA) has finalized a five-year agreement with Atlanta-based Fermata Partners to begin serving as the University’s worldwide trademark licensing agency, effective July 1, 2015. The University selected Fermata through a competitive RFP process over the past several months.

“The University is enthusiastic about writing a new chapter for our licensing program through our alliance with Fermata,” said Greg McGarity, Director of Athletics for the University. “Our licensing program generates significant annual income to support the University, UGA Foundation, and the Athletic Association – each of which is focused on delivering the best possible experiences for our students and alumni.”

Generating nearly $100 million in annual retail sales across the state and around the world, the University of Georgia’s consumer products program ranked among the top five selling universities during the 2013-2014 academic year. UGA becomes the third major university to partner with Fermata in the past four months, joining the University of Kentucky from the SEC and the University of Miami from the ACC.

“UGA is one of our nation’s oldest public universities at nearly 230 years young – it has combined its rich history with modern vibrancy to become a brand that is both timeless and timely,” said Derek Eiler, managing partner and co-founder of Fermata Partners. “Our team is grateful for the opportunity to sit alongside the University of Georgia and help propel its consumer products program towards a dynamic future.”

Under the agreement, Fermata Partners will work in close coordination with the University to manage all commercial uses of the University’s trademarks on consumer products. This will include administering the logistics between UGA and its 500+ licensed manufacturers, conducting trademark enforcement, and building consumer engagement strategies to enhance and enrich the University’s brand.

“The University’s licensing program plays an important role in allowing our students, alumni, faculty, staff, and fans to celebrate their affinity for Georgia through the purchase of UGA consumer products,” said Tom Jackson, Vice President for Public Affairs. “Our partnership with Fermata will help us to strengthen these connections and continue to provide valuable funds to invest in student-centered programs and services while remaining in control of our brand,” he added.

The UGA trademark management and licensing program was first established in 1986 as a foundation for promoting and protecting the use of the University’s trademarks. The mission of the trademark management and licensing program is three-fold:


  • To ensure proper use and application of the trademarks that have become associated with the University of Georgia.
  • To strengthen the trademarks through relationships with retailers, licensees, campus departments, student organizations, alumni, and fans.
  • To generate revenue to enhance private funding for academic support.

The day-to-day management of the licensing program is handled by the UGA Athletic Association (UGAA) in close collaboration with the University’s Division of Development and Alumni Relations, the Offices of Financial Services (UGAEA) and Public Affairs (UGAPA), and the Office of Legal Affairs (OLA).

The full transition of the licensing program to Fermata’s management will take place at the end of the current academic year in June 2015. McGarity added, “We appreciate the historical and ongoing efforts of our current licensing agency partner and look forward to working with them through the end of the current agreement.”

Fermata Partners, based in Atlanta, is a specialized consumer products licensing agency that partners with brands possessing deep affinity in sport, lifestyle, and college to formulate global licensing strategies and deliver practical execution. Founded in 2011, the firm’s Atlanta headquarters is home to a talented and committed team of specialists with over 140+ years of trademark licensing experience with sport and lifestyle brands.

For more information, contact: Derek Eiler of Fermata Partners at or 404-996-1962 or Alan Thomas of the University of Georgia at or (706) 542-7094