Consistently Ranked Among the Top Selling Collegiate Licensing Programs in the U.S., UW Becomes the Sixth Major University to Recently Sign with the Agency
ATLANTA, GA – The University of Wisconsin-Madison (UW) has finalized an eight-year partnership with Fermata Partners, a specialized licensing agency focused on premier universities, following approval of the agreement by the UW System Board of Regents at its October Board Meeting. The University made its selection through a competitive process and the agreement will formally commence on July 1, 2016.
A division of CAA Sports, Fermata Partners adds UW to its expanding portfolio of top selling programs, including Notre Dame, Kentucky, Georgia, Oregon, and Miami. Most recently, the UW Athletic Department announced the transition of its team supplier partnership to Under Armour, which will also begin outfitting all Badger teams starting July 1, 2016.
“The University is excited to begin a new chapter in our licensing strategy through our partnership with Fermata Partners,” said Jeff Schmidt, UW’s Associate Athletic Director for Administration. “The change in our licensing program’s management coincides perfectly with our shift to Under Armour as the official team supplier for Badger Athletics. We look forward to working closely with Fermata to build progressive future strategies to connect our students, alumni, and fans with Badger merchandise.”
Generating more than $60 million in annual retail sales, UW has historically ranked among the Top 20 selling universities in the nation and is one of the premier licensing programs in the Big Ten Conference. The University’s iconic Bucky Badger mascot was first created in 1940 and is widely recognized as one of the most popular college mascots. UW’s campus in Madison, Wisconsin has helped to popularize the city as one of America’s best college towns.
“Since its founding in 1848, the University of Wisconsin-Madison has served as the flagship campus for the UW system — and today is the oldest and largest public university in the state,” said Derek Eiler, Managing Director, Fermata Partners. “It is an honor for our team to be selected to work alongside the University to help advance its mission through its consumer products licensing efforts.”
The University has licensing agreements with approximately 400 companies and its trademark licensing program has generated more than $33 million in revenues since 1988. Revenues generated from the licensing program are shared evenly by the Athletic Department and the Financial Aid Office for need-based scholarships for UW–Madison students called Bucky Grants. The Office of Trademark Licensing is managed by University Relations, in collaboration with Wisconsin Athletics.
Fermata will continue to enforce the same Code of Conduct that UW currently uses and continue Wisconsin’s track record of leadership in working to curb sweatshop abuses in the production of licensed products.
Based in Atlanta, Fermata Partners is a specialized consumer products licensing agency focused on colleges and universities, global football clubs, and iconic lifestyle brands. The firm has assembled a diverse team with broad experience in the collegiate licensing industry as well as licensing for other sports and lifestyle brands. Fermata Partners was acquired by CAA Sports, a division of leading entertainment and sports agency Creative Artists Agency (CAA), in April 2015.