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IMG Renews Licensing Agreement with Sugar Bowl

Wednesday, July 30, 2014

IMG, through its licensing affiliate the Collegiate Licensing Company (CLC), announced today that is has extended current partnerships with the Sugar Bowl Committee, the Tournament of Roses, and the Heisman Trophy Trust to manage their respective trademark licensing programs.

The Sugar Bowl and the Tournament of Roses, hosts of two of the most revered and storied bowl games in college football, have each enjoyed long-term partnerships with CLC dating back to 1998 and 2000, respectively. Those relationships will continue into the newest era of the college football postseason, as each bowl is set to host of one of the two semifinal games in the new College Football Playoff.

"We look forward to leveraging the new College Football Playoff, along with the Bowl's new partnership with the SEC and Big 12 Conferences, into greater excitement and expanded retail distribution of our merchandise, and we feel CLC is the best partner to help us accomplish that," said Jeff Hundley, the Sugar Bowl's Chief Operating Officer.

"CLC is well known for its breadth of innovative and impactful licensing services. We're thrilled to continue our relationship with the leader in collegiate licensing," added Richard Chinen, President for the Tournament of Roses.

The Heisman Trophy Trust, a CLC partner since 1999, is a non-profit entity that contributes 100 percent of its licensing revenue towards the Trust's charitable endeavors.

"The stewardship of The Heisman Trophy is a vital part of The Heisman Trust's responsibilities," said Rob Whalen, Executive Director of The Heisman Trophy Trust. "CLC understands that and has been a tremendous ally in the protection, management and development of The Heisman Trophy brand." 

"We are excited to extend our agreements with three of the most prestigious brands in college football," said Cory Moss, SVP and Managing Director of CLC. "With unparalleled resources, deep expertise, and the broadest capabilities, CLC remains committed to developing cutting-edge initiatives and creative, customized solutions to help maximize each brand's presence in the marketplace."

CLC, the leading collegiate licensing agency in the United States, currently represents nearly 200 collegiate properties, including 25 bowl games and the College Football Playoff, in the $4.6 billion retail market for collegiate products.

About The Collegiate Licensing Company
CLC is a division of global sports and entertainment company IMG.  Founded in 1981, CLC is the leading collegiate trademark licensing agency in the U.S. and currently represents nearly 200 colleges, universities, bowl games, athletic conferences, The Heisman Trophy and the NCAA. The mission of CLC is to be the guiding force in collegiate trademark licensing and one of the top sports licensing firms in the country. CLC is dedicated to being a center of excellence in providing licensing services of the highest quality to its member institutions, licensees, retailers and consumers. Headquartered in Atlanta (Ga.), CLC is a full-service licensing representative, which employs a staff of more than 90 licensing professionals who provide full-service capabilities in brand protection, brand management, and brand development. For more information on CLC, visit: or


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