UVA strikes deal to allow athletes to profit off NIL with school logos

The University of Virginia Athletics and The Brandr Group have established a group licensing agreement for Cavalier student-athletes covering all 27 UVA teams. The partnership, according to UVA and The Brandr Group, creates new opportunities for the student-athletes to profit off their NIL using the school’s official trademarks and logos.

“We are excited to partner with The Brandr Group to expand the opportunities for student-athletes to maximize their NIL,” said Virginia athletics director Carla Williams in a news release. “The program will provide our fans with new ways to support our student-athletes through the purchase of officially licensed co-branded merchandise.”

The collaboration with The Brandr Group allows for the collective use of student-athletes’ NIL in licensing and marketing programs, co-branded with University of Virginia logos and marks.

Student-athletes will have the option to voluntarily join a group licensing program. TBG will facilitate group licensing opportunities on behalf of the student-athletes. Participation in the program will not limit any student-athlete’s NIL rights in their individual licensing and marketing activities.  

Around 30 schools have NIL licensing deals

TBG will manage and administer the program as well as develop licensing opportunities on behalf of the student-athletes. TBG also manages group rights programs for the NFL, NBA and MLB players’ associations in the college space.

“We are excited about the opportunities for the University of Virginia in the NIL space given their academic and athletic reputation,” said Wesley Haynes, TBG CEO. “We are absolutely thrilled to add them to our family of schools, working closely with their team to craft co-branded opportunities through our group licensing program. This will give Cavalier student-athletes the chance to capitalize on their NIL through a vast merchandising portfolio, while also uncovering new player engagement opportunities for their devoted fans.”

Products that combine team logos and player names and numbers have accounted for a large portion of licensed sports merchandise sales at the professional level for decades. Furthermore, this program opens the door for similar opportunities for student-athletes at the collegiate level.

The plan is to introduce merchandise as it becomes available including team jerseys with the name and number of their favorite Cavalier student-athletes who have joined the respective group licensing program once TBG enters into agreements with applicable school trademark licensees.

TBG also has similar deals with other top universities across the country. The lists include Alabama, Florida, Georgia, LSU, Miami, Nebraska, North Carolina, Ohio State and Texas.

Additinally, the deal with North Carolina – announced almost a year ago – was the first-ever group licensing deal for current college athletes.