BLOOMINGTON, In. and ATLANTA, Ga. (June 26, 2025) – Indiana University is entering into a partnership with CLC, the nation’s leading collegiate licensing company, to assist in the management and marketing of IU’s trademark licensing program. The collaboration with IU and its licensees will further elevate the IU brand through an expanded portfolio of products and programs for fans.

The new partnership will build on IU’s efforts to deliver innovative university-branded products, retail programs, and brand activations while maximizing value. This strategic, cohesive approach to merchandise and new revenue streams will support the IU student experience and key university programs, both top priorities for IU President Pamela Whitten. 

“I’ve seen firsthand the immense pride people across Indiana and around the world have in IU, and this partnership will enable us to expand the universe of those wishing to display their love of our great university,” said Whitten. 

The university, which currently manages its licensing program in-house, conducted an extensive evaluation process to select the right partner that included industry benchmarking and data analysis, with due diligence led by a cross-university Task Force and supported by national strategic advisory firm Vianovo.

“We are excited to leverage CLC’s deep industry relationships and national footprint with other top college brands to expand the reach of our licensing program,” said Doug Booher, IU Associate Vice President and Chair of the IU Licensing Task Force. “Their ability to customize and scale programs and adhere to IU’s strong traditions, values, and commitment to innovation stood out to us. Together we can build upon work underway and exceed the expectations of our fans.”

Indiana currently works with more than 300 licensed manufacturers to provide university branded merchandise to retailers across the country. CLC’s access to nearly 100,000 retailers will help strengthen the university’s relationship with key licensing partners while delivering new product opportunities and innovative, data-based retail and digital marketing programs to elevate the IU brand.

“Indiana University is one of our nation’s largest academic institutions, with beautiful campuses, vibrant communities, strong core values, and a storied history of athletic success and academic entrepreneurial innovation.  We are excited to help bring their brand story to life through a licensed merchandise program designed to delight IU fans with enhanced quality, assortment, and product availability,” said John Greeley, CLC’s SVP of Partnerships. “President Whitten and her team are committed to serving IU fans throughout Indiana and around the country, and we are honored and excited to help deepen their connection to IU.”

The partnership with CLC officially begins July 1, 2025.

About Indiana University

Indiana University is one of the nation’s leading public research universities, with nearly 90,000 students across 930+ academic programs, nine campuses and IU Online, and nine School of Medicine campuses. Since 1820, IU has helped students create brighter futures, while also driving discovery and innovation that improves lives in Indiana and beyond. IU is home to two Research 1 campuses, the country’s largest medical school, the world’s first school of philanthropy, the top-ranked Kelley School of Business and O’Neill School of Public and Environmental Affairs, and the Luddy School of Informatics, Computing and Engineering, the nation’s first school of informatics. IU’s more than 790,000 living alumni are a powerful force for good, driving change and progresss in communities around the world.

About CLC

CLC is the nation’s leading collegiate trademark licensing and marketing company, representing nearly 800 collegiate brands, including universities, conferences, bowls, the NCAA, the College Football Playoff, the Heisman Trophy, and other top collegiate properties. With a network of over 4,000 licensed manufacturers and relationships with more than 100,000 national, regional, and local retailers nationwide, the company is uniquely positioned to deliver fan connections and brand visibility for institutions through data-driven, customized solutions that include impactful licensed merchandise strategies and innovative marketing platforms to navigate the ever-evolving consumer and retail marketplace. Founded in 1981, CLC is a part of Learfield, the leading media and technology company powering college athletics. 

Media Contacts:

Tammy Purves, CLC, tammy.purves@clc.com, 770-799-3275.