OMAHA, Neb. (July 8, 2026) –– Omaha Athletics announced Wednesday an extension of the department’s longtime partnership with Learfield’s licensing division, CLC, the nation’s leading collegiate licensing company, bringing the relationship to at least the end of the 2035-36 academic year.
Since 2015, CLC has protected and enforced the institution’s intellectual property, managed relationships with manufacturers and retailers and supported the long-term growth of the Mavericks’ brand.
“Our partnership with CLC over the past decade has been instrumental in strengthening the Omaha Athletics brand and expanding the ways our fanbase can connect with and support our programs,” said Vice Chancellor / Director of Athletics Adrian Dowell. “As we continue our ascent, extending this partnership positions us to further elevate our brand, broaden the reach of officially licensed merchandise, and create new opportunities for our student-athletes, supporters, and community to proudly represent UNO. We appreciate CLC’s collaboration and look forward to continuing this successful partnership.”
Over the course of the partnership, more than 1 million licensed merchandise items have been sold, totaling nearly $9 million in wholesale sales. Since 2022, wholesale sales have risen 41%, while total royalties grew over 40%. In the aftermath of men’s ice hockey’s first-ever Frozen Four appearance in 2015, Omaha engaged CLC to manage the Mavericks’ licensing program which has seen annual royalty payments to Omaha Athletics increase 71% over the last 11 years.
Omaha Athletics’ partnership with Learfield extends beyond trademark licensing, with Omaha Sports Properties serving as the department’s exclusive multimedia rights and strategic revenue generation partner since 2014. Together, Learfield and Omaha continue to drive innovative corporate partnerships through opportunities including jersey patch sponsorships, court branding, naming rights and other high impact assets that elevate the Maverick brand.
The Mavericks’ robust licensing program has expanded over the last two fiscal years, highlighted by men’s basketball’s first-ever March Madness appearance, the viral “trash can” celebration and the release of new Omaha Hockey CCM sweaters this season. Omaha also unveiled sought after “OMA” and “402” marks, in addition to a revived script logo. All three marks are available now.
Assistant Athletic Director – Equipment and Brand Billy Sanders oversees the licensing program, housed in athletics.
“One of the most rewarding things I’ve seen during my time in Omaha Athletics is how proud people are to be Mavericks, said Sanders. “Every time someone wears the Maverick brand, they’re helping showcase what it means to be part of our University.”
“We are honored to extend our partnership with Omaha to continue elevating their great brand in the marketplace and collaborating on unique merchandise and marketing programs that connect with Mavericks fans,” said Brad Coley, Vice President of Partnerships for CLC. “Omaha has tremendous momentum right now, and we look forward to many years of leveraging that for future licensing program growth.”
The extension of the relationship between Omaha and CLC complements the Mavericks’ longstanding partnership with Learfield. Earlier this year, Omaha announced a 10-year extension of the department’s multimedia rights agreement with Learfield’s Omaha Sports Properties.
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.