HOUSTON and ATLANTA, Ga. (January 13, 2026) – Following an extensive evaluation, the University of Houston System has selected CLC, the nation’s leading collegiate licensing company, to assist in the management and marketing of the University of Houston’s trademark licensing program. The new partnership builds on UH’s recent growth by diversifying product offerings and increasing the availability of branded merchandise for Cougar fans.
Through this agreement, UH will leverage CLC’s extensive relationships with national retailers and licensees to expand its marketplace footprint. UH will also gain access to CLC’s proprietary and industry-leading data systems, providing the sales trends and consumer insights necessary to strategically evolve the Houston brand.
“We are excited to partner with CLC to deliver innovative products that meet the growing demand for the Houston brand,” said Lisa Holdeman, vice president and vice chancellor of marketing and communications for UH and the UH System. “CLC’s expertise will help elevate the University of Houston’s licensing program as a premier collegiate brand on the rise.”
CLC’s leadership in the collegiate space provides UH with access to national marketing campaigns and scalable merchandise programs customized solutions to the University’s unique traditions and culture.
“Houston is a world-class institution with a storied history that positions it well for growth and participation in elevated merchandise programs,” said Cory Moss, President of Brand Management and Marketing, Learfield/CLC. “We are committed to delivering top-tier service and resources to help bring the Houston brand story to life through advanced, creative licensed products, retail programs, and brand activations that connect with Cougars fans.”
The partnership with CLC officially began January 1, 2026. CLC is a division of Learfield, the leading media and technology company powering college athletics and the multimedia rights partner of Houston Athletics through its locally based Houston Cougars Sports Properties.
About University of Houston
The University of Houston is a Carnegie-designated Tier One public research university recognized with a Phi Beta Kappa chapter for excellence in undergraduate education. UH serves the globally competitive Houston and Gulf Coast region by providing world-class faculty, experiential learning and strategic industry partnerships. Located in the nation’s fourth-largest city and one of the most culturally rich regions in the country, UH enrolls nearly 49,000 students.
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