Jon McBride | Posted: 16 Nov 2022 | Updated: 12 Jan 2023

BYU Athletics and The Brandr Group launch group licensing for student-athletes

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BYU and The BrandR Group graphic, listing that they are a proud partnership

PROVO, Utah – BYU Athletics and The Brandr Group (TBG) have established a group licensing program for BYU student-athletes. This partnership paves the way for these student-athletes to profit off their Name, Image and Likeness (NIL) through a number of opportunities that will be co-branded with the school’s official trademarks and logos.

“We’re constantly looking for ways to promote our student-athletes and set them up for success,” said Tom Holmoe, BYU athletic director. “We’re excited to work with an industry leader like The Brandr Group that will create new NIL options for our student-athletes and additional BYU merchandise for our fans.”

The collaboration with TBG allows for the collective use of student-athletes' NIL in licensing and marketing programs, co-branded with BYU logos and marks. Student-athletes can voluntarily join a group licensing program. TBG will facilitate group licensing opportunities on behalf of the student-athletes, and the program does not limit individual NIL rights. Potential licensees interested in learning more about the program should contact Kathleen Melvin:

TBG, a brand management, marketing and licensing agency, will manage and administer the program as well as develop licensing opportunities on behalf of the student-athletes. With decades of collective management experience for some of the world's largest brands, TBG also manages the group rights program for the NFL, NBA and MLB players' associations in the college space.

Across the professional sports landscape, products that combine team logos and player names and numbers have accounted for a significant amount of licensed merchandise sales for decades, and this program will unlock similar opportunities for student-athletes at the collegiate level.

“BYU has an outstanding reputation that will allow us to develop new opportunities for their student-athletes,” said Dan Barrett, TBG EVP, regional & local partnerships. “Through this new agreement, BYU student-athletes can capitalize on their NIL through co-branded opportunities across BYU's merchandising and sponsorship portfolio. Cougar fans will also benefit with new ways to show support for their favorite players."

Fans can expect to be able to purchase official BYU merchandise, including team jerseys with the name and number of players who have joined the respective group licensing program, once TBG enters into agreements with applicable school trademark licensees.

About The Brandr Group

The Brandr Group (TBG) is a brand management, marketing and licensing agency powered by a team with decades of collective management experience for some of the world’s largest brands. TBG has emerged as the leading agency in group licensing programs, leading efforts for more than 70 college athletic programs and their student athletes in the Name, Image and Likeness category including the biggest brands in college athletics. TBG partners with prominent brands, colleges, sponsors, corporate trademarks, athletes and events to cultivate, diversify and monetize intellectual property through professional brand management and licensing endeavors. For more information, please visit

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