HanesBrands
The new deal represents a continued effort by the Cincinnati licensing program to provide quality products to Bearcats fans while securing brand value over the long-term.

University of Cincinnati Announces Exclusive HanesBrands Partnership


ATLANTA—The University of Cincinnati and its exclusive trademark licensing agent IMG College Licensing announce an agreement with HanesBrands Inc. to serve as the university’s primary licensee for apparel products. The deal covers all Cincinnati-branded apparel across retail channels.  

A press release on the announcement states the partnership will give the university "greater control over the supply chain along with stability in licensing income over the next six years.” 

While HanesBrands' Champion label has been a Cincinnati licensee since 1992, the new deal represents a continued effort by the Cincinnati licensing program to provide quality products to Bearcats fans while securing brand value over the long-term.

“As the retail landscape continues to evolve, especially with the growth in online sales, it’s important that we partner with best-in-class licensees, like HanesBrands, that are committed to growing the Cincinnati brand and delivering additional resources back to the university,” Martin Ludwig, Cincinnati’s director of trademarks and licensing, says. He adds that after closely working with IMG College Licensing on deciding who to partner with, HanesBrands was ultimately the best choice for the university's brand.

Additionally, the deal provides the university with: 

  • A minimum guarantee that ensures more than a 20 percent growth in apparel royalties following the 8 percent growth the university experienced during the past three years 
  • Access to academic resources through internships
  • Participation by HanesBrands executives in university programs and projects 
  • Additional resources to develop, grow, and merchandise the presence of Cincinnati product in the marketplace.  

HanesBrands will also fund annual corporate social responsibility (CSR) trips for Cincinnati staff to visit facilities producing licensed merchandise, review production, and ensure compliance with university workplace codes of conduct. 

John Fryer, president, sports apparel, at HanesBrands says, “We are pleased to enter into this new agreement with the University of Cincinnati and are committed to developing the best apparel program for Bearcats fans. With more than 25 years of experience working with the Cincinnati brand, this new agreement allows us to focus our resources on improving designs and styles in true partnership with the university.” 

Cincinnati began managing its brand through IMG College Licensing in 2005 with its first semi-exclusive headwear program, followed by an exclusive deal with Knights Apparel, a division of HanesBrands. Since then, Cincinnati has pursued partnerships with licensees aligned with the brand goals of the university. 

For more information, visit https://newsroom.hanesbrands.com.