Seton Hall Athletics and The Brandr Group Launch Group Licensing for Student-Athletes

University is the latest to launch a licensing program with TBG.

December 21, 2022

The Brandr Group logo.The Brandr Group

Seton Hall University Athletics and

(TBG) have established a group licensing agreement for the university's student-athletes covering all the Pirates' 14 sports.

This partnership creates new opportunities for Seton Hall student-athletes to profit off their Name, Image and Likeness (NIL) using the school's official trademarks and logos.

"As we continue to grow our NIL program, giving our student-athletes the means to co-brand with the University that they represent will help them further take advantage of their NIL opportunities," says Bryan Felt, director, athletics and recreation, Seton Hall University. "Teaming with The Brandr Group on this agreement opens up avenues for group licensing opportunities and will make things very easy for our student-athletes to begin profiting from sales of apparel and merchandise. An added benefit is that this will give our fans new options to support their favorite Seton Hall student-athletes."

The collaboration with TBG allows for the

collective use of student-athletes' NIL in licensing and marketing programs, co-branded with Seton Hall logos and marks. Student-athletes will have the option to join a group licensing program voluntarily. Participation in the program will not limit any student-athlete's NIL rights in their individual licensing and marketing activities.

TBG, a brand management, marketing and licensing agency, will manage and administer the program and create licensing opportunities for student-athletes.

"Group licensing deals have been a game changer across the collegiate sports landscape, and we look forward to working with Seton Hall Athletics to create profitable opportunities for their student-athletes," says Rick Perko, vice president, program development, The Brandr Group. "Through this group licensing agreement, Seton Hall student-athletes now have the option to monetize their NIL through the school's sponsorship and merchandising portfolio, while Pirates fans will enjoy new ways to celebrate their favorite players."