Office of Brand Partnerships & Trademark Management

The mission of the Office of Brand Partnerships and Trademark Management is to generate maximum value through its trademark licensing program, corporate sponsorships and strategic partnerships while strengthening and protecting the reputation and brand of the University of Connecticut.

Our primary responsibilities:

Brand Partnerships
Trademark Licensing
Trademark Protection
Corporate Responsibility

Brand Partnerships

Identify, execute, and manage third-party relationships in collaboration with members of the University administration, UConn Athletics, UConn Foundation, UConn Health, and other stakeholders, creating relationships with brand partners like Barnes & Noble College Booksellers and The Coca-Cola Company among others. We leverage the University brand, assets, spending power and market presence, to realize maximum revenue generation, spending reductions, and operational and academic enhancements for the benefit of the University and its students.

Questions? Please contact the Partnership Office at partnerships@uconn.edu.

Trademark Licensing

The goal of the office in regard to Trademark Licensing is to ensure proper use and application of the trademarks associated with the University of Connecticut, to strengthen the trademarks through relationships with retailers, licensees, campus departments, student organizations, alumni, and fans and to generate revenue that funds academic and athletic scholarships. With a focus on exhibiting best or emerging practices in the areas of strategic marketing, corporate social responsibility, production, and retail, the office educates the University community and third parties on program policies and procedures, while conducting approval of requests for any use of University names and trademarks by current licensees, sponsors, University departments and student organizations (approximately 5,000 requests annually).

Trademark Protection

Our office is responsible for the University's trademark portfolio, including the preparation and processing of new registrations and maintenance filings for all federally registered trademarks and service marks. This also includes performing regular audits of the portfolio to ensure all marks are protected appropriately and engaging in enforcement actions when required. The office is the point of contact with the United States Patent and Trademark Office and consults with the Office of the General Counsel and outside counsel as needed.

Are you looking to report a potential trademark or misuse of UConn marks? Please email UConn Trademark Licensing, at licensing@uconn.edu.

Corporate Responsibility

The Brand Partnerships and Trademark Management office serves as the University liaison to the Worker Rights Consortium, Fair Labor Association, and other human rights advocacy groups on behalf of the President's Office to broaden and socialize the work on corporate social responsibility efforts both internally and externally. This includes managing the operation of the President's Committee on Corporate Social Responsibility and hosting academic interns within the areas of Corporate Social Responsibility, Human Rights, Sport Management and Corporate Partnerships.

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Licensing Information

What is a Trademark?

A trademark is any logo, symbol, nickname, letter(s), word, slogan, or derivative that can be associated with an organization, company, manufacturer, or institution and can be distinguished from those of other entities or competitors.

The University of Connecticut has registered the following trademarks (both logos & phrases) with the U.S. Patent & Trademark Office:

UConn

Connecticut

University of Connecticut

Huskies

UConn Huskies

Connecticut Huskies

The Husky Dog Logo

The University seal

The Oak Leaf logo

Students Today, Huskies Forever

WHUS

The Daily Campus

Nutmeg Yearbook

Therefore, only UConn and entities that have registered with the University of Connecticut may use these marks and phrases in association with their organization or activities.

Vendors

Logo Use Approval

Fundraisers

Who Needs a License?

Resources for Vendors

Becoming an Officially Licensed Vendor

There are three phases to becoming a licensed vendor.

PHASE I: Complete and submit the Learfield/IMG College Licensing Application.

PHASE II: Submit designs and/or samples incorporating the marks of the institution; obtain product liability insurance; purchase Learfield/IMG College Licensing holograms per the labeling requirements; complete product specification sheets; and complete Authorized Manufacturer's Agreement (if applicable).

PHASE III: Execute the Learfield/IMG College Licensing Standard Retail Product License Agreement and the Learfield/IMG College Licensing Special Agreement regarding Labor Codes of Conduct; provide factory site disclosure, and pay all advance and administrative fees.

Branded Merchandise

UConn's Office of Trademark Licensing and Branding ensures correct and legal use of UConn trademarks. Licenses must be obtained for the use of any UConn trademark, image, or photograph used on any product sold to the general public or to campus departments and organizations. In addition, promotional licenses must be obtained by companies or organizations wanting to associate with the University through any use of its trademarks. Outlined below are the policies and procedures for the use of the UConn marks related to the following areas:

Traditional Retail Merchandise

Any company interested in manufacturing product that will be sold to consumers through retail distribution channels (including Internet) must obtain a license through the Learfield/IMG College Licensing. All companies must complete the application and the requirements for licensing as outlined by Learfield/IMG College Licensing. Learfield/IMG College Licensing will communicate all information to the University of Connecticut Office of Trademark Licensing and Branding.

Based on the information provided, the University will determine whether a company will or will not be granted a license. The retail market for collegiate merchandise in general and UConn merchandise specifically has become over-saturated in certain product categories. Therefore, licenses may not be granted to new companies in certain categories.

The basic requirements for licensing include completing the application, providing proof of product liability insurance (amount is based on the product category), signing a license agreement (and authorized manufacturer agreements if needed), signing the labor code agreement, paying the applicable advance, getting all designs and products approved, and reporting royalties on the sale of UConn merchandise.

The University of Connecticut reserves the right to prohibit use of its trademarks with certain issues and products, such as alcohol, tobacco, candidates for public office, and those products that infringe upon another entity's trademarks or would be considered in poor taste by the general public. The University will not license products that do not meet minimum standards of quality or good taste; are dangerous; or carry high liability risks.

Campus Departments and Student Organizations

Use of a University mark with an organization name implies association with the University. Therefore, only those student organizations that are officially recognized by the Division of Student Affairs and Activities or official campus departments are allowed to use UConn trademarks in conjunction with their organization's name.

Any product bearing UConn trademarks or a specific departmental logo must be purchased from licensed manufacturers. Using an officially licensed company to manufacture a product ensures that the company has provided the correct product liability insurance and signed the University's labor code of conduct agreement. The University has more than 300 licensees nationwide and numerous in-state and locally licensed companies. A list of licensees by product category can be obtained from the Office of Trademark Licensing and Branding.
To ensure consistency in the use of the UConn name and logos, all product designs must be approved by the Office of Trademark Licensing and Branding before production. In most cases, the manufacturer can submit the design for approval on behalf of the organization/department. However, if there are questions concerning the design, the organization's representative may contact the University licensing department directly.
Recognized student organizations and campus departments may include sponsor names/logos on event promotional items in conjunction with the University marks under the following conditions:

The student organization/department's name must be included to communicate that the relationship is a partnership with a particular group and not an endorsement by the University as a whole.
The use of the University marks in conjunction with sponsor names/logos is considered a promotional item whether sold or given away. The royalty rate for promotional items is 10 percent.
Based on the scope of the program, a rights fee may be assessed.

In determining exemptions from royalty payment, consideration is given to the mission of the licensing program and the many constituents it serves. Given these criteria, the University is not required to pay royalties to itself for purchases of services or products that are a necessity for faculty and staff to perform their job (e.g., equipment, services, uniforms, educational tools). However, the University attempts to avoid unfair competition with other retailers and service providers and, therefore, does not exempt itself from paying royalties on the purchase of goods that are to be resold to members or to the general public, regardless of the purpose of the sale.

Affiliated Organizations

(e.g., UConn Bookstore, UConn Foundation, UConn Alumni Relations)

Any product bearing UConn trademarks must be purchased from licensed manufacturers. Using an officially licensed company to manufacture a product ensures that the company has provided the correct product liability insurance and signed the University's labor code of conduct agreement. The University has more than 300 licensees nationwide and numerous in-state and locally licensed companies. A list of licensees by product category can be obtained from the Office of Trademark Licensing and Branding.

To ensure consistency in the use of the UConn name and logos, all product designs must be approved by the Office of Trademark Licensing and Branding before production. In most cases, the manufacturer can submit the design for approval on behalf of the organization. However, if there are questions concerning the design, the organization's representative may contact the University licensing department directly.

Royalties are to be paid on all product that is sold to members or to the general public regardless of the purpose of the sale.

Non-UConn

Use of the University marks by organizations that are not affiliated with the University will be reviewed on a case-by-case basis. Below are the basic guidelines that will be followed:

Corporate Social Responsibility

The University of Connecticut is focused on partnering with companies that show an increased level of programming, training and commitment to Corporate Social Responsibility and transparency throughout their supply chain. With that in mind, available at the link below is the complete factory disclosure listing for UConn licensees. We encourage all of our partners to strive for the highest level of transparency and accountability and are committed to working with them to achieve that goal. Please reach out directly to Kyle Muncy (kyle.muncy@uconn.edu) with any questions regarding this area of focus or questions about the factory listings.

Factory Disclosure Listing for UConn (as of October 2019)