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Brand Standards

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

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

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.

Licensing Information

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: