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OSU gear going quick as rivalry game approaches

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With the Oregon/Oregon State rivalry game Saturday, Nov. 27, sales in Beaver gear are spiking as OSU fans prepare to wash out the yellow and green with orange and black in Autzen Stadium.

While the pandemic has impacted the sales of licensed products, OSU licensing manager Carson Dunlap said, the university continues to enjoy strong brand interest and excitement from Beaver nation.

“Fans have celebrated the success of the university and its athletics teams, especially following the NCAA Baseball National Championship in 2018 and the deep runs in the NCAA Basketball tournaments by the OSU men’s and women’s team last year,” Dunlap said in an email.

In fact, OSU ranked in the Top 5 nationally in overall collegiate licensed apparel sales on

OSU licensed products include all apparel, headwear and souvenirs that feature the school’s name and iconic logo. In fiscal year 2021, wholesale purchases totaled $4,822,114, and gross licensing revenue provided to OSU totaled $807,116.

Because OSU’s license agreements are with wholesale manufacturers, not retailers, data is not available for total retail sales, Clark said.

Wholesale purchases include all items purchased by a retailer on a wholesale basis. Net licensing revenue is split between Athletics and University Relations and Marketing, supporting both divisions’ operations and strategic initiatives. For example, TV commercials aired on the Pac-12 Network are produced with licensing proceeds.

In 2005, OSU began a relationship with Collegiate Licensing Co., which handles licensing agreements for hundreds of universities and other properties. The company protects the use of OSU’s name and logos, and builds brand awareness by licensing everything from sweatshirts to coffee cups to jewelry.

Dunlap said that, over the last 10 years, the general trend has remained relatively steady, although there are annual variances.

At the Beaver Store on the Corvallis campus, merchandise manager Erik Anderson said licensed products have had a “nice resurgence” this fall as popular sports have picked back up since the pandemic. The store was closed from March 2020 until June 2020, but Beavers fans were ready to show their school spirit again once places started to reopen.

Sales this year, Anderson said, are trending comparable to 2019 levels, which was the last time people were attending football games in person. The OSU/Stanford game over fall family weekend this year was in the Top 5 revenue-generating weekends since 2013.

“Football is the driver,” Anderson said. “People make this part of their game day routine.”

Some of the most-sold items at the Beaver Store are “sideline pieces,” the gear people see coaches, assistant coaches and alternate players wearing on TV. Anderson said a close second best seller is fleece.

Nationwide, Dunlap said some of the more popular OSU items come from collaborating with Nike, one of the 270 vendors licensed to manufacture OSU products.

The Nike Pegasus 28 shoe and a special apparel collection that honors the 20th anniversary of the Fiesta Bowl championship are just a few items that have performed particularly well as of late.

Dunlap said OSU will soon be launching a non-fungible token program which will allow fans to buy, collect and trade OSU-branded, digital collectibles.

The university is now also partnered with Operation Hat Trick, an initiative that generates awareness and supports the recovery of wounded service members and veterans through the sale of OSU and OHT branded products.

“Proceeds are donated to select organizations that fulfill the OHT mission,” Dunlap said. “It’s been exciting to see Beaver Nation strongly support this initiative.”

Joanna Mann covers education for Mid-Valley Media. She can be contacted at 541-812-6076 or Follow her on Twitter via @joanna_mann_. 


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