CLC Renews Licensing Agreements with Sugar Bowl, Tournament of RosesĀ® and Heisman Trophy Trust

Wednesday, July 30, 2014

Atlanta, GA (July 30, 2014) – IMG, through its licensing affiliate the Collegiate Licensing Company (CLC), announced today that is has extended current partnerships with the Sugar Bowl Committee, the Tournament of Roses, and the Heisman Trophy Trust to manage their respective trademark licensing programs.
The Sugar Bowl and the Tournament of Roses, hosts of two of the most revered and storied bowl games in college football, have each enjoyed long-term partnerships with CLC dating back to 1998 and 2000, respectively. Those relationships will continue into the newest era of the college football postseason, as each bowl is set to host of one of the two semifinal games in the new College Football Playoff.
“We look forward to leveraging the new College Football Playoff, along with the Bowl’s new partnership with the SEC and Big 12 Conferences, into greater excitement and expanded retail distribution of our merchandise, and we feel CLC is the best partner to help us accomplish that,” said Jeff Hundley, the Sugar Bowl’s Chief Operating Officer.
“CLC is well known for its breadth of innovative and impactful licensing services. We’re thrilled to continue our relationship with the leader in collegiate licensing,” added Richard Chinen, President for the Tournament of Roses.
The Heisman Trophy Trust, a CLC partner since 1999, is a non-profit entity that contributes 100 percent of its licensing revenue towards the Trust’s charitable endeavors. 
“The stewardship of The Heisman Trophy is a vital part of The Heisman Trust’s responsibilities,” said Rob Whalen, Executive Director of The Heisman Trophy Trust. “CLC understands that and has been a tremendous ally in the protection, management and development of The Heisman Trophy brand.” 
 “We are excited to extend our agreements with three of the most prestigious brands in college football,” said Cory Moss, SVP and Managing Director of CLC. “With unparalleled resources, deep expertise, and the broadest capabilities, CLC remains committed to developing cutting-edge initiatives and creative, customized solutions to help maximize each brand’s presence in the marketplace.”
CLC, the leading collegiate licensing agency in the United States, currently represents nearly 200 collegiate properties, including 25 bowl games and the College Football Playoff, in the $4.6 billion retail market for collegiate products.
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For more information please contact:
Laurie Cannon
Manager, Communications
Collegiate Licensing Company
404-937-4106 or
About The Collegiate Licensing Company
CLC is a division of global sports and entertainment company IMG.  Founded in 1981, CLC is the leading collegiate trademark licensing agency in the U.S. and currently represents nearly 200 colleges, universities, bowl games, athletic conferences, The Heisman Trophy and the NCAA. The mission of CLC is to be the guiding force in collegiate trademark licensing and one of the top sports licensing firms in the country. CLC is dedicated to being a center of excellence in providing licensing services of the highest quality to its member institutions, licensees, retailers and consumers. Headquartered in Atlanta (Ga.), CLC is a full-service licensing representative, which employs a staff of more than 90 licensing professionals who provide full-service capabilities in brand protection, brand management, and brand development. For more information on CLC, visit: or

About the Allstate Sugar Bowl
The Allstate Sugar Bowl has established itself as one of the premier college football bowl games, having hosted 23 national champions, 86 Hall of Fame players, 46 Hall of Fame coaches and 15 Heisman Trophy winners in its 80-year history. The 81st Allstate Sugar Bowl Football Classic on January 1, 2015 will be an integral part of a new era in college football as it will be one of the first playoff semifinal games in the College Football Playoff which begins with the 2014 season. In addition to football, the Sugar Bowl Committee is involved with various community initiatives through hosting and sponsorships of sporting events, awards and clinics. Through these efforts, the organization supports and honors over 13,000 student-athletes each year, while injecting over $2 billion into the local economy in the last decade. For more information, visit
About the Pasadena Tournament of Roses®
The Pasadena Tournament of Roses is a volunteer organization that annually hosts The Rose Parade®, The Rose Bowl Game® and a variety of associated events. The Tournament’s 935 volunteer members act as ambassadors of the organization within the community and serve on one of 31 committees that ensure the success of the parade and game. Collectively, they contribute upwards of 80,000 hours of manpower each year.  For additional information on the Tournament of Roses please visit the official website at