UM Signs New Alliance with Fermata Partners
CORAL GABLES, Fla. – The University of Miami announced today that it has formed a new alliance with Atlanta-based Fermata Partners to manage the University’s trademark licensing program. UM’s licensing program was established in the early 1980’s and has generated $15 million in royalty income to fund scholarship programs and other UM projects over the past decade.
“The University community looks forward to our new partnership with the team at Fermata,” said UM Director of Athletics Blake James. “We have a long history with the leadership team at Fermata and believe that our licensing program will be well-positioned to take advantage of the continued elevation of our athletic teams and the many enhancements we are making across our campus,” James added.
The UM trademark licensing program is managed by the University’s Office of Financial Operations under the leadership of Assistant Vice President Humberto M. Speziani. The UM Financial Operations office managed the University’s competitive bid process that resulted in the selection of Fermata. The UM Athletic Department works in close coordination with the UM Financial Operations office given the importance of licensed merchandise in helping UM students, faculty, staff, alumni, and fans to show their allegiance to the University and Hurricane Athletics.
“The University is excited about being one of the first universities to align with Fermata,” said Marco Gonzalez, the University’s licensing director. “Our licensing program strives to be innovative given our unique brand attributes and Fermata provides the University with strong expertise to build programs to enhance our licensing program,” added Gonzalez.
UM becomes the second major university to align with Fermata, following a similar announcement by the University of Kentucky last week. While terms of the agreement were not announced, Fermata is expected to begin transitioning UM’s 300+ licensees this week.
“The University of Miami is a vibrant and diverse community that strives confidently towards its future in academics and athletics,” said Chris Prindiville, a co-founder of Fermata. “The U is one of the most recognized and important brands in college – and its resurgence positions Miami for a deeper and sustained level of consumer engagement in the retail marketplace.”
Fermata Partners, based in Atlanta, is a specialized consumer products licensing agency that partners with brands possessing deep affinity in sport, lifestyle, and college to formulate global licensing strategies and deliver practical execution. The firm was founded in 2011 and has assembled a diverse team with deep experience in the collegiate licensing industry as well as licensing for other sports and lifestyle brands.
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