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The Brandr Group Establishes Group Licensing Program for Former Student-Athletes

CORAL GABLES, Fla. – Miami Athletics announced Wednesday that The Brandr Group (TBG) has established a group licensing program to allow brands and sponsors to effectively utilize former UM student-athletes’ likenesses in co-branded marketing and licensing programs.

The program combines former student-athletes’ name, image, and likeness with University of Miami marks to provide former student-athletes with royalties in exchange for their participation.

“One of our goals has always been to celebrate the lasting connection between The U and our former student-athletes,” Director of Athletics Blake James said. “The creation of this program will enable us to collaborate with Canes across all sports and help develop more co-branded products with our former student-athletes in the marketplace.”

Miami Athletics will become the first official licensee of the program. UM will be creating a first-of-its-kind non-fungible token (NFT) marketplace called Canes Vault, which will showcase the deep history of Miami Athletics through the sale of one-of-a-kind digital collectibles. The collectibles will highlight great plays, milestones, championships, and traditions throughout the Hurricanes’ storied history. Canes Vault will launch this fall.

“The legacy of the U’s athletic teams and athletes put them in a class with very few others,” TBG President Wesley Haynes said. “We are excited to provide another avenue for Miami fans and supporters to connect with their collegiate heroes. Collaborating with such a storied program to bring together the athletes with their school to create unique opportunities for the benefit of both is what fans, licensees and brands want and is truly an idea whose time has come.  Miami has long been a leader on the playing field and they are again demonstrating their leadership with this new, innovative endeavor.”

About The Brandr Group

The Brandr Group (TBG), an affiliate company of OneTeam Partners, is a brand management, marketing and licensing agency with broad experience and an expertise in sports. TBG has the group rights for college with the NFLPA, NBPA and MLBPA, among others; and partners with prominent brands, colleges, sponsors, corporate trademarks, athletes and events to cultivate, diversify and monetize intellectual property. For more information, please visit