Auburn University and The Brandr Group Launch Group Licensing for Student-Athletes



AUBURN — Auburn University Athletics and The Brandr Group (TBG) have established a group licensing program for the university’s student-athletes covering all the Tigers’ 21 varsity sports. This collaboration creates new opportunities for Auburn University student-athletes who want to use their Name, Image and Likeness (NIL) together with the school’s official trademarks and logos.

“Partnering with The Brandr Group will tremendously benefit Auburn student-athletes, Auburn Athletics and the Auburn Family,” said Director of Athletics Allen Greene. “TBG’s best-in-class leadership in group licensing will create opportunities that elevate the student-athlete experience while generating merchandise that allows fans to show their Auburn colors.”

The partnership with TBG allows for the collective use of student-athletes’ NIL in licensing and marketing programs, co-branded with Auburn University logos and marks. Student-athletes will have the option to voluntarily join a group licensing program. TBG will facilitate group licensing opportunities on behalf of the student-athletes. Participation in the program will not limit any student-athlete’s NIL rights in their individual licensing and marketing activities. Potential licensees interested in learning more about the program should contact Chris Reimer at TBG.

TBG, a brand management, marketing and licensing agency, will manage and administer the program as well as develop licensing opportunities on behalf of the student-athletes. With decades of collective management experience for some of the world’s largest brands, TBG also manages group rights programs for the NFL, NBA and MLB players associations in the college space.

Products that combine team logos and player names and numbers have accounted for a large portion of licensed sports merchandise sales at the professional level for decades, and this program provides similar opportunities for collegiate student-athletes. Some examples of group licensing include athlete inclusion in trading card programs, video games and co-branded jerseys that would include the student-athlete’s name and number along with Auburn University trademarks and logos.

“Auburn University has a tradition of success across its athletics programs, and we’re thrilled to have the opportunity to support their student-athletes in the NIL space,” said Wesley Haynes, TBG CEO. “Now, Auburn’s talented student-athletes will be able to benefit from a number of co-branded opportunities spanning across the school’s merchandise and sponsorship portfolio. This agreement will also unlock creative new ways to engage dedicated Tigers fans.”

Fans can expect to be able to purchase official Auburn University merchandise, including team jerseys with the name and number of their favorite Tigers players who have joined the respective group licensing program, once TBG enters into agreements with applicable school trademark licensees.

About The Brandr Group

The Brandr Group (TBG) is a brand management, marketing and licensing agency powered by a team with decades of collective management experience for some of the world’s largest brands. TBG has emerged as the leading agency in group licensing programs, with rights to over 50 college athletic programs and their student athletes in the Name, Image and Likeness category including the biggest brands in college athletics. TBG partners with prominent brands, colleges, sponsors, corporate trademarks, athletes and events to cultivate, diversify and monetize intellectual property through professional brand management and licensing endeavors. For more information, please visit


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