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Royalty Profile for Collegiate-based Licensed Merchandise


Sector value, U.S. & Canada, 2017: $3.58 billion

Proportion of retail sales of licensed merchandise, U.S. & Canada, 2017: 3.3%

Average royalty, U.S. & Canada, 2018: 10.04%

Royalty range, U.S. & Canada, 2018: 5%–19%

Average royalty, U.S. & Canada, (10 years) 2009–2018: 9.95%


The asking price for most collegiate licenses is usually in the 10% range, similar to the average for professional sports leagues.

Influencing the overall average are schools that charge a higher rate for goods specifically commemorating a national sports championship run, a berth in a college bowl game, or an appearance in the Final Four, while some schools that are not nationally known will be a point or two below the average. And of course, there are variations based on product category.

Some of the larger schools with strong sports teams, such as Ohio State, command rates as high as 18%—though University of Michigan says it averages 10% across all product categories.

About three-fourths of all collegiate licensing is handled by a single agent, IMG’s Collegiate Licensing Company (CLC).

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