BEAUMONT, TEXAS — Lamar University is pleased to announce a partnership with Affinity Licensing to manage its campus wide trademark licensing program effective October 1, 2019.  Affinity Licensing will act as the exclusive agency to manage and grow the University's brand licensing strategy and relationships with manufacturers and retailers.  LU becomes the first Southland Conference member to work with Affinity. 
 
"We are very excited to begin the partnership with Affinity Licensing," said LU Director of Athletics Marco Born. "They have more than 100 years of collective licensing experience and work with numerous NCAA Division I programs. I firmly believe that we have a great product to put on display in all 17 of our varsity sports. Affinity has the knowledge and expertise to help us improve our brand management."
 
This new partnership will provide the University a more personalized, hands-on approach in reviewing existing brand usage policies, and streamline the licensing process utilizing Affinity's innovative technology.  The University will be able to leverage Affinity's years of experience in product development to increase revenue and create marketing strategies to expand the Lamar brand at retail.  
 
"We are thrilled to be selected as Lamar University's trademark licensing partner," says Wil Spires, partner of Affinity Licensing.  "Lamar University continues to experience growth, and has a very supportive community of alumni, fans, students, faculty and staff. Our team is eager to learn and collaborate with Lamar's staff, licensees and retail partners to further advance the Cardinals licensing program."
 
Affinity Licensing is a values-based trademark licensing agency with more than 100 years of collective licensing expertise providing personalized service, industry leading technology and strategic revenue objectives to deliver a better approach to brand management.  Affinity Licensing has offices in Carlsbad, California and Winston-Salem, North Carolina.