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University of Utah NIL partnership opens path for fans to purchase jerseys with player names

Chris Done takes photo of Cori Davis as fans congregate outside Allegiant Stadium in Las Vegas prior to Pac-12 title game.
Utah fans congregate outside Allegiant Stadium in Las Vegas before the Utes face the Oregon Ducks in the Pac-12 championship game on Friday, Dec. 3, 2021.
Spenser Heaps, Deseret News

A group licensing agreement between the University of Utah and The Brandr Group opens the path for fans to purchase official Utah jerseys or T-shirts with their favorite players’ name on the back.

“Through our tremendous Elevate U program we have continued to explore all possibilities for our student-athletes to benefit from NIL (Name, Image and Likeness) opportunities,” Utah athletic director Mark Harlan said in a press release. “This partnership with The Brandr Group adds an important component that will expand those opportunities through group licensing and the use of University logos and marks, which will really maximize the way they are positioned to benefit as student-athletes at the University of Utah.”

The Brandr Group will manage and administer the program, as well as facilitating licensing opportunities on behalf of student-athletes. The Brandr Group allows Utah athletes that opt in to the program “to explore new opportunities to profit off their Name, Image and Likeness using the school’s official trademarks and logos.”

This opens up a pathway for fans to buy officially licensed Utah jerseys with current player names on the back, and players can profit off of their jersey sales.

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

Fans of Ohio State — the school also entered a similar agreement with The Brandr Group — were able to purchase officially licensed jerseys of players like Garrett Wilson and Chris Olave this season through Ohio State’s team shop.

Group licensing requires a group of players to participate. Other examples of group licensing beyond jerseys or T-shirts would include things like trading card sets or bobbleheads.