GHSA Announces Retail Licensing Program to Benefit Schools
The Georgia High School Association and Strategic Marketing Affiliates announce the launch of a retail-licensing program that will produce quality, high school apparel and products for statewide store locations. The new licensing initiative is similar to existing collegiate programs with high schools receiving annual royalty payments from local sales. Products designated by official GHSA hangtags will begin appearing in Walmarts, Walgreens and CVS /pharmacies in late June.
The GHSA became the first high school association in the country to start a licensing program in July 2005 with Strategic Marketing Affiliates. Currently the GHSA and SMA have over 15 licensees.
"High school athletics continues to be an important bridge between a school and its community. Developing school pride also develops community pride,” said Dr. Ralph Swearngin, Executive Director of the GHSA. “This linkage can be enhanced by merchandise that bears the school name and/or logo. Therefore, the GHSA is pleased to be a part of the process to bring this kind of merchandise to the communities of our schools."
“SMA is excited to have the opportunity to expand its licensing partnership with the Georgia High School Association,” said Tony Johnson, Sr. Vice President of SMA. “This expansion gives the Association the ability to offer SMA’s services and licensing expertise, which will eventually lead to greater brand presence and awareness for participating high schools in their respective communities.”
About the GHSA
The GHSA is a voluntary organization composed of over 400 public and private high schools. The Association provides services through the organization and administration of region and state events in sports and activities. The GHSA strives to promote good sportsmanship, participant safety and a cooperative spirit among its member schools. For more information, contact GHSA at ghsa@ghsa.net or visit www.ghsa.net.
About SMA
Founded in 1997, Strategic Marketing Affiliates, Inc. ("SMA") has quickly grown to become a leader in the arena of collegiate licensing. Located in Indianapolis, Indiana, in the Pan American Plaza Building, SMA represents more than 170 colleges, universities and athletic conferences nationwide. For more information, visit: www.smaworks.com.
Retail Licensing Q & A
How many schools will be in the program?
SMA, vendors and retailers will do their best to provide products for as many GHSA schools as possible. Products will be rolled out in phases throughout the summer based on proximity of store and school locations.
How much revenue will the schools receive?
The schools will receive 60% of the royalty. The GHSA will also set a side a portion of the association’s royalty payment to benefit all GHSA members to be determined by the GHSA Executive Committee.
How will the funds be distributed?
The GHSA will distribute annual royalty payments based on a scholastic calendar (July 1 to June 30) to the lead GHSA administrator at each school. Any sales this June will be rolled into the 2010-11 payment.
Does this program have any effect on merchandise sales by school stores or booster clubs?
No. School merchandise sold by school stores or booster clubs are NOT part of the retail-licensing program.
Products with high school logos have been sold for years at retail stores with no statewide system in place to payback royalties to the local schools. Now vendors and retailers have a program managed by the GHSA and SMA that provides vendors and retailers the ability to give back to their community, while schools are able to receive new revenue.
How much money can schools expect to make from retail licensing?
The amount of royalty earned by each school will depend on several factors, such as the number of store locations. Realistically, projections are that retail licensing will bring modest new revenue to provide additional support to schools during these tough economic times.
Can other stores join the GHSA retail-licensing program?
Yes. Interested retail outlets should contact Tony Johnson at Strategic Marketing Affiliates at tjohnson@smaworks.com.
Should schools develop original marks and logos?
Schools are encouraged to develop original marks and logos. Several colleges and professional teams have begun to enforce copyright infringements.
New logos can be developed by a variety of creative sources such as student talent and local marketing / branding agencies. J. Patton Sports (www.jpattonondemand.com), who developed the GHSA logo and works closely with Collegiate Licensing Company and several professional leagues, can digitize (clean-up) existing logos or develop new logos at reasonable rates.
How can a school trademark their logo?
Schools can register school marks and logos through the Georgia Secretary of State online at: sos.georgia.gov/corporations/trademarks.htm. Local legal professionals and several online legal Web sites also offer trademark registration services at various price points.
Additional questions can be sent to marketing@ghsa.net.
