Fanatics and the University of Oklahoma (OU) announced a 10-year exclusive retail and licensing partnership which, beginning this year, will see Fanatics become the University’s primary apparel and headwear partner.
The deal expands Fanatics’ current omnichannel partnership (e-commerce and in-venue retail) with the Sooners and adds existing manufacturing and product rights from Top of the World, the collegiate headwear licensee, which has been an OU partner for more than 30 years. Last year, Fanatics acquired certain assets from Vetta Brands, including Top of the World, which has been rebranded Top of the World by Fanatics.
Under the new partnership, Top of the World by Fanatics has secured comprehensive rights to design, manufacture and distribute an expanded selection of OU men’s, women’s and kids fan apparel and headwear. The Norman-based Top of the World brand, located five miles from the OU Norman campus, continues to operate locally through a new headwear “Center of Excellence” established by Fanatics and extends an existing 10-year primary headwear partnership with OU.
The catalyst to the deal follows an analysis of the OU licensing program and a proposal process completed in conjunction with the University’s exclusive licensing agent, CLC. Top of the World by Fanatics will serve as the University’s primary licensee for apparel and headwear at retail and will bring on additional licensees in select categories and retail channels, including kids, outerwear and fashion apparel..
“Fanatics and Top of the World have been long-standing partners with our program because they are leaders in quality production and customer service. Together, we have achieved great success,” said Joe Castiglione, University of Oklahoma VP of Intercollegiate Athletics/Athletics Director.
“We are thrilled to expand our relationship with the University of Oklahoma and are confident that the addition of these new primary fan apparel rights will create a lasting, amplified shopping experience for fans and retailers alike,” said Scott Shuler, president of Top of the World by Fanatics.
As part of the deal, the University will maintain its long-term partnership with Nike and Jordan Brands as the exclusive supplier of performance products and select apparel for OU Athletics. Fanatics will amplify the partnership through dedicated marketing initiatives that will expand and enhance OU’s retail presence. The deal also includes commitments to various academic programs, including internships and an annual academic initiative fund.
In addition to OU, Fanatics and Top of the World by Fanatics hold similar primary fan apparel deals with the University of Notre Dame, University of Oregon, University of Kentucky, University of Florida, and the University of Miami.
Photo courtesy University of Oklahoma
