Fanatics has signed a new apparel deal with University of Florida, making it the school’s primary partner for licensed merchandise

IMG College Licensing helped facilitate the deal.

The 10-year deal, starting in 2020, takes advantage of Fanatics’ vertical model that has been introduced to numerous pro leagues. This is the second major deal in the college space for Fanatics following a partnership announcement with the University of Oregon in December.

Top of the World will retain headwear rights, while Nike’s Jordan Brand will continue to outfit the Gators’ football and basketball teams, according to Sports Business Journal. IMG College Licensing will stay on to manage the Gators’ trademark licensing program

Fanatics has run the university’s e-commerce site since 2006.