Rawlings entered into a multi-year exclusive agreement with the University of California, Los Angeles (UCLA) involving its line of tailgating products effective April 1, 2021.
The agreement will give Rawlings exclusive licensing rights for canopies, chairs, tables, coolers, and bleacher seats to be sold and distributed in numerous retail channels.
“We’re excited to continue to find ways to connect with the expansive fan base of the UCLA athletic and lifestyle brand,” said Eric Reinsfelder, senior director of licensing for Rawlings. “Our continued partnership with UCLA allows the Rawlings brand to deliver a one-of-a-kind tailgating experience for fans while strengthening our brand’s influence and involvement both on and off the field.”
“We look forward to developing our business relationship with Rawlings, an iconic brand known for quality and innovation,” said Kristina Miller, retail brand director for UCLA Trademarks & Licensing. “This agreement allows Rawlings to utilize their assets to the fullest extent in connection with the UCLA brand.”
In addition to its exclusive licensed categories with UCLA, Rawlings will also carry licensing rights for the following product lines: inflatable sports balls, baseballs, softees, stadium seats, shade walls, beach canopies, and chairs. These products are distributed in various sales channels including mass retail, club, sporting goods, specialty sports fan shops, catalog, home specialty, home shopping, E-commerce, food/drug, and UCLA retail outlets.
Photo courtesy Rawlings