Rawlings entered a multi-year agreement with the University of Southern California (USC) involving its diverse line of tailgating products effective July 1, 2018. The new agreement will give Rawlings exclusive licensing rights in tailgating categories such as canopies, chairs, tables and hard/soft coolers for distribution in off-campus retail channels.
“We’re excited to deliver a line of unique tailgate gear to the impressive fan base that USC has accumulated over the years thanks to its powerhouse athletics program,” said Eric Reinsfelder, senior director of licensing for Rawlings. “Our expanded partnership with USC allows the Rawlings brand to provide the ultimate tailgating experience for the fans while strengthening our distribution in the western U.S.”
“We are excited to enter into a more strategic business relationship with Rawlings,” says Steve Fuller, Associate Director, Trademarks and Licensing at the University of Southern California. “Rawlings has the unique ability to offer a broad assortment of high quality, innovative products through extensive channels of distribution. This agreement allows Rawlings to leverage those strengths to the fullest extent with the USC brand.”
In addition to the exclusive licensed categories with USC, Rawlings will also carry additional licensing rights for the following product lines: inflatable sports balls, baseballs, slow cookers, softees, stadium seats, shade walls, portable grills, grill accessories, beach canopies and chairs, water jugs and disposable plates/cups. These products are distributed amongst a variety of sales channels including mass retail, club, sporting goods, specialty sports fan shops, catalog, home specialty, home shopping, E-commerce, food/drug and USC retail outlets.
Additionally, Rawlings has created synergies with select sister brands within the Newell Brands portfolio including Coleman, Crock-Pot, Waddington and Lifoam.