Silver Star Merchandising Ltd., an Irving-based company launched last year by the family of Dallas Cowboys owner Jerry Jones, has signed a 10-year-agreement to be the exclusive maker and distributor of off-field T-shirts, hats and other athletic-themed apparel for the University of Southern California.

Financial terms of the agreement, which goes into effect with the upcoming 2011-12 season, were not disclosed. Its the first major sports accord for the company.

According to a university release, the agreement will give SSM the exclusive license covers the mass, mid-tier, sporting goods, specialty and online retail channels.

Nike is currently USC’s sole partner for the “on-field wear” worn by athletes, Jose Eskenazi, associate athletic director, told the Dallas Morning News. But it also has “several dozen” apparel licensees for the T-shirts, polo shirts and fleece-lined jackets worn by fans.

“Now were consolidating under two brands, Silver Star and Nike,” he said.

The deal offers the school wider distribution, and greater access to mass merchandisers such as Target and mid-tier stores such as Kohls, Eskenazi said.

Silver Star will pay USC royalties for the items sold. He estimated that total sales of USC-themed merchandise is “well over $20 million.

He did not have specific figures for USC sports-themed apparel. But he said over the course of the new deal, “we hope we can double,” the amount of apparel sold.

Reports indicated Silver Star is one of three finalists in the bidding for Ohio State’s merchandising rights. The company is also discussing Texas about licensing rights.