Belmont Athletics Partners With Affinity Licensing

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The Curb Event Center. Photo: By Colby Crosby/Belmont Vision

Belmont University is partnering with Affinity Licensing in a multi-year deal giving the firm exclusive rights to manage the University’s trademark licensing program effective July 1, 2021.

Affinity Licensing is a values-based trademark licensing agency with more than 100 years of collective licensing expertise providing personalized service, industry-leading technology, and strategic revenue objectives to deliver a better approach to brand management.

“Affinity Licensing brings great knowledge and experience that will help Belmont University and Belmont Athletics expand its presence,” says Josh Ward, Associate Athletic Director for Marketing and Sales. “Through this process, it has become evident that we can work together to form a strategy that will rapidly move our branding forward. We are excited about this partnership and what it means for our future.”

Affinity will provide a wide-range of technology-rich and personalized services for the University and its valued licensee partners, including product development, retail marketing consulting, and an online system for review and approval of new products and design concepts.

“We are proud to use Affinity’s vendor-friendly licensing model, proven retail expertise, and leading technology tools to help Belmont’s local and national vendors deliver more quality merchandise to the growing base of passionate Bruin fans,” says Brian Eubank, Director of University Partnerships.

Steven Boero
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