Licensed merch is no longer a niche corner of the market.
Global sales of licensed merchandise and services hit the hundreds of billions in a single year, and sports licensing alone is a massive, fast-growing slice of that pie. That means universities are protecting their brand harder than ever, and they should.
The good news is this: once you understand the rules, licensing becomes less “red tape” and more “smooth system.”
If you are an event planner, a brand partner, or the person who always gets voluntold to “handle the swag,” this guide is your shortcut.
You will learn what triggers licensing, who approves what, how to avoid endless revisions, and how to build timelines that do not collapse two weeks before your event. Let’s make your merch look official, feel premium, and get approved on the first pass.
What University Licensing Is and Why It Matters for Custom Merch
University licensing is the process schools use to control how their trademarks show up on products. Think of it as brand protection plus quality control. When you put a university logo or name on a tote, tee, towel, or pillow, you are not just decorating a product. You are using intellectual property that the school has a legal duty to monitor and protect.
From your side, licensing matters because it impacts:
- Legality: Using a trademark without permission can trigger enforcement, takedowns, and event-day headaches.
- Brand credibility: Licensed merch looks official. Unlicensed merch can look “close enough,” which is the opposite of what you want.
- Quality and compliance: Many schools require approved vendors so the product quality, sourcing standards, and usage rules stay consistent.
At JNP Merchandising, we treat licensing like part of the creative process, not a speed bump. When we plan for licensing early, the end result is cleaner, sharper, and way more professional.
When You Need Licensing for Custom Merchandise
Here is the simple rule: if your product uses a university’s protected branding, you are in licensing territory. Most people get tripped up because they assume licensing only applies if they are “selling” merch. Not always.
You may need licensing if you are:
- Printing merch for a conference, alumni weekend, orientation, or campus event
- Creating swag for student orgs, departments, labs, or academic programs
- Making items for sponsors or brand partnerships tied to a school
- Producing merch that will be given away (not sold) but still uses marks
- Promoting an event with athletics-related branding or school identity elements
If you are unsure, assume licensing is required and verify. That mindset saves you time, because “we already printed it” is the most expensive sentence in custom merch.
What Counts as a “Mark” (Logos, Wordmarks, Mascots, Slogans)
A “mark” is more than the obvious logo. Universities protect a whole universe of identifiers, and they often publish guidelines explaining what counts.
Common examples include:
- Logos and emblems (including alternate versions)
- Wordmarks (the official styled text version of the school name)
- Mascots and athletics icons
- Seals (often the most restricted)
- Slogans and taglines
- Special phrases associated with campus culture
- Sometimes even buildings, landmarks, or special graphics tied to the institution
Pro tip: do not assume a plain-text school name is “safe.” Even a name can be protected and regulated in use, especially in a merch context.
Licensing vs Permission: Who Approves What
Licensing can feel confusing because multiple stakeholders may weigh in. Here is how it usually breaks down:
- Trademark licensing office (or licensing agency): Controls legal use of marks, vendor authorization, royalties, and enforcement.
- Brand/marketing team: Enforces brand guidelines, design rules, and how marks appear with other logos.
- Athletics department: Often has separate approvals for athletic marks, mascots, and team-related merch.
- Campus partner approvals: Your department, student org advisor, alumni association, or event host may need to sign off before anything is submitted.
The key difference:
- Licensing is the system that makes use of marks official.
- Permission is the internal “yes” from the campus stakeholder who owns the project, budget, or messaging.
You usually need both. The fastest projects are the ones where the campus partner and the licensing office are aligned from day one.
The Step-by-Step Licensing Process
Most licensing processes follow a similar rhythm, even if the portal names differ.
Step 1: Identify the marks you want to use
This includes logos, wordmarks, and any phrases. Confirm whether your event name or design concept triggers additional approvals.
Step 2: Confirm whether your vendor must be licensed
Many schools require that any product bearing their marks be produced by an approved or licensed vendor.
Step 3: Submit artwork for review
You will typically submit a mockup (or multiple mockups) showing:
- placement
- colors
- size relationships
- any co-branding
- the exact product type
Step 4: Handle revisions quickly and cleanly
Revisions happen most when the artwork is missing details, uses unapproved colors, or breaks spacing rules. When revisions come back, respond with one consolidated update, not a piecemeal back-and-forth.
Step 5: Receive approval before production
This is where people slip. Approval usually must happen before printing, marketing, or distribution.
Step 6: Produce, proof, and finalize
Once approved, you still need standard production safeguards: pre-production proofs, samples when possible, and final sign-off.
At JNP, we run this like a checklist-driven workflow so your approvals and production are synced, not competing.
Choosing a Licensed Vendor and What to Ask
Picking the right vendor is the difference between “approved and delivered” and “stuck in portal purgatory.”
Here is what to ask upfront:
- Are you licensed for this specific university? Not “do you do collegiate merch?” but this exact school.
- Can you show proof of licensing or authorization? A reputable vendor will have a clean answer.
- Who submits artwork and manages approvals? You want one clear owner.
- What is your revision process? Ask how they handle brand guideline changes and resubmissions.
- Do you have compliance experience with co-branded layouts? This matters for sponsors.
- What are realistic lead times, including approval time? Not best-case. Realistic.
If your merch is for game day, tournaments, or any high-energy crowd moment, build your product plan around licensed production. For example, football-ready pieces like custom football towels can be incredible in the stands, but only if your artwork and mark usage are locked early.
Artwork and Brand Guidelines: How to Avoid Revisions
This is where pros separate themselves from amateurs. Brand guidelines are not suggestions, and universities enforce them for a reason: consistent brand identity.
To avoid revisions, build your mockups with these details already solved:
- Correct logo file format: Use official art files, not screenshots.
- Clear space and sizing: Many schools require minimum sizes and protected spacing.
- Approved colors: Pantone or specific color standards are common.
- Logo integrity: No stretching, outlining, drop shadows, or creative “refreshes.”
- Placement rules: Some placements are prohibited or restricted depending on product type.
- Context rules: Avoid designs that imply the university is sponsoring your brand unless that is officially true.
Pro tip: include a one-sentence “intent line” when you submit. Example: “This item is for attendee gifting at a university-hosted conference, not for resale.” Clarity reduces follow-up questions.
Common Reasons Merch Gets Rejected
Most rejections are predictable, which is honestly comforting. Here are the usual suspects:
- Incorrect colors (close is not the same as correct)
- Unapproved logo versions or outdated marks
- Improper spacing or oversized co-brand logos
- Misleading affiliation language (implying sponsorship, endorsement, or official partnership)
- Using a seal when only a wordmark is permitted
- Switching product type without re-approval (a design approved on one item may need fresh approval on another)
- Missing context like intended use, distribution method, or audience
When you plan like a licensing office reviewer, your first submission gets cleaner. That is the whole game.
Production Timelines and Lead Times for Licensed Merch
Licensed merch has two clocks running at the same time:
- Approval clock (artwork review, revisions, resubmission)
- Production clock (printing, sewing, kitting, shipping)
Some schools publish typical review windows, but volume and seasonality matter. If your event is in peak season (orientation, homecoming, rivalry weeks), assume approvals may take longer and plan accordingly.
A realistic timeline mindset:
- 8–10 weeks out: finalize product list, confirm marks, lock vendor
- 6–8 weeks out: submit artwork, build revision buffer
- 4–6 weeks out: approve final art, begin production
- 2–4 weeks out: receive goods, do QC, prep for distribution
- Event week: you are calm, not spiraling
Want something that feels premium and memorable? Soft goods and comfort items can be a huge win for conferences and VIP gifting. Think lounge energy, not cheap plastic energy. Options like pillows designed for events hit that sweet spot, especially when your branding is subtle and tasteful.
Budgeting for Licensing Fees and Royalties
Licensing can add costs, but it is manageable when you plan for it.
Potential budget elements include:
- Royalties: Some programs require a royalty on products bearing marks (even for non-resale in certain situations).
- Administrative fees: Depending on the school or licensing agent, there may be fees tied to approvals or program participation.
- Minimum order quantities: Licensed production often has MOQs that influence your unit cost.
- Artwork and setup: If you need multiple mockups or co-branded lockups, budget for design time.
- Shipping and kitting: Especially for conferences where you are stuffing bags and building bundles.
Pro tip: do not “save money” by cutting the licensing corner. The risk is not theoretical. The real cost is reprinting, delayed delivery, or having to pivot products right before your event.
Event Planner Playbook: Ordering Merch for Conferences, Games, and Campus Events
Here is a licensing-friendly playbook that keeps your merch looking elite and arriving on time.
1) Pick products that match the moment
- Conferences: elevated totes, notebooks, drinkware, comfort items
- Campus events: tees, hats, stickers, “grab and go” pieces
- Game day: rally towels, fan gear, high-visibility items
2) Build a “mark hierarchy”
Decide what leads: university mark, event logo, sponsor logo, department name. This prevents messy layouts.
3) Use one master mockup deck
One PDF or slide deck with all mockups, color callouts, and intended use. Licensing reviewers love clarity.
4) Plan distribution
Will items be sold, gifted, mailed, or included in ticket packages? Answer this early because it can change requirements.
If you want a real-world example of how clean execution looks, check out this story: how we delivered totes and shirts for the Wesleyan University 2022 NESCAC Men’s Basketball Champions celebration. The takeaway is simple: when the approvals and production plan are tight, the merch feels effortless on the receiving end.
Brand Partnerships: Co-Branded Merch Without Legal Headaches
Co-branded merch is powerful because it borrows trust from both sides. It is also where teams get sloppy and get rejected.
The rule: your design must not imply endorsement unless that endorsement is real and documented.
Co-brand approval usually depends on:
- Logo lockup rules: Many schools require a specific relationship in size and placement.
- Sponsor category restrictions: Certain industries or messages may be restricted.
- Messaging language: “Presented by” vs “in partnership with” can carry different implications.
- Athletics vs academic branding: Athletic marks can come with different review standards.
Pro tip: if you are a brand partner, do not lead with your logo. In campus merch, subtle confidence wins. Make the school identity feel primary and the sponsor presence feel curated.
Quality Control and Compliance Checks Before Printing
Approval is not the finish line. It is permission to proceed. Your final step is making sure the physical product matches what got approved.
Use this pre-print checklist:
- Confirm you are using the approved artwork files, not a “close enough” version
- Match color standards and confirm thread or ink colors in writing
- Review placement measurements on the actual product template
- Request a pre-production proof and approve it formally
- If timing allows, get a sample for high-volume orders
- Confirm packaging and any hangtags also comply if they include marks
This is how you prevent the nightmare scenario: approved art, wrong execution.
What to Do If You Need Merch Fast
Sometimes the timeline is already cooked and you still need miracles. It happens. Here is how to move fast without getting reckless:
Go simpler
Choose products and designs with fewer moving parts. One mark. One location. Clean print.
Use a previously approved design if possible
If your campus partner has past-approved layouts, you can sometimes build from those patterns.
Avoid restricted marks
Seals and special athletics phrases can slow things down. If speed matters, pick the safest approved marks.
Build a contingency plan
Have a “Plan B” product that can be produced quickly if approvals stall. Even swapping from a complicated all-over print to a clean front-chest hit can save your event.
Communicate like a pro
Tell your stakeholders the real deadline: “We need approval by Friday at 2 PM to deliver by event day.” Clear deadlines create action.
At JNP, we are transparent about what is possible, then we execute hard. Fast does not have to mean messy.
Licensed Merch Is Easier When You Plan Like a Pro
University licensing is not here to ruin your vibe. It is here to protect a brand that people love. When you treat licensing like a built-in step, your merch gets cleaner, your timelines get calmer, and your event looks more legit.
Quick takeaway:
- Identify the marks early
- Use a licensed vendor
- Submit mockups with context and details
- Build revision buffer into your timeline
- Proof everything before printing
If you want your merch to feel official, premium, and on-trend, the strategy is simple: plan like a pro, then let the product speak for itself.
