David M. Granger, 334/844-9999 (grangdm@auburn.edu)

AT AU, WINNING PAYS THROUGH MERCHANDISE SALES THAT FUND SCHOLARSHIPS

AUBURN --- Even when Auburn University's sports teams aren’t winning as much as they are this year, the students win.

In the not-so-hot 2003 year, for example, a record-setting $1,028,036 in scholarship funds were distributed from the sale of officially licensed and trademarked AU merchandise.

In a year like 2004, when the Tigers are fresh off an Iron Bowl win over Alabama, heading for the SEC title game and maybe even a national championship game, the students should be tearing down the goalposts to celebrate both wins – on the field and potentially in their pockets.

From all sorts of apparel to such items as keys, Christmas ornaments and candy bars, the Auburn University logo is everywhere and that means more scholarship money for Auburn students.

Auburn expects to exceed last year's record sales of officially licensed and trademarked merchandise this year.

“I’m anticipating that, based just on what I’ve seen so far, the number will be significantly higher this year than even last year’s record-setting mark,” said Susan Smith, director of AU’s Trademark Management and Licensing Office.

The popularity of collegiate merchandise has increased over the past few years, and Auburn merchandise is no exception. Smith said figurines and handbags are among the most popular items.

Beyond those popular sellers, fans can find much more AU-themed merchandise to buy. Retailers sell almost anything imaginable with the AU logo on it, including orange-and-blue doormats, AU desk accessories such as lamps and nameplates, stuffed animals bearing AU’s marks and colors, slippers, picture frames, watches and clocks, and even an AU Barbie doll. For tailgaters there is a porcelain Aubie chip and dip server and a salt and pepper set. Fans with a sweet tooth might be interested in the themed candy bars or specialty AU ice cream. Ever wanted a door with the AU logo carved in the middle? What about an Auburn soap dispenser?

Smith said fall, which brings both football season and the Christmas holidays, has always been the busiest time of year for her office.

“I am always amazed at the enthusiasm of Auburn fans and the number of things they buy, especially during this time of year,” she said. “The more success we have in the early part of the football season, the more things people buy at Christmas. Our retailers will tell you that winning the Alabama game makes their Christmas season.”

What might winning the SEC championship or national championship achieve?

Increased sales of merchandise translates into even more money for scholarships, which are divided evenly between academics and athletics.

Smith said Auburn’s royalties skyrocketed last year in anticipation of a big season, resulting in the increase in scholarship revenue. “Our royalties went through the roof,” she said. “It is amazing the royalties we saw just based on that anticipation.”

With a berth to the SEC championship game in the bag and the possibility of a BSC bowl -- maybe even a spot in the national title game -- on the horizon, Auburn’s logos and trademarks are in high demand, which could lead to unprecedented levels of scholarship money this year following such a successful football season.

In addition to monitoring royalties, Smith works closely with the Collegiate Licensing Co., the dominant licensing representative for U.S. colleges and universities, to ensure that Auburn’s marks are protected and used properly.

She said vendors of Auburn products must adhere to strict criteria when they use Auburn’s marks. For example, Auburn colors must be accurately reproduced, logos must be used correctly and the products must be in good taste.

“We want them to be in the fun and spirit of the game, not overly degrading to any other team,” said Smith, who added that she is constantly on the lookout for products that fail to meet these standards. Such products are then confiscated and destroyed. These include items that contain vulgarities or use other companies’ trademarks illegally. Sometimes items are destroyed because the AU marks or logos are incorrect. Smith recently destroyed a box full of supposed Aubie figurines that looked more like werewolves wearing an Auburn football jersey than AU’s cuddly tiger mascot.

Smith said if apparel is confiscated that is in good taste but uses the wrong Auburn orange and blue colors or marks, it is often shipped to charities overseas. Shirts that tout the “Auburn University War Eagles,” for example, are not acceptable as Auburn’s mascot is the tiger. (“War Eagle” is only a spirited battlecry). Smith said she has seen her share of such shirts.

While on the lookout for AU merchandise that doesn’t meet appropriate standards, Smith said she follows the “three Ps of trademarks and licensing.”

“Our primary purpose is to protect the university’s marks -- our logos and names -- the whole brand protection area,” she said. “Second is the promotion of the university in a positive manner, and last is profit.”

Auburn University is a comprehensive research institution with nearly 23,000 students and 6,500 faculty and staff. Ranked among the top 50 public universities nationally, Auburn is Alabama's largest educational institution, offering more than 230 undergraduate, graduate and doctoral degree programs.

(Contributed by Katie Wilder.)

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nov04: AU-trademarks