Indianapolis – Learfield Licensing Partners, a trademark management company specializing in collegiate licensing and branding, has launched a new holiday celebrating a favorite pastime of college football fans: tailgating. The inaugural holiday will occur on October 8, 2016.

From the elaborate parking lot and backyard setups to the food, decorations and logoed merchandise, consumers and fans have elevated the “game before the game” into an art form. Learfield Licensing recognized the need to create a holiday that recognized both the passion and sense of community that tailgating brings to the total game day experience and the breadth of licensed products available to help fans entertain with school pride.

tailThis year’s holiday will be celebrated largely through social media, with several Learfield Licensing clients using customized imagery to promote the event to their fan bases. Several retailers will also be participating with customized social media graphics and discounts on licensed merchandise. Learfield Licensing has launched a special website that provides visitors with links to retailers, products, tailgate tips and more, and all social media will be anchored with #nationaltailgate. In future years, the holiday will be celebrated the first weekend of every October.

“Tailgating has become such a big part of game day, no matter the size of school or the part of the country in which fans reside,” said Ben Emmons, vice president of brand marketing for Learfield Licensing. “Bringing all of the great products, traditions and tips together in one holiday will help to further grow this important product category and give fans a great way to share their passion and creativity.”

For more information on National Tailgate Weekend, visit and follow Learfield Licensing Partners on Twitter at @LearfieldLP.

Learfield Licensing Partners is a world-class licensing firm whose services and success align perfectly with Learfield’s history, strength and reputation within the industry. We strive to provide the best practices and strategies in the industry to properly protect and promote our clients’ brands, and couple that with new resources and strategies for growth with help from Learfield, which has a deep presence in the college athletics landscape. Learfield manages the multimedia and sponsorship rights for more than 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the Learfield Directors’ Cup. For more than four decades, Learfield has connected brands to the excitement, passion, tradition, fun and fans of college sports and now leverages multiple platforms and partnerships through distinct offerings through its affiliated companies.