INDIANAPOLIS – Learfield Licensing Partners, a trademark management company specializing in collegiate licensing and branding, is pleased to announce that the University of California, Berkeley has signed an exclusive ten-year partnership agreement allowing Learfield Licensing to represent the university and its licensing program.

UC Berkeley has an enrollment of more than 28,000 undergraduate students and is consistently ranked as the number one public institution in the United States by US News & World Report. The Bears compete at the NCAA Division I level as members of the Pac-12 Conference.  

Learfield Licensing has been hired to help maximize exposure opportunities for Cal through aggressive retail merchandising and brand development, along with handling the day-to-day management duties of the university’s trademark licensing program. Learfield Licensing will also be working with Cal Bear Sports Properties (managed by Learfield) to create opportunities for increased fan engagement.

“We are thrilled to partner with Learfield Licensing Partners,” said Mike Williams, Cal’s director of intercollegiate athletics. “We are looking forward to taking advantage of the synergies of sharing a sponsorship, multimedia rights and licensing partner to continue to build the Cal Brand. LLP demonstrated an understanding of who we are and a strong commitment to continue to build our program with us.”

“We are honored to be working with UC Berkeley,” said Bob Bernard, president and CEO of Learfield Licensing. “The Cal brand is powerful both academically and athletically, and we look forward to working together to develop unique initiatives to grow the brand’s footprint in traditional markets as well as pioneer new channels for brand exposure.”

About Learfield Licensing Partners
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.

About Cal Athletics
The University of California is represented by more than 850 student-athletes in 30 sports. Striving for excellence in the classroom and the arenas of competition, Cal teams have earned 91 national championships in 15 different sports, with nearly 300 individual and relay national championships won by student-athletes. Golden Bears have also collected 207 medals at the Olympic Games, including 21 this past summer in Rio.