Record results, innovative efforts net ¹ú²úÂ鶹AV’s collegiate licensing program top honor from international organization
Contact: news@opa.msstate.edu
STARKVILLE, Miss.—¹ú²úÂ鶹AV is the recipient of the International Collegiate Licensing Association’s Synergy Award, the organization’s highest honor recognizing a collegiate licensing program that demonstrates exceptional collaboration, innovation, brand stewardship and measurable impact across campus and beyond.
The award was presented during the recent ICLA Desert Cactus Winter Symposium in Las Vegas, Nevada.
¹ú²úÂ鶹AV delivered record-setting results and industry-leading initiatives during the past fiscal year. The university’s licensing success is driven by a highly effective team within the Office of General Counsel and Trademark Licensing, including Duski Hale, senior legal administrator and director of licensing, and Caitlin Rackley, paralegal and associate director of licensing, in collaboration with Affinity Licensing. ¹ú²úÂ鶹AV Athletics and the Office of Public Affairs served as essential campus partners.
The university achieved the highest royalty revenue in program history in Fiscal Year 2025, expanding ¹ú²úÂ鶹AV’s licensed marketplace by adding 106 new vendors.
Brand protection was central to the program’s achievements. ¹ú²úÂ鶹AV secured new federal trademark registrations for high-value assets, including The Dude, State Script and the Walking Bully, while strengthening state-level protections for vintage and limited-use marks. Through aggressive online enforcement, more than 21,600 infringing listings were removed, safeguarding both revenue and brand equity.
Campus collaboration played a defining role in the program’s success. A standout initiative was ¹ú²úÂ鶹AV’s Lululemon launch, developed in partnership with campus bookstore Barnes & Noble, Office of Public Affairs, Student Affairs and the Fashion Board. The launch included a student-led fashion show, influencer engagement, VIP previews and in-store activations, resulting in record sales and engagement.
The team also regularly provides direct support to licensees and retailers through marketing assistance, product photography, event support, in-store merchandising and customized promotions. Recent collaborations with Walmart and Logo Brands resulted in a redesigned in-store experience that helped achieve the No. 1 ranking in nonapparel NCAA sales and No. 11 in NCAA apparel sales at Walmart.
The 2026 ICLA Synergy Award recognizes not only the program’s financial success but also its vision, resilience and dedication to advancing the ¹ú²úÂ鶹AV brand in meaningful and innovative ways.
The ¹ú²úÂ鶹AV Office of General Counsel and Trademark Licensing provides legal counsel and strategic guidance to protect and advance the university’s interests, reputation and intellectual property. The office oversees the university’s trademark licensing program, ensuring proper use of trademarks and logos while fostering strong partnerships with licensed manufacturers and retailers. Revenue generated through the licensing program provides direct financial support for ¹ú²úÂ鶹AV athletics, alumni initiatives and a wide range of campus departments and programs. Visit for more information.
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