UW hires new trademark licensing director

From sweatshirts and jackets to mugs and license plates, the University of Wisconsin–Madison’s name and logos can be found on thousands of items.

Pamela Holt’s job is to ensure that the images of Bucky Badger, the motion “W” and the UW’s other trademarks are used appropriately.

Holt is the university’s new director of trademark licensing. She takes over for Vince Sweeney, who coordinated the university’s licensing agreements while also working as an associate athletic director.

As demand for UW trademarks has grown since the Badgers’ Rose Bowl victory in 1994, so have Sweeney’s duties with the Athletic Department. This prompted the creation of a new position strictly devoted to trademark licensing, says Melany Newby, vice chancellor for legal and executive affairs.

“Pam’s experience, energy and vision for the position made her the right person for the job,” says Newby. “Her approach will be to strengthen the institutional focus of licensing.”

A native of Bloomfield, Iowa, Holt comes to the university after working as a consultant for The Dial Corporation. She administered the company’s national amateur sports program for 10 years.

“To me, this was the culmination of everything I’ve ever done,” says Holt, whose first day was Monday. “This job has become a major position at universities. Licensing is not just athletics, although that is a large part of it. It covers the entire university, and protects the integrity of the university.”

Before starting her own consulting company, Holt worked as director of public relations and promotions for women’s intercollegiate athletics at The University of Minnesota. Prior to that, she held several positions at East Carolina University, including assistant athletic director for special events, and she also worked as marketing coordinator for eight Burger King restaurants in Columbia, S.C.

Holt will report to Newby, although her office is in the Athletic Department. Her annual salary is $47,800.

“I’m pleased that we have hired someone with Pam’s expertise,” says Sweeney. “I’m confident she will help the trademark licensing program grow.”

The program has already experienced phenomenal growth. In 1992-93, the university netted $256,313 in royalties from trademark licensing. The following year, building on Wisconsin’s 1994 Rose Bowl victory, royalties rose to $1 million and have stayed above that level every year since.

The university has licensing agreements with about 400 companies, and most of its royalties are earned through its relationship with the Collegiate Licensing Company. The Atlanta-based CLC oversees the use of trademarks on apparel and other merchandise for approximately 150 universities.

UW–Madison ranks 10th among CLC clients in royalties generated – which for 1997-98 are again expected to top $1 million. Figures have not been finalized for the entire fiscal year, but total earnings after three quarters were $865,390, based on $21.6 million in retail sales of UW merchandise. The university earns an 8 percent royalty on each item sold.

Half of all royalty revenue goes to the Athletic Department, while the other half goes to financial aid for needy UW students, called Bucky Grants. Since 1994-95, when the program began, 898 students have received Bucky Grants worth a total of $1.9 million. Last year, 290 students received Bucky Grants totaling $475,965. The average Bucky Grant last year was $1,641.

“Not a lot of people realize that half of all royalty revenue goes toward grants for students,” Holt says. “I want to raise awareness of this element of the trademark licensing program.”

Holt also hopes to produce a guide on how to appropriately use the university’s images, or licensed marks, as they are called, for the UW community. In addition, she wants to strengthen ties with student and faculty groups, local vendors and promote public service opportunities for the university’s trademarks.

“I want to reach out to people on campus and in the community,” she says. “I’m working in their best interest.”