Washington, DC  and Atlanta, GA — CLC’s Licensing Partners International (LPI) Division announced a strategic partnership with United Negro College Fund (UNCF) to develop and manage the organization’s first brand licensing program.

Known for its “A Mind Is a Terrible Thing to Waste”  marketing program that first appeared in 1972 and ran for decades, UNCF will advance its strategy by strengthening brand stewardship to generate incremental revenue and increase national visibility through purpose-driven consumer products and partnerships that connect with consumers and supporters.

“UNCF has long been a highly respected and culturally significant brand with a tremendous opportunity to leverage products to inspire others and generate incremental funding to support UNCF’s critical mission,” said Brian White, vice president of global and scholastic brands for CLC. “Our goal is to help UNCF build a modern licensing model grounded in disciplined brand management and marketing that delivers meaningful consumer connection.

By leveraging LPI’s infrastructure, expertise,  and industry relationships, the UNCF licensing program will activate its iconic messaging—“A Mind Is a Terrible Thing to Waste”®—along with other aspects of the organization’s brand DNA through a curated collection of products that help elevate UNCF’s mission to build a robust and nationally-recognized pipeline of under-represented students.

“UNCF’s brand carries deep meaning across generations and communities,” said Dr. Michael

Lomax, president and chief executive officer, UNCF. “This partnership with LPI allows us to build a scalable licensing program that protects our legacy while extending our reach in meaningful ways that align with our core values.”

The licensing program will emphasize brand integrity and long-term value creation, aligned with best practices in nonprofit and collegiate licensing. LPI, a division of collegiate licensing leader, CLC, will help deliver premium merchandise and strategic retail distribution to create new engagement opportunities with students, alumni and supporters.