Ohio State is one of the most recognized collegiate brands in the U.S. The registered marks of The Ohio State University are among the most popular collegiate emblems nationwide.

Ohio State was one of the first universities in the country to establish a trademark and licensing program to manage, promote and protect its name and marks. In 1973, the university had the foresight to recognize the value of proactively managing the use of its intellectual properties to ensure protection, as well as the integrity and reputation of the institution. It registered its first trademark with the United States Patent Office – the university’s name and seal – in September 1973. The following year, the university developed and founded its licensing program. In 1975, “The Ohio State University” and “University Seal” became officially registered trademarks.

These foundational steps led to formalizing The Ohio State University Name and Seal Scholarship Fund, which directs royalties derived from the commercial use of the University’s registered marks to give scholarships to students based on both academic achievement and financial need.

While most collegiate licensing programs are represented by licensing agencies and focus on athletics, Ohio State’s licensing program takes a singular brand approach — inclusive of the university’s academics, athletic and medical center – and operates as an in-house office and independent licensing program.

Ohio State’s trademark and licensing team focuses on building quality, meaningful relationships with its licensees. “It is important for licensees to know that there is value in our relationship, it is much more than royalty reports and rules to follow,” says Karen Dertinger, Managing Director of Licensing at Ohio State. “We look to build a strategic relationship that can maximize our brand as we bring licensed products to all levels of retail, to meet as many of our consumers as possible”.

Combine a singular brand and relationship focus with incredible brand awareness, a huge alumni base, and highly engaged fans – it serves as a great formula for success.

As affinity for the Ohio State brand has grown, Ohio State’s licensing program has evolved. The Trademark and Licensing Office now serves as the enterprise unit responsible for managing use of the Ohio State trademarks on products and services, university promotions and advertising; sponsorships and affinity programs; and overall trademark enforcement of the Ohio State brand within the university eco-system.

Protection of our brand has always been a pillar of the program evolving from boots on the ground enforcement patrols at home football games through post-season championships to now taking on the monitoring of online Infringement shutdowns of thousands of unauthorized sellers annually. In 2024 enforcement efforts removed over two million dollars of unlicensed goods from the market which Is a cornerstone to maintaining a brands value in the market.

Since 1975, the program has reinvested revenue of over $250 million back to the university supporting student endowments and key university initiatives. In 2024, Ohio State continues to be the leader in the collegiate market with the current annual retail brand value of over $250 Million of officially licensed Ohio State merchandise sales. As the business of trademark and licensing changes and grows, Ohio State continues to lead.

To mark this 50-year milestone Ohio State is launching a limited-edition collection of 1970’s-inspired collegiate wear and accessories featuring the original collegiate seal. The collection will include traditional casual wear, sweaters, athletic leisure wear, jewelry, and popular accessories.

 Key milestones and industry leadership

• Since its first licensed products such as notebooks, class rings and Champion sweatshirts, Ohio State’s licensing program expanded its portfolio beyond t-shirts and sweatshirts with a full portfolio across consumables, domestic home goods sporting goods, tailgate, outdoor & garden, collectibles, lifestyle brands, fashion accessories and pet goods.
• In 2000, Ohio State became a founding member of the Fair Labor Association (FLA) and Worker Rights Consortium, initiatives to address workers’ rights concerns globally. Today, all brands are required to become FLA members before they receive approval to be officially licensed with Ohio State.
• Ohio State’s trademark team collaborated with the State of Ohio in 2003, sharing their expertise, to develop and implement a licensing program for the Ohio Bicentennial campaign.
• Leveraging the affinity for Brutus Buckeye, in 2008, T&L developed a “Brutus on Parade” program and embraced new licensing opportunities to celebrate the university’s beloved mascot Brutus Buckeye.

As the 2021 federal legislation ruled that student-athletes can pursue opportunities to receive compensation for commercial purposes utilizing their name, image and likeness, Ohio State’s licensing team has been at the forefront of integrating licensing and NIL. Goal to ensure student-athletes have the resources and knowledge to create, leverage and promote their personal brand.

• 2022 marked a unique licensing program to celebrate 100 years of Ohio Stadium. The iconic stadium has been the site of 100 years of games, commencement ceremonies, concerts and, for all Buckeye fans, memories. Ohio Stadium is one of the most recognizable landmarks in all of sport. Since the opening game against Ohio Wesleyan on Oct. 7, 1922, more than 36 million fans have streamed through the stadium gates. With a seating capacity of 102,780, Ohio Stadium is one of the largest stadiums in the world and the fourth largest on-campus facility in the nation. It is listed in the National Registry of Historic Places.
• Trademark & Licensing has built an industry-first integrated marketing program for licensee engagements. It currently engages more than 400 businesses. A quarter of those companies are Ohiobased such as Homage, Where I’m From, Tremont Goodie Shop, Anthony-Thomas, Graeter’s, Diamond Cellar, Leo Alfred Jewelers and numerous individual home-based crafters. To learn more about The Buckeye Collection, check out http://thebuckeyecollection.com

• The licensing program continuously builds and deepens affinity with Ohio State’s fanbase through programming for the university’s Heisman winners, multiple Big Ten and National Championships – most recently focusing on the spirit squad and the football team’s 2024 National Championship titles.

The Heritage Collection will launch this Fall in honor of celebrating 50 years of Ohio State Trademark & Licensing and another highlight to bring to Buckeye Nation!

Previous Trademark and Licensing leaders

Anne Chasser      (1973 – 2000)

Rick Van Brimmer  (1989 – 2022)

Robert Cleveland (2001 – 2020)

Current Trademark and Licensing Team: Following in our founder’s footsteps our current team brings over 70 years of experience to Ohio State!

Kevin Griffin – Associate Vice President, Brand Engagement Services & Partnerships (3 years)

Karen Dertinger – Managing Director (26 years) Chris Littler – Director Key Accounts (7 years)

Anna Vonderhaar – Director of Marketing (8 years)

Gretchen Webster – Licensing Program Manager (26 years)

Brendan Hesch – Licensing Program Coordinator (2 years)

Kathleen Jones – Marketing Program Coordinator (1 year)

To learn more about Ohio State Trademark & Licensing, check out our website at: http://trademarklicensing.osu.edu