STAMFORD, CT (February 15, 2022) – Collegiate Sports Management Group (“CSMG”), an integrated sports and entertainment media company focused on esports and traditional sports in the new creator economy, and The BrandR Group (“TBG”), a brand management agency specializing in group licensing and sponsorship rights in the collegiate marketplace, today announced a landmark partnership in the Name, Image, and Likeness (“NIL”) and group licensing space for the first deal of its kind with a multimedia rights partner.
The multi-year brand partnership agreement will be focused on combining personnel resources and university network connections for mutual benefit, as well as the development of seamless turnkey solutions that work at a conference level. Collectively, CSMG and TBG represent more than 250 conferences, universities, and colleges. The financial terms of the deal are not being disclosed.
“I joined CSMG to work on industry-leading initiatives and innovative partnerships,” said Jim Connelly, CRO at CSMG. “Through our complementary service offerings and combined expertise, we will drive additional value for collegiate athletes participating in our programs.”
TBG is known for positioning brands to leverage student-athlete NIL group rights in conjunction with university intellectual property to maximize the value of their collegiate sports marketing initiatives. Their deep experience in licensing, sponsorship, and media at the pro sports level (including with the Player Associations of the NFLPA, NBAPA, MLBPA, and many others) has led to a successful application of that experience to the collegiate landscape.
“CSMG has numerous school and/or conference IP rights, and we represent group player rights for student-athletes helping to ensure they find fair-market value and are well represented in these ventures,” said Wesley Haynes, CEO of The BrandR Group. “For more than 30 years, the industry has had the opportunity to observe how professional sports (e.g. leagues, teams, and athletes) work and can be co-branded in equitable ways. In fact, it is the professional sports background of many of the CSMG executives that allowed them to see how a collaboration here in the college space can work. We are thrilled to find CSMG as a partner interested in collaboration to benefit, not just their own interests, but for the benefit of the schools, student-athletes, fans, sponsors, and licensees.”
Both companies have been focused on NIL heavily over the course of the last year. Most recently, LSU kicker Cade York signed a NIL deal with Velveeta brokered by CSMG. The BrandR group represents the group licensing rights for the student-athletes at more than 35 colleges and universities, opening the opportunities for jersey sales, apparel, NFTs, memorabilia, and other opportunities benefitting student-athletes.
About CSMG
CSMG is an integrated sports and entertainment media company focused on esports and traditional sports in the new creator economy. We are an experienced, trusted results-driven team with a lens on what’s next. The focus of our business verticals – CSMG and ESPORTSU – is rooted in intellectual property rights management, acquisition, and development through media rights, Name, Image, and Likeness (NIL), valuation services, licensing and sponsorship sales. We offer expertise in developing communities through brand building, original content, and event production & management. We drive our partners’ success at the crossroads of tech, sports, entertainment, and video games. To learn more, visit us at https://collegiatesmg.com/.
About The Brandr Group
The Brandr Group (“TBG”) is a brand management, marketing, and licensing agency powered by a team with decades of collective management experience for some of the world’s largest brands. TBG has emerged as the leading agency in group licensing programs, leading efforts for more than 35 college athletic programs and their student-athletes in the Name, Image, and Likeness category including the biggest brands in college athletics. TBG partners with prominent brands, colleges, sponsors, corporate trademarks, athletes, and events to cultivate, diversify and monetize intellectual property through professional brand management and licensing endeavors. For more information, please visit www.tbgusa.com.
Media Contact: CSMG@dkcnews.com # # #
