13 June 2006

Longwood finalizes licensing agreement

Longwood University has finalized an agreement with The Licensing Resource Group, Inc., (LRG) to officially license Lancer athletic products, apparel, and other official Longwood University logo merchandise.  According to university officials, the licensing agreement is the first of its kind for Longwood  and will promote and protect the Longwood brand in a positive manner resulting in greater visibility and broader distribution of school merchandise in the marketplace.  In addition, LRG will help service and administer day-to-day activities with licensees.

“LRG is extremely excited to have the opportunity to partner with Longwood University,” said Neal Sears, university brand representative at LRG.  “Longwood has a tremendous following with its alumni, students and fans.  Our job is to ensure Longwood’s brand identity is properly represented on products and services marketed to the public.  We are thrilled to have this opportunity and look forward to very long and prosperous relationship with Longwood University.”

“As Longwood moves to NCAA Division I, the images we project become increasingly important”, said Dennis Sercombe, Longwood’s associate vice president for marketing and communications.  “It’s critical that we control those images through licensing-- not just athletics, but in all of our marketing efforts--to ensure a consistent and professional look for Longwood University.  We look forward to a great relationship with LRG as this new branding initiative becomes part of our overall marketing strategy.”

The Licensing Resource Group was founded in 1991 and currently represents more than 150 universities, athletic conferences and special properties nationwide in their trademark licensing interests.  LRG provides administrative, brand management, merchandising and marketing services from offices in Holland, Michigan, Iowa City, Iowa and Winston-Salem, North Carolina.