STARKVILLE – Mississippi State University has announced that it has partnered with Affinity Licensing for exclusive licensing agency representation effective July 1, 2024.

“Mississippi State's partnership with Affinity Licensing marks renewed excitement in our brand’s journey. With their expertise and innovative solutions, we anticipate not only stronger brand protection but also exciting growth opportunities in product development and retail distribution. This collaboration aligns seamlessly with our commitment to advancing the Bulldog legacy,” said Senior Legal Administrator and Director of Licensing Duski Hale.

As part of the agreement, Affinity will manage the university's brand licensing relationship with more than 400 licensees and retail partners.  The university will have access to innovative technology and processes that allow for better brand protection, as well as leverage Affinity's retail and merchandising expertise to expand product categories, launch new products and grow retail distribution. 

“The entire team at Affinity is extremely humbled and honored about the opportunity to partner with Mississippi State,” said Wil Spires, partner of Affinity Licensing.  “Our team joins the Bulldog family with great passion and enthusiasm; eager to collaborate on a better brand strategy to increase product offerings and revenue from the sale of licensed merchandise within the SEC footprint and beyond.”

About Affinity Licensing:

Affinity Licensing is a values-based trademark licensing agency with more than 100 years of collective licensing expertise providing personalized service, industry leading technology and strategic revenue objectives to deliver a better approach to brand management. It has offices in Carlsbad, California and Winston-Salem, North Carolina. For more information, please visit www.affinitylicensing.com.