CLEVELAND – The International Collegiate Licensing Association (ICLA) announced at the 2026 ICLA Desert Cactus Winter Symposium that Mississippi State University is the winner of this year's ICLA Synergy Award, presented by 4imprint. The four subcategory winners, University of Missouri (Brand Protection), University of Maryland (Campus Collaboration/Impact), University of Arizona (External Collaboration/Impact/Commitment to Licensing), and West Virginia University (Innovation/Vision), were also recognized.

ICLA Synergy Award – Mississippi State University

The 2026 Synergy Award winner, Mississippi State University, delivered record-setting results and industry-leading initiatives during the past fiscal year, showcasing how a focused, collaborative, and innovative approach can elevate a collegiate licensing program. Mississippi State's success is driven by a highly effective team within the Office of General Counsel and Trademark Licensing: Duski Hale, Senior Legal Administrator and Director of Licensing; Caitlin Rackley, Paralegal and Associate Director of Licensing; and Affinity Licensing. Mississippi State Athletics and the Office of Public Affairs served as valued campus partners, supporting key initiatives.

Mississippi State achieved the highest royalty revenue in program history in Fiscal Year 2025.

Through Affinity Licensing's hands-on support and proactive market development, Mississippi State significantly expanded its licensed marketplace, adding 106 new vendors. The program also negotiated customized licensing agreements with major partners, moving beyond standard industry templates to better position the University for long-term success

Brand protection was central to the program's achievements. Mississippi State secured new federal trademark registrations for high-value assets, including The Dude, State Script, and the Walking Bully, while strengthening state-level protections for vintage and limited-use marks. Through proactive online enforcement in partnership with Counterfind and Affinity Licensing, more than 21,600 infringing listings were removed, safeguarding both revenue and brand equity.

Campus collaboration played a defining role in the program's success. A standout initiative was Mississippi State's Lululemon launch, developed in partnership with the campus bookstore (Barnes and Noble), Office of Public Affairs, Student Affairs, and the Fashion Board. The launch included a student-led fashion show, influencer engagement, VIP previews, and in-store activations, resulting in record sales and engagement. The initiative demonstrated how licensing departments can function as a true campus partner.

Innovation and vision were exemplified through Mississippi State's collaboration with Bocock Brothers Cigars and Spring Street Cigars, making Mississippi State only the second university in the country to offer officially licensed cigars. By creatively navigating campus policy restrictions, the launch was activated off campus during Super Bulldog Weekend at the Starkville Derby. The activation generated unprecedented interest and revenue, making it the highest-grossing activation for Bocock Brothers Cigars to date.

Mississippi State's program is distinguished not only by results but by its hands-on, relationship-driven approach. The team regularly provides direct support to licensees and retailers through marketing assistance, product photography, event support, in-store merchandising, and customized promotions. Recent collaborations with Walmart and Logo Brands resulted in a redesigned in-store experience that helped achieve the #1 ranking in non-apparel NCAA sales and #11 in NCAA apparel sales at Walmart.

Through its partnership with Affinity Licensing, Mississippi State University has redefined previous boundaries in licensed merchandise sales through creativity, persistence, and an unwavering commitment to collaboration. The 2026 ICLA Synergy Award recognizes not only the program's financial success but also its vision, resilience, and dedication to advancing the Mississippi State brand in meaningful and innovative ways.
 
Brand Protection Subcategory – University of Missouri
 
Last year Mizzou Licensing launched an Internal Licensing Royalty Program which was created to establish a sustainable funding source for protecting and expanding the university's trademark registrations. The program introduced a reduced royalty rate on internal orders and followed a strategic refinement of internal licensees to strengthen partnerships, improve product quality, and ensure brand consistency. Through targeted education and outreach, the program gained campus-wide support and awareness. In its first year, it generated nearly $100,000 in royalties, enabling expanded federal trademark registrations and exploration of international protections. Overall, the program has strengthened long-term brand protection while contributing to licensing revenue growth.

 
Campus Collaboration/Impact Subcategory – University of Maryland
 
The University of Maryland's 2025 commencement, featuring beloved Muppet Kermit the Frog, sparked a cultural moment dubbed "Kermencement," earning unprecedented attention across media and social platforms while inspiring and delighting graduates, families and audiences worldwide. Bringing Kermit the Frog to campus for commencement was an extensive collaboration between campus departments. The President's Office, Office of Marketing and Communications, Office of General Counsel, and Office of Special Events all worked together to secure approvals from Disney (owner of the Muppets IP), activate media opportunities, promote the event, and handle event logistics. The combined efforts of these teams not only resulted in all retailers carrying UMD/Muppets to sell out of products by the end of commencement, but also generated an impressive 9.6 billion social media impressions.

External Collaboration/Impact/Commitment to Licensing Subcategory– University of Arizona
 
The University of Arizona Brand Development team launched the Old Main Mercado to strengthen connections with Tucson and Southern Arizona's local business community. After hearing from small business owners that the university often felt intimidating to approach, the team created a licensing program designed specifically to support and elevate local makers through authentic, university-connected storytelling.
 
Old Main Mercado is a university-driven collective of Tucson landmark partners, each bringing a distinct Bear Down spirit and story to life through specialty products. Collaborating with Trademarks & Licensing, Creative, Special Collections, faculty, researchers, and the Campus Store, each item is thoughtfully developed to reflect both the university and the region it calls home.
 
Notable licensees include El Charro Café, the nation's first Mexican restaurant, which created a custom Wild Sauce; Cicada Goods, whose candle collection captures iconic U of A experiences like monsoon rains and the historic cactus garden; Callaghan Vineyards, an alumni-owned vineyard with ties to the University dating back to the 1970s and a long history of collaboration with U of A soil and viticulture research; and TimberTote, an alumni-owned brand crafting wooden handbags featuring McKale Center, Old Main, and Hi Corbett Field.

The Old Main Mercado resulted in eight new local licensees and meaningful community-driven storytelling that celebrates Tucson, its businesses, and the University of Arizona.
 
Innovation/Vision Subcategory – West Virginia University
 
The West Virginia University (WVU) Brand and Trademark Licensing team engaged with WVU athletics, CLC, and coal executives from across the state to bring the Built on Bravery collection to life, designed to honor the rich tradition of coal mining in West Virginia through a special Mountaineer football game. The Built on Bravery collection is the first of its kind in college athletics, and to date, WVU is the only school to have a Coal Rush game. 

Designers from the WVU athletics department visited the Leer Mine to create the uniforms, which were inspired by the miners' protective gear and pay tribute to their work ethic. The collection and uniforms also celebrate the importance of the coal industry to the state and the bravery of its miners. A special coal pattern was developed using images from the Leer Mine and is featured on the uniforms and in the collection at retail. WVU also worked with coal executives to better understand the elements and intricacies of the coal industry. WVU then created a series of logos to showcase the coal mining industry. Elements such as a shearer, a saw-like machine used to cut coal, were incorporated into the logos, uniforms, and apparel. 

WVU carefully selected the products to best showcase the details of the project, using sublimation in products to showcase the coal pattern from the uniform to the apparel and reflective elements to mimic the safety striping on a coal miner's uniform. WVU also worked with Wincraft to sell an OSHA-approved hard hat that mimicked a coal mining helmet. The Pat McAfee Show aired on campus ahead of a home football game, and the hard hat was strategically placed on the set. Pat even wore the hard hat during the show. The WVU Bookstore sold out of the hard hats that day. WVU retailers sold almost 700 hard hats for $12,643 in royalties that led to a 33% year over year growth with Wincraft and the 2024 Best in Class Collaboration award from Wincraft. The Built on Bravery collection brought in $785,247 in sales and $111,781 in royalties with 36,757 units sold.

During halftime of the Coal Rush game, WVU athletics had a drone show for fans. The WVU athletics team incorporated some of the Built on Bravery logos into the show, which strengthened the Built on Bravery collaboration between athletics, licensing, and retail. Fans happily embraced this new and innovative program and continue to sport their Built on Bravery gear long after the game.

About ICLA: ICLA provides educational and networking opportunities, enhancement of acceptable operating standards and ethics, and establishment of the overall prestige and understanding of the profession of collegiate licensing. For more information on ICLA, please visit www.iclanet.com. ICLA is administered by the National Association of Collegiate Directors of Athletics (NACDA), which is in its 61st year. For more information on NACDA and the 19 professional associations that fall under its umbrella, please visit www.nacda.com.