Andrew Ferguson - AState Athletics

More on Arkansas State's merchandise licensing revenue.

Looking deeper at AState's merchandise licensing revenue

The gap in royalty income for Arkansas State compared to other Sun Belt schools managed by CLC has narrowed significantly. Arkansas State’s merchandise royalties in 2014-15 of $173,578 trails the average of the Sun Belt schools using of $202,159. In the prior year, AState had $166,116.32 in licensing revenue compared to a Sun Belt average of $244,250.69.

AState’s greatest source of licensing income was apparel, which was 73% of all revenue.

Like last year, men’s/unisex t-shirts were the leading product producing royalties of $34,710 followed by men’s/unisex fleece $16,274. The men’s/unisex fleece category passed women’s t-shirts which had been the number two apparel category the year before. Women’s t-shirts were third with $13,401 followed by men’s/unisex performance apparel at $13,002.

The university book store remains the top retailer, with Walmart again coming in at number two. Walmart sold nearly 9000 more items than the year before. Textbook Brokers moved into third place with increasing sales while Academy Sports fell to fourth with a small decline in sales.

Among those producing products for sale, Knights Apparel was the number licensee with 10% of the licensing revenue, number two was Adidas at 6%, followed by Nike at 5% and then Houndstooth at 3%. Houndstooth was the top local licensee.

The non-apparel licensees were led by Logo Chair, followed by Wincraft and Tervis Tumblers. EA Sports was last year’s leader but the end of their video game left them producing only nominal revenue. Logo Chair was 5th last year, Wincraft moved up from 10th and Tervis moved from 4th to 3rd despite a drop in revenue from Tervis.

Audits performed by CLC resulted in collecting an additional $1369.

CLC using their customer data indicated they plan to push for more upscale department store placement. The organization also says that their data indicates that AState fans are underserved in youth/toddler/infant apparel categories, footwear, personal accessories and home/domestic item product categories and will encourage licensees to address that unmet demand.