Web Historical Disclaimer:
This is a historical page
and is no longer maintained at this location. Read our
Web history statement for more information and visit the link(s) below to access the current version of the site.
The current OnCampus site can be reached at http://www.utexas.edu/oncampus
Accolades
Press Clippings
Staff Spotlight
UT In Focus
News Briefs
Did You Know?
Archives
|
February 10, 2006
Volume 32, Issue 5
Home
INSIDE ON CAMPUS |
Longhorns’ magical march to national football championship has lasting benefitsThere’s no better marketing campaign than winning. Over the past four years, the Texas Longhorns have won five national titles, qualified for the postseason in 76 of a possible 80 opportunities and reached the first men’s basketball Final Four of the modern era. That stunning success, coupled with the thrill of capturing this year’s national collegiate football championship for the first time in 35 years, has created what Craig Westemeier, UT director of trademark licensing, describes as a “perfect storm” for generating collegiate licensing royalties. In fact, after the Longhorns' 41-38 upset of Southern California in the Rose Bowl, the university is poised to shatter the total of $6.2 million collected by the Michigan Wolverines in 1993-94, the highest take ever among the 200 schools represented by the Collegiate Licensing Co., for collegiate licensing royalties. “We started planning for this in November, laying the foundation for how to manage our post-season program,” Westemeier said. “Because of the buildup our program has had in the last five years in terms of growth in our licensing base (and an annual jump of about 25 percent in royalties) and increased national exposure, things just exploded after the Rose Bowl victory. “UT is having a year in licensing that nobody else has seen. I think it's possible we’ll double our licensing royalties from the $4 million we received for Longhorn merchandise last year to $8 million this year,” Westemeier said. According to Westemeier, several factors have contributed to the surge in royalties:
The steady growth in royalties the university has received only tells part of the story. University officials say you can’t put a price tag on the boost to intangibles such as school pride among students, staff, faculty, alumni and fans. And the long-term impact of the Rose Bowl win on the university’s image and brand should benefit the entire campus, not just athletics. “Anytime the university accomplishes something great — whether it's a Nobel Prize or a national championship — it spills over into every other part of the campus and brings increased awareness and pride about the whole university,” said Jim Boon, executive director of the Texas Exes. “Texas Exes are proud to claim UT's first-class athletics program that is dedicated to playing by the rules and building championships.” Throughout December, alumni chapters and even groups of alumni who have never been organized as a group set up Rose Bowl-watching events, said Susan Kessler, associate executive director of the Texas Exes. “Nearly 1,000 traveled with us on the Texas Exes Official Rose Bowl Tour, and while our sellout tailgate party of 10,000 might not have been the world's largest, we don't know of a larger one,” Kessler said. “Tickets for the tailgate party were even posted on eBay for three times their value. We had a Texas Exes membership campaign in January that brought in more members and life members than anything we've seen in a long time. There is a renewed sense of energy in everything we do, and we expect it will be felt for a long time to come.” Chris Plonsky, senior associate athletics director for men’s and women’s athletics who is in her 17th year of association with UT Austin, said while it’s difficult to quantify all of the ways the university benefits from the national championship, they become more evident when traveling outside of Austin. “It’s amazing how much burnt orange you see while traveling across the country, and it’s not being displayed solely by alumni,” Plonsky said. “To be able to reach the pinnacle of success on such a large stage under the glare of a national television spotlight, and to be able to do it the right way — with integrity and with class — showcases UT’s name, image and message in a positive way in households all over the world. It was a wonderful branding opportunity. “How you achieve success does matter. The achievements of our 700 men and women student-athletes can be an asset for the university, and we hope that translates into attracting quality people to UT. We are all in the recruiting business here — for talented students and employees. It’s a great time for those who love the university and love the Longhorns.” Somewhat surprisingly, charitable gifts to the university have not increased significantly since the national championship victory. “Nevertheless, there are clear philanthropic benefits associated with having a winning team,” said Rick Eason, vice president for development. “The Longhorns’ success on the playing field (in football and other sports) has raised the university’s national profile. That heightened visibility helps us build community and gives us a unique opportunity to showcase other areas in which we excel — our academic programs, collections and research. “During this window of opportunity when public attention is focused on Texas, we are having meaningful conversations with many donors and friends. They’re excited about the ways in which this institution transforms lives. Over time, many of these people will develop deeper relationships with UT as they recognize that their investment in the university has a long-term impact that will last far beyond the exhilaration of this moment.”
Texas football Coach Mack Brown salutes the more than 50,000 fans who attended the team’s national championship celebration
Jan. 15 at Darrell K Royal-Texas Memorial Stadium. With fans snapping up everything Bevo, the Rose Bowl win could be worth $8 million in
licensing revenue for UT. UT championship-branded merchandise flies off the shelves of outlets such as the University Co-op. Fighter pilot Jeff Fellows flashed the Hook ‘em Horns sign the day after UT’s Rose Bowl win. Command Master Chief John Minyard, assigned to Strike Fighter Squadron 22, celebrates after placing a UT hat on an unhappy soldier who roots for the Oklahoma Sooners. The soldiers were deployed to Iraq on Jan. 4. Fans of all ages joined in the official celebration of UT’s national football championship at Royal-Texas Memorial Stadium on Jan. 15. The fans energetically expressed their devotion to their team with cheers and shouts volleyed back and forth from one side of the stadium to the other. The ADT National Championship Trophy, made of Waterford crystal and valued at $30,000. It will be permanently displayed on campus. Texas fans will remember forever the historic Rose Bowl performance by quarterback Vince Young that helped end Southern California's 34-game
winning streak and deny the Trojans an unprecedented third straight national championship. With Young heading to the National Football League as a junior, he thanked those he called, 'the beautiful fans of Austin,' and promised to always be around. Longhorn teammates soaked in the adoration of fans at the team’s victory celebration on campus on Jan. 15. National Champions National Champions National Champions National Champions National Champions National Champions National Champions National Champions National Champions 
|
