Stetson Partners with Stetson Partners With Company For Trademark Licensing Services

Stetson University has announced its partnership with Affinity Licensing for exclusive trademark licensing agency representation effective July 1, 2026.

“Partnering with Affinity Licensing represents an important step forward in elevating the Stetson University brand,” said Stetson Director of Athletics Ricky Ray. “Their expertise and personal service will help us expand reach and visibility of Hatter Athletics and, ultimately, create new opportunities to tell our story, strengthen our identity, and generate meaningful support for our student-athletes.”

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

“Our team at Affinity is tremendously excited and honored to partner with Stetson University and serve as their official trademark licensing partner,” said Wil Spires, partner of Affinity Licensing. “The team at Stetson University is driven to preserve and grow the strength and legacy of the Hatters brand. We look forward to collaborating closely with the University, their licensees, and retailers to do just that, growing the brand and achieving their branding goals.”