In a time when unlicensed merchandise is more accessible than ever through online marketplaces and third-party sellers, Michigan State University Trademarks and Licensing, or UTL, is focused on educating Spartan fans, students, faculty and staff on the value of purchasing authentic gear.
Officially licensed products have been approved by the university to feature MSU trademarks like your favorite logos, sayings and mascot. It’s more than just the design; every purchase of officially licensed merchandise contributes to something bigger. It helps fund student scholarships, supports life-changing academic and extracurricular programs and enhances the overall Spartan experience. In fact, since 1983, more than $95 million has gone to supporting Spartans.
Beyond financial support, buying licensed products ensures that the products you’re purchasing are made in a socially responsible way. MSU works with licensees who meet high ethical and labor standards as members of the Fair Labor Association and Workers Rights Consortium. UTL works with brands that will help further MSU’s brand locally, nationally and internationally.
This past Saturday, UTL debuted its new “Buy Licensed” video at Spartan Stadium during Michigan State’s homecoming football game. The video showcases a wide range of officially licensed Spartan merchandise while sharing the important message of buying officially licensed products. You can watch that video here or catch it soon at other athletic venues around campus.
To create the “Buy Licensed” video, UTL worked closely with University Communications and Marketing to plan, script, film and edit, ensuring the message came through loud and clear. UTL also leaned on its strong relationships with its top licensees, who donated all the products highlighted, which brings the video to life. These companies share the primary message of responsible sourcing and consistently producing merchandise that aligns with MSU’s brand standards.
"With so many unlicensed products flooding the market, consumers should be cautious when making a purchase,” said Erika Austin, director of University Trademarks and Licensing. “Buying officially licensed merchandise guarantees authenticity, safety and fair business practices — all of which disappear when you buy counterfeit goods.”
As a fan, making the right choice is easy. When shopping, look for the official MSU hologram sticker to know that you are purchasing officially licensed Spartan products. Whether you’re grabbing a hoodie before game day, picking up a cap at the bookstore or sending a care package to a student, choosing licensed merchandise ensures that your purchase supports something meaningful.
So, the next time you gear up in green and white, make it count. Wear your Spartan pride knowing you're backing student success and the future of MSU. Buy Licensed.
Video by G. L. Kohuth, Anthony Siciliano, Nick Schrader, Jacob Templin-Fulton, Garret Morgan.
