The University of Georgia established a licensing program in order to protect the use of its logos and insignias. This program, administered by the University of Georgia Athletic Association, has been successful for the University, its licensees and retail partners. To expand the program and ensure its growth, the University has partnered with Fermata Partners (www.fermatapartners.com) of Atlanta, Georgia, to serve as its exclusive trademark licensing representative.

What is a trademark?

A trademark is any word, phrase, symbol, design, sound, smell, color product configuration, group of letters or numbers, or combination of these that is adopted and used by an organization to identify its products or services, and to distinguish them from products and services made, sold, or provided by others. For an organization, a trademark is one of its most important assets. It is vital that trademarks be used carefully.

What are the University of Georgia's trademarks?

The University's trademark registrations include "Georgia ", "University of Georgia", "Georgia Bulldogs", "Bulldogs", "Dawgs", "UGA", "University of Georgia Athletic Association", "Between The Hedges", "How Bout Them Dogs", "Go You Silver Britches", "Hairy Dawg", the oval "G" mark , the "Bulldog Head" mark , the "Standing Bulldog" mark, the "Football Helmet" mark , "Commit to the G" mark, The University's Seal , and The University's "Arch" mark . These marks are used for sale, promotional, and advertising purposes and are well known and recognized by the general public and associated with the University in the public mind.

What products can be licensed?

Fermata hangtag front

Fermata Hangtag Back

Fermata Hangtag Sticker

UGA's Genuine College Products


Genuine College Product will include hang tags, stickers, or indicia statements similar to the one to the right.

Typical products licensed by the Trademark Licensing Program are t-shirts, sweatshirts, jackets, sweaters, shorts, caps, ties, and other articles of clothing. Other licensed goods include key chains, watches, clocks, jewelry, mugs, glassware, stationery products, leather goods, rugs, phones and lamps. Among the products that the University does not license are alcoholic beverages, weapons, lighters, ashtrays, tobacco products, bottled water, or any item perceived by the Trademark Licensing Program to promote these items or other objectionable items.

All products have an indication that must appear on all products bearing the University's registered marks and on products containing any of the University's marks that are not yet registered.

Genuine College Products have hang tags or indicia statements similar to the one to the right. This ensures that you are purchasing an official licensed University of Georgia product. If a product does not have this label, then it is not an officially licensed product of the University of Georgia.

What is the Trademark Program's function?

The University of Georgia's Trademark Licensing Program was established in order to protect and control all uses of the University's various trademarks throughout the world. The program is operated out of the University's Athletic Association as a vast majority of those seeking to use the marks are asking to use them to relate their product to one of the University's intercollegiate athletic teams. Through carefully established procedures established in conjunction with Fermata Partners, the Trademark Licensing Program grants licenses to certain manufacturers to produce a variety of Georgia insignia goods. In return, the licensees pay the University royalties for the right to use the University's trademarks on their products. The Trademark Licensing Program also helps the University's departments and officially recognized student groups if they decide to have goods produced bearing the University's indicia. In addition, the program - which is administered by Fermata Partners - oversees the worldwide registration of the University's trademarks, manages the University's worldwide trademarks portfolio, and monitors and guards against the unauthorized third party use of the University's trademarks around the world.

Why regulate the use of UGA's marks?

The University of Georgia licensing program strives to regulate, promote and protect the commercial use of the University's name and identifying marks, both on and off campus. The proper usage of marks helps to protect and promote the reputation of the University, and it is all of our responsibility to ensure that legitimate marks do not become distorted through improper usage. By purchasing only officially licensed products and by understanding and following UGA's trademark use guidelines, you are protecting the University against the possibility of dilution and enhancing the image of excellence that is the University of Georgia. Royalties collected from licensed merchandise are returned to the University to help support University programs and services.

Who needs a license?

Licenses must be obtained for the use of any of the UGA marks, image, photograph or logo on any product, including but not limited to all apparel and non-apparel products (photos, signage, banners, etc). Any University group, department, campus organization, or University-related club must request permission to use the University of Georgia marks and logos. Items must be produced by an official University of Georgia Licensee and designs must be approved by the University's Trademark Licensing office. This policy ensures that all items bearing the University's identity represent the University in an acceptable manner and on a quality product. The University of Georgia reserves the right to prohibit the use of its trademarks on selected products at the University's discretion. Click below for an official listing of all University of Georgia licensees.

Who can or should become licensed?

All manufacturers who produce goods bearing any of the University's trademarks must be licensed to produce such products with a formal license agreement. This includes manufacturers producing goods with the University's marks for sale to a University department or an officially recognized student group. Authorization to waive royalties must be received from the Trademark Licensing Office. If the department or student group resells these insignia goods, royalties are due.

Does the University License Internationally?

The University currently has trademark licensing programs in place in various countries outside of the U.S. The University in conjunction with Fermata Partners works with licensing agents in each of these territories to help find licensees, shop the market for infringement and counterfeit product, and to serve as the local coordinators for the various programs. Other than the role played by the licensing agent, international trademark licensing is very similar to its domestic counterpart. Licensees are required to pay advance fees, annual minimum royalties, and a royalty on all sales of University products. International licensees are also required to submit all designs, products, and advertising for approval by the Trademark Licensing Program.

How is the Trademark Program enforced?

On the domestic front, the University's Licensing Director and representatives from the University's Licensing Agent (Fermata Partners) make regular visits to local retailers to ensure that only officially licensed merchandise is being sold. Furthermore, trademark licensees, retailers, as well as Georgia students and alumni, are excellent resources for identifying counterfeit merchandise and/or the unauthorized third party use of the University's name and symbols around the country. Finally, all licensees are required to identify their products as being officially licensed by affixing the "Genuine College Product " hang tag to all licensed merchandise.

Click here to review the Code of Conduct for the University of Georgia.


Where can I get more information?

For more information, please call (706) 542-9039 or email ugapromotions@sports.uga.edu or contact Heath Price at Fermata Partners at (404) 996-1966 or www.fermatapartners.com. If you have a product that you would like to license, please visit fermatacollege.com/wantlicense/ to review the details and requirements of an application and license.

HunkerDown Productions
  • Friday, Aug 21
    7:00 PM
    at High Point
    High Point, N.C.
    Saturday, Aug 15
    7:00 PM
    vs Furman Exhibition
    Athens, Ga.
  • Monday, Feb 20
    All Day
    vs Puerto Rico Classic
    Rio Grande, Puerto Rico
    Tuesday, Feb 21
    6:00 PM
    at Mercer
    Macon, Ga.
    Tuesday, Feb 21
    All Day
    vs Puerto Rico Classic
    Rio Grande, Puerto Rico
    Wednesday, Feb 22
    2:00 PM
    vs Mercer
    Athens, Ga.
    Thursday, Feb 23
    7:00 PM
    at Alabama
    Tuscaloosa, Ala.
    Thursday, Feb 23
    7:00 PM
    vs Alabama
    Athens, Ga.

    Thursday, Feb 23
    1:00 PM
    vs BYU
    Cathedral City, Calif.
    Thursday, Feb 23
    8:30 PM
    vs UCLA
    Cathedral City, Calif.
    Friday, Feb 24
    6:30 PM
    at Georgia Southern
    Statesboro, Ga.

    TV
    Friday, Feb 24
    6:00 PM
    vs Notre Dame
    Cathedral City, Calif.
    Friday, Feb 24
    8:30 PM
    vs Northwestern
    Cathedral City, Calif.
    Friday, Feb 24
    3:00 PM
    vs Georgia Tech
    Athens, Ga.
    Friday, Feb 24
    8:00 PM
    at Oklahoma
    Norman, Okla.
    TV
    Friday, Feb 24
    All Day
    at SEC Indoor Championships
    Nashville, Tenn.
    Saturday, Feb 25
    6:00 PM
    vs LSU
    Athens, Ga.

    TV
    Saturday, Feb 25
    3:00 PM
    at Georgia Southern
    Statesboro, Ga.

    TV
    Saturday, Feb 25
    8:00 PM
    vs Cal State Fullerton
    Cathedral City, Calif.
    Saturday, Feb 25
    10:00 AM
    vs Texas A&M
    Bishop, Ga.
    Saturday, Feb 25
    10:00 AM
    vs Bulldog Last Chance Meet prelims
    Athens, Ga.
    Saturday, Feb 25
    5:00 PM
    vs Bulldog Last Chance Meet finals
    Athens, Ga.
    Saturday, Feb 25
    All Day
    at SEC Indoor Championships
    Nashville, Tenn.
    Sunday, Feb 26
    12:00 PM
    at Florida
    Gainesville, Fla.
    TV
    Sunday, Feb 26
    1:00 PM
    at Georgia Southern
    Statesboro, Ga.
    TV
    Sunday, Feb 26
    10:00 AM
    vs Bulldog Last Chance Meet prelims
    Athens, Ga.
    Sunday, Feb 26
    4:00 PM
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    Athens, Ga.
    Sunday, Feb 26
    All Day
    vs Querenica Cabo Collegiate
    Los Cabos, Mexico
    Monday, Feb 27
    All Day
    vs Querenica Cabo Collegiate
    Los Cabos, Mexico
    Tuesday, Feb 28
    5:00 PM
    vs Kennesaw State
    Athens, Ga.
    TV
    Tuesday, Feb 28
    All Day
    vs Querenica Cabo Collegiate
    Los Cabos, Mexico
    Wednesday, Mar 1
    6:30 PM
    vs Auburn
    Athens, Ga.
    TV
    Wednesday, Mar 1
    TBA
    vs TBD
    Greenville, S.C.
    Wednesday, Mar 1
    6:00 PM
    vs Kennesaw State
    Athens, Ga.
    Friday, Mar 3
    5:00 PM
    vs UAB
    Athens, Ga.
    TV
    Friday, Mar 3
    3:00 PM
    vs UNC-Wilmington
    Athens, Ga.
    Friday, Mar 3
    5:30 PM
    vs Central Connecticut
    Athens, Ga.
    Friday, Mar 3
    1:00 PM
    at Fresno State
    Fresno, Calif.
    Friday, Mar 3
    3:00 PM
    vs Kentucky
    Athens, Ga.
    Friday, Mar 3
    4:00 PM
    at Vanderbilt
    Nashville, Tenn.
    Friday, Mar 3
    All Day
    vs Darius Rucker Intercollegiate
    Long Cove Club (Hilton Head, S.C).
    Saturday, Mar 4
    2:00 PM
    at Arkansas
    Fayetteville, Ark.
    Saturday, Mar 4
    1:00 PM
    vs UAB
    Athens, Ga.
    TV
    Saturday, Mar 4
    3:30 PM
    vs Central Connecticut
    Athens, Ga.
    Saturday, Mar 4
    6:00 PM
    vs Michigan State
    Athens, Ga.
    Saturday, Mar 4
    All Day
    vs Darius Rucker Intercollegiate
    Long Cove Club (Hilton Head, S.C).
    Sunday, Mar 5
    1:00 PM
    vs UAB
    Athens, Ga.
    TV
    Sunday, Mar 5
    1:00 PM
    vs Vanderbilt
    Athens, Ga.
    Sunday, Mar 5
    1:00 PM
    at Kentucky
    Lexington, Ky.
    Sunday, Mar 5
    2:00 PM
    vs Alabama
    Athens, Ga.
    Sunday, Mar 5
    All Day
    vs Darius Rucker Intercollegiate
    Long Cove Club (Hilton Head, S.C).
    Monday, Mar 6
    All Day
    at Zone B Diving Championships
    Auburn, Ala.
    Tuesday, Mar 7
    6:00 PM
    vs Xavier
    Athens, Ga.
    TV
    Tuesday, Mar 7
    All Day
    at Zone B Diving Championships
    Auburn, Ala.
    Wednesday, Mar 8
    TBA
    vs SEC Tournament
    Nashville, Tenn.
    Wednesday, Mar 8
    6:00 PM
    vs Xavier
    Athens, Ga.
    TV
    Wednesday, Mar 8
    All Day
    at Zone B Diving Championships
    Auburn, Ala.
    Thursday, Mar 9
    TBA
    vs SEC Tournament
    Nashville, Tenn.
    Friday, Mar 10
    TBA
    vs SEC Tournament
    Nashville, Tenn.
    Friday, Mar 10
    2:00 PM
    vs Ole Miss
    Athens, Ga.
    Friday, Mar 10
    7:00 PM
    at Alabama
    Tuscaloosa, Ala.
    Friday, Mar 10
    All Day
    at NCAA Indoor Championships
    College Station, Texas
    Saturday, Mar 11
    TBA
    vs SEC Tournament
    Nashville, Tenn.
    Saturday, Mar 11
    4:00 PM
    vs Utah
    Athens, Ga.
    Saturday, Mar 11
    All Day
    at NCAA Indoor Championships
    College Station, Texas
    Sunday, Mar 12
    TBA
    vs SEC Tournament
    Nashville, Tenn.
    Sunday, Mar 12
    1:00 PM
    vs Arkansas
    Athens, Ga.
    Sunday, Mar 12
    2:00 PM
    at Auburn
    Auburn, Ala.
    Monday, Mar 13
    All Day
    vs Gifford Classic
    Brentwood Country Club (Los Angeles, Calif.)
    Monday, Mar 13
    All Day
    vs Southern Intercollegiate
    Athens, Ga.
    Tuesday, Mar 14
    All Day
    vs Gifford Classic
    Brentwood Country Club (Los Angeles, Calif.)
    Wednesday, Mar 15
    6:00 PM
    at NCAA Womens Swimming and Diving Championships finals
    Indianapolis, Ind.

    Thursday, Mar 16
    10:00 AM
    at NCAA Womens Swimming and Diving Championships prelims
    Indianapolis, Ind.
    Thursday, Mar 16
    6:00 PM
    at NCAA Womens Swimming and Diving Championships finals
    Indianapolis, Ind.
    Friday, Mar 17
    3:00 PM
    vs Wake Forest
    Athens, Ga.
    Friday, Mar 17
    5:00 PM
    at Florida
    Gainesville, Fla.
    Friday, Mar 17
    All Day
    at Yellow Jacket Invitational
    Atlanta, Ga.
    Saturday, Mar 18
    2:00 PM
    vs SEC Championships - Session I
    Jacksonville, Fla.
    TV
    Saturday, Mar 18
    6:00 PM
    vs SEC Championships - Session II
    Jacksonville, Fla.
    TV
    Saturday, Mar 18
    All Day
    at Yellow Jacket Invitational
    Atlanta, Ga.
    Sunday, Mar 19
    1:00 PM
    at South Carolina
    Columbia, S.C.
    Sunday, Mar 19
    1:00 PM
    at Tennessee
    Knoxville, Tenn.
    Sunday, Mar 19
    All Day
    vs Linger Longer Invitational
    Greensboro, Ga.
    Monday, Mar 20
    All Day
    vs Linger Longer Invitational
    Greensboro, Ga.
    Tuesday, Mar 21
    All Day
    vs Linger Longer Invitational
    Greensboro, Ga.
    Thursday, Mar 23
    6:00 PM
    vs LSU
    Athens, Ga.
    Friday, Mar 24
    5:00 PM
    vs Ole Miss
    Athens, Ga.
    Friday, Mar 24
    TBA
    vs TBD
    Auburn, Ala.
    Saturday, Mar 25
    5:00 PM
    vs Alabama
    Athens, Ga.
    Sunday, Mar 26
    1:00 PM
    vs Mississippi State
    Athens, Ga.
    Wednesday, Mar 29
    All Day
    at Texas Relays
    Austin, Texas
    Thursday, Mar 30
    3:00 PM
    at Mississippi State
    Starkville, Miss.
    Thursday, Mar 30
    All Day
    at Texas Relays
    Austin, Texas
    Friday, Mar 31
    All Day
    vs Bryan National Collegiate
    Bryan Park Golf Course (Browns Summit, N.C.)
    Saturday, Apr 1
    3:00 PM
    at Auburn
    Auburn, Ala.
    Saturday, Apr 1
    All Day
    vs Bryan National Collegiate
    Bryan Park Golf Course (Browns Summit, N.C.)
    Saturday, Apr 1
    All Day
    vs Augusta Invitational
    Augusta, Ga.
    Saturday, Apr 1
    All Day
    at Texas Relays
    Austin, Texas
    Saturday, Apr 1
    TBA
    vs NCAA Regionals
    TBA
    Sunday, Apr 2
    All Day
    vs Bryan National Collegiate
    Bryan Park Golf Course (Browns Summit, N.C.)
    Wednesday, Apr 5
    All Day
    vs Bulldog Decathlon/Heptathlon
    Athens, Ga.
    Friday, Apr 7
    All Day
    vs Liz Murphey Collegiate
    UGA Golf Course (Athens, Ga.)
    Saturday, Apr 8
    All Day
    vs Liz Murphey Collegiate
    UGA Golf Course (Athens, Ga.)
    Wednesday, Apr 12
    TBA
    vs TBD
    Waco, Texas
    Friday, Apr 14
    1:00 PM
    vs NCAA Semifinals Session I
    St. Louis, Mo.
    TV
    Friday, Apr 14
    8:00 PM
    vs NCAA Semifinals Session II
    St. Louis, Mo.
    TV
    Saturday, Apr 15
    9:00 PM
    vs NCAA Super Six
    St. Louis, Mo.
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