Mission, History & Impact
University Brand Development goes beyond brand protection—we connect Wildcat pride with innovation, community, and purpose. Through strategic partnerships, local collaborations, and strong brand stewardship, we expand the reach and impact of Arizona’s identity on campus and beyond.
Mission
At the University of Arizona, our licensing program isn’t just about protecting marks—it’s about finding creative ways to make the brand part of everyday life for our students, alumni, fans, and community.
In 2025 alone, we’ve leaned into innovation, partnerships, and storytelling to expand the reach and impact of our program, while staying grounded in compliance and brand integrity. From launching first-of-their-kind collaborations to strengthening relationships with retailers and campus partners, we’ve worked to show how licensing can be a true driver of connection, pride, and revenue growth.
Impact
As revenue-generating units for the university, we share the goal of identifying and cultivating sustainable streams of revenue. In FY25, Brand Development worked with the Campus Store to boost in-store and online traffic through several innovative pop-up shops. By connecting the Campus Store’s buying team with licensees, we introduced fresh brands, cultural celebrations, and student-athlete collaborations.
Brand Protection
Through vigilant management, proactive enforcement and creative community engagement, the Brand Development team ensures our brand remains a trusted and distinctive mark and a proud symbol for Wildcats for decades to come.
Old Main Mercado
Old Main Mercado is a University of Arizona-driven collective of Tucson community landmark partners. Each licensee under the Old Main Mercado label has a distinct story and Bear Down spirit that connects them to the university. Furthermore, their products and services unite generations of Tucsonans, visitors, Arizona Wildcats, and fans.
This external collaboration has resulted in eight new local licensees since inception, including numerous positive PR and communication campaigns in local media markets, and cross-campus collaboration among multiple University of Arizona units.
