Butler Athletics Licensing
Butler University Athletics is responsible for promoting and protecting the University's reputation by ensuring proper usage of its name and symbols. This page is designed to assist those who wish to learn more about the use of Butler marks or the licensing process. Butler Sports Marketing, in cooperation with Strategic Marketing Affiliates, administers the program.
Internal Use Requests
Interested in creating a Butler branded item for your department or student organization?
To comply with Butler brand standards and trademark policy, student organizations and departments must use an approved Butler vendor, unless a written exception has been granted from Butler’s licensing program, and must follow the use guidelines below and the standards within the University's coordinated marketing plan.
Butler will not approve the use of its Trademarks on the
Tobacco or tobacco-containing products
Legally controlled substances
Sexually-oriented products or designs
Religious-affiliated products or designs
Political products or designs
Games of chance
In addition, Butler will not approve the use of Trademarks in text or graphics which are judged to be sexually suggestive; denigrate any groups, including another college or university; or infringe on the rights of other trademark owners. Butler will not approve products that do not, in Butler Sports Marketing’s sole discretion, meet minimum standards of quality and/or good taste or those that are judged to be dangerous or carry high product liability risks.
Butler will not approve the use of trademarks on any product or design that, in Butler Sports Marketing’s sole discretion, may violate NCAA rules. This applies to product designs incorporating:
Jersey numbers, except on authentic or replica merchandise
Photos or any other likeness of a current student athletes
Names of student athletes
Nicknames of student athletes
All questions regarding Butler’s logo and licensing program should be directed to Lindsay Martin (EMAIL), Manager of Sports Marketing & Promotions at 317-940-9468.
How do I become licensed with Butler
To begin the process, please contact our licensing agency:
Strategic Marketing Affiliates
8900 Keystone Crossing - Suite 605
Indianapolis, IN 46240
What qualifies as a trademark of Butler
Any mark, logo, symbol, nickname, letter(s), word(s) or combination of these that can be associated with the University qualifies as a trademark. Click here to view the Official Style Guide for a complete listing.
Why have a licensing program?
A trademark licensing program gives the University control over its logos and marks, thus, ensuring the quality and consistency of all of the University's merchandise. It also enables the University to generate revenue from the sale of merchandise bearing its logos and marks. The revenue is used to support and enhance many programs campus wide. Outside of the University, the trademark licensing program creates a cooperative and positive working relationship with the manufacturers and retailers who work with the University.
Who needs a license?
Anyone wishing to use the marks, logos and symbols of the University must obtain a license.
Can an alumni or student group sell products using the
University's marks as a fundraiser?
Yes, provided a licensed vendor is used to produce the merchandise. The complete list is available by contacting Lindsay Martin (EMAIL), Manager of Sports Marketing & Promotions at 317-940-9468.
What about using the University's name or logo on a
Every use of the University's trademarks requires permission from the Butler Sports Marketing. The internet has made it easy for alumni, fans and supporters to build web pages with the University's name and logos, and the University appreciates this support. However, federal trademark laws require that the University control its name and marks; therefore, the University must be very selective in granting permission in these and all instances.
Who is licensed with the University?
Either Butler Sports Marketing or Strategic Marketing Affiliates can provide a list of current licensees for the University's merchandise. It is typically much easier to work with an established University licensee than to try and license a new product or idea.
Can I alter a mark?
No. Altering a mark would hurt its integrity. This would dilute the strength and value of the mark. The Butler logo should only appear in black, white or PMS 541 Butler Blue, unless written approval is requested from Butler Sports Marketing.