USC Hitches Licensing Wagon to Cowboys' Silver Star

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As Ohio State ponders its licensing options, the University of Southern California has hitched its wagon to Silver Star Merchandising, a recently launched offshoot of Cowboys Merchandising Ltd.

Created by Dallas Cowboys' owner Jerry Jones, Silver Star is seeking partnerships with a select number of schools (including Ohio State) that consistently rank among the national leaders in logoed merchandise sales. Talks began with the University of Texas after the Longhorns hosted a men's basketball game against North Carolina at Cowboys Stadium in December 2009. According to SportsBusiness Journal, the 10-year partnership with USC consolidates all licensing deals for its apparel under one agreement with Silver Star, with the exception of uniforms and apparel worn by USC athletes and coaches on the field of play. Nike continues to hold those rights.

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