Eugene companies, such as screen printer Triangle Graphics, have been working overtime turning out licensed products for Rose Bowl-bound University of Oregon. That's good news not just for the companies, but for the university.

Eugene companies, such as screen printer Triangle Graphics, have been working overtime turning out licensed products for Rose Bowl-bound University of Oregon. That's good news not just for the companies, but for the university.

Under its licensing agreement with the UO, Triangle Graphics pays the university royalties on every T-shirt it makes that bears the university's identifying marks, such as logos or graphics. That ranges from the name itself — "University of Oregon" — to phrases such as "Go Ducks."

The university has 333 trademark licensees; about 70 of them are based in Oregon, said Matt Dyste, the university's director of marketing and brand management.

Beaverton-based Nike has been the university's largest licensee for several years, Dyste said. The company does not disclose sales figures for its collegiate licensed products, Nike spokesman KeJuan Wilkins said.

Dyste became the UO's first formal full-time licensing director when he was hired in 1991. Before that, the university president's office or the alumni association managed licensing, he said.

The UO is among a handful of universities with their own licensing departments. More than 200 institutions, including Oregon State University and University of Washington, have hired Collegiate Licensing Co., an Atlanta licensing agent, to handle the task.

So far this fiscal year, which runs from July 1, 2009, to June 30, 2010, the UO has collected $343,257 in royalties.

That figure reflects only royalties collected through Oct. 31, according to the university's Office of General Counsel.

Licensees have 30 days after each quarter ends to make their royalty payments, so the university must wait until Jan. 31 to receive most of the royalties on products manufactured in the last three months of 2009, said Nita Nickell, the university's assistant director of marketing and brand management.

Royalties on Rose Bowl products could take even longer to reach the UO licensing office, she said, because those contracts are handled by Collegiate Licensing Co., which is the Rose Bowl's licensing agent.

A screen printer making T-shirts sporting logos of the Rose Bowl, Ohio State and Oregon, for example, would pay royalties to the Collegiate Licensing Co., which then would dole out the percentages outlined in the licensing agreement to the Rose Bowl and to each university.

"I would think (the UO's) royalty revenue would be greatly increased (this year), starting with the (Oct. 31) USC game," said Triangle Graphics owner John Henzie. "I would think this would be a record year, but what do I know?"

Nickell said the final figures won't be in until after June 30, and she's not willing to speculate on whether the UO will tear past last fiscal year's royalty revenues of $1.27 million. "We try not to predict that," she said.

Other sources of collegiate licensed sales indicate that the UO will have a successful year.

Sporting goods stores nationwide rang up an estimated $46 million in sales of Oregon merchandise between Feb. 1 and Dec. 13, according to figures from SportsOneSource, an Atlanta market research firm.

With 2.1 percent share of that market, Oregon ranks 13th on the research firm's list of 15 top sellers of collegiate licensed products. Oregon's market share is up from 1.6 percent last year, which puts it among this year's biggest gainers, said Matt Powell, a SportsOneSource analyst.

No. 1 on the list is Ohio State, the team Oregon will meet in Pasadena. The scarlet-and-gray Ohio State Buckeyes have an 8.7 percent share of the market, according to SportsOneSource's figures.

Performance on the football field, or basketball court, is the biggest driver of collegiate licensed product sales, Powell said.

Also significant, he said, is the school's size — its enrollment and alumni base. The top three schools on SportsOneSource's list — Ohio State, Michigan and Texas — all have more than twice Oregon's enrollment of 22,386.

The licensed apparel business overall — including professional teams — has had a lackluster year, Powell said.

"That's a reflection of the recession and which teams are excelling," he said. "If we have a year when small-market teams win championships, or teams that won recently win again, that's bad for business."

The licensed apparel business is down for the year, but the collegiate segment of that market is flat, he said.

"There's always a new crop of freshmen coming in, so there's a fresh marketplace every year," Powell explained.

The SportsOneSource figures don't include college bookstore sales, which make up a large percentage of collegiate licensed sales, "but we think our numbers are relatively accurate," Powell said.

The UO Bookstore, which operates six Duck Stores in Oregon and an online store, is "one of the stronger collegiate retailers in the country," general manager Jim Williams said.

The store won't have final sales figures until July, but Rose Bowl sales are going well, he said.

Compared with 1994-95 season — the Ducks' last appearance at the Rose Bowl — sales are up about 50 percent, Williams estimates. "We're a much larger organization" this time around, he said. Back then, the bookstore had three locations; today it has six — plus the Internet.

"The Internet is very significant," Williams said. "Orders come from all over the U.S. and some are from around the world."

Over the past couple of weeks, "we did as much or more (business) at our Internet store than we did at our other stores," he said.

For a while in late December, the bookstore's mail order distribution center operated 24 hours a day a first in the bookstore's 90-year history, Williams said.

Before this month, the bookstore's sales were about even with last year, he said.

"Of course, with the Rose Bowl, that has changed," Williams said.

With six months left in the bookstore's fiscal year, Williams said he can't tell whether this year's sales might set a record.

"At the minimum it's a good year," he said.

Multiple royalties associated with the Rose Bowl add to the retail price of licensed products, Williams said. "When you have two teams and you throw in the Rose Bowl, you have a royalty for each, so it does add to the overall cost," he said.

In general, manufacturers pass those costs on to consumers, Williams said.

Even so, the Duck Store has made a conscious effort to keep its offerings affordable, he said.

"We know the economy is not so good for lots of people, so we have a $10 Rose Bowl T-shirt," Williams said. "We had a $20 sweatshirt, so there are price points out there, even with the Rose Bowl marks on them."