Survey Finds Gaps in Communication of Trademark and Licensing Issues on Collegiate Athletic Web Sites

By Steve McKelvey, J.D., University of Massachusetts Amherst Sport Management Department   The revenues to be derived from collegiate licensing, media and sponsorship continue to fuel a “land-grab” mentality in which companies such as IMG College, Learfield, ISP and ESPN College are currently engaged in record-setting bidding wars for the right to represent individual colleges and universities. Including the recent University of Georgia-ISP agreement (eight years, $92.2 million), the to