CARLSBAD, CA (June 3, 2026) – The University of Missouri has announced a new partnership with Affinity Licensing, effective July 1, 2026, to oversee and expand the University’s trademark licensing program. The partnership will focus on enhancing brand protection, increasing strategic retail opportunities, supporting local and national licensees, and elevating the visibility of Missouri’s marks across a broad range of consumer products.
“We are excited to partner with Affinity Licensing as we continue to strengthen and grow the University of Missouri brand,” said Sonja Derboven, Director of Licensing “Affinity’s expertise in trademark licensing, brand protection, and retail development will help us expand the reach of Mizzou merchandise while maintaining the integrity and tradition of our university marks. We look forward to working together to create new opportunities for our fans, alumni, students, and licensing partners.”
Under the agreement, Affinity Licensing will manage the University of Missouri’s brand licensing relationships with its more than 400 licensees and retail partners. Through the partnership, Mizzou will gain access to Affinity’s innovative technology and proven processes designed to strengthen brand protection and streamline licensing operations. Affinity will also leverage its extensive retail and merchandising expertise to expand product categories, introduce new licensed products, and grow the university’s presence across traditional retail and e- commerce channels, further increasing the visibility and strength of the Mizzou brand.
“Affinity is honored to serve as the official trademark licensing partner for the University of Missouri,” said Wil Spires, partner of Affinity Licensing. “We are excited to work alongside the entire Mizzou team, its licensees, and retail partners to strengthen the visibility of licensed merchandise and drive revenue growth. We are passionate about helping preserve the integrity of the Mizzou brand while building on its strong tradition and national recognition.”
About Affinity Licensing:
Affinity Licensing is a values-based trademark licensing agency with more than 100 years of collective licensing expertise providing personalized service, industry leading technology and strategic revenue objectives to deliver a better approach to brand management. It has offices in Carlsbad, California and Winston-Salem, North Carolina. For more information, please visit affinitylicensing.com.