From October 15–17, Michigan State University's Office of University Trademarks and Licensing welcomed more than 25 licensees and retailers to East Lansing for our 2026 MSU Licensing Summit — three days dedicated to building relationships, sharing insights, exploring opportunities, and experiencing firsthand what makes the Spartan community so special.
While our licensing partners play an important role in bringing officially licensed MSU merchandise to market, their connection to Michigan State extends far beyond the products they create and sell. They're storytellers, brand ambassadors, and valuable partners in helping Spartans everywhere express their pride.
Our goal for the summit was simple: Give our partners a deeper understanding of Michigan State, where we're headed as an institution, and how we can work together to create meaningful opportunities for growth.
Connecting Our Partners to the Bigger Picture
One of the most valuable aspects of the summit was the opportunity to connect our licensing and retail partners directly with university leaders and stakeholders from across campus.
Throughout the event, attendees heard from representatives of University Communications and Marketing, University Advancement, the Broad College of Business, Spartan Athletics, Spartan Ventures, Residential and Hospitality Services, and other key campus partners.
We were especially honored to welcome MSU Provost and Executive Vice President for Academic Affairs Dr. Laura Lee McIntyre and Vice President and Director of Athletics Dan Bartholomae, who shared perspectives from their respective areas of the university.
These conversations helped reinforce an important message: The Spartan brand is bigger than any single department, athletic program, or product. It's a reflection of the entire university and the people who make it extraordinary.
Turning Spartan Pride Into Opportunity
The summit featured a wide range of sessions designed to help our partners better understand the audiences they serve, anticipate emerging trends, and identify new opportunities for collaboration.
A look at MSU's evolving brand strategy explored how the university is building on the power of Spartans Will to tell a bolder, more compelling story about our impact and identity — and how licensing partners can help bring that story to life.
Our colleagues in University Advancement provided insights into the demographics, characteristics, and engagement patterns of Michigan State's alumni community, offering valuable perspectives on how to better connect with Spartans long after graduation.
We also explored how partnerships with MSU's colleges, faculty, and students can inspire innovative product development, merchandising strategies, and new business ventures.
And because the world of collegiate licensing continues to evolve, we dedicated time to some of the industry's most relevant topics, including:
Jared Kozinn, President and Chief Commercial Officer for Spartan Ventures, presents to Licensing Summit attendees on Oct. 16, 2026 Name, Image and Likeness (NIL): Understanding MSU's evolving NIL strategy and opportunities for licensees and retailers to collaborate with student-athletes.
- Athletics and Sponsorship Integration: Exploring how Spartan Ventures and Playfly MSU Sports Properties can help partners expand brand visibility, activate sponsorships, and engage Spartan fans.
- Responsible Use of Generative AI: Examining the opportunities and challenges of AI-assisted content creation, with an emphasis on authenticity, transparency, and protecting stakeholder trust.
- Commercial Filming on Campus: Helping partners navigate the policies, processes, and resources involved in bringing MSU-inspired creative projects to life.
Each session was designed to encourage conversations that extend beyond the summit itself and spark new ideas for the year ahead.
Experiencing the Spartan Spirit Firsthand
Of course, no visit to Michigan State would be complete without experiencing some of the traditions and destinations that make our campus so memorable!
Beyond the formal programming, attendees had opportunities to connect with one another during an opening reception at the Graduate Hotel, visit the iconic MSU Dairy Store, explore merchandise at the Spartan Spirit Shop at Forest Akers, and enjoy an evening together at the University Club
We wrapped up the summit with a quintessential fall Saturday in East Lansing — a Spartan football tailgate followed by MSU's matchup against Northwestern at Spartan Stadium.
These experiences were more than just fun additions to the agenda. They gave our partners an opportunity to experience the Spartan community, see our traditions in action, and better understand the passion that drives consumer demand for Michigan State merchandise.
After all, understanding a brand is one thing. Experiencing the community behind it is something entirely different.
Partnerships That Move Us Forward
One of our biggest takeaways from the summit was the importance of creating opportunities for meaningful dialogue between our licensing partners and the university community.
Our licensees and retailers bring tremendous creativity, industry knowledge, and expertise to the table. When we connect those strengths with Michigan State's institutional priorities, academic resources, athletic programs, and passionate alumni and fan base, the possibilities are exciting.
The relationships we build through events like this help us think beyond traditional licensing models and explore new ways to collaborate, innovate, and grow.
And ultimately, a strong collegiate licensing program is about more than selling merchandise. Officially licensed products help strengthen brand visibility, deepen connections with our Spartan community, and generate royalty revenue that supports student scholarships and university programming.
Thank You to Our Spartan Partners!
A heartfelt thank-you to the many university leaders, faculty, staff, and campus partners who generously shared their time, expertise, and insights throughout the summit. Your participation helped showcase the incredible breadth of talent, innovation, and opportunity across Michigan State University.
We're equally grateful to our licensees and retailers who traveled to East Lansing, engaged in thoughtful conversations, and brought enthusiasm and fresh perspectives to the experience.
We're excited to build on the connections made during these three days and turn new ideas into meaningful partnerships and opportunities in the months ahead.