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Purposeful, conscious, tactile stewardship

Exemplar Associates is a specialized trademark licensing and management firm that represents select, premium colleges and universities. These institutions value our white-glove services and hand-crafted original programming, and they share our goal and vision of purposeful, prosperous licensing programs.

Via an elevated pivot up and away from traditional industry standards, we advance and reformulate our partners’ operations and objectives by way of strategic, thoughtful, and authentic methodologies and practices that are, in an overly complex and profit-driven marketplace, otherwise unattainable.

Together, and always guided by our partners’ institutional missions and ideals, we are leaving the industrial instability and complexity behind and are charting a course towards engaged leadership, global citizenry, and comprehensive excellence. The renowned teaching, research, technology, and sustainability functions on these campuses already strive for brilliance and innovation. We collaborate and transform our clients’ trademark management operations so that they too are exemplary.

“It’s easy to make a buck. It’s a lot tougher to make a difference.” - Tom Brokaw

Specialized licensing

Equipped with full-service agency capabilities ranging from royalty management and trademark enforcement to brand development and strategic planning, Exemplar Associates provides stability, transparency, and integrity to our institutional partners. 

The Exemplar team understands that rich data and tailored focus are among the most valued commodities in the 21st century. Our ability to harvest and interpret data is unparalleled in our industry, accruing significant advantages to our partners. Data empowers all stakeholders to make informed licensing decisions. When paired with our resolute focus on limited, select clientele, prosperity and healthy growth are achieved.

Exemplar Associates has developed entirely new models and metrics to help colleges and universities align their licensed product efforts and outcomes with their overall institutional values and goals. We know and believe that business as usual - with its growing social, environmental, and economic imbalances - has no future. Consumers and universities now expect ethical behavior throughout supply chains, and purpose-driven companies and brands are better positioned with consumers than those who are not.

As pioneers, we place our partners on a new, sophisticated trajectory. In addition, and well above and beyond the basic constructs of traditional, legacy licensing efforts, we integrate citizenry – social, environmental, economic – into strategy to bring about innovative programs and exciting, positive results. Through open engagement and ambitious targets, we are encouraging and spear-heading a race to the top. 

Boston College

Boston College, the first institution of higher education to operate in the city of Boston, is today among the nation’s foremost universities, a leader in the liberal arts, scientific inquiry, and student formation. Grounded in the ideals that inspired its Jesuit founders, BC’s nearly 15,000 students are inspired and challenged by the motto “Ever to Excel”. The Eagles compete primarily in the Atlantic Coast Conference (ACC) and are constantly ranked among the nation’s most successful. www.bc.edu

Boston College licensee List (as of April 19, 2024): click here

Columbia University

For more than 250 years, Columbia University has been a global leader in higher education. At the core of Columbia's wide range of academic inquiry is the commitment to attract and engage the best minds in pursuit of greater human understanding, pioneering new discoveries and service to society. A community of 40,000+ students, faculty and staff, Columbia is a leading international university in the heart of the the world's most international city. www.columbia.edu

Columbia University licensee list (as of April 19, 2024): click here

Columbia University internal/promotional licensees (as of April 19, 2024): click here

Cornell University

Founded in 1865, Cornell is a privately endowed research university, a partner of the State University of New York and is home to nearly 22,000 students. As the federal land-grant institution in New York State, the university embraces the responsibility, unique within the Ivy League, to make contributions in all fields of knowledge in a manner that prioritizes public engagement to help improve the quality of life in New York, the nation, and the world. www.cornell.edu

Cornell University licensee list (as of April 19, 2024): click here

George Washington University

The George Washington University is a congressionally-chartered, private institution created by an Act of Congress in 1821. George Washington envisioned a university in the heart of the nation’s capital that would serve as an intellectual hub for the country. Today, through a vast network of world-class academic opportunities, access, partnerships, and policy-research initiatives, GW puts its knowledge to work for immediate impact. www.gwu.edu

George Washington University licensee list (as of April 19, 2024): click here

Holy Cross

The College of the Holy Cross was founded in 1843 by the Society of Jesus (Jesuits) in Worcester, Massachusetts. Holy Cross is a selective, four-year, undergraduate, liberal arts institution and is ranked among the nation’s leading four-year liberal arts colleges. Approximately 3,000 students are enrolled at Holy Cross, and the College sponsors 27 NCAA Division I varsity sports teams, the Crusaders. www.holycross.edu

Holy Cross licensee list (as of April 19, 2024): click here

Saint Anselm College

Founded in 1889, Saint Anselm College is a nationally-ranked four-year liberal arts college providing a 21st century education in the Catholic, Benedictine tradition. Located in the greater Boston region in southern New Hampshire, Saint Anselm is well known for its strong liberal arts curriculum, the New Hampshire Institute of Politics, commitment to inclusiveness, a highly successful nursing program, and a legacy of community service. www.anselm.edu

Saint Anselm College licensee list (as of April 19, 2024): click here

Washington University in St. Louis

Washington University in St. Louis is counted among the world's leaders in teaching and research, and it draws students and faculty to St. Louis from all 50 states and more than 100 nations. The total student body is more than 14,000 undergraduate, graduate and professional students. Twenty-four Nobel laureates have been associated with the university, with nine doing the major portion of their pioneering research there. www.wustl.edu

WashU licensee list (as of April 19, 2024): click here

WashU internal/promotional licensees (as of April 19, 2024): click here

University of Wyoming

The University of Wyoming is the only accredited four-year school in a state of just over one-half million people. The University is dedicated to providing quality instruction to students, conducting valuable research programs, and serving Wyoming through a wide variety of educational and cultural programs. More than 3,000 benefited faculty and staff are dedicated to educating nearly 13,000 students in more than 200 undergraduate, graduate, and professional programs. www.uwyo.edu

University of Wyoming licensee list (as of April 19, 2024): click here

To inquire about licensing opportunities with our clients, please contact us.

Our License Application Guide can be downloaded here.

“Whatever you do, let it be something that at the end of the day you can say, ‘I do this because I have a soul’.” - Julia Alvarez

Premium service, optimal focus.

Having launched, developed, and administered the trademark licensing programs of hundreds of colleges and universities in the past, Exemplar’s team possesses the expertise and values to curate at an optimal level. At our core we are passionate, service-oriented, loyal, and determined. The fabric of our enterprise is trusting, collegial, transparent, and visionary.

Rick Merriam   |   Founder

Following a 20+ year career in Olympic, professional and collegiate sports brand management, Rick established Exemplar Associates in October 2015. Prior to founding Exemplar, Rick worked for two different agencies, Learfield Licensing Partners and the Licensing Resource Group, and was a licensing administrator at two different institutions, Brown University and Colorado College. Rick married his college sweetheart, Brooke, in 1998, and the couple lives in Bristol, Rhode Island with their children, Sammy and Cate, and their cats, Kensington Pickle Bear and Davy Jones.

Michael Van Wieren   |   Founder & General Counsel

A highly-respected attorney, Michael has been fully-absorbed in all aspects of consumer products and brand licensing for over a decade. Michael has been a guest speaker at the International Licensing Expo and at numerous International Collegiate Licensing Association events, and was previously Vice President and General Counsel for the Licensing Resource Group and later the Executive Vice President of Operations at Learfield Licensing Partners. Michael and his wife Heidi are proud parents of four children, Lauren, Lucas, Noah and Bram.

Jenny Ruiter   |   Manager

Jenny joined the Exemplar Associates team in March 2018 and manages all Support Team operations. Her multi-tasking, organizational and creative skills help ensure continuity and progress in many day-to-day functional areas. Jenny previously worked for Learfield Licensing Partners and the Licensing Resource Group. She met her husband in college along the shores of Lake Michigan where they continue to live with their three children.
 

WestEnd Software   |   Workspace
WestEnd's highly-experienced service and creative teams and their Workspace licensing solution enable Exemplar's staff, partners and licensees to better manage all aspects of their licensing programs. Workspace offers a comprehensive, end-to-end suite of licensing tools, including contract management, royalty and financial administration, product approval, and digital asset management. The Workspace solution elevates this functionality to also support manufacturing compliance, on-demand business intelligence reporting, and integrated workflows for contract renewals and amendments. www.westendsoftware.com

“Well done is better than well said.” - Benjamin Franklin

INTERNATIONAL COLLEGIATE LICENSING ASSOCIATION (ICLA) HONORS WYOMING

JANUARY, 2024 - At its annual Winter Symposium, the ICLA recognized the Wyoming trademark & licensing program as the Synergy Award winner for External Collaboration, Impact & Commitment. Go Pokes! READ MORE

GO POKES! WYOMING “HERITAGE” BRANDING PROGRAM LAUNCHED

JANUARY, 2024 - The University of Wyoming and Exemplar Associates - along with key retailers and licensees - have announced the Wyoming Heritage program to further the adventurous spirit and pioneering traditions of the American West.

EXEMPLAR ASSOCIATES EXTENDS NUMEROUS REPRESENTATION AGREEMENTS

DECEMBER, 2023 - Cornell University, George Washington University, College of the Holy Cross, and Saint Anselm College all awarded representation agreement extensions to bespoke agency during 2023.

“CHERRY BLOSSOM” SEASON IS ENHANCED AT GEORGE WASHINGTON UNIVERSITY

MARCH, 2023 - Following months of collaboration with the University, Follett, and key licensees L2 Brands & Neil Enterprises, Exemplar Associates has released the “Cherry Blossoms” merchandise collection at GW. Seasonal for 2023, this offering will expand and continue into the future! SHOP NOW

WASHINGTON UNIVERSITY IN ST. LOUIS “HERITAGE” PROGRAM UNVEILED

JULY, 2022 - Exemplar Associates and WashU Trademark Licensing have launched a curated and exclusive Heritage Logo program. Hand-selected licensees will be producing a blend of apparel and hardgoods for the on-campus Bear Necessities store.

EXEMPLAR ASSOCIATES LICENSES ON RUNNING FOR THE PENN RELAYS

FEBRUARY, 2022 - In partnership with the University of Pennsylvania and Penn Athletics, Exemplar Associates has licensed the Swiss performance running shoes & clothing brand ON RUNNING to provide branded products at the 2022-24 Penn Relays. READ MORE

EXEMPLAR ASSOCIATES SELECTED TO REPRESENT THE GEORGE WASHINGTON UNIVERSITY

AUGUST 9, 2021 - Specialized agency will elevate the District of Columbia based university’s national trademark licensing program. GW becomes Exemplar’s first Atlantic-10 Conference partner. READ MORE

EXEMPLAR ASSOCIATES APPOINTED AS BOSTON COLLEGE’S LICENSING AGENCY

JULY 1, 2021 - On the heels of an extensive, competitive review process that began in November 2020, Boston College announces Exemplar Associates as its’ exclusive trademark licensing agency. READ MORE

EXEMPLAR ASSOCIATES EXTENDS KEY REPRESENTATION AGREEMENTS

NOVEMBER, 2020 - Columbia University, Cornell University, the University of Pennsylvania, Saint Anselm College, and Washington University in St. Louis (WashU) all award multi-year extensions to bespoke agency. The WashU award came within the first six months of the initial University/Exemplar partnership.

EXEMPLAR ASSOCIATES TO LAUNCH SAINT ANSELM COLLEGE LICENSING PROGRAM

MARCH 19, 2018 - Following an extensive review conducted over the last year, Exemplar tabbed to deliver hand-crafted services and expertise. READ MORE

THE UNIVERSITY OF PENNSYLVANIA SELECTS EXEMPLAR ASSOCIATES AS GLOBAL AGENT

MAY 4, 2017 - Penn joins Columbia University as the second Ivy League institution to inaugurate a relationship with Exemplar in the last nine months. READ MORE

"AGENCY OF CHANGE" INTERVIEW PROFILES EXEMPLAR ASSOCIATES

AUGUST 15, 2016 - Exemplar's founder, Rick Merriam, sat down with the Executive Editor at SportsFan Retailer to discuss the licensing landscape, agency consolidation and more. READ MORE

EXEMPLAR ASSOCIATES SELECTED TO REPRESENT COLUMBIA UNIVERSITY

JUNE 16, 2016 - Specialized agency tabbed to elevate and steward the Ivy League university's domestic trademark licensing program. Exemplar to deploy a comprehensive suite of services beginning on July 1, 2016. READ MORE

EXEMPLAR ASSOCIATES FORMS STRATEGIC ALLIANCE WITH WESTEND SOFTWARE

APRIL 7, 2016 - Workspace licensing solution & team of strategic, administrative, and management professionals to support agency's work with properties, licensees, and retailers. READ MORE

“The person who follows the crowd will go no further than the crowd.” - Albert Einstein

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