Rawlings® Inks Exclusive Licensing Agreement with USC

Agreement provides use of collegiate team's marks and logos on tailgate products

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Oct 04, 2017, 15:03 ET

ST. LOUIS, Oct. 4, 2017 /PRNewswire/ -- It was recently announced that Rawlings, a world-wide leading sporting goods manufacturer, entered a multi-year agreement with the University of Southern California (USC) involving their diverse line of tailgating products effective July 1^st, 2018. The new agreement will give Rawlings exclusive licensing rights in categories such as canopies, chairs, tables and hard/soft coolers for distribution in off-campus retail channels.

"We're excited to deliver a line of unique tailgate gear to the impressive fan base that USC has accumulated over the years thanks to its powerhouse athletics program," said Eric Reinsfelder, senior director of licensing for Rawlings. "Our expanded partnership with USC allows the Rawlings brand to provide the ultimate tailgating experience for the fans while strengthening our distribution in the western U.S."

"We are excited to enter into a more strategic business relationship with Rawlings," says Steve Fuller, Associate Director, Trademarks and Licensing at the University of Southern California. "Rawlings has the unique ability to offer a broad assortment of high quality, innovative products through extensive channels of distribution. This agreement allows Rawlings to leverage those strengths to the fullest extent with the USC brand."

In addition to the exclusive licensed categories with USC, Rawlings will also carry additional licensing rights for the following product lines: inflatable sports balls, baseballs, slow cookers, softees, stadium seats, shade walls, portable grills, grill accessories, beach canopies and chairs, water jugs and disposable plates/cups. These products are distributed amongst a variety of sales channels including mass retail, club, sporting goods, specialty sports fan shops, catalog, home specialty, home shopping, E-commerce, food/drug and USC retail outlets. Additionally, Rawlings has created synergies with select sister brands within the Newell Brands portfolio including Coleman®, Crock-Pot®, Waddington and Lifoam™.

About Rawlings

Rawlings Sporting Goods Company, Inc. is an innovative manufacturer and marketer of sporting goods worldwide. Founded in 1887, Rawlings is an authentic global sports brand, trusted by generations of athletes of all skill levels. Rawlings' unparalleled quality, innovative engineering and expert craftsmanship are the fundamental reasons why more professional athletes, national governing bodies and sports leagues choose Rawlings. Rawlings is the Official Ball Supplier and Batting Helmet of Major League Baseball®, the official baseball of Minor League Baseball™ and the NCAA®, and the approved baseball, basketball, football and softball of the National High School Federation®. For more information, please visit Rawlings.com or by phone at (314) 819-2800.

About Newell Brands

Newell Brands (NYSE: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer's®, Coleman®, Jostens®, Marmot®, Rawlings®, Irwin®, Lenox®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Rubbermaid Commercial Products®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, Waddington and Yankee Candle®. Driven by a sharp focus on the consumer, leading investment in innovation and brands, and a performance-driven culture, Newell Brands helps consumers achieve more where they live, learn, work and play.

About the University of Southern California

The University of Southern California is one of the world's leading private research universities. An anchor institution in Los Angeles, a global center for arts, technology and international business, USC's diverse curricular offerings provide extensive opportunities for interdisciplinary study and collaboration with leading researchers in highly advanced learning environments. USC Athletics competes in 21 NCAA Division I sports with a storied history of success that includes 127 national championships and more Olympians, medalists and gold medalists than any American university. www.usc.edu, www.usctrojans.com.

SOURCE Rawlings