DeLAND, Fla. – Stetson University announced it has partnered with Affinity Licensing for exclusive trademark licensing agency representation effective July 1, 2026.
"Partnering with Affinity Licensing represents an important step forward in elevating the Stetson University brand," said Stetson Director of Athletics Ricky Ray. "Their expertise and personal service will help us expand reach and visibility of Hatter Athletics and, ultimately, create new opportunities to tell our story, strengthen our identity, and generate meaningful support for our student-athletes."
As part of the agreement, Affinity will manage the university's brand licensing relationship with its diverse portfolio of licensees and retail partners. The university will have access to innovative technology and processes that allow for powerful brand protection, as well as leverage Affinity's retail and merchandising expertise to expand product categories, launch new products and grow retail distribution.
"Our team at Affinity is tremendously excited and honored to partner with Stetson University and serve as their official trademark licensing partner," said Wil Spires, partner of Affinity Licensing. "The team at Stetson University is driven to preserve and grow the strength and legacy of the Hatters brand. We look forward to collaborating closely with the University, their licensees, and retailers to do just that, growing the brand and achieving their branding goals."
About Stetson Athletics
At Stetson University, student-athletes don't just compete—they thrive. Located in historic DeLand, Florida, between Orlando and Daytona Beach, Stetson offers the perfect blend of competitive athletics, academic excellence, and an unbeatable Central Florida lifestyle. As the oldest private university in the region, Stetson supports approximately 500 student-athletes across 20 NCAA Division I sports. Nicknamed the "Hatters" after the institution's namesake John B. Stetson, a hat manufacturer who originated the modern-day cowboy hat, most Stetson athletic teams compete in the Atlantic Sun Conference, where they proudly hold the longest active membership since 1985. With top-tier facilities, personalized support, and a welcoming campus community, Stetson is where students can grow, compete, and succeed. Learn more at GoHatters.com or follow social media accounts @StetsonHatters.
About Stetson University
Founded in 1883, Stetson University is the oldest private university in Central Florida. Stetson focuses on intense learning experiences in a supportive community that allows students to develop their voice in a connected, inclusive environment. Stetson University is ranked among the Best Colleges in the South for 2026 by U.S. News & World Report and has been recognized as one of The Princeton Review's Best 391 Colleges in America for 2026.
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 www.affinitylicensing.com.
