Collegiate Licensing and Brand Management: Protecting the Brand at Home and on the Road

On February 9, 2016, CincyIP welcomes Martin Ludwig, Director of Trademarks and Licensing at the University of Cincinnati, to speak on collegiate licensing and brand management.  Mr. Ludwig will cover general information from relationships with sideline partners like Adidas, Nike, and Under Armour, product category/distribution, and enforcement activities in the U.S. and Internationally.  Mr. Ludwig will also discuss current events such as Ohio State’s recent filing with the USPTO to block Horseshoe Cincinnati’s registration for “The Shoe”, enforcement efforts for market events like the NCAA Tournament, and, if time allows, international registrations with universities expanding programming abroad.

In his role at the University of Cincinnati, Mr. Ludwig is responsible for managing all internal and external relationships regarding the commercial use of the University’s name, identifying marks, and still and moving images.  He is also responsible for ensuring the University receives the appropriate commercial value for the use of its trademarks, and actively enforcing the University’s rights against their unauthorized use in order to protect and promote the goodwill and reputation of the University that these marks represent.  Mr. Ludwig is also an active member of ICLA.  He is a Past President of the Association and served as a member of its Board of Directors for 8-years.  He has published numerous articles and given presentations on licensing and branding at national and regional conferences.

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