The University of California, Davis, today announced a strategic partnership with Nexus Licensing Group to assist in the management and marketing of UC Davis’s trademark licensing program. The collaboration among Nexus, UC Davis, its licensees and retail partners will further elevate the Aggie brand through a deeper engagement with industry partners, an expanded portfolio of products and a strategic approach to revenue growth programs for all UC Davis consumers.

The new partnership will build on UC Davis’s efforts to provide an innovative licensed product assortment, creative retail programs and brand activations while maintaining control of brand use across all channels. Additionally, Nexus will represent UC Davis in leveraging the university’s academic reputation and global research impact.

“UC Davis is the one of the most comprehensive universities across the world,” said Jasmin Francis-Bush, UC Davis director of brand management and marketing. “We are focused on growing our licensing program to impact the lives of consumers across the globe and to align with our academic strengths, unique educational positioning, research, athletics and quintessential Davis experiences. We are focused on developing unique licensing programs with compelling marketing campaigns and storytelling. Nexus is the best partner to help us grow and refine our merchandise strategy and reach consumers not only in California, but across the United States and the world.”

The university conducted an evaluation process to select the right partner through a formal RFP process, which included proposal review, on-campus interviews and clear direction for the future of the university’s licensing program.

UC Davis works with more than 150 licensed manufacturers to provide university-branded merchandise to retail partners. Nexus Licensing Group’s custom representation model will help strengthen the university’s relationship with key licensing partners while providing new product opportunities and innovative retail marketing programs that will elevate the Aggie brand.

“UC Davis is a leading Tier-1 public research university, known globally for its agricultural and veterinary programs. The Aggies have a vibrant campus community and a storied history of academic excellence and athletic success. We are excited to help amplify their brand story through a licensing program designed to engage Aggie fans near and far,” said Brian Young, Nexus Licensing Group’s founder and CEO. “We are honored to support the university as it looks to strengthen its consumer engagement and expand and refine its trademark licensing strategy.”

The partnership with Nexus Licensing Group officially begins July 1, 2026.