Brian Hommel: Licensing's Eye for the Tigers
Poised and alert, Brian Hommel, Director of Trademark Licensing for LSU is ready to pounce should his Tigers stake claim to the BCS National Championship on January 7. Hot off a SEC Championship title, Hommel has now set his sights on collegiate licensing’s main stage, a BCS Championship hot market. CLC.com spoke with Hommel recently for his take on LSU’s National Championship appearance, licensing, and how a Nittany Lion found his way to Tigerland.
CLC.com: From a licensing standpoint, what was the first thing you thought of when you learned LSU had secured a berth in the BCS National Championship game?
CLC.com: Any predictions on how this championship hot market will fare compared to LSU’s 2003 BCS National Championship run?
Hommel: If LSU wins, I think this year’s hot market will be larger than in 2003, due to the fact that there are more LSU retailers in the region who do a great job of selling unique LSU products.
CLC.com: Discuss your workload over the next few weeks leading up to the game?
Hommel: I definitely don’t expect too much down time. There has already been a LOT of artwork, and we continue to have plans to put LSU in a position to take advantage of some unique opportunities if we win. I expect the counterfeit enforcement part of my job will become more important as the game approaches.
CLC.com: Where can fans, students and alumni go to get their LSU National Championship gear?
Hommel:The LSU Bookstore, LSU Athletic Tiger Gift Center, Shelton Alumni Gift Shop, ect. There are too many great retailers to mention! We have listed our strong regional retailers (Tiger ‘Tailers) on our licensing website.
CLC.com: How did you get involved in the licensing biz?
Hommel: I worked in minor league hockey licensing/merchandising for a number of years. My Mom worked down the hall from Penn State’s trademark licensing office, and she suggested that I apply for the job Derek Lochbaum had just vacated. I missed out on that job to Maureen Riedel (a much more qualified candidate than me), but discovered that collegiate licensing was a very interesting field. I applied for the opening at LSU and was fortunate to be offered this great position.
CLC.com: Discuss some of the odd or unique products you’ve encountered during your tenure at LSU?
CLC.com: We know athletics is competitive in the SEC, but how competitive is collegiate licensing in the Conference?
Hommel: I think the SEC licensing directors are more collaborative than competitive. The SEC has some of the best licensing minds in the country, and everyone tries to help each other whenever possible.
CLC.com: What’s the key to running a successful licensing program?
Hommel: Communicating your program with licensees, retailers, on campus, off campus…anywhere. If you consistently communicate your brand message, your program has a great foundation for growth.
CLC.com: What's one thing that people might not know about you.
Hommel: As a teenager I played for the State College American Legion baseball team that played in a tournament in Gonzales, LA. At that time I never imagined that I would end up living 30 minutes from Gonzales.
CLC.com: What is the most rewarding part of your job?
Hommel: Knowing that the royalty revenues generated from the Trademark Licensing program help LSU in so many ways.
CLC.com: If your career path hadn’t led to licensing – what industry would you be working in?
Hommel: I would probably be involved in sports in some way because I enjoy sports so much.
Brian Hommel: At A Glance
Name: Brian Hommel
Place of birth: State College, PA
Education: Penn State University; MBA in Sports Management
Title: Director of Trademark Licensing
Employer: LSU
Years in the biz: 2.5
Hobbies: Playing with my kids
Favorite college athlete (past or present): Ki-Jana Carter, PSU (he should have won the 1994 Heisman and National Championship)
Favorite collegiate licensed product: My coffee mug that I use every morning.
Favorite time of year on campus: Fall