Unlicensed CU Boulder Gear Floods Online Markets During Peak Sales Season

September 25, 2023

Amidst the surge in demand for CU Boulder merchandise, unlicensed products pose a challenge for the university, its licensing agency, and consumers.

The University of Colorado Boulder’s football season is in full swing and fan interest around Deon Sanders is at peak, the demand for officially licensed Buffs merchandise has likely never been higher. However, a concerning trend has emerged: the proliferation of unauthorized CU Boulder gear flooding online markets, leaving the university, its licensing agency and consumers grappling with the consequences.

With the Buffs' football success and the excitement surrounding Sanders, sales of officially licensed CU Boulder apparel and ‘Prime’ gear have soared. Yet, as the demand for these products reaches a crescendo, a troubling issue has arisen. Unlicensed vendors are taking advantage of the fervor by flooding online marketplaces with unlicensed CU Boulder and ‘Prime’ merchandise. These items often bear a striking resemblance to the real thing, making them difficult to distinguish for unsuspecting shoppers.

This surge in unlicensed products not only undermines the university's brand but also poses potential risks to consumers. Unlicensed items may lack the quality, durability, and safety standards upheld by officially licensed merchandise.

Online marketplaces have become a battleground in the fight against unauthorized collegiate merchandise.

Below is a sample of unlicensed product currently for sale online.