Dyehard Fan Supply became the official merchandiser for the University of Arkansas’ athletic program on July 1. The school’s officially licensed gear had previously been licensed through Florida-based Fanatics Inc.
Terms of the multiyear agreement were not disclosed. Dyehard is an event and retail merchandise marketing and e-commerce company. It will handle e-commerce, game day and event merchandising, and permanent, on-site store merchandising, according to a UA news release.
The partnership was first announced in April. Dyehard, created in 2017 and based in North Carolina, is a subsidiary of private equity firm Teall Capital Partners, led by Chairman Ben C. Sutton Jr., former chairman and president of collegiate sports marketing company IMG College, which has owned the Razorbacks’ multimedia rights since 2008.
“Arkansas is excited to be partnering with Dyehard Fan Supply to help outfit the most passionate collegiate fans in the nation,” UA Athletic Director Hunter Yurachek said in a statement. “The team at Dyehard Fan Supply, led by Ben Sutton Jr. and [Dyehard CEO] Rex Hough, has vast experience working in college athletics and with world-class events, and we expect them to bring a selection of best-in-class products with exceptional customer service to the Razorback Nation.”
The partnership with the UA is the first for Dyehard with a school that competes in one of the NCAA’s “Power 5” Division I conferences (Atlantic Coast Conference, Big Ten, Big 12, Pac-12 or Southeastern Conference).
“We plan to introduce higher quality, Arkansas branded merchandise and upgrade the retail experiences online, in stores and at events,” Hough said. “Dyehard will have a local warehouse and a highly trained customer service team on-site to create the ultimate retail experience for Razorback fans.
“We are also working with the university to plan and build a new retail store in the north end zone of Donald W. Reynolds Razorback Stadium that will raise the bar for game day shopping experiences.”
Kevin Trainor, UA athletics spokesman, said Hog Heaven at Bud Walton Arena will open a renovated store on July 13.