September 8, 2008

David Fox
Rivals.com College Football Staff Writer

MORE: Heisman talk: Olin's ballot | Week 2 awards | Power Rankings

As the vice president of non-apparel marketing for the Collegiate Licensing Company, Kirkpatrick takes a long look at every product and business looking to put a college logo on something other than a T-shirt, hoodie or hat.

He had his doubts about a bottle opener that would play a fight song when used. The item would allow Tennessee fans, for instance, to pop off a bottle top and listen to "Rocky Top."

Though others at CLC also had some misgivings, the bottle-opener manufacturer believed in the product and schools were willing to attach their logos and fight songs, so the openers landed in campus bookstores.

Fans loved the bottle openers. They were such a success that schools now license pizza cutters that do the same thing.

"They're incredible," Kirkpatrick said. "That's why we keep an open mind."

Kirkpatrick was referring to fans. And from the cradle to ? literally ? the grave, college football fans find creative ways to show their school spirit.

Here are some of the most unique products we could find:

'TIL DEATH ? AND BEYOND

When fans say they live and die with their school, some aren't exaggerating. Collegiate Memorials, based in Macon, Ga., gives fans a chance to spend eternity with their alma maters. Nearly 100 schools license their logos for use on caskets, urns and grave markers.

The company started with Georgia and Georgia Tech logos in 1998, but the demand for other universities steadily grew.

"We don't want to think our college experience is climactic," said Scott Walston, the president of Collegiate Memorials. "We make an emotional connection with college experience. We see it as a legitimate contributor to personal success. Your relationship with your university is continuous."

Walston says his customers aren't just the super-fans. He said just as many women are buried in the collegiate coffins as men, and just as many non-alums as alums use the memorials.

Walston expects business to pick up in the next decade or so. The trend for Baby Boomers is for more personalized memorials, he said.

As for when Walston dies, he says he will be buried in a coffin sporting the logo of his alma mater, Mercer. "I think one of the worst salesmen in the world is one that doesn't buy his own product," he said.

BABY TALK

What kind of fan would be interested in being buried in a college-themed casket? Perhaps one that has been a fan since birth.

Team Baby Entertainment says its DVDs are "raising tomorrow's fans today." TBE features about 20 team-specific college titles geared toward infants and toddlers; the DVDs teach babies the team colors, mascots and numbers.

The DVDs mix video of babies playing with stuffed animals with actual game footage for about 30 minutes, making the titles "better than Barney" for parents, Team Baby says.

Most are narrated by college football broadcasters, and a few have celebrity hosts. Notre Dame has Regis Philbin. LSU has Glen "Big Baby" Davis. USC has Rodney Peete. Texas has Matthew McConaughey.

"I love the University of Texas and rooting for the Longhorns; in fact, I am one of the team's biggest fans," McConaughey says to start the Texas DVD before teaching kids how to spell Bevo.

DAWG GEAR

Georgia and Texas A&M don't need to dress up Uga and Reveille to make them mascots, but regular pet owners don't have that luxury.

Pets First Inc. sells college-themed dog gear, from bandanas, leashes and jerseys to sweaters, pet caps and hooded rain slickers.

"People want to support their school, so why not put it on your pet?" said Pets First owner Barry Goldstein, who has dogs named after Bear Bryant and Derek Jeter. "People are crazy about pets. People are crazy about their schools."

Goldstein said he once saw a college-themed pooper scooper, but thought that was taking it too far. Then again, if you're, say, a Georgia Tech fan and could buy a Georgia-themed pooper-scooper ?

HOT ROUTE

The Dallas-based company has sold hot sauces, barbecue sauces and grill rubs featuring college logos for 10 years, but some of its sauces never make it to the tailgate. Many end up unopened, in fans' memorabilia collections or on desks. That's why Hot Sauce Harry's vice president Bob Harris urges customers to buy two of each ? "one for lookin', one for cookin'."

"We've always felt that the licensed hot sauce ? half of them don't get opened," Harris said, "which is a shame because it's a good hot sauce."

Harris started with a five-ounce bottle of cayenne hot sauce for five schools, including Florida, his alma mater. The enterprise now includes seasonings, sauces, marinades, chili mixes and salsa and even a gourmet line for about 40 schools

"Hot sauce has a cachet to it," Harris said. "It's a collectable item in and of itself. The hot sauce seemed to have that little extra pizzazz to it."

HAIL TO THE VICTORIA'S SECRET

Now, we move from hot sauce to what's hot. Victoria's Secret is one of the most recent companies to enter the college sports market. The lingerie retailer will feature logos from more than 30 schools on its Pink brand.

Geared toward young women (ages 18-22), the Pink brand reaches its target demographic with college-themed fleece pants, hoodies, underwear, T-shirts and totebags.

"We study her (our customer) and what is hot," said Sara Tervo, a spokeswoman for Victoria's Secret Pink. "We think it's right for the brand and right for the girl and what they're asking for."

Alas, it wasn't right for Minnesota. Two days after Victoria's Secret announced the 33 participating schools in June, Minnesota officials asked not to be included, saying the line didn't match the university's values and focus.

LSU, on the other hand, welcomed Victoria's Secret with open arms, allowing the company to shoot some of its Pink catalog on campus.

"LSU was very excited about being involved," Tervo said. "It might be a recruiting tool."

HEATED RIVALRIES

If you live next door to your biggest rival, here's a product that could be a fine reminder about who has the upper hand.

York Heating and Air Conditioning has taken panels on A/C units a step further by turning a former eyesore into a statement of fandom.

"The industry for a long time has looked at this product as an ugly gray box that sits outside a house," York brand manager Jeff Hurt said.

"We wanted to change that thinking and treat it as a major home appliance because it is a major home appliance."

York also markets to the "house divided" crowd with advertisements featuring North Carolina-Duke and Ohio State-Michigan combos.

OFF LIMITS

Schools do have their limits, though. They are reluctant to put their logos on items overtly related to alcohol, tobacco, violence or sex.

Shot glasses are a popular item, but many schools are reluctant to sign off. Everything from vintage handguns to designer cutlery has been rejected.

The overriding lesson, though, is this: If a product can display a college logo, someone will try to sell it. And odds are, someone will buy it.

MORE: Heisman talk: Olin's ballot | Week 2 awards | Power Rankings

David Fox is a national writer for Rivals.com. He can be reached at dfox@rivals.com.