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Patrick Battle joined Collegiate Licensing Co. in 1983, two years after his father, Bill, launched the Atlanta-based company initially representing only the University of Alabama. Today CLC represents 165 collegiate institutions, conferences and bowl games (about 75% of the market). Pat was named president in 1994.

Age: 33.

Title: President-chief operating officer.

Facts: The retail market for licensed college merchandise is $2.25 billion and growing. The Southeast and Midwest regions are the biggest sales zones.

Insight: College sports breed extreme loyalty among followers, no matter where they live. College teams don't leave town, and the players never go on strike.

Growth areas: Collegiate collectibles, home decor and lifestyle items, apparel for kids, women's sports, and men's basketball.

Moving up: Sales of merchandise tied to Penn State, University of Florida and Nebraska. Watch for University of North Carolina sales to grow; it has all the ingredients.

Tip: Redesigned logos and new colors have revolutionized sales of many classic teams. It's worth considering.

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