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.