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ICLA Announces 2014 Hall of Fame Inductees

April 21, 2014

CLEVELAND - The International Collegiate Licensing Association (ICLA) has announced its 2014 Hall of Fame inductees.  Bob Bernard, president/CEO of Strategic Marketing Affiliates (SMA); Matt Dyste, director of brand management at Oregon; and Liz Kennedy, vice president of corporate responsibility at the Collegiate Licensing Company (CLC), an IMG Company, were selected into the ICLA Hall of Fame. The induction will take place during the Association's Annual Convention, Monday-Thursday, June 9-12 at the World Center Marriott Resort in Orlando, Florida.

"We are very fortunate to have the opportunity to recognize Bob Bernard, Matt Dyste and Liz Kennedy with induction into the ICLA Hall of Fame. They've each made significant contributions to the licensing industry throughout their respective careers," stated ICLA President Marty Ludwig, director, trademarks and licensing at Cincinnati. "They are certainly among the very best and brightest leaders in our industry, and have many more years ahead to inspire our members to further innovate and adapts to changes in resources and technology over time."  

Bob Bernard, Strategic Marketing Affiliates

Bob Bernard
is currently the president/CEO of SMA, a company he founded in 1997 that has since grown into a collegiate licensing agency that represents 281 colleges and universities in 41 states.  The Indianapolis-based agency provides a wide-range of core services in areas such as consultation, accounting, artwork, marketing, legal and license agreements.

While SMA's clients include the Big Ten Conference, SMA has found a niche in servicing institutions with primary membership in the NCAA Divisions II and III and NAIA.  SMA helps the organizations maximize their market impact with marks and logos and helps institutions realize that brand protection is as important as promoting and profiting from the logos and marks.

Bernard previously served as the athletics marketing director at Purdue, where he also was an outfielder with the Boilermakers' baseball team from 1982-83.  The Minster, Ohio, native earned his bachelor's degree from Purdue's Krannert School of Management and has additional education in sales management from Michigan and Vanderbilt.

Matt Dyste, University of Oregon


Licensing veteran Matt Dyste has navigated the waters for the University of Oregon as the director of merchandising, marketing and licensing for the Ducks. Oregon remains an independently managed program and continues to prosper as such under Dyste's watch.

Under Dyste, Oregon has negotiated licensing deals with Nike and Disney and has rebranded the University with the infamous "O" logo. With responsibilities for trademark licensing, university marketing, advertising and merchandising, Dyste considers representing the University of Oregon to be an honor, having worked at the University for over 20 years.

A Past President of ICLA, Dyste has a passion for higher education, often participating in speaking engagements and guest lecturing students, working with businesses seeking opportunities with the university, and spreading news of the great educational opportunities and game changing research at the University of Oregon.

Liz Kennedy, Collegiate Licensing Company


Liz Kennedy is vice president of corporate responsibility for CLC, which represents nearly 200 of the nation's top colleges, universities, bowl games, athletic conferences, the Heisman Trophy, and the NCAA.   Kennedy is a Past President of ICLA and has held leadership positions in the Western Anti-Counterfeiting Coalition and the university caucus of the Fair Labor Association.

Kennedy has more than 25 years of experience with all aspects of the college and university trademark licensing business as a licensor.  Building on that perspective, she leads CLC's efforts to assist colleges and universities and their licensees to build socially responsible supply chains for their licensed products.

Prior to her role at CLC, Ms. Kennedy helped to build licensing programs at USC and at Ohio State.  Her responsibilities in licensing have included maintaining, licensing, and marketing copyright, trademark, and service mark assets that encompass both sports and academic applications.

About ICLA: ICLA provides educational and networking opportunities, enhancement of acceptable operating standards and ethics, and establishment of the overall prestige and understanding of the profession of collegiate licensing. For more information on ICLA, please visit www.iclanet.com. ICLA is administered by the National Association of Collegiate Directors of Athletics (NACDA), which is in its 49th year. For more information on NACDA and the 13 professional associations that fall under its umbrella, please visit www.nacda.com.