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When shopping for Utah gear, make sure you’re getting the best by following these tips.

By Amy McIff, communications manager, Auxiliary Services

With the start of a new school year and the 2016-17 athletic season now underway, Utah fan spirit is again riding high. It’s the season to rock your school colors and Utah fans are no exception. There is a lot of branded product out there, but how can Utah fans be certain they’re getting quality-made, official merchandise?

Brett Eden, director of Trademarks and Licensing in the office of Auxiliary Business Development, sheds some light on what it means to be licensed, why purchasing officially licensed merchandise benefits both the consumer and the university and how Utah fans can easily identify licensed product.

The key is to “look for the label” — a silver hologram sticker issued by the Collegiate Licensing Company, which denotes official licensure for colleges and universities throughout the nation. This season, support the U, its athletic teams and its retail partners by only purchasing officially licensed merchandise. Utah fans deserve nothing less.