Michigan State Partners with Dyehard to Create New Merchandising Program

EAST LANSING, MI (APRIL 17, 2019)—Michigan State University and Dyehard Fan Supply have entered into an agreement to merchandise official Spartan athletic products beginning in the fall season of 2019. Dyehard, a retail solutions provider specializing in events, retail, and e-commerce, will become the official in-venue merchandising partner for Michigan State Athletics for home varsity athletic events and more.

Dyehard will be instrumental in providing the newest, on-trend school merchandise collections on gamedays at athletic events, including home varsity athletic events for football, men’s and women’s basketball, ice hockey, summer youth camps and more. In addition to carrying a full line of Nike apparel and headwear, Dyehard Fan Supply also will feature products from high-profile brands such as New Era, Columbia, Original Retro Brand, Peter Millar, Top of the World and Vineyard Vines. Dyehard’s commitment to Spartan fans will include an upgraded fan experience with new kiosks, a focus on customer service, and the debut of new brands, exclusive products and category enhancements each season.

“This is a great day for the Dyehard Fan Supply team.  We’re incredibly honored to have been selected as the official, gameday merchandising partner for Michigan State Athletics,” said Dyehard CEO Rex Hough. “We will pay careful attention to the in-market needs and what the Michigan State fans want in terms of Spartan merchandising.  Dyehard will offer a wide assortment of merchandise through a variety of vendors and price points, resulting in a wide selection to meet the demands of Michigan State fans.”

“In addition, we will upgrade Michigan State Athletics’ point-of-sale buying experience and enhance the overall fan and customer service interaction by training staff to become 5-star brand ambassadors for MSU,” Hough added.  “We believe Spartan fans will be extremely pleased with the overall Dyehard merchandising experience, and we can’t wait to get started!”

The agreement with Michigan State Athletics marks another major collegiate division partnership for Dyehard, which also serves as official merchandising partner for the University of Arkansas, Auburn University, the University of North Carolina, Columbia University Athletics, the BIG EAST Conference, Rutgers University and the University of Pittsburgh.

Teall Capital Partners, a private equity company based in Winston-Salem, N.C. and Atlanta, Ga. created Dyehard Fan Supply in late 2017 after acquiring several companies offering an expansive national network of best-in-class merchandise capabilities. Teall anticipates additional future investments that will contribute to the top-quality retail experience for fans and customers.

Dyehard Fan Supply has handled merchandising programs for many of America’s most notable sporting events and organizations, including Olympic Games, NBA finals, World Series, Davis Cup tennis, MLB All-Star Games, America’s Cup, the U.S. Open, the USTA Jr. Team Tennis & League National Championships, the TCS New York City Marathon, and numerous professional and college football championships and bowls. In 2017, Dyehard executed new partnership deals with the Music City Bowl in Nashville, the 2018 FEI World Equestrian Games, and a significant, long-term partnership with Tough Mudder, one of the fastest-growing athletic competitions in America. Dyehard has also handled merchandising for multiple Broadway shows and concerts.

“I’ve had first-hand experience working with Dyehard team, and I can assure Michigan State fans that they can look forward to a best-in-class merchandising experience from a company that offers the highest standards of customer service in the industry,” said Ben C. Sutton, Jr., chairman and managing partner of Teall Capital Partners and former IMG College chairman and CEO.  “In just a little more than a year since its formation in late 2017, Dyehard has written a completely new merchandising playbook for athletics programs at a growing number of major programs.”

“I have no doubt that the talented team at Dyehard will continue its fast-paced, customer-focused path to success at Michigan State and other collegiate and professional programs as well as other events,” Sutton added. “I believe we will continue to see great things from Dyehard Fan Supply as it expands its footprint across America.”

About Teall Capital Partners

Teall Capital Partners is a privately-held set of investments in innovative, high-growth-potential lifestyle brands and services. Teall invests in complementary organizations that collaborate to share thought leadership and leverage individual networks to realize greater value.

Led by Founder and Chairman Ben C. Sutton, Jr., the Teall Capital management team includes several of the top executives that built and expanded four national market-leading businesses into a nearly billion-dollar enterprise in the college sports space: IMG College Media, IMG Seating, IMG College Licensing, and IMG Ticketing. Teall Capital leadership provides operating companies with access to expertise in corporate strategy, organizational management, culture and training, financial strategy, employee operations, recruiting, and legal diligence. Visit TeallCapital.com for more information.

About Dyehard Fan Supply

Dyehard Fan Supply is a turnkey sports retail solutions provider for some of America’s top sporting events, venues and brands.  With a focus on your brand, Dyehard leverages best-in-class practices to deliver a superior omni-channel buying experience to your fans online, at-event, and inside your brick and mortar stores.  Whether you’re a fan of college or pro sports, teams or individual events, Broadway shows or music, Dyehard Fan Supply is on the forefront of customer-focused concepts and innovative solutions designed to grow your retail business.  Our retail experts are committed to the highest standards of customer service and reliability in the industry. Visit dyehardfansupply.com for more information