Iowa State University Partners with Dyehard to Create New Merchandising Program

Ames, Iowa (JANUARY 17, 2020)—Iowa State University and Dyehard Fan Supply have entered into a multi-year agreement to merchandise official athletics products. Effective immediately, Dyehard Fan Supply, an event and retail merchandise marketing and e-commerce company, will exclusively manage sales of official Iowa State Cyclone apparel and accessories sold online, in-store and on-site at Iowa State athletics events. Dyehard has taken over operation of the Cy’s Locker Room store at 806 S. Duff Avenue in Ames as well as committed to a new on-campus team store as part of the Hilton Coliseum and Iowa State Center renovations.

“We are pleased to partner with Dyehard Fan Supply to deliver Cyclone athletics merchandise and apparel online, in-venue and in-store”

Jamie Pollard Director of Athletics

“As their first Big 12 partner, we are excited to showcase their innovative approach to creating, marketing and delivering the best in apparel and merchandise to our fans. Their vision of opening a store in the Scheman Building, as part of our renovations to Hilton Coliseum, that will carry a full line of official Nike team gear and additional high-end offerings is something Cyclone fans should look forward to.”

Dyehard will be instrumental in providing the newest, on-trend merchandise collections for Iowa State. Dyehard’s commitment to the Cyclone fan will include a full line of Nike apparel as well as other high-profile brands, an upgraded fan experience and focus on customer service, and the debut of new brands, exclusive products and category enhancements each season.

We’re incredibly honored to have been selected as the official merchandising partner for Iowa State,” said Teall Capital Partner and Executive Vice President for Business Development Rex Hough.” “With the partnership having officially started in November 2019, we hit the ground running with a new website with modern design interface that incorporates a custom Iowa State theme and is specifically tailored to enhance mobile shopping.”

“The website provides fast load times, intuitive navigation and a simple purchase process with one step checkout that includes an option to use Apple Pay. We look forward to continuing to roll out our merchandising programs for all winter and spring sports,”


“At Dyehard, we will pay careful attention to the in-market needs and what the local fans want in terms of merchandise, offering an extensive assortment through a variety of vendors and price points, resulting in a wide selection to meet the demands of the Cyclone fans.”

In addition to representing Iowa State, Dyehard also serves as official merchandising partner for several other major collegiate programs, including the University of Arkansas, Auburn University, the University of North Carolina, Columbia University Athletics, the BIG EAST Conference, Rutgers University, the University of Pittsburgh, Michigan State, Mississippi State and most recently the West Coast Conference.

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.

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 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 for more information.

About Iowa State

Iowa State University was established in 1858 and designated as the first land-grant institution in 1864. Home of the world’s first electronic digital computer, Iowa State is known worldwide for excellence in science and technology, discovery and innovation; and a student-centered culture with faculty and staff dedicated to student success. Iowa State Athletics is a member of the Big 12 Conference and sponsors 18 intercollegiate sports.