Leading indicators

By Telis Demos, Fortune reporter

(Fortune Magazine) -- NCAA BY THE NUMBERS

BIG MONEY ON CAMPUS

$3 billion

Estimated retail sales of college-licensed clothing and collectibles. In 1984 it was just $250 million. Since 2003 it's been growing at about 20% a year.

GO LONG ON LONGHORNS

$8.2 million

Royalties paid to the University of Texas for licensed products sold in 2005, when it won the national championships in football and baseball - double the 2004 income. That broke the record previously held by Michigan: $6.2 million in 1993.

HAT TRICK

134

Number of different Notre Dame hats - the most for any school - sold by Genesco's Hat World. A typical college has about 15 hats. Sales of college hats are about 30% of Hat World's revenues, or 7% of Genesco's total $1.3 billion revenues in 2006.

THAT'S MY BAG $10 million

Sales of college-licensed purses in 2005. While shirts and jerseys make up half of all sales, nonclothing items are now 40%. Every year, about 1,200 new products are considered. Approved so far this year: car hoods, mustard, urns, and Croc shoes.

UNSPORTSMANLIKE CONDUCT

6,000

Unlicensed items seized by the University of Southern California at last year s six home football games, worth about $105,000. The Collegiate Licensing Co. seizes an average of 3,500 unlicensed articles of clothing at a Division I bowl game. SOURCES: Collegiate Licensing Company, Genesco, University of Southern California  Top of page