CHARLESTON, W.Va. (AP) -- From T-shirts to roses, to furniture and duct tape, West Virginia University's logo is big business.
The university saw a record-setting $3.5 million in royalties from the use of its trademarks during the 2011-2012 financial year.
WVU's director of trademark licensing, Marsha Malone, tells The Associated Press the royalties help fund university marketing initiatives and athletic scholarships.
The licensing program began in the mid-1980s with four trademarks: "West Virginia University," the WVU seal, the Mountaineer mascot and the "Flying WV" logo. Today, that has expanded to include others, including "Let's Go Mountaineers!" and "Gold Rush."
Malone says there are about 480 companies licensed to use the WVU trademarks.
Earlier this month, the school signed a new, 10-year contract with Atlanta's Collegiate Licensing Co. to manage the program.