Through a licensing and branding deal with the University of Kansas, the Lawrence, Kan., property, which is the home course of the university’s golf programs, has changed its name and logo to feature the university’s mascot. The 20-year agreement allows the club to use KU’s registered marks and names for an annual fee of $120,000 for the first 10 years.
In a unique licensing and branding allowance by the University of Kansas (KU), Alvamar Country Club in Lawrence, Kan., is now called The Jayhawk Club, KUSports.com reported.
On Monday the university announced the licensing agreement between it and club ownership, Eagles 1968 LLC, headed by Lawrence, Kan., developer Thomas Fritzel and his family, KUSports.com reported.
Alvamar, now The Jayhawk Club, has been and remains the home course of the KU men’s and women’s golf programs. KU licenses apparel and products but it’s rare for the university to license use of the Jayhawk name and mascot to a privately owned business. University officials said the agreement is unique and that it reflects a unique opportunity for KU, KUSports.com reported.
“Alvamar Country Club has been a great home for the University of Kansas men’s and women’s golf programs, and there has been a terrific partnership between the club and the university during that time,” Tim Caboni, KU vice chancellor for public affairs, said in a statement. “This new license agreement is an extension of that partnership that will benefit The Jayhawk Club, the university, our student-athletes and the entire region. We are excited to have our university’s name and our world-famous Jayhawk affiliated with the facility.”
The golf facility has a new logo and branding that features the club name with an image of the Jayhawk. According to KU, the new club will also feature officially licensed merchandise reflecting the name change, KUSports.com reported.
KU’s 20-year agreement with Eagle 1968 LLC allows the club to use KU’s registered marks and names for an annual fee of $120,000 for the first 10 years, according to KU. For the final 10 years of the agreement, that annual amount is adjusted for inflation, KUSports.com reported.
Half of the licensing revenue from the Jayhawk Club will go to KU and the other half will go to Kansas Athletics Inc., according to KU spokesman Joe Monaco. KU’s portion will be used for student scholarships and academic programming, and KU Athletics’ portion will be used for student-athlete scholarships, KUSports.com reported.
In a statement shared by KU, Fritzel said the club’s partnership with the university would bring new energy to an historic community landmark and its founder, KUSports.com reported.
“Bob Billings was such a positive and energetic force,” Fritzel said. “There is much to learn from his approach—in business and in life. Every day is a gift, and we should live it fully. It is an honor and a privilege to continue what he started.”
Fritzel’s company took over ownership of the club more than a year ago. Work continues on a major redevelopment effort that includes private residences as well as renovations to the clubhouse and golf course. The club previously had an 18-hole public course and an 18-hole private course, but it’s no longer open to the public, KUSports.com reported.
The club went completely private as of December 2016, said General Manager Wes Lynch.
The public clubhouse has been torn down, and major renovations to the private clubhouse are ongoing, Lynch said. The clubhouse is expected to be complete in April or May, and a new swimming pool also is under construction, expected to open this summer, KUSports.com reported.
As for the golf course, it’s going from 36 holes to 27, Lynch said. Portions of the course are open now, he said. The whole course should reopen in late spring or early summer after resodding and reseeding, KUSports.com reported.
The first phase of private residences is expected to be completed and available by late summer. The building will feature one-, two- and three-bedroom residences. The club also has broken ground on a wellness and fitness center, KUSports.com reported.
The club plans to break ground soon on a new building for the KU golf teams, which is hoped to open in time to use next golf season, KUSports.com reported.