Dyehard By Follett Announces New Athletic E-Commerce Partnership With Mississippi State Athletics

WESTCHESTER, Ill. – Dyehard by Follett, the preeminent fan retail experience in collegiate athletics, has launched a multi-year partnership with Mississippi State Athletics as the new official e-commerce provider. The relationship was negotiated through Learfield's MSU Bulldog Sports Properties, who oversees athletic multimedia and e-commerce rights.

The enhanced online shopping experience complements Dyehard by Follett's existing in-venue retail experience, providing an omnichannel approach to delivering officially licensed merchandise to Bulldog fans. Shoppers will notice a change in website URL for the official Mississippi State team store to match their in-venue experience: www.statestylestore.com.

Emmanuel Kolady, CEO of Follett Higher Education, said, "When Dyehard and Follett launched our partnership earlier this year, we pledged to revolutionize the college athletics experience for students, families, alumni, and fans – and that's exactly what we're doing with our new expanded partnership at Mississippi State. This online store brings new energy to this dynamic campus community and generates excitement for local and visiting Mississippi State fans with our omni-channel approach. We're always looking to expand upon our existing partnerships, and by adding the e-commerce sales channel to our in-venue business, customers can now experience a more integrated and cohesive shopping experience at the official athletics team store."

The online store offers high-quality, officially licensed gear from best-in-class brands such as adidas, Peter Millar, Beyond Yoga, Tommy Bahama, and Johnnie-O, along with merchandise and products from locally owned and operated companies. Athlete NIL products will be a central focus with Bulldog fans having the opportunity to purchase gear featuring their favorite student-athletes across all MSU teams and sports. The product offerings will continue to evolve, with new sport-specific collections available throughout the year.

"Our team is grateful for the innovative approach Dyehard by Follett has taken with our in-venue business over the last four years, and I'm excited for what this expanded partnership will offer our customers and student-athletes, particularly in the ever-evolving NIL space," said Tom Greene, Deputy Athletic Director for External Engagement.

The retailer will leverage marketing assets provided by MSU Bulldog Sports Properties to connect with fans to highlight merchandise collections and announce new product launches.

"We are excited to work with Dyehard by Follett as they deliver unique and traditional merchandise for MSU fans to show their Bulldog spirit and support our great athletic teams," said Ann Brett Gillespie Strickland, General Manager of MSU Bulldog Sports Properties.

Fans are encouraged to register their email addresses on the team store website to receive information about the latest product releases, upcoming promotional sales, and much more.

To learn more about Dyehard by Follett, visit https://follett.com/blog/three-takeaways-from-the-follett-x-dyehard-partnership/.

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About Follett Higher Education | www.highered.follett.com
Follett Higher Education is a leading educational service provider and omnichannel retailer providing students, faculty and staff, parents, and fans the course materials, learning tools and retail services needed to successfully support the academic, athletic, and collegiate journey. Follett Higher Education supports over 6 million students through its 1,100 physical and 1,750 eCommerce collegiate retail stores across North America.

About Learfield
Learfield is a diversified and influential media and technology company powering college athletics. Through its digital and physical platforms, LEARFIELD owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 15,000 local and national brand partners, LEARFIELD's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, LEARFIELD enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed LEARFIELD Directors' Cup, supporting athletic departments across all divisions.

Mississippi State University Athletics

Dyehard By Follett Announces New Athletic E-Commerce Partnership With Mississippi State Athletics

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