Auburn University Signs Dyehard Fan Supply to New, Multi-Year Agreement

WINSTON-SALEM, NC (JULY 10, 2018)—Auburn University has selected Dyehard Fan Supply, an event and retail merchandise marketing and e-commerce company, as the official merchandiser for the school’s athletics programs in a new, multi-year agreement.  Dyehard will handle e-commerce, game day, at-event merchandising, and permanent, on-site store merchandising for the Tigers beginning July 1, 2018.

“Dyehard will provide Auburn athletics with a comprehensive e-commerce strategy focused on growing our brand and providing our fans a unique merchandise experience,” Director of Athletics, Allen Greene said.  “The company also will raise customer service standards across all Dyehard merchandising platforms including at-event, online and in store for a true Auburn experience.  In addition, a local Dyehard staff will be placed in Auburn so that we can work together on a day-to-day basis to foster a consistent fan-first approach.”

“Another benefit of this partnership is Dyehard’s commitment to the Auburn community,” Greene added.  “They will use local vendors as much as possible in combination with national vendors and will have a local warehouse ready to supply merchandise for our fans in a timely manner.”

“This is a landmark day for Dyehard Fan Supply to become the official retail partner for the legendary Auburn athletics program that has won so many national and SEC championships.  This partnership follows our recent contract announcements with other Power Five programs at Rutgers and Arkansas,” Dyehard CEO Rex Hough said. “The Dyehard team will offer the Auburn family best-in-class merchandising that meet rigorous standards of quality, service and reliability, and in addition to traditional merchandise, we will introduce a range of higher quality and premium products the Auburn fan has not yet seen.”

“It’s also gratifying to work at the birthplace of Tailgate Guys, one of our Teall Capital colleagues,” Hough added.  “Our new agreement with Auburn demonstrates once again the importance of the relationships that Teall Capital founder and Chairman Ben Sutton brings to the table for Dyehard, Tailgate Guys, Riddle & Bloom and other members of our growing collective team of solutions providers.”

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 several Broadway shows and concerts.

“Rex and his team at Dyehard have an aggressive strategy and are now executing on that plan to rapidly and thoroughly build out an incredible national platform for retail sports and entertainment merchandising,” said Ben C. Sutton, Jr., chairman and managing partner of Teall Capital Partners, Dyehard’s parent company. “With the announcements of contracts with Rutgers, Arkansas and now Auburn, Dyehard is well-positioned as a national leader for sports merchandising programs.  The three recently signed schools, with more announcements to come, are now part of a Dyehard family of clients that enjoy customer service at the highest standards, superior fan merchandise, and a second-to-none retail experience.”

Teall Capital Partners, a private equity company based in Winston-Salem, NC; Atlanta, GA; and San Francisco, CA created Dyehard Fan Supply in late 2017 after acquiring several companies offering an expansive national network of best-in-class merchandise capabilities. Teall anticipates making several more substantive investments in the space that will contribute to and build on its strategy of providing the industry’s top-quality retail experience for fans and customers.

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 an event and retail merchandise, marketing, and e-commerce company. An international company focusing on superior customer service, Dyehard leverages an expansive network of best-in-class companies to produce top quality merchandise for college and professional sports, tennis and golf tournaments, bowl games, concerts, festivals, races, and Broadway musicals. Visit for more information.