Columbia Athletics Signs Dyehard Fan Supply to New Multi-Year Agreement

WINSTON-SALEM, N.C. (SEPTEMBER 6, 2018) – The Columbia University Athletics program has selected Dyehard Fan Supply, an event and retail merchandise marketing and e-commerce company, as the official merchandising partner for the Lions in a new multi-year agreement. Dyehard will handle online, game day and at-event merchandising for all Columbia Athletics teams.

“We are excited about this new partnership with Dyehard.” Columbia Athletic Director Peter Pilling said. “In just a short time, Dyehard has proven to be an industry leader in sports merchandise. Our fans, parents, student-athletes, alumni and the Columbia community in general will benefit from this partnership.”

In addition to carrying Nike merchandise, Dyehard Fan Supply will provide an array of products from other best-in-class licensees, as well as showcasing several brands not yet offered at Columbia. Fans will have a wide range of styles, sizes and selections to choose from for men, women and youth. There will also be an increase in offerings of specialty, event-themed and sports-specific merchandise, as well.  Columbia fans will see Dyehard Fan Supply at athletic venues with merchandise kiosks and points-of-sale throughout the Baker Athletic Complex which includes a variety of varsity sports venues as well as at the Francis S. Levien Gymnasium and Dodge Fitness Center.

The agreement with Columbia comes on the heels of Dyehard’s announcements that the company will serve as merchandising partner for Rutgers, Arkansas, Auburn and North Carolina.

“The entire Dyehard Fan Supply team is thrilled to have been selected as the official merchandising partner for Columbia Athletics,” said Dyehard CEO Rex Hough. “Dyehard will create a unique retail experience at a wide variety of Columbia athletic events next season, including providing merchandising services at Lions football, basketball, baseball, soccer, wrestling and softball to name a few.

“In coming months, Dyehard will introduce expanded offerings and higher quality branded gear.  Lions fans can expect nothing short of white glove service from Dyehard,” Hough added. “We are committed to the highest level of customer service in the industry and will provide a highly trained team on-site to create the ultimate retail experience for Lions fans.”

Hough said the relationship between Columbia and Dyehard’s parent company, Teall Capital, paved the way for the new merchandising agreement.  “I’ve known Peter Pilling and Bob Steitz, Senior Associate Athletic Director, for many years and it’s great to be partnering and working with them again.”

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.

“Representing Columbia, an incredible Ivy League institution, is yet another feather in the cap of Rex and his team at Dyehard,” said Ben C. Sutton, Jr. chairman and managing partner of Teall Capital Partners and former IMG College chairman and CEO.  “During the last few months, Dyehard has redefined the merchandising playbook for athletics programs at a number of major programs, and I have no doubt they are going to continue with great success on a rapid-paced trajectory.”

“Based on my personal experience with Dyehard and that of other events, Columbia fans can look forward to a best-in-class merchandising experience from a company that offers the highest standards of customer service in the industry,” Sutton added.

Teall Capital Partners, a private equity company based in Winston-Salem, N.C.; Atlanta, Ga.; and San Francisco, Calif., created Dyehard Fan Supply in late 2017 after acquiring several companies offering an expansive national network of best-in-class merchandise capabilities. Teall anticipates additional future investments that will contribute to the 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.