Mississippi State Partners with Dyehard to Create New Merchandising Program

STARKVILLE, MS (MAY 28, 2019) – Mississippi State University and Dyehard Fan Supply have entered into a five-year agreement beginning in the fall of 2019 to merchandise Bulldog athletic products.  Dyehard, a retail solutions provider specializing in events, retail and e-commerce, will become the official in-venue merchandising partner for Mississippi State Athletics for home athletic events and more.

“We are excited to announce a merchandising collaboration with Dyehard Fan Supply,” said Mississippi State Director of Athletics John Cohen. “The team at Dyehard has an outstanding reputation in customer service with vast experience in the industry. This partnership will strengthen the Mississippi State brand and bring world-class merchandise and apparel to our Bulldog fans at our in-game venues.”

Dyehard will be instrumental in supplying popular merchandise collections for home sporting events for football, men’s and women’s basketball, baseball and more. In addition to carrying a full line of Adidas apparel and headwear, along with every-day fan gear, Dyehard Fan Supply also will feature products from high-profile brands such as New Era, Columbia, Original Retro Brand, Peter Millar, Top of the World and Vineyard Vines. Dyehard’s commitment to Bulldog fans will include an upgraded fan experience with new retail kiosks, a focus on customer service and the debut of new brands, exclusive products and category enhancements each season.

“The Dyehard Fan Supply team is thrilled to become part of the time-honored Hail State tradition as the official gameday merchandising partner for Mississippi State Athletics,” said Dyehard CEO Rex Hough. “Similar to what we’ve done at other university programs, we will be very attentive to seeking out and providing the merchandise that Bulldog fans want.  We will provide a broad range of merchandise choices using a variety of trusted licensees to ensure we meet the demands of fans.”

“In addition, we will upgrade Mississippi State Athletics’ point-of-sale buying experience and enhance the overall fan and customer service interaction by training staff to become 5-star brand ambassadors.  We believe Bulldog fans will be extremely pleased with the Dyehard merchandising experience, and we can’t wait to get started this fall!”

The agreement with Mississippi State Athletics marks another major collegiate division partnership for Dyehard, which also serves as official athletics merchandising partner for the University of Arkansas, Auburn University, the University of North Carolina, Michigan State University, Columbia University, the BIG EAST Conference, Rutgers University the University of Pittsburgh.

Teall Capital Partners, a private equity company based in Winston-Salem, N.C. and Atlanta, Ga. 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.

“Mississippi State fans will receive a best-in-class merchandising experience from Dyehard, a company that offers the highest standards of customer service in the industry,” said Ben C. Sutton, Jr., chairman and managing partner of Teall Capital Partners and former IMG College chairman and CEO.  “Since we created the company in late 2017 using a best-in-the-business team, Dyehard has written a completely new merchandising playbook for athletics programs for a growing number of major programs.”

“I’m confident that Dyehard will continue its successful track record of providing fast-paced, customer-focused service to Mississippi State” Sutton added. “We will continue to experience great things from Dyehard Fan Supply as it expands its footprint from Mississippi State to include other great athletics programs across America.”

Dyehard Fan Supply has handled merchandising programs for many of America’s most notable sporting events and organizations, including the 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.

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 a turnkey sports retail solutions provider for some of America’s top sporting events, venues and brands.  With a focus on your brand, Dyehard leverages best-in-class practices to deliver a superior omni-channel buying experience to your fans online, at-event, and inside your brick and mortar stores.  Whether you’re a fan of college or pro sports, teams or individual events, Broadway shows or music, Dyehard Fan Supply is on the forefront of customer-focused concepts and innovative solutions designed to grow your retail business.  Our retail experts are committed to the highest standards of customer service and reliability in the industry. Visit for more information