HPU Partners with Strategic Marketing Affiliates for Licensing Program

September 16, 2014

HPU Sharks
The HPU Sharks soccer team, with new Sharks-branded uniforms.

HONOLULU — Following an overwhelmingly positive reception of Hawai'i Pacific University's new athletics brand, the HPU Sharks, the university is now partnering with one of the nation's leading collegiate licensing agency to bring that brand to fans and community.

Strategic Marketing Affiliates (SMA) is working with Hawaiʻi Pacific University to manage its domestic U.S. trademark licensing program. The new partnership will provide the university with access to SMA's brand development, protection and revenue generation services.

"We appreciate that so many of our fans and supporters love the new HPU Sharks logo," said Vince Baldemor, executive director of athletics at Hawai'i Pacific University. "They want to wear the HPU brand to support their school and its athletes. We are proud to partner with SMA to do just that."

The new mark has resonated not only with current students and fans, but also alumni, including Milomir Ognjanovic, chief operating officer of Wealth Strategy Partners, an MBA graduate and a member of HPU's storied national champion basketball team in 1993.

"I'll always be fond of the colors and logo that we had when I played, but I like the direction that athletics is taking and support its new brand identity. We are one university and I appreciate my time at HPU and am a proud alum. Go, Sharks!"

HPU has already kicked off its fall season, under the new logo. Also during the fall will be other opportunities to celebrate the new brand, including the inaugural Sharks Golf Tournament on Sept. 29, and the fourth annual S.H.A.R.X Benefit on Oct. 28. See for more information.

HPU Sharks "SMA is honored to collaborate with Hawai'i Pacific University," said Holly White, university services director for SMA. "We look forward to working with university officials to develop further both the university and the Sharks brand."

For more information about HPU licensing, contact Holly White by phone at (317) 669-0805 or email; or Chris Aguinaldo, HPU UniversityCommunications, at (808) 544-0879 or email

Strategic Marketing Affiliates is an Indianapolis-based, full service licensing organization, which represents more than 320 colleges and universities located throughout North America. The 18-year-old agency is the fastest growing collegiate licensing agency in the U.S., with offices in Indiana, New York, Tennessee and Ohio. For more information regarding SMA, please visit