HanesBrands recently announced it has entered into a new 10-year apparel partnership with the University of Tennessee. According to a press release shared by Business Wire, under the strategic agreement, HanesBrands has exclusive rights to design, manufacture, and distribute fanwear across mass and local channels, broadening the university’s access to retail markets.

As part of the partnership, Hanesbrands will create special activations and enhanced retail presentations designed to elevate the University of Tennessee brand and fan experience. For example, in the fall, the company will be on Rocky Top for a special Champion brand activation in conjunction with the VOL Shop prior to the school’s football game against Florida. In addition, Hanesbrands is partnering with Tennessee on a new, co-branded mobile merchandise kiosk for use at home athletic events.

For those wondering about the university’s partnership with Nike, that’s been sorted out. The new partnership with HanesBrands follows a detailed analysis of the Tennessee trademark licensing program and a competitive proposal process completed in conjunction with the university’s exclusive licensing agent, CLC, according to the press release.

In addition to these exclusive programs, Tennessee will continue its partnership with Nike as the provider of performance products and specific fan merchandise. Tennessee will also continue to license other apparel companies in key product categories.

The University of Tennessee is just one of many schools that Hanesbrands is partnering with. The lineup also includes University of Southern California, University of Texas, The Ohio State University, University of North Carolina, University of Georgia, Villanova, and University of South Carolina, among others.

“We’re excited to partner with Tennessee and give their passionate, loyal fanbase even more to cheer about,” said John Fryer, president of Sports Apparel at HanesBrands, in a statement.