UNC Athletics Launches Roam Technologies Drinkware Line

Student athletes will market the co-branded products as part of a new strategic initiative.

Updated on Oct. 23, 2026 in Financial Aid

UNC Athletics Launches Roam Technologies Drinkware Line

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On September 30, 2026, the University of North Carolina athletic department announced a partnership with Roam Technologies to release a line of co-branded drinkware. Student athletes will lead an NIL marketing campaign for the products to help build the company brand.

Why it matters

The university is leveraging this deal as a case study to demonstrate a repeatable model for future brand partnerships. By centralizing licensing and sponsorship processes, UNC aims to streamline brand engagement and create new revenue streams.

Approximately 90 student athletes attended a recent workshop at Kenan Memorial Stadium to learn about content creation and TikTok Shop monetization. This initiative follows a fiscal year where athletic department spending rose by 35%.

The players

University of North Carolina Athletics

The collegiate sports organization manages athletic teams and recently consolidated its licensing and sponsorship processes.

Roam Technologies

This private company is partnering with the university to produce and market a new line of co-branded drinkware products.

Rick Barakat

He is an administrator who joined the University of North Carolina athletics department in 2025.

The details

UNC restructured its operations to move the Trademarks and Licensing office under the athletic department, centralizing decision-making. The program builds on previous collaborative efforts, such as a prior spirits partnership with Cape Fear Distillery.

September 30, 2026: UNC announced the official partnership with Roam Technologies.
September 2026: The UNC Board of Governors budget committee presented university spending data.
2025: Rick Barakat joined the UNC athletics department.
FY 2023-2024: UNC athletics spending increased by $49 million.

Culture Shift

This partnership reflects the modern integration of NIL rights into university business models, moving beyond traditional sponsorships to direct athlete-led e-commerce. It highlights the shift toward student athletes functioning as active participants in branded commercial campaigns.

Local shoppers and university supporters will likely see increased social media marketing campaigns featuring student athletes promoting these products. This shift changes how the community engages with university-affiliated merchandise through digital creator-led channels.

The takeaway

Universities are increasingly adopting corporate-style branding strategies to maximize revenue and engage student athletes. Supporters can expect a growing number of NIL-driven product collaborations as departments seek to monetize their intellectual property.