External Relations

Strategic Marketing Affiliates

Lake Erie College utilizes Strategic Marketing Affiliates (SMA) as its primary licensing agent for Storm Athletics.

As the primary licensing agen of Lake Erie Storm Athletics, Strategic Marketing Affiliates:



  • Facilitates the licensing process for licensees,
  • Executes licensing agreements,
  • Markets theLake Erie College Storm Athletics brand to potential manufacturers,
  • Monitors the marketplace for unlicensed use of trademarks,
  • Collects royalties, and
  • Conducts compliance review audits of licensed manufacturers.
In order to produce products bearing the marks of Storm Athletics, manufacturers and vendors must be a licensee of Lake Erie College. To get started, click on the link below to download an application packet. The application contains instructions on how to complete the application phase of licensing as well as information that licensees will need to retain throughout the course of the licensing process.

All licensees are required to remit royalty reports and payments on a quarterly basis to SMA, who collects these payments on behalf of Lake Erie Storm Athletics. Lake Erie has established a royalty rate of 10% of the wholesale price of an individual product.

Information on the services SMA provides, including a copy of an application and license agreement, can be found at www.smaworks.com.

Contact Information: 

Strategic Marketing Affiliates
Pan American Plaza
201 South Capitol Avenue, Suite 520
Indianapolis, IN 46225
Phone: (317) 829-5690
Fax: (317) 829-5696
Email: questions@smaworks.com

About Strategic Marketing Affiliates: Founded in 1997, Strategic Marketing Affiliates, Inc. is a full-service licensing agency that has quickly grown to become a leader in the collegiate marketplace. SMA currently represents over 164 universities, colleges, and athletic conferences nationwide. The Indianapolis (IN) based SMA team combines extensive marketing and licensing experience with a forward-thinking attitude in keeping its approach fresh, energetic, and, above all else, effective. For more information on SMA, visit: www.smaworks.com.