Renata Hays was promoted to assistant athletics director of branding and licensing in July 2012. She previously served as director of licensing for Oklahoma Athletics since May 2009.
In her role, Hays manage the University of Oklahoma's relationships with close to 400 licensees and retailers across the country. Since she began overseeing the branding efforts for the Sooners in 2009, licensing revenues have increased 23 percent to $4.1 million thanks to over $750,000 in royalties accrued and over $15.6 million in retail sales of officially-licensed products.
Hays also oversee the use of OU's trademarks and the licensing of other intellectual property such as University-owned photos and video footage.
Prior to returning to her alma mater, Hays enjoyed a variety of experience working for the National Football League. She began her tenure at the league office in New York as a digital media intern before being accepted into the NFL Blue Chip Rotational Program in September 2006.
As one of six members of the NFL's first-ever rotational program, she spent six-month stints serving in four different departments: Fan Strategy, NFL Europa (Frankfurt, Germany), Partnership Marketing & Sales and Innovation.
In September 2008, she was promoted to a permanent role as coordinator for partnership marketing and sales. In that capacity, she served as one of the day-to-day contacts for major corporate partners such as Visa, Bank of America, General Motors and FedEx and others. She also tracked the fulfillment of contractual assets throughout the season and surrounding key league events such as the Super Bowl, the Pro Bowl and the NFL's International Series.
A Bartlesville, Okla., native, Hays graduated summa cum laude from the University of Oklahoma in May 2006 with degrees in journalism (public relations) and business administration (marketing).
She began her work with OU Athletics as an undergraduate, working in OU Athletics Marketing. She also served in the OU Athletics Communications office, serving as the sports information contact for women's golf and women's tennis.