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October 19, 2020                                                        Tim Potter       (480) 766-3347




Newly-Launched Firm Helps Colleges Increase Licensing Revenues


Led by Former ASU Licensing Director Tim Potter,

Game Changer Licensing Takes Under Served Programs to the Next Level



SCOTTSDALE, Ariz. - At a time when a lot of colleges are operating with reduced staff but, at the same time are also being asked to increase revenue, a new professional services firm is offering an outsourced solution that helps them to accomplish both.


Game Changer Licensing is a new outsourced service firm founded by Tim Potter - a collegiate athletics veteran of more than 30 years and former director of licensing at Arizona State University from 2010-2020.


“Even before the pandemic hit, a lot of colleges were under-staffed or under-qualified when it came to maximizing their licensing programs,” said Potter. “Today, ‘a lot’ has become ‘most’ due to needed furloughs and layoffs. That’s really why our services are so-needed in the current market.”


Game Changer Licensing works with small- and mid-size colleges in a number of ways including: as an outsourced licensing representative that can design and manage a college’s entire licensing program; a ‘go to’ resource to a college’s existing licensing staff; or to take on specific licensing initiatives on a project basis.


Some of the most common types of services provided by the firm include: promotion and protection of all marks owned by each school; approval of artwork; on-boarding of new licensees; marketing campaigns that increase sales; day-to-day contact with licensees and retailers; as well as relationship building among peer institutions, licensing and trade organizations.


“We realize that every college is different when it comes to licensing needs and opportunities,” said Potter. “We like to sit down to a ‘socially distanced’ coffee or Zoom to discuss each school’s current licensing program, its goals moving forward and to discuss some initial thoughts on how we can help take it to the next level. From that we produce customized recommendations that are specific to their needs.”


Founded in 2020, Game Changer Licensing LLC is based in Scottsdale, Ariz. More information on the firm and its services can be viewed online at



September 22, 2021

Denver, CO — MSU-Denver Athletics today announced a new partnership with Game Changer Licensing to help increase brand awareness and licensing revenue for Roadrunners Athletics.


“The opportunity to work with Tim Potter (@tpottsgcl) and Game Changer Licensing is exciting,” says MSU-Denver Associate Director of Athletics John Kietzmann.  “He brings licensing expertise and experience to Roadrunners Athletics and the University. Tim will essentially become the licensing director we’ve never had.”


With more than 30 years in college athletics - including a decade at Arizona State University where he served as head of licensing and helped grow royalty revenues by 300 percent - Potter has a reputation for optimizing revenues for athletic programs. 


“I’m eager to be working with John and MSU-Denver.  MSU-D has a great brand that is primed for growth,” says Potter, Game Changer’s founder. “Game Changer Licensing looks forward to the opportunity to make a difference not only for the student–athletes, but for all Roadrunners fans.”


In addition to traditional licensing functions such as review and approval of licensee art work and continued development of the retail partner program, Game Changer will be working with Roadrunners Athletics to launch an external marketing program with key retailers and engage in national licensing association.


“We believe licensing has untapped potential to grow with the appropriate attention and focus,” says Kietzmann. “I’m certain this agreement with Game Changer Licensing will improve our revenue and enhance our ability to serve and support the success of our student–athletes.”


About Game Changer Licensing 


Tim Potter is the founder and principal of Game Changer Licensing. A consultancy that helps under-served and under-performing college licensing programs to find their focus and growth potential. With nearly 30 years of experience, Potter has worked in a wide range of collegiate settings and has helped licensing programs reach ever increasing goals. Most recently, he spent 10 years as leader of the Arizona State University licensing program where he implemented a sound and creative plan that tripled royalty revenues. More information on Game Changer Licensing can be viewed online at



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