The Ducks may not have won its last football game of the season, but the UO is winning in its effort to use athletics to draw more attention to the academic side of the university, according to a recent article and an editorial in The Oregonian.

An editorial that appears in the Jan. 13 issue points out that even though the team came out on the losing end of the College Football Playoff championship game, it won the marketing battle against Ohio State. It said football has helped introduce the UO to the nation, and its innovative approach to winning has helped people see that is just a reflection of the innovation that permeates campus.

“Companies spend millions to develop the type of image Oregon has created through its football program: a hip, fun and inviting institution to join,” the editorial says.

To read the entire editorial, see “Oregon Ducks football delivers return on investment despite championship game loss.”

An article in the business section the same day also points out the strength of the UO brand, noting that both ESPN and the Bloomberg news service ran stories about its rise during the run-up to the championship game. Duck gear is now among the top 10 in sales nationwide.

The story quotes Matt Dyste, the UO’s director of marketing and brand management, saying he expects royalty revenue to continue to grow and that the name recognition has helped recruit students, both inside and outside Oregon.

To read the entire article, see “Will the Ducks’ brand remain popular, even in defeat? Retailers hope so.”