University of Pittsburgh Athletics
Staff Directory
- Title:
- Assistant Athletic Director, Licensing and Brand Management
- Email:
Lori Burens began overseeing the University of Pittsburgh Department of Athletics licensing program in 2010. The licensing program exists to protect, promote and preserve the University brand, while providing funding for athletic scholarships from the sale of officially licensed merchandise. Burens develops strategies for maximizing royalty growth and brand management for the University, while overseeing the use of University trademarks in the marketplace. She collaborates with the University’s licensing agent, the Collegiate Licensing Company, to engage licensed partners and retailers at a local and national level. Burens serves as a liaison for the Athletics e-commerce website, in-venue and on campus retail management partners. She is also a resource for the University community in using its trademarks.
Burens oversaw the process of the Pitt Athletics rebrand, working with Nike, to develop and establish new logos and color scheme. This Global Identity Group (GIG) process took nearly two years to complete and resulted in a new visual identity for Pitt Athletics in 2019. Working with the University’s licensing partners and retailers, Pitt was able to see an increased presence in the retail market as well as increased royalties from the sales of Pitt products. The royalties from licensed sales contribute to the Athletic Scholarship Fund.
Burens first joined the University of Pittsburgh Department of Athletics in 1993 as a work study student in the football office for Coach John Majors. She has served in various roles within the department, including marketing assistant, assistant director of licensing and game presentation, and assistant director of licensing and advertising.
Burrens is a member of ICLA and a 2013 and 2019 ICLA Winter Symposium Membership Initiative Stipend recipient. In 2017, she accepted the Local Marketing Program of the Year Award on behalf of the Pitt Licensing and Marketing programs from the Collegiate Licensing Company. She is a regular contributor to licensing industry educational and networking efforts.
Originally from western New York, Burens resides just west of Pittsburgh with her husband, Vince, and their two daughters, Mia and Tessa.
Beyond the Bio
Favorite place on the University of Pittsburgh campus?
The 36th floor of the Cathedral of Learning – the view is amazing!
Favorite sports moment at Pitt?
Ronald Ramon’s 3-pointer at the buzzer to beat West Virginia in 2008.
What is your favorite thing to do in the city of Pittsburgh?
Biking/walking on the river trails.
What do you love most about the University of Pittsburgh?
It has such a great history of academics and athletics. Pitt alums have truly changed the world!
Hobbies outside of work?
Gardening, skiing, cooking (and eating).
