The University of South Alabama has had a licensing program in place since 1990 and has transitioned the management of the program to Strategic Marketing Affiliates, Inc. (SMA) effective October 1, 2005.

Founded in 1995, SMA has quickly grown to become a leader in the arena of collegiate licensing and marketing. Working with over 60 collegiate properties, the Indianapolis based SMA team combines extensive licensing and marketing experience with a forward thinking attitude in keeping its approach fresh, energetic, and above all else, effective.