Austin, Texas, August 28, 2025
News Summary
Texas Athletics has entered a multi-year sponsorship deal with Hollister Co., naming it the official sponsor of Longhorn City Limits (LCL). This collaboration aims to enhance the fan experience during the college football season, culminating in the inaugural Hollister Feel Good Fest. This festival will feature major artists and exclusive merchandise, kicking off in September ahead of Texas Football’s home opener. The partnership represents Hollister’s first foray into college athletics sponsorship, providing a variety of official University of Texas apparel and products.
Austin, Texas – Texas Athletics has announced a multi-year sponsorship deal with Hollister Co., designating Hollister as the official presenting sponsor of Longhorn City Limits (LCL). This collaboration aims to enhance the fan experience during the college football season, specifically at the LCL events that take place on the LBJ Lawn.
Longhorn City Limits is entering its seventh season as what many consider college football’s premier gameday concert series. The venue, which is free for all fans, has previously hosted over 80 different artists, including notable names such as Black Pumas, Flo Rida, Ludacris, and Third Eye Blind. The partnership with Hollister will kick off on September 5, 2025, with the inaugural Hollister Feel Good Fest.
The Hollister Feel Good Fest will showcase various performers, featuring headliners Two Friends, pop star Natalie Jane, and country music singer-songwriter Adrien Nunez. Additionally, a retail pop-up shop will be available at the festival, where attendees can purchase a range of officially licensed University of Texas merchandise and exclusive event items.
Carey Collins Krug, the CMO of Abercrombie & Fitch Co., highlighted the alignment between live music and the vibrant culture of Austin, particularly in relation to the unique atmosphere at the University of Texas. The festival and LCL will launch officially on September 6, at 8 a.m., just ahead of Texas Football’s home opener against the San José State Spartans, adding an exciting layer to the football weekend.
Chris Del Conte, Texas Athletics’ Vice President and Athletics Director, expressed that this new collaboration not only enhances the Texas Athletics brand but also broadens their merchandise offerings to fans and students alike. This sponsorship, executed by Longhorn Sports Properties—a division of Learfield—marks Hollister’s first venture into college athletics sponsorship.
In addition to the LCL and Hollister Feel Good Fest, the sponsorship will include the Hollister Student Hour, showcasing programming specifically for UT students during home games at the Darrell K Royal-Texas Memorial Stadium. Gameday activations, product giveaways, and Name, Image, and Likeness (NIL) partnerships with Texas athletes are also part of Hollister’s plans as they seek to engage with the Texas community.
Hollister Co., under Abercrombie & Fitch Co., operates over 500 locations globally and will offer more than ten officially licensed University of Texas apparel items in-store as well as online, providing fans with a variety of purchasing options ahead of the football season.
As the leading media and technology company in college athletics, Learfield continues to foster relationships between significant brands and collegiate institutions, providing extensive support for athletic programs.
Key Features of the Partnership
- Multi-Year Sponsorship: Hollister is the official presenting sponsor of Longhorn City Limits.
- Longhorn City Limits: Premier college football gameday concert series entering its seventh season.
- Hollister Feel Good Fest: Debuts on September 5, 2025, featuring major artists and a retail shop.
- Enhanced Fan Experience: Various gameday activations, giveaways, and programming for students.
- Official Merchandise: Over ten licensed University of Texas apparel items available through Hollister.
FAQs
What is Longhorn City Limits?
Longhorn City Limits is a free gameday concert series held on the LBJ Lawn at the University of Texas, featuring various artists and enhancing the gameday experience for fans.
What is the Hollister Feel Good Fest?
The Hollister Feel Good Fest is a music festival celebrating the partnership between Texas Athletics and Hollister, featuring live performances from artists, including Two Friends and Natalie Jane.
When does the football season start?
The Texas Football home opener against the San José State Spartans is scheduled for September 6, 2025.
What types of merchandise will be available?
Hollister will offer a range of officially licensed University of Texas apparel and exclusive event merchandise available through their pop-up shop at the festival.
Partnership Overview
| Feature | Details |
|---|---|
| Sponsorship | Multi-Year agreement with Hollister Co. |
| Concert Series | Longhorn City Limits at LBJ Lawn |
| Festival Launch | September 5, 2025 |
| Featured Artists | Two Friends, Natalie Jane, Adrien Nunez |
| Merchandise Availability | Officially licensed UT gear and festival exclusive items |
| Student Engagement | Hollister Student Hour with special programming |
Deeper Dive: News & Info About This Topic
HERE Resources
Upcoming Events for Texas Longhorns Football Season
Additional Resources
- Texas Longhorns News
- Wikipedia: Texas Longhorns Football
- State News Austin
- Google Search: Texas High School Football
- Spectrum Local News
- Google Scholar: Arch Manning Texas QB
- Texas Longhorns News
- Google News: Texas Athletics Cardiovascular Health
- KVUE News
- Encyclopedia Britannica: University of Texas at Austin
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