Super Bowl Champ's Firm Tackles University Branding

CHAMPAIGN, IL – May 14, 2026 – A company co-founded by Super Bowl XLVIII Champion Robert Turbin is moving from the professional gridiron to the collegiate quad, aiming to redefine how universities connect with their communities. Belen Creative, the branding and merchandise firm, announced a significant expansion into the higher education sector, securing official licensing with the University of Illinois and delivering custom merchandise for Tarleton State University.

The move signals a strategic push into the highly competitive and lucrative collegiate merchandise market. The partnership is facilitated by brand strategist Stefanie De Los Santos McLeese, founder of Santos McLeese, LLC, who brings deep experience with both institutions to the collaboration. This venture combines Turbin's high-profile background and a focus on high-impact experiences with McLeese's strategic expertise to offer universities more than just logo-stamped apparel; it offers a new playbook for building lasting brand loyalty.

A New Playbook for University Branding

At the heart of this initiative is the idea that branded merchandise should be more than an afterthought—it should be a central pillar of a university's brand strategy. Belen Creative, which provides a full suite of services from promotional products to custom embroidery, aims to bridge the gap between high-level brand messaging and the tangible items that students, alumni, and faculty interact with daily.

“The strongest brands create connection far beyond logos and messaging,” said Robert Turbin, co-founder of Belen Creative, in a statement. “Our goal is to help universities reinforce their identity with products and experiences that students, alumni, faculty, and partners genuinely engage with and remember.”

This philosophy is being put into practice through a unique operational model. University clients work directly with Santos McLeese, LLC to develop a strategy that aligns merchandise needs with broader institutional goals, such as recruitment, campus events, or alumni engagement. Belen Creative then executes this strategy, producing everything from licensed apparel to premium gift items. At Tarleton State, this has resulted in custom products like luggage tags, water bottles, and branded mini fans designed to support student programs and global initiatives, turning functional items into long-term brand touchpoints.

Tapping into a Multi-Billion Dollar Market

Belen Creative's expansion comes as the collegiate licensed merchandise market is experiencing robust growth. The global licensed sports merchandise market, valued at nearly $40 billion in 2025, is a behemoth industry where North America holds the dominant share. Projections show the market continuing its upward trajectory, fueled by intense fan engagement, the explosion of e-commerce, and the growing popularity of athleisure and lifestyle-oriented university apparel.

Entering this arena means competing with established giants like Nike, Adidas, and a vast network of specialized vendors. However, Belen Creative is betting that its unique value proposition can carve out a significant niche. The market is increasingly driven by a demand for authenticity and connection, especially as back-to-college e-commerce spending soars into the hundreds of billions. By focusing on custom solutions and "translating brand strategy into tangible, high-impact experiences," the company aims to differentiate itself from mass-market producers. The recent rule changes allowing college athletes to profit from their Name, Image, and Likeness (NIL) have also injected new energy and commercial opportunities into the collegiate space, creating a more dynamic environment for innovative branding partnerships.

From Gridiron Champion to Branding Entrepreneur

A key differentiator for Belen Creative is the story and influence of its co-founder, Robert Turbin. Long before he entered the business world, Turbin built a brand for himself on the football field, culminating in a Super Bowl XLVIII victory with the Seattle Seahawks. His post-NFL career has been marked by a similar drive, transitioning into broadcasting, podcasting, and philanthropy.

His "Turbo Talk Podcast" and work as a CBS Sports Network commentator have kept him in the public eye, while his Runnin4U Foundation, dedicated to supporting those affected by Multiple Sclerosis and Cerebral Palsy, demonstrates a commitment to community impact. This background provides more than just celebrity endorsement; it lends a layer of credibility and an innate understanding of teamwork, identity, and what it takes to build a loyal following. For universities, whose entire existence is built on fostering community and school spirit, partnering with a figure who embodies these principles is a powerful narrative. Turbin's journey from athlete to entrepreneur serves as a compelling case study in leveraging personal brand equity to build a new venture from the ground up.

The Strategic Edge of Authentic Connection

While Turbin provides the star power, the strategic engine of these new university partnerships is Stefanie De Los Santos McLeese. Her role highlights a critical aspect of Belen Creative's approach: branding efforts are most effective when they are rooted in genuine understanding and personal connection.

This is particularly evident in her work with her alma mater, Tarleton State University. As an alumna, McLeese brings an insider's perspective to the project, ensuring the merchandise for programs like The Lozano Long Division of Global, Community, and First-Gen Initiatives resonates with the university's specific culture. The connection is deeply personal, as she noted in the announcement.

“Extending the brand strategy work I’ve done at Tarleton and Illinois into branded merch was very intentional,” said De Los Santos McLeese. “Tarleton is where my story begins, and Illinois is where this chapter is being written. We all have those pieces from our alma mater - the places that shaped us - that become part of how we carry that cherished experience over time. It’s an honor to work with higher-ed in particular and deliver what sometimes become mementos people carry for a lifetime.”

At the University of Illinois, where Belen Creative is now an officially licensed provider, McLeese's firm was already an established and approved vendor. Her prior work included facilitating brand ambassador workshops following a systemwide brand refresh and supporting strategic communications for several colleges, including the Gies College of Business and the College of Fine and Applied Arts. This history provides a foundation of trust and institutional knowledge, allowing the merchandise partnership to serve as a natural and strategic extension of her ongoing brand work, ensuring every product aligns with the university's core identity.

This model, combining celebrity influence with deeply embedded strategic expertise, represents a sophisticated approach to a market often focused on volume. By prioritizing authentic connection and strategic alignment, Belen Creative and its partners are making a compelling case that the most valuable piece of merchandise is one that tells a story.