As a result of that success, the university decided in November to extend its contract with Collegiate Licensing Co. through June 2022.
"Our fans have never had better access to quality merchandise in every retail channel than they do now," Marsha Moore, WVU's director of trademark licensing, said at the time. "We look forward to continuing to work with CLC to grow our WVU brand and market presence."
The Yankee Candle promotion is just one more way that presence has grown.
The company and Collegiate Licensing Co. planned the candle launch to coincide with Collegiate Licensing's "College Colors Day, which encourages people to wear their team colors to work and school on Friday, Aug. 30.
"The timing of the launch of candles in school colors fits perfectly with College Colors Day on August 30 -- an exciting annual celebration dedicated to promoting the traditions and spirit that embody the college experience," said Collegiate Licensing director Missy Ingram.
Based in Atlanta, Ga., Collegiate Licensing is an affiliate of IMG College, the company that recently won the bid to manage the WVU athletic department's Tier 3 multimedia rights.
While WVU's agreement with Collegiate Licensing is separate from the IMG deal, IMG spokesman Andrew Giangola said the arrangement has the potential to produce "great synergies."
"For example, when IMG College serves a school in licensing and media rights, we can cross-promote a school's licensed merchandise within our inventory," Giangola said.
That could include featuring licensed products in game day programs, on radio broadcasts or on stadium signage to boost product sales.
"The more product that sells, the more revenue goes to the school," Giangola said.
Both Charleston Yankee Candle Company stores, located at the Charleston Town Center and Dudley Farms Plaza, are selling the candle. They also have a $2.99 "Car Jar" vehicle air freshener as part of the promotion.
The items are also available online at www.yankeecandle.com.
Contact writer Jared Hunt at busin...@dailymail.com or 304-348-4836.