What We Do

We specialize in developing co-branded college business using group player rights.


We work with licensees to create and market co-branded college products utilizing group licensing rights. 



We help companies use group player rights to enhance the value of their collegiate partnerships.




We create player-driven content featuring college storytelling and analysis by professional athletes. 

We put branding expertise and a broad base of sports industry experience to work for our partners and clients. 


Our Partners & Clients


Leadership Team

Wesley Haynes, President & Founder

TBG was founded by Wesley Haynes, a seasoned licensing industry veteran with more than 30 years of experience.  As the former head of IMG Licensing for North America, Wesley was responsible for the acquisition, development and management of world-class sports brands including ESPN, Kentucky Derby/Churchill Downs, PGA TOUR, Arnold Palmer, Richard Petty, Vail Resorts, and the PGA of America. Prior to his time with IMG, Wesley spent 10 years managing the licensing, and for a time sponsorship sales, for the PGA TOUR.

Malaika Underwood, VP Licensing

Malaika Underwood has 15 years of licensing experience having worked for IMG Licensing and the Collegiate Licensing Company, before joining TBG. While at IMG Licensing she managed relationships with a broad range of clients including ESPN, X Games, Yamaha Motor, NFL Retired Players, and Cumulus Media.  Prior to that, Malaika worked within IMG’s collegiate licensing division, the Collegiate Licensing Company, where she managed all day-to-day activity with CLC’s partner institutions in the SEC, ACC and Big East Conference.

Lee Bushkell, Media & Digital Lead

Lee spent the 10 years prior to joining TBG as a Vice President at the PGA TOUR, where he held a variety of strategic roles, including the GM for PGA TOUR Digital, VP of Media Sales, and most recently he led a new PGA TOUR-backed social startup, SKRATCH. Prior to the PGA TOUR, Lee worked for Turner Sports Interactive, where he led NASCAR and PGA of America digital consumer products. Lee has won 2 Emmy Awards for Interactive Experiences, one for NASCAR and one for the PGA TOUR. In addition to his league experience, he was a digital consultant for brands such as Coke, Saks Fifth Avenue and the Federal Reserve.