The CLC represents more than 70 percent of all Division 1A football playing institutions. Other than Vanderbilt and Mississippi State, every SEC school goes through the CLC when selling products with their brand name.

"We work with our programs with the schools in the conference...putting together licensing programs on products, promotions, and other opportunities to generate revenues using the brands of the universities," Price said.

And there is plenty of revenue to be generated.

The folks at the CLC greeted us on Monday afternoon by decorating the lobby with SEC merchandise. There was the Georgia Wheaties Box, the University of Florida Crocs, a pair of orange Tennessee sandals, and most notably, an enormous inflatable Kentucky Wildcat mascot.

Then there was the for-the-ladies merchandise, like a pink Georgia jacket and a purse with the Auburn logo. No, Emily did not run out of the building with it, though it was a concern.

"Two categories that have seen a lot of growth have been the kids' collectibles category and now also the women's category," Price told us. "More products that are meant for the female consumer."

These days, a consumer can get just about anything he/she wants. Price took us on a tour of the offices, leading us to a wall of "Unique Products." Here we saw a University of Miami-themed coffin for those Canes fans that live and die UM football. There was a bag of Penn State Sourdough pretzels, a Texas hammer with a football grip, Washington Huskies Gourmet Cocoa Mix (they're "Dawg Gone Good" according to the label), and then a few SEC items.

If you want an Auburn napkin holder, believe it or not, that exists.

If you still eat Pez, you can get your University of Alabama Pez Dispenser.

Next to the "Unique Products" were the "One Hit Wonders." A BYU Barbie was interesting, but not as interesting as an LSU-themed coconut. Here's the story behind that:

A New Orleans native, who had access to a lot of coconuts, was watching the 2004 BCS National Championship game, LSU defeating Oklahoma in the Sugar Bowl. He heard the broadcaster mention that LSU would be splitting the National Championship with USC, and that comment drew his ire.

"He felt very strongly that, obviously, LSU was in the championship game and the winner should be the champion," Price said. "And so he came up with this slogan, 'Not Half, but the Whole Nut.'"

He wrote that on the coconut, put the score on it, and noted LSU was the champion. He painted it purple and it became a licensed product.

"I don't think he sold many of these, but he was one of the most passionate licensees I think we've ever dealt with."

In the 2005-2006 fiscal year, nine SEC teams finished in the top 10 in royalties for the CLC. Those teams were:

#4 Georgia
#6 Florida
#8 Tennessee
#9 Alabama
#12 LSU
#13 Auburn
#14 Kentucky
#19 Arkansas
#20 South Carolina

Obviously, the SEC fans have no problem spending some cash to get shirts, hats, sweaters, purses, dolls, sandals...you get the point...with their team's logos. But why are the SEC folks spending more than anyone else?

"A big part of it is kind of the culture and heritage of where the SEC originates from," Price said. "Football is really in the blood of many SEC fans."

Football is in their blood, and so, quite obviously, is school spirit.