Midlands Voices: Want to Measure UNO's Success? Count the Mav Hats

This article appeared in the Sept. 15 edition of the Omaha World-Herald.

Every great city deserves a great public research university. The late U.S. Sen. Daniel Patrick Moynihan once said the way to create a great city was to “create a great university and wait 200 years.” This reflects how closely the success of universities and communities are linked. Great universities produce research that improves local quality of life, keep education affordable, and develop a high-skilled workforce that contributes to a city’s success.

Public universities, especially in urban-metropolitan areas like the University of Nebraska at Omaha (UNO), track performance metrics like U.S. News & World Report rankings, attendance at sports events, and community impact. But there’s another metric often overlooked: institutional pride.

How do we measure it?

Through hats and T-shirts. Seriously.

Research expenditures, enrollment, philanthropic donations, and sports attendance are common metrics, but branded gear sales, like the rise in UNO branded products — from 20,000 units in FY 2021 to nearly 48,000 in FY 2024 — also reflect community pride. When we saw high demand for UNO gear with the "Omaha" wordmark and the “O” logo, it became clear that we were succeeding both academically and athletically.

Branded gear sales are key metrics for urban-metropolitan institutions. Buying university-branded apparel shows public pride in the school. When students land fulfilling careers, when athletes feel connected, or when our sports teams win championships, the community shows up in Maverick gear. For example, Omaha hockey ranked No. 4 nationally in attendance, and apparel sales at Baxter Arena grew alongside increased attendance for other sports.

When people are positively impacted through community engagement or create memories at UNO athletic events, a Mavericks cap or T-shirt becomes more than merchandise — it’s a symbol of pride.

UNO has deep ties to Omaha, with 85% of students coming from the metro area and 67% of undergraduates working in Nebraska five years after graduation. Passionate alumni proudly wear UNO logos, setting examples for future generations. Branded gear sales grew while UNO broke records for giving in NU Foundation’s Wear Black Give Back campaign for consecutive years.

Branding matters. UNO invests in billboards, licensing agreements, and high-performing athletic teams to grow its brand. A strong brand, worn with pride, reflects a great university supporting a great city like Omaha.