Lonna Henrichs

Lonna Henrichs is the Senior Associate Athletic Director for Licensing and Business Development at the University of Nebraska, where she oversees the strategic management, protection and growth of one of the nation's premier collegiate brands. Since joining Nebraska Athletics in 2012, Henrichs has played a key role in advancing the Huskers brand through innovative licensing initiatives, retail strategy, business development and comprehensive brand management.

Henrichs leads Nebraska's trademark licensing, branding and business development initiatives, overseeing the University's intellectual property portfolio and commercial licensing strategy. She collaborates with licensees, retailers and campus partners to strengthen the Nebraska brand, expand strategic partnerships and create new revenue opportunities while ensuring the University's trademarks are represented consistently across licensed products and promotional initiatives. Her work also includes supporting Name, Image and Likeness (NIL) licensing opportunities for Nebraska student-athletes.

Under Henrichs' leadership, Nebraska's licensing program has experienced significant growth while expanding strategic retail partnerships, strengthening brand standards and adapting to the rapidly evolving landscape of collegiate athletics. She oversees one of the nation's top-performing collegiate licensing programs, generating millions of dollars annually in trademark royalty revenue that directly supports Nebraska Athletics.

Henrichs joined Nebraska Athletics in March 2012 as Director of Ticket Marketing, where she developed and implemented marketing strategies to increase ticket sales and fan engagement across Nebraska's athletic programs. She transitioned into licensing and branding in 2014 and has since helped position Nebraska as an industry leader in collegiate licensing, brand management and commercial growth.

Prior to joining the Nebraska staff, Henrichs served as an Account Executive with the NFL's Arizona Cardinals from 2010 to 2012. She also worked for the Lincoln Stars Hockey Club from 2004 to 2009 as Assistant Director of Ticket Operations.

A Lincoln native, Henrichs earned her bachelor's degree in marketing from the University of Nebraska-Lincoln in 2008. She and her husband, Tim, have three children.