With some significant exceptions, British universities lack the kinds of sportswear licensing programs established by major U.S. universities. However, it is also the case that most universities in the U.S. that have established codes of conduct and have affiliated to the WRC are small institutions with very small or no licensing programs. The WRC’s work over the last decade has shown that it is possible for such institutions to participate effectively in the university code of conduct movement.  Such work has proven most effective where multiple universities have dealings with common vendors, a dynamic clearly present in the U.K. context.