The Oxford University brand is to create Oxford branded bicycles and accessories for sale online and in shops.
The company is to link up with Rule Bikes, who already produce fashion bikes under licences including Angry Birds, Star Wars, Moshi Monsters and Sony, according to BikeBiz.
"Many of our students choose the bicycle as their preferred method of transport in and around Oxford which makes the signing of this license all the more relevant to the Oxford brand,” said Chris Evans, of parent company Oxford Limited.
“The retro look of the bicycle together with the quality of the materials used and production techniques provides a good match with our brand values of heritage and excellence.”
Rule Bikes MD Martin Richards said: “We are delighted to be in collaboration with Oxford University to bring to a global audience a range of bicycles and accessories that exude style and glamour whilst still delivering core quality values.
"Our all new product range will launch later this summer around the world and we firmly believe the Oxford brand will be well received by all consumers. This is a truly unique opportunity for both brands.”
Cambridge University already has an unofficial bike brand in the form of Light Blue Bicycles, which was established in 1895, when John Albert Townsend produced hand built bicycles for the wealthy members of Cambridge University.
The Light Blue name was taken from the University colours, but in those days all the bicycles were painted black - the Oxford bikes will be navy blue.
After an unpromising start, having to be bribed by her parents to learn to ride without stabilisers, Sarah became rather keener on cycling in her university years, and was eventually persuaded to upgrade to proper road cycling by the prospect of a shiny red Italian bike, which she promptly destroyed by trapping a pair of knickers in the rear derailleur. Sarah writes about about cycling every weekend on road.cc.