Dale is currently the Trademark Licensing Director at The University of Iowa, a position that he has held since 2002. Previously Dale directed The University of Iowa Athletics Department Merchandising Program from 1986 to 2002. Combined he has a diverse thirty plus years of experience in the collegiate licensed products industry as a buyer, seller, marketer, and licensor of college licensed products. Dale is an active member of the International Collegiate Licensing Association where he is a past-president, two term board member, and 2013 Hall of Fame inductee.

In addition to his Trademark Licensing duties, Dale is The University of Iowa Athletics Hall of Fame & Museum Director where he oversees the operations of this unique museum and events center that celebrates the rich heritage of The University of Iowa Athletics history. Dale is an active member of the International Sports Heritage Association, and is a past board member of the organization.

Dale is active in his community; he currently serves on the board of directors of the Iowa City Area Convention and Visitors Bureau. He and his wife have a son Luke, daughter-in-law Tracie, grandchildren Joshua and Ellianne, and daughter Kelsey and son-in-law Scott. A true Hawkeye family to the core, his wife holds a doctorate degree, his son, daughter-in-law, and daughter all hold master’s degrees from The University of Iowa.