ATLANTA – College sports marketer Learfield, which manages multimedia rights and sponsorship initiatives for 124 collegiate programs nationwide, recently added two vice presidents to its Southeast Region headquarters on Peachtree Road N.E. in Buckhead. Both industry veterans boast significant ties to Atlanta’s sports landscape.

Fred Steck picFred Steck, who most recently served 10 years as national sales manager for FOX Sports South/FOX Sports Southeast Network, has been named Learfield’s vice president, national sales for its Southeast Region. Keith Bradshaw, who returns to Atlanta after serving as senior sales manager for Atlanta Spirit LLC, home of the Hawks, Thrashers and Philips Arena, from 2004-07 has been appointed vice president for Learfield’s East Region to oversee nearly 10 of the company’s collegiate relationships.

Steck immediately will transition into a role which drives all current and prospective business development for Learfield National Sales in the Southeast Region and its high concentration of collegiate properties. Steck will work directly with Executive Vice President Roy Seinfeld, who oversees Learfield’s U.S. National Sales operation and is based in Chicago. Prior to his work with FOX in Atlanta, Steck served six years as a regional account executive for FOX Sports South and served in account sales roles with Raycom Sports and Time Warner Cable Adcast, all in Charlotte, N.C. Steck’s career in cable television/sports television sales started in Atlanta, serving as an account executive for SportSouth Network (Turner Broadcasting, Inc.).

Bradshaw HeadshotBradshaw previously served as regional manager for Front Row Marketing Services overseeing its collegiate, venue and team properties in the Mid-Atlantic, Southeast and UK. After five years with Front Row Marketing Services, Bradshaw joined Learfield through its acquisition of their collegiate assets. Prior to that, Bradshaw was director of corporate partnerships for CBS Collegiate Sports Properties representing the University of Virginia. His additional related experience includes serving as director of sales focusing on all premium offerings for the New York Yankees’ new stadium, as sales manager for the NFL’s Dallas Cowboys, as well as inside sales supervisor for the NBA’s Utah Jazz and abovementioned experience with Atlanta Spirit LLC. Bradshaw reports to Charlotte, NC-based Learfield Senior Vice President Steve Gowan.

“We’re fortunate to have strong talent like Fred and Keith supporting our partners and clients in the Southeast and East Regions,” said Andy Rawlings, Learfield’s executive vice president and chief revenue officer. “While they both possess outstanding business acumen and experiences, we are equally impressed with their high character and commitment to align with our company goals and objectives as we strive to serve our clients and partners with the utmost quality and attention.”

An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide. It manages the multimedia and sponsorship rights for more than 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors’ Cup. Learfield also provides its collegiate partners access to professional concessions and ticket sales; licensing and trademark consulting; digital platform expertise; and venue and technology systems through its affiliated companies. For more about Learfield’s history, businesses and career opportunities, visit