SALT LAKE CITY—Utah athletics and Learfield have agreed to a 10-year multimedia rights (MMR) agreement that will officially begin on July 1, 2017. As its MMR partner, Learfield will manage all corporate sponsorship and advertising for Utah athletics.
The deal will represent a considerable increase in value from the current partnership arrangement with Outfront Media (Utah Sports Properties)—an agreement negotiated in 2007, prior to Utah joining the Pac 12 Conference. Contractual details with Learfield are still being finalized and will be released upon completion.
“We enjoyed our partnership with Outfront Media and appreciate its efforts to promote our programs,” said Utah Director of Athletics Chris Hill. “Our membership in the Pac-12 Conference has made us a more valuable commodity and allowed for a very competitive bidding process. We are excited to embark on a partnership with Learfield, which is the industry leader in multimedia partnerships.”
Learfield represents collegiate properties throughout the country, including Stanford, Oregon State, Colorado and Cal in the Pac 12. “We are thrilled to begin a partnership with the University of Utah. We have known Athletics Director Chris Hill for many years and admired his steady thoughtful leadership of the athletic program. We greatly appreciate the opportunity to partner with the Utes and are excited to represent this great athletic program in marketplace,” said Learfield President and CEO Greg Brown.
Learfield will begin appointing staff and developing partnerships for Utah immediately.
An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide. In addition to Utah, 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; branding, licensing and trademark consulting; digital and social platform expertise; campus-wide business and sponsorship development; and venue and technology systems through its affiliated companies.