IRVING, Texas – The Big 12 Conference today announced Learfield IMG College as its new comprehensive sponsorship rights holder.

Under this new relationship, Learfield IMG College will have the worldwide sponsorship rights to all 16 Big 12 championship events; and acquires the right to sell title, presenting, and other secondary sponsorships to a broad array of Big 12 events as well as certain other advertising inventory.  

“Given the scope of Learfield IMG College in the collegiate space, and its existing relationships with all of our member institutions, the Big 12’s sponsorship rights will be well positioned,” said Commissioner Bob Bowlsby. “To add the Learfield IMG College name to our portfolio furthers the best-in-class relationships of the Big 12 Conference.”

“We have worked with individual Big 12 schools for many years, and we are honored to now have the opportunity to work with the Big 12 Conference,” said Greg Brown, president and CEO, Learfield IMG College. “We appreciate Bob and his team trusting us to drive sponsorships on a league level.”

Learfield IMG College will establish Big 12 Sports Properties, which will operate from the conference office in Irving, Texas. The conference sponsorship group will work closely with the Learfield IMG College national sales team in representing partnership opportunities to leading brands.

About Big 12 Conference
The Big 12 Conference is comprised of 10 Universities – Baylor, Iowa State, Kansas, Kansas State, Oklahoma, Oklahoma State, TCU, Texas, Texas Tech and West Virginia. The Big 12 is an NCAA Division I intercollegiate athletics conference that encompasses five states with over 40 million people within its geographic footprint. In its 23rd year, the Conference has produced over 670 Academic All-America selections and claimed national championship team titles in 17 of its 23 sponsored sports. Its student-athletes and teams have combined for over 650 individual NCAA titles and 62 team national championships. Nearly 5,000 student-athletes from across the United States and around the World compete annually under the Big 12 banner. For more information, visit and follow the Conference on Facebook (, Twitter (@Big12Conference) and You Tube (

About Learfield IMG College
Learfield IMG College unlocks the value of college sports for brands, fans and universities through the representation of collegiate institutions, conferences and arenas. As a fully integrated sports marketing and solutions platform, Learfield IMG College provides access to licensing and multimedia sponsorship management, including publishing, radio, digital and social media; fan engagement, ticket sales and professional concessions expertise; branding; campus-wide business and sponsorship development; and venue technology systems.