Newly Established Pinnacle Bank Arena Sports Properties to be Led by Aaron Babcock

LINCOLN, Neb. – The West Haymarket Joint Public Agency (JPA) formally announced today it has retained Learfield IMG College for multimedia rights and sponsorship sales representation of Pinnacle Bank Arena through June 30, 2029. The company has held the rights to Pinnacle Bank Arena since 2012.

Mayor Leirion Gaylor Baird, Chair of the West Haymarket JPA, praised the ongoing partnership between Learfield IMG College and Pinnacle Bank Arena. “This is a win-win for Learfield IMG College, Pinnacle Bank Arena, and our community,” she said. “This agreement sets the stage for continued success for our world-class venue and the West Haymarket area.”

Approved by the three-member JPA, the agreement provides for the establishment of a dedicated local team operating as “Pinnacle Bank Arena Sports Properties” (PBASP). Led by General Manager Aaron Babcock, PBASP will work directly with Pinnacle Bank Arena General Manager Tom Lorenz on all sponsorship activities and opportunities related to the venue. Babcock joined Learfield IMG College in 2018 and has worked in sports or sponsorships for nearly 30 years. Longtime Lincoln resident and sports marketing veteran David Witty also will provide senior oversight for PBASP as a regional vice president for Learfield IMG College. Witty has served as the general manager of Husker Sports Properties, the Nebraska multimedia rights holder since 2006 and for Pinnacle Bank Arena since 2012.

“I am excited by the opportunity to work directly with Aaron Babcock, David Witty and their Learfield IMG College associates on multimedia rights and corporate sponsorships for Pinnacle Bank Arena,” said Lorenz. “Aaron, David and their staff will provide outstanding service to our current sponsorship partners, and they’re already looking to create new and innovative ways for sponsors to interact with our large and varied Pinnacle Bank Arena fan base. Retaining Learfield IMG College through 2029 gives all of us a runway to offer long-term deals with substantial infrastructure investments that maximize not only the sponsor’s brand but they also enhance the fan’s arena experience.”

According to University of Nebraska Regent and JPA Board member Tim Clare, “The City of Lincoln has benefitted greatly from the successful development of the West Haymarket area and the entertainment and sports arena that anchors it. Learfield IMG College’s commitment to work with ASM Global to secure underwriting for the facility ensures that the strong financial foundation we have built will continue into the future.”

“We’ve enjoyed a great relationship with Tom, JPA and the City of Lincoln for nine years, and we have experienced, superb staff who have been deeply engaged in the market and are excited to be representing Pinnacle Bank Arena moving forward,” added Learfield IMG College Executive Vice President, Multi-Media Rights, East Region Solly Fulp.

“I am very pleased the JPA Board has retained Learfield IMG College for sales representation and multimedia rights for the Pinnacle Bank Arena,” said City Council and JPA Board member Tammy Ward. “I have the utmost confidence in their ability, along with that of Tom Lorenz to continue to lead PBA in a great and successful manner, especially as we climb our way out of COVID 19.”

Pinnacle Bank Arena offers excellent partner opportunities for local and regional businesses, including Founding and Cornerstone partnerships. Businesses interested in association with Pinnacle Bank Arena are encouraged to contact Aaron Babcock at to learn about respective opportunities.

About Pinnacle Bank Arena

ASM Global-managed Pinnacle Bank Arena, located in Lincoln, Nebraska, opened in September of 2013. The $179 million state-of-the art multipurpose facility features a 15,200 seat multi-use arena, 36 suites, 20 loge boxes and 832 club seats. Distributed over approximately 450,000 square feet on four concourse levels, Pinnacle Bank Arena features the University of Nebraska-Lincoln men’s and women’s basketball teams as anchor tenants and offers year-round entertainment, including concerts, family shows and other sporting events. For additional information, visit or contact SMG Lincoln at 402.904.4444

About ASM Global

ASM Global was formed in October 2019 from the merger of AEG Facilities, the global innovator in live entertainment venues, and SMG, the gold standard in event management. ASM Global is a venue management powerhouse that spans five continents, 14 countries and more than 300 of the world’s most prestigious arenas, stadiums, convention and exhibit centers, and performing arts venues. As the world’s most trusted venue manager, ASM Global provides venue strategy and management, sales, marketing, event booking and programming, construction and design consulting, and pre-opening services. Among the venues in our portfolio are landmark facilities such as McCormick Place & Soldier Field in Chicago, the Los Angeles Convention Center, Tele2 Arena in Stockholm, the Mercedes-Benz Superdome in New Orleans and the Shenzhen World Exhibition and Conference Centre in Shenzhen, China. ASM Global also offers food and beverage operations through its concessions and catering companies. 

About Learfield IMG College

Learfield IMG College is a leading media and technology services company in intercollegiate athletics. The company unlocks the value of college sports for brands and fans through an omnichannel platform with innovative content and commerce solutions for fan engagement. The Learfield IMG College suite of services includes licensing and multimedia sponsorship management; publishing, audio, digital and social media; data analytics; ticketing, ticket sales and professional concessions expertise; branding; campus-wide business and sponsorship development; and venue technology systems. Headquartered in Plano, Texas, the company has long had the privilege of being an advocate for intercollegiate athletics and the student-athlete experience. Since 2008, it has served as title sponsor for the acclaimed Learfield IMG College Directors’ Cup, supporting athletic departments across all divisions.