RIVERSIDE, Calif.LEARFIELD, UC Riverside Athletics’ multimedia rights holder, recently named Cesar Serrano general manager for its locally based Highlander Sports Properties team.

Serrano joins LEARFIELD and UCR from serving sales stints with several NFL franchises. He most recently was senior manager, suites sales for the San Francisco 49ers. He is Legends’ former manager, premium and suite sales for the Los Angeles Chargers as well. Serrano served four years in ticket sales with the Oakland Raiders, and he has related sales experience with AEG, and the NBA’s Los Angeles Clippers.

As general manager for Highlander Sports Properties – which is solely dedicated to University of California, Riverside – Serrano will work closely with interim Director of Intercollegiate Athletics Wes Mallette and the entire UCR athletics administration in management of the overall rights relationship.

“Cesar is excited for this transition into the college space, and we believe he brings a terrific foundation from the professional sports landscape,” said LEARFIELD Big West Market Director Tony Soares. “He is a proven sales leader, astute at cultivating relationships, and we know he’ll be a great asset as we continue to help grow the UCR brand locally, regionally and nationally.”

LEARFIELD 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. LEARFIELD 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. Since 2008, it has served as title sponsor for the acclaimed LEARFIELD Directors’ Cup, supporting athletic departments across all divisions.