Badgers’ Longtime Multimedia Rights Partner to Sell Naming Rights for CR Future Project as Part of New, Extended Agreement

MADISON, Wis. – University of Wisconsin Director of Athletics Chris McIntosh announced today the Badgers’ longtime multimedia rightsholder, LEARFIELD, will continue to represent the university in an extended agreement and pursue naming rights for Camp Randall Stadium’s south end zone renovation (known as the CR Future Project).

The decision to extend the LEARFIELD-UW agreement through June 30, 2029 was confirmed and approved at the UW Board of Regents meeting on Dec. 10, 2021. It is inclusive of the CR Future Project naming rights component.

LEARFIELD’s locally based Badger Sports Properties team, led by Vice President/General Manager Scott Silvestri, works closely with UW’s entire athletics administration on all aspects of the multimedia rights relationship. Badger Sports Properties and LEARFIELD’s National Sales team will jointly pursue CR Future Project naming rights opportunities. The newly renovated space within Camp Randall will debut for the 2022 fall football season and include the following state-of-the-art areas: Field Level Club, Open Air Club, Premium Club Seating, Covered Loge Boxes, Loge Club and Terrace Level.

“I am very pleased to announce both the extension of our partnership with LEARFIELD and their engagement with our CR Future Project,” McIntosh said. “Wisconsin Athletics has had a great relationship with LEARFIELD for more than 25 years. We are all looking forward to the completion of the renovation and a productive partnership for years to come.”

“We’re excited to continue our partnership with UW Athletics at an even deeper level,” said Silvestri. “At a time when the landscape of college athletics is transforming at an accelerated pace, we look forward to continuing to innovate with Athletics to enhance the year-round experience for student-athletes, Badger fans and all stakeholders within Badger Nation. The CR Future Project aligns with the goal of elevating the Camp Randall fan experience, and we are honored to partner with Athletics in such a meaningful way.”

Badger Sports Properties oversees the Badgers’ corporate partner platform, which includes local, regional and national businesses seeking an affiliation with UW Athletics. Silvestri added, “Our mission is straightforward – to align the marketing objectives of current and future corporate partners with programs that ultimately elevate the lives of the student-athletes here at Wisconsin. We’re fortunate to represent the Badger brand, and when completed, the new south end zone will be spectacular. We are excited to showcase this landmark opportunity to interested parties.”

For more information on the CR Future Project, visit this dedicated page. For Badger Sports Properties, visit here.

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.