GAINESVILLE, Fla. – LEARFIELD recently appointed company veteran Darren McPhail to general manager for Florida Gators Sports Properties, the multimedia rightsholder and sports marketing arm for the University Athletic Association (UAA).

McPhail joins Gator Nation from the University of South Carolina, where he was general manager for LEARFIELD’s Gamecock Sports Properties team solely representing Carolina. McPhail, during his 10 years in Columbia, S.C., served as the Property’s associate general manager and senior account executive as well.

At Florida Gators Sports Properties, McPhail will lead an 11-member team that has offices in Gainesville and Orlando. He also will serve as the primary LEARFIELD liaison with Athletics Director Scott Stricklin. Florida Gators Sports Properties works in complete collaboration with UAA, overseeing the Gators’ corporate partner platform as one component of the overarching multimedia rights relationship.

McPhail brings significant leadership and college sports sponsorship sales and expertise to Florida Gators Sports Properties. Complementing his decade spent in the SEC, McPhail worked at Southern Miss, as associate general manager for the university’s dedicated athletics multimedia rights team in Hattiesburg. Prior to that, he served two years as general manager for the South Georgia Wildcats, a former professional arena football team in Albany, Ga. McPhail is a graduate of University of North Carolina, where he was a member of the Tar Heels’ football team.

“We are excited to have Darren join our administrative team,” said Stricklin. “Darren has a proven track record of developing strategies and relationships that are beneficial to partners of athletics and helping grow brands. We welcome him and his family to Gainesville.”

“Darren is a proven leader who excels at creating impactful relationships between our university and brand partners,” said Joe Baldini, LEARFIELD senior vice president, multi-media rights. “He comes to Florida with extensive SEC and industry experience, and we believe he’s a perfect fit to lead Florida Gators Sports Properties as we continue to work in step with UAA elevating the Gators brand.”

LEARFIELD is a media, data, and technology services leader 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 include licensing and collegiate sports properties’ multimedia sponsorship management; publishing, audio, digital and social media; data analytics and insights; ticketing software; and ticket sales, premium seating, and fundraising services; branding; campus-wide business and sponsorship development; and venue technology systems. Since 2008, it has served as title sponsor for NACDA’s acclaimed LEARFIELD Directors’ Cup, recognizing athletic departments across all divisions.