LEARFIELD pairs the premium less-than-truckload motor carrier with 27 leading schools through national multi-media rights deal
PLANO, Texas – LEARFIELD, the leader in media, data and technology services in collegiate athletics, announced a national sponsorship agreement with leading Less-Than-Truckload (LTL) motor carrier, Old Dominion Freight Line (OD). As OD ventures into this new investment in collegiate sports marketing, OD and LEARFIELD will be unveiling several targeted initiatives to coincide with the 2022 fall season.
“We are looking forward to tapping into the passionate college sports fanbase, further connecting with customers through the teams they care most about,” said Dick Podiak, Vice President of Marketing and Communications for Old Dominion. “College sports teams are the heartbeat of towns across the nation, and LEARFIELD is an ideal partner to help us build relationships over this shared passion. This new sponsorship is about partnering with schools that are The Best in The Game, as OD strives to be the best in our game every day.”
OD’s first national ad campaign through this collaboration will debut on September 3, 2022, across major television networks. Amongst national brand awareness opportunities, this new relationship opens doors for OD to expand in activations, events, and media throughout the college sports season. It will assume the “Official Freight Carrier” or “Exclusive Freight Partner” designation for 27 schools nationwide.
“We are proud to welcome Old Dominion to college to experience the tradition and pageantry of Collegiate Athletics and specifically these 27 Universities we have the privilege of representing,” said John Brody, Chief Revenue Officer, LEARFIELD. “Much like Old Dominion is the leader in their Industry who prides itself on performance, as the ‘Front Door to College Athletics’, we focus every day on being the one-stop-shop strategic partner to bring leading businesses into the world of college sports.”
LEARFIELD teamed with Catalyst Marketing Group, Old Dominion’s agency of record, on this relationship.
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.
About Old Dominion Freight Line, Inc.
Old Dominion Freight Line, Inc. is one of the largest North American less-than-truckload (“LTL”) motor carriers and provides regional, inter-regional and national LTL services through a single integrated, union-free organization. OD’s service offerings, which include expedited transportation, are provided through an expansive network of over 250 service centers located throughout the continental United States. The Company also maintains strategic alliances with other carriers to provide LTL services throughout North America. In addition to its core LTL services, the Company offers a range of value-added services including container drayage, truckload brokerage and supply chain consulting.