Building on unprecedented momentum, CU Set to Cement Long-term Success with Fan Data-centric Solutions for the Entire Athletics Department

BOULDER, COLO. – At a time of unprecedented growth around University of Colorado sports, the CU Athletics Department and Learfield, the leading media and technology company powering college athletics, have agreed to an extension of their partnership across four of the company’s business lines, in addition to a new partnership with SIDEARM Sports. The new agreement grants Colorado access to fully integrated solutions in key areas such as NIL, digital marketing strategies, original content development and enhanced fan engagement platforms, all powered by the most comprehensive fan data infrastructure in college athletics.

This expansive renewal includes long-term extensions across Learfield’s industry-leading businesses, including its flagship multimedia rights division, licensed merchandise agency CLC; digital ticket and marketing platform provider Paciolan, and ticketing and seat-backs seller Amplify. The agreement also includes a new agreement with SIDEARM Sports, the leader in college sports digital solutions. CU’s website and mobile application were previously supported by SIDEARM Sports through a conference-wide agreement with the Pac-12.

By aligning with all five Learfield businesses, Colorado Athletics maximizes its opportunities for revenue growth through access to fan data in Learfield’s Fanbase system, the largest data platform in college athletics. The first-party fan data captured through Paciolan’s ticket sales and SIDEARM’s digital platform use, along with other fan engagement metrics, are fed directly into Fanbase and can be utilized by Amplify, CLC, and the multimedia rights teams, as well as Colorado Athletics staff, to better target Buffs fans and maximize commercial opportunities.

“Learfield has been a trusted partner of the Colorado Buffalos for many years, and we are thrilled to extend our relationship with them,” Colorado Athletic Director Rick George said. “Our Buffalo Sports Properties team is integral in providing new resources and opportunities to all of our sports, which enables us to provide a world class experience for our student-athletes as we strive to compete for and win championships.”

LEARFIELD’s Boulder based Buffalo Sports Properties, the multimedia rights arm that has served Colorado Athletics since 2001, will continue as the campus-based staff working alongside Rick George and his team to deliver innovative solutions that integrate athletic marketing opportunities and relationships with local, regional and national brands to connect with the passionate Buffs fan base.

“Under Rick’s leadership, Colorado has become a highly sought after brand for corporate sponsors and fans alike, and we are proud to extend our partnership with CU across all areas of our business,” said Andrew Wheeler, Learfield executive vice president. “We look forward to helping CU Athletics leverage the tremendous buzz currently around the program to deepen sponsor and fan connections while providing thought leadership, unique insight into the Colorado fanbase through our extensive data platforms, and new fan engagement strategies to help further elevate the Buffalos athletics program well into the future.”

The University of Colorado, located at the foot of the Rocky Mountains in Boulder, began intercollegiate competition in the spring of 1890, and 134 years later the school sponsors 17 varsity programs on the NCAA Division I level.  The school sponsors men’s and women’s basketball, men’s and women’s cross country, football, men’s and women’s golf, women’s lacrosse, men’s and women’s skiing, women’s soccer, women’s tennis, men’s and women’s indoor and outdoor track & field, and women’s volleyball.  Known as the Buffaloes since 1934, the school has won 29 national championships, over 200 conference championships and boasts more than 150 individual NCAA Champions.

Learfield is a diversified and influential media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 15,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.