BIRMINGHAM – The University of Alabama at Birmingham Department of Athletics has extended its exclusive relationship with Learfield – the media and technology company powering college athletics – which will continue to manage multimedia and sponsorship rights for UAB Athletics.

The new 10-year agreement builds on the traditional components that have been established with UAB since 2005 with new strategic initiatives including robust data and analytics enhancements via the company’s Fanbase infrastructure to better connect with Blazer fans and additional collaboration with UAB Athletics’ content team.

“Learfield’s Blazer Sports Properties team has helped build our brand and connected with companies who believe in supporting our mission,” said UAB Director of Athletics Mark Ingram. “This new extension with Learfield positions UAB Athletics with additional revenue to provide a world-class student-athlete and enhance our fan engagement opportunities.”

As part of the continued relationship, Learfield will deliver innovative opportunities for corporate brands and Blazer fans to engage with UAB Athletics through digital and broadcast platforms, signage, promotions during athletic contests, term naming opportunities at athletics facilities, and other advertising assets.

“Our team is grateful for the opportunity to continue and enhance our work with UAB Athletics,” said Learfield Executive Vice President Andrew Wheeler. “We look forward to working alongside Mark and his team to provide Blazer student-athletes, fans, and the corporate community with the most innovative solutions available in college sports.”

In addition to multimedia rights, UAB utilizes Learfield’s digital ticket and marketing platform provider Paciolan, and digital solutions leader SIDEARM Sports also represent UAB Athletics for ticketing and the official athletics website, respectively. Additionally, Learfield’s licensed merchandise agency, CLC, serves as the exclusive licensing agent for UAB Athletics.

About Learfield
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.