PROVIDENCE, R.I. – (September 26, 2024) Providence College Athletics Department and Learfield, the media and technology company powering college athletics, have agreed to extend their existing relationship to run through 2035.
The expansive renewal includes long-term extensions with Learfield’s flagship multimedia rights division, licensed merchandise agency CLC, digital ticket and marketing platform provider Paciolan, and digital sports solutions provider SIDEARM Sports.
“We are excited that we are continuing our very successful partnership with Learfield,” Providence College Athletic Director Steve Napolillo said. “Learfield has been the exclusive multimedia rights holder for the Friars since 2014. Even though we are seeing dramatic changes in the college landscape, we look forward to working with Learfield across their divisions to generate significant revenue to help our programs compete for BIG EAST, Hockey East and NCAA Championships and be a leader on NIL partnerships.”
Learfield’s Providence Friars Sports Properties, led by Vice President and General Manager Jeff Guarino, will continue as the campus-based staff working alongside Napolillo and his team to deliver innovative solutions that integrate athletic marketing opportunities and relationships with local, regional, and national brands to create even stronger connections with the passionate Friars fan base. Additionally, Providence will launch a refreshed Friars.com, the official athletics website managed by SIDEARM Sports.
An example of the partnership’s success is highlighted through Learfield’s work with Amica Mutual Insurance, the exclusive personal lines insurance partner of Providence College Athletics. Through Learfield’s integrated services, including NIL strategies and fan engagement solutions, Amica recognized the value of investing in college athletics to better connect with Friars fans and alumni. This strategic focus led to a significant increase in Amica’s sponsorship efforts. Amica continually provides student-athletes opportunities to engage with their community through youth clinics, speaking engagements, and local food drives, further strengthening their community presence.
“We are proud to continue such a strong, longstanding relationship with Providence,” said Kim Damron, Learfield’s President of Sports Properties. “Steve and his team have always approached our collaborative efforts with an all-in mentality, and we look forward to continuing that meaningful work, taking Providence Athletics to new heights.”
This enterprise-wide approach will provide Providence access to fully integrated solutions in key areas, including NIL, digital marketing strategies, original content development and enhanced fan engagement platforms, all powered by the most comprehensive fan data infrastructure in college athletics. These metrics can be used by the multimedia rights team, CLC, and the Providence Athletics staff to better target Friars fans and maximize commercial opportunities.
By aggregating Learfield’s services, Providence College has witnessed a remarkable 66% growth in ticket revenue over the last two fiscal years. Royalties from NIL-licensed products have also surged by 10% in fiscal year 2024, positioning Providence among the top CLC partners in the Big East for NIL licensing.
About Learfield
Learfield is the 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 12,000 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.