TOLEDO, Ohio – With the University of Toledo continuing to experience record levels of athletic success and fan attendance, Toledo Athletics has agreed to a five-year extension with Learfield – the media and technology company powering college athletics – to continue its 17-year relationship as the multimedia rights holder for the Rockets.
Toledo’s unprecedented athletic success over the last two years includes 11 Mid-American Conference Championships, three consecutive Reese Trophies (top MAC men’s program) and the 2024 Jacoby Trophy (top MAC women’s program). The Rockets’ on-field success has resulted in 40 national TV appearances in the last two years, enhancing the exposure brand partners can receive through sponsorship agreements with Rocket Sports Properties, the locally based team of Learfield.
Toledo student-athletes have also excelled in the classroom and community during this time, recently being recognized as the MAC’s best in athletics, academics and citizenship with their third consecutive Cartwright Award.
“Toledo Athletics has enjoyed our partnership with Learfield for nearly two decades and we are excited to aggressively build upon that relationship,” Toledo Vice President and Director of Athletics Bryan B. Blair said. “College athletics is changing at an unprecedented rate. We look forward to having Learfield by our side as we tackle these new and exciting opportunities with the blue-collar work ethic and innovative mindset that embodies Northwest Ohio.
“Our Rocket Sports Properties staff has strong ties to our community and has played an important role in helping our department connect with the community, making everyone feel a part of Team Toledo. We look forward to building upon the momentum we’ve established, reaching new heights while growing our brand regionally and nationally.”
Between new assets and an innovative sponsorship sales strategy that focuses on fan experience, Rocket Sports Properties is increasing visibility for brand partners and boosting fan attendance and retention, positioning the Rockets at the top of the conference standings across multiple sports.
During football games at the Glass Bowl, for instance, a popular Jersey Mike’s promotion is featured in which Toledo students or athletics staff members – including Blair himself – are dunked in the “Touchdown Tank” on the field after every Toledo touchdown, keeping fans engaged until the final second of every game. Within Savage Arena, a new center-hung scoreboard, ribbon boards, and additional digital assets will further enhance fan-centric sponsor activation opportunities.
“It’s been outstanding working closely with Bryan and his team to be a part of advancing Toledo Athletics for both the student-athletes and fans,” Rocket Sports Properties General Manger Robert Rice stated. “We look forward to continuing to bring the Rockets together with terrific brand partners and providing mutually beneficial partnerships for many more years.”
The Rockets are also advancing the digital presence of their brand partners with the help of Rocket Sports Properties. Through the implementation of Fan365 – Learfield’s programmatic digital sponsorship and marketing program – UToledo Health, who sponsors Toledo’s annual “Rockets for a Cure” basketball game, is now receiving more than 1 million additional targeted digital impressions annually.
Name, Image and Likeness (NIL) opportunities have also been a priority for the Rockets, with Learfield now facilitating several unique partnerships aimed at elevating student-athlete brands, aiding retention efforts and offering new value to prospective sponsors.
“Bryan and his Toledo Athletics team have been incredible partners to work with and have a passion of delivering both great value for business partners and elevated experiences for fans,” Learfield Vice President of Sports Properties Chris Bloomfield added. “We consider ourselves an extension of their team and are excited to unlock new opportunities together for years to come.”
Rocket Sports Properties is the exclusive multimedia rights holder for Toledo Athletics and oversees all sponsorship agreements on behalf of the Rockets.
About Learfield
Learfield is the leading 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.