Houston will Leverage Learfield’s Integrated Solutions to Drive Revenue for its Athletics Programs and Student-Athletes
Houston, TX (January 14th, 2025) – University of Houston Athletics is renewing its 20-plus year relationship with Learfield, the media and technology company powering college athletics, signing a multi-year renewal to their exclusive multimedia and sponsorship rights partnership.
Houston will leverage Learfield’s comprehensive sponsorship solutions and extended services through the partnership to drive revenue. These solutions include Learfield’s Fanbase data platform, social media content creation, NIL, digital marketing, and corporate partnership solutions.
“We are excited to extend our long-standing partnership with Learfield, a leader in collegiate athletics innovation,” said Vice President for Athletics Eddie Nuñez. “We appreciate everyone involved throughout this process including LEONA for serving as a trusted advisor. This partnership not only enhances our ability to connect with Cougar fans but also provides the tools and insights needed to drive revenue, engage our community and amplify opportunities for our student-athletes. Learfield’s commitment to cutting-edge solutions will play a critical role in our continued growth as we solidify our place among the nation’s top athletics programs.”
Through this renewed partnership, Houston Athletics will harness the power of Learfield’s Fanbase data solution, the largest proprietary fan data platform in college athletics. Integrating Fanbase into Houston’s current digital technologies including Learfield’s Fan365 digital marketing services, Paciolan’s ticketing platform, and SIDEARM Sports’ website and mobile app will unlock new opportunities for growth. Fan insights derived from Fanbase will empower Houston Cougars Sports Properties, Learfield’s Houston-based team, and the Houston Athletics staff to better target fans, boost ticket sales, drive donations, and amplify sponsorship opportunities. This unified approach will also enhance storytelling capabilities and deliver year-round engagement with Cougar fans, furthering Houston’s revenue potential and fan connection.
“Eddie is a thought leader in our industry, and we are thrilled to continue our partnership with him and Houston Athletics,” Learfield President of Sports Properties Kim Damron said. “Now more than ever, taking advantage of revenue growth opportunities to support Cougars student-athletes is crucial. Eddie’s vision coupled with Learfield’s fan engagement platform, fueled by data, driven by content, and delivered through digital, offers Houston the means to maximize revenue opportunities.”
As part of the extension, the Houston Cougars Sports Properties has expanded to include additional social media content and NIL resources for Houston Athletics. These new resources will help to grow and amplify student-athlete storytelling and social influencer opportunities through content creation.
Learfield’s corporate sponsorship team delivers successful partnership collaborations with Houston Athletics, helping drive significant revenue and growth by participating in these comprehensive national deals. As Houston is a top six market in the country, these high-profile partnerships play an important role in revenue generation for their program, realizing a 30% year-over-year growth from corporate sponsorships.
Houston Cougars Sports Properties, led by General Manager Shane Hildreth, will collaborate closely with Director of Athletics Eddie Nuñez and the athletics department to deliver innovative solutions that integrate athletic marketing opportunities and relationships with local, regional, and national brands.
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.