PRINCETON, N.J. – Princeton Athletics has reached an agreement on a renewed multimedia rights relationship with long-time partner Learfield, the media and technology company powering college athletics. The 10-year commitment will see Princeton Sports Properties (PSP), the locally based team of Learfield, continue to serve as the multimedia and sponsorship rights holder on behalf of the Tigers.
Learfield and Princeton Athletics have enjoyed a successful relationship since 2015, and now continue to build into the new era of college athletics with a strategic focus on revenue generation through Learfield’s industry-leading data and digital expertise.
“We are thrilled to continue the partnership between Princeton and Learfield,” said John Mack, Ford Family Director of Athletics at Princeton. “Over the past 10 years, our relationship has grown tremendously and is stronger than ever. Learfield’s understanding of and belief in our model of college athletics at Princeton allows everyone associated to elevate their experience, whether they are a student-athlete, alumnus, passionate fan or corporate partner. I look forward to working alongside Jeff Miller and Alicia Lavanco on campus and with all of our colleagues at Learfield as we move forward together into this next chapter of our partnership.”
Over the last four years, Princeton Sports Properties has driven innovative sponsorship revenue across traditional, digital, and fan engagement programs. PSP now enters a new era of growth with General Manager Jeff Miller, an industry veteran who previously served as General Manager of Vanderbilt Sports Properties for 17 years, having joined the property in April.
Princeton will continue to leverage Fan365, Learfield’s programmatic digital sponsorship and marketing program, to deliver targeted marketing campaigns, drive fan engagement for brand partners, and maximize revenue generation opportunities. Since implementing Fan365 for digital display banners and video advertisements, Princeton Sports Properties delivered digital impressions and achieved a click-through rate exceeding 1.5 times the industry standard.
“Princeton is one of the premier academic and athletic institutions in the nation, and we’re thrilled to continue our strategic partnership with John and his team at Princeton Athletics for many years to come,” said Meghan Heinchon, Executive Vice President of Sports Properties at Learfield. “We look forward to the opportunity to advance the Princeton Athletics mission in this new age of college athletics with the same innovation and leadership that Princeton University is known for.”
Princeton Athletics also partners with Learfield’s digital solutions provider, SIDEARM Sports, the leading provider of web and mobile fan engagement platforms in college athletics and developer of GoPrincetonTigers.com.
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.