OXFORD, Miss. – Learfield and the Ole Miss athletics department today announced the renewal of their longstanding partnership with the practice formerly known as Oxford Orthopaedics, which has joined the statewide network Mississippi Sports Medicine and Orthopaedic Center.
After 30 years serving Oxford and the Ole Miss community, the practice’s new name reflects its integration with a brand that has treated Mississippi’s top athletes for more than four decades and now maintains clinics from the Jackson metro area to the Delta, through Tupelo and Oxford to the Tennessee state line.
New name. Same trusted physicians.
While the practice’s name will change, the physicians who treat Ole Miss student athletes will remain the same. That continuity — familiar orthopedic experts combined with an expanded statewide footprint — reinforces seamless, high-quality care for athletes wherever they call home.
“It has been a privilege to care for these athletes throughout my career,” said Dr. Kurre Luber, an orthopedic surgeon with Mississippi Sports Medicine in Oxford, who has treated Ole Miss athletes for over a decade. “I’m honored to continue serving one of Mississippi’s most beloved teams — now part of one of our state’s strongest orthopedic brands — and remain committed to providing each player with the same clinical excellence and dedication that my colleagues and I offer every patient we treat.”
Statewide reach means care close to home
The practice’s larger footprint, along with more board-certified and fellowship-trained physicians at convenient locations, makes it easier for student athletes and fans from across Mississippi to access follow-up care and specialty services without long travel, while preserving the relationships and clinical continuity they rely on in Oxford.
“We’re pleased to see this continuity of care for our student athletes,” said Keith Carter, Ole Miss Vice Chancellor for Intercollegiate Athletics. “Same physicians. More locations across the state. That combination gives players and fans confidence that the high standard of care our teams depend on will be there whether in Oxford, Tupelo, the Jackson metro area, or anywhere in between.”
“I’m just glad I’ll be seeing the same doctors I trust,” said Walker Hooks, an Ole Miss baseball player from Brandon, whose high school team was also cared for by Mississippi Sports Medicine physicians. “Knowing the team is the same, now with more experts and locations, makes me confident I’ll get the care I need, in Oxford or home near Jackson, without missing a beat.”
A renewed sponsorship with shared pride and purpose
Learfield’s Ole Miss Sports Properties looks forward to continuing a relationship with a partner that shares its pride in Mississippi and its student athletes.
“Learfield is thrilled to continue our work with a longtime sponsor that literally cares for our athletes with the same pride and passion we bring every day,” said Chris Helsel, general manager of Ole Miss Sports Properties. “This renewal, even under a new name, represents continuity, excellence, and a shared commitment to the health and success of Ole Miss student athletes.”
Ole Miss Sports Properties, the locally based team of Learfield — the media and technology company powering college athletics — is the exclusive multimedia rights holder for Ole Miss Athletics and oversees all sponsorship agreements on behalf of the Rebels.
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.
About Mississippi Sports Medicine and Orthopaedic Center
Mississippi Sports Medicine and Orthopaedic Center (MSMOC) has been elevating orthopedic care across the state for more than four decades. Its team of 32 board-certified and fellowship-trained physicians provides expertise across every major subspecialty, including foot & ankle, hand & wrist, shoulder & elbow, hip & knee, total joint reconstruction, and interventional pain. MSMOC operates two in-house fellowship programs in Sports Medicine and Adult Reconstruction (Total Joint), programs that advance research, shape best practices and train the next generation of orthopedic subspecialists for Mississippi and beyond.
With 15+ convenient locations from the Jackson metro area to the Delta, through Tupelo and Oxford to the Tennessee state line, Mississippi Sports Medicine offers same-day appointments and timely, high-quality treatment when patients need it most. For more information or to schedule an appointment, visit mississippisportsmedicine.com.
About Ole Miss Athletics
The University of Mississippi, which is known as Ole Miss, is a member of the NCAA and Southeastern Conference and features 18 varsity sports in its athletics department. Bearing the nickname Rebels and wearing the colors Red and Blue, these teams and student-athletes have produced 40 national championships, including five team titles, dating back to 1893 when the football program fielded the school’s first varsity squad. Based in Oxford, Mississippi, with a student enrollment of 27,124, Ole Miss Athletics is under the leadership of Vice Chancellor for Intercollegiate Athletics Keith Carter and placed 20th in the 2021-22 Learfield IMG College Directors’ Cup standings, the highest ever finish by a school from Mississippi.