COLUMBUS, Ohio – Learfield and Ohio State Athletics announced today that 20-year industry veteran Brad Barnett has been named the Vice President & General Manager of Learfield’s locally based team, Ohio State Sports Properties. As part of the long-term partnership extension announced in early January, Barnett and Ohio State Sports Properties will continue to serve as Ohio State’s revenue generation partner, delivering solutions across integrated sponsorships, business development, NIL services via Buckeye Sports Group, and next-level partnerships, including jersey patches and other premium assets.
“Brad Barnett brings a diverse skillset and creative demeanor to Ohio State Sports Properties and his experience working on the ‘sports sponsor’ side of the equation will provide added value as we continue to be the pre-eminent multi-media and sponsorship property in the college sports,” said Ross Bjork, Senior Vice President and Wolfe Foundation-Eugene Smith Endowed Athletics Director. “Having interacted with Brad before this opportunity became a reality, I have seen first-hand his connections within our community and state, and his strategic vision is exactly what we need during this evolution of college athletics. We welcome Brad and his family to the Ohio State University Athletics and Business Advancement departments.”
As Vice President & General Manager of Learfield’s Ohio State Sports Properties team in Columbus, Barnett will serve as the primary Learfield liaison to Ohio State Athletics, working closely with athletics leadership to grow innovative sponsorship opportunities, maximize brand engagement, and unlock new revenue streams.
“Ohio State has consistently been at the forefront of the industry, embracing innovation and new revenue opportunities, and Learfield shares that same mindset,” said Kim Damron, President of Sports Properties at Learfield. “By adding a leader like Brad, we’re reinforcing our commitment to providing Ohio State with a strong, consultative team capable of maximizing opportunities at scale during a pivotal time in college athletics.”
Barnett brings more than two decades of experience operating at the intersection of business, sports, entertainment, and media. His career spans leadership roles across brand management, sports and entertainment, advertising, paid media, experiential, social and influencer engagement, and public relations. He has driven growth for organizations ranging from early-stage companies to Fortune 100 enterprises, consistently positioning marketing as a core revenue and business-performance driver.
Most recently, Barnett served as a strategic consultant and advisor to brands, agencies, and college athletic departments, partnering with executive teams to solve complex challenges across brand strategy, go-to-market planning, investment strategy, deal negotiation, and the development of new revenue models. Prior to that, he spent two decades at Nationwide, where he led enterprise marketing and managed more than $300 million in annual media investments alongside a $50 million sports and talent portfolio. His work included negotiating high-profile partnerships across the NFL, PGA Tour, NWSL, NASCAR, and top athlete/celebrity talent, as well as media deals with global giants such as the Super Bowl and Olympics.
“Ohio State is the most powerful brand in sports, and I’m excited to partner with the athletics department and join the Learfield team at such an important moment for the industry,” said Barnett. “My career has been spent helping organizations translate cultural relevance into measurable business impact, and I look forward to applying that experience to build innovative, sustainable partnerships that create value for Ohio State, its student-athletes, and its brand partners.”
Barnett is a graduate of Wright State University, where he earned a bachelor’s degree in Management Information Systems. He also holds a master’s degree in Marketing from The Ohio State University’s Fisher College of Business.
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.