DALLAS (Aug. 31, 2026) – SIDEARM Sports, the industry-leading digital fan engagement platform provider in college athletics, announced today an exclusive partnership with AI-based sports experience marketplace LivXp.
Through the collaboration, LivXp’s experiential auction platforms can be integrated into the official athletics websites and mobile apps of SIDEARM-powered athletic departments nationwide, enhancing engagement and creating lasting memories for college sports fans.
“We’re committed to using SIDEARM’s digital platforms to create connections with fans that will last a lifetime,” said George Scott, President of SIDEARM Sports. “With LivXp’s cutting-edge technology and a proven commitment to creating innovative solutions for our partners, together we look forward to bringing life-changing moments to fans all over the country as the next big step in fostering that loyal connection.”
“SIDEARM reaches virtually every fan in college athletics, and this partnership lets us turn that reach into experiences fans can win, bid on, and remember,” said Tanmay Saxena, CEO of LivXp. “Through LivXp’s AI-powered platform, programs turn the moments fans live for — the signed jersey, the sideline seat, the money-can’t-buy access — into new revenue at scale. Together, we’re transforming how college sports engages its fans.”
The first integration under LivXp’s company-wide partnership with SIDEARM will debut at Illinois and gives the Illini the ability to roll out templated or custom auction experiences, integrate sponsor branding, automate participation, payment, communications and prize or purchase delivery, and then analyze results to optimize offerings and fan progression through the experiential auction journey.
For fans of the Illini and future athletic programs leveraging LivXp, the collaboration will convert moments, merchandise and souvenirs into meaningful experiences for fans with the likes of in-game enhancements, behind-the-scenes access and live auctions delivering priceless memories and invaluable memorabilia.
“We’re grateful for our partnership with SIDEARM and are excited about the enhanced opportunity available with the LivXp auction platform integration,” said Brian Russell, Chief Commercial Officer for Illinois Athletics. “The LivXp platform will provide Illini fans with seamless user experiences and opportunities to elevate their passionate fandom through the auction site. We are appreciative of this new SIDEARM and LivXP partnership!”
Deepening the relationship with SIDEARM parent company Learfield, experiential auctions incorporating student-athlete Name, Image and Likeness (NIL) will be facilitated through Learfield’s Compass NIL platform to create streamlined student-athlete inclusion into LivXp’s exclusive fan experience and memorabilia offerings.
Founded in 2021 and based in Lausanne, Switzerland, LivXp has been accelerated at the prestigious Launch Lab X, the Harvard Innovation Labs cultivator for alumni-led ventures that’s based out of SIDEARM partner institution Harvard.
“I’ve been consistently impressed by the team’s focus, commitment, and willingness to evolve as they’ve built the company,” said Thara Pillai, Director of the Rock Center for Entrepreneurship at Harvard Business School. “The caliber of the people and organizations they are bringing alongside them, including SIDEARM and Learfield, speaks to what they are building and the confidence others have in their vision. This partnership is an important next step in the LivXp journey, expanding their reach and creating opportunities to build meaningful relationships with athletic programs across the country.”
“It was a privilege to see the LivXP team ring the gong at the Harvard Innovation Labs to celebrate their partnership with SIDEARM and Learfield,” added Rym Baouendi, Director of Venture Acceleration for Harvard Innovation Labs. “They’re one of the most driven teams I’ve worked with as part of our Launch Lab X accelerator, and they’re building real momentum in the U.S. sports market.”
LivXp’s partnership with SIDEARM Sports to bring experiential auction to college athletics adds to its already successful ventures in the sports realm, as its platform is currently integrated with various professional sports teams, international events and federations across Europe and the U.S. Prior to the larger partnership with SIDEARM Sports, LivXp first entered the college sports space through a partnership with SIDEARM client Boston College.
About LivXp
LivXp is a Swiss-American sports technology company that helps sports organizations turn their most coveted access into new revenue and lasting fan memories. Its white-label platform puts assets like on-field access, locker room tours, meet-and-greets, and signed memorabilia in front of fans in formats from live auctions to exclusive experiences. LivXp’s AI builds each offer and the story behind it, automates participation, payment, and communications, and surfaces the right experience at the right moment in the fan journey. Proven, turnkey templates let teams deliver ambitious fan experiences without growing their staff. Accelerated at the Harvard Innovation Labs, LivXp powers fan platforms for professional clubs, federations, and university athletic departments across Europe and the U.S., including Boston College Athletics’ BCXperiences.
About SIDEARM Sports
Operating in the Learfield business suite since June 2014, SIDEARM Sports is the nation’s leading digital provider for college athletics. SIDEARM powers the digital fan experience for the majority of NCAA programs and Power Four athletic departments. Through strategic innovation, we transform the fan experience by creating connected, meaningful digital experiences that fuel engagement and growth. Trusted by the biggest brands in college sports, our best-in-class software and technology support websites, mobile apps, live stats, and streaming solutions. We built the foundation for the industry, and SIDEARM has continued to be a trailblazer in the digital fan engagement industry for 25 years, providing data-driven insight and top-of-the-line innovations.
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.