Learfield IMG College lands global Big 12 sponsorship rights
Learfield IMG College, the US college sports marketing specialist, has been awarded a comprehensive sponsorship remit by the Big 12 Conference.
Learfield IMG College will have the worldwide sponsorship rights to all 16 Big 12 championship events, with its deal including the mandate to sell title, presenting, and other secondary sponsorships to a broad array of Big 12 events as well as certain other advertising inventory.
The business will be run by a new entity, Big 12 Sports Properties, which will operate from the conference's office in Irving, Texas.
The sponsorship body will work closely with the Learfield IMG College national sales team in promoting partnership opportunities to leading brands.
Bob Bowlsby, commissioner of the Big 12, said: “Given the scope of Learfield IMG College in the collegiate space, and its existing relationships with all of our member institutions, the Big 12’s sponsorship rights will be well positioned. To add the Learfield IMG College name to our portfolio furthers the best-in-class relationships of the Big 12 Conference.”
Greg Brown, president and chief executive of Learfield IMG College, added: “We have worked with individual Big 12 schools for many years, and we are honoured to now have the opportunity to work with the Big 12 Conference. We appreciate Bob and his team trusting us to drive sponsorships on a league level.”
Learfield IMG College was formed through a merger between IMG College, the college sports arm of the international sports and entertainment agency, and college sports specialist Learfield, which was first announced in October 2017, but only completed this January.
The sponsorship contract is the second significant piece of commercial business concluded by the Big 12 this month, after expanding its rights deal with
ESPN, the US sports broadcaster, which acquired three more American football championship games, making it the de facto network of the conference until the end of the 2024-25 season.
ESPN has added the 2019, 2021 and 2023 championship games after national network Fox declined to take up its option to show the three showpieces.
ESPN and Fox presently share television rights to the Big 12 in a 13-year deal worth $2.6 billion signed in 2012, but, in 2017, the Big 12 relaunched its championship game, and ESPN landed the rights to the even-numbered-year games.Sportcal