North Texas, Learfield Enter Multimedia Rights Partnership
Deal To Generate In Excess Of $5 Million Over 10 Years
DENTON -- The North Texas Athletics Department will outsource its comprehensive multimedia rights for the first time in school history, selecting Learfield as its exclusive athletics rights partner for the next 10 years. The joint announcement was made Friday by UNT Vice President and director of athletics Wren Baker and Learfield President and CEO Greg Brown.
UNT is the ninth collegiate property to be represented by Learfield in Texas, and joins SMU, UT Arlington and the Southland Conference as Learfield partners within the Dallas-Fort Worth Metroplex. Together, UNT athletic administrators and Learfield executives will staff a newly formed Mean Green Sports Properties team that will be solely dedicated to UNT and manage all aspects of the rights agreement that includes signage, digital, corporate sponsorships, television and radio play-by-play, and coaches' shows. The agreement runs concurrent with the 2017-18 athletic season and will provide North Texas Athletics with a new, guaranteed revenue model over the course of the 10-year agreement.
"We are excited to partner with Learfield," Baker said. "Greg Brown and his team are industry leaders. This partnership begins immediately and will generate in excess of $5 million in new revenue over a 10-year period. Our relationship with Learfield will also open up many other opportunities to incorporate new elements and technologies into our game-day experience."
According to Brown, the addition of UNT was a natural fit for Learfield, whose corporate office in Plano is located just 30 miles from the university. "The University of North Texas has a growing fan base, with whom we will engage sponsors with innovative concepts that will provide growth and enhance the brand. We have known Wren for many years, when he was at Mizzou and Memphis, two of our university partners, and we look forward to having the opportunity to work with him again to maximize the potential of UNT Athletics over the next decade."
Learfield has named Joe Domingos general manager to direct its local Mean Green Sports Properties team. With nearly 25 years of sales, sports marketing and sponsorship experience, Joe most recently served in the same capacity for Learfield's Warhawk Sports Properties team representing the University of Louisiana Monroe. He joined Learfield in July 2014 when the ULM rights relationship was established.
"The increase in revenue will be significant," added Baker. "That sort of increase is to be expected when a school first adopts a model offered from a firm like Learfield, which is one of the reasons we chose to utilize that strategy for our corporate partnership program."
With the addition of the Mean Green, Learfield now represents five Conference USA members as it already holds individual rights agreements with Florida Atlantic, Louisiana Tech, Middle Tennessee State and Texas-San Antonio.
An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide. It manages the multimedia and sponsorship rights for more than 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors' Cup. Learfield also provides its collegiate partners access to professional concessions and ticket sales; branding, licensing and trademark consulting; digital and social platform expertise; campus-wide business and sponsorship development; and venue and technology systems through its affiliated companies.