ENGLEWOOD, Colo. ? The Western Athletic Conference (WAC) today sets in motion an eight-year, formal partnership with Learfield Sports, as announced by WAC Commissioner Karl Benson.
Learfield Sports, a leader in the collegiate sports marketplace for more than 30 years, already shares a distinct affiliation with five of the nine WAC member schools as the company manages multimedia rights for Fresno State, Idaho, Nevada, San Jose State and Utah State.
“We’re confident that a relationship with Learfield Sports will open doors to unprecedented opportunities for the WAC, and we anticipate bolstering our exposure and activation on many levels including increased visibility with corporate America,” said Benson. “We are excited to take this plunge with Learfield Sports, an industry leader we’ve always held in high regard.”
The agreement calls for Learfield Sports to work in sync with the WAC on numerous aspects, namely to sell title sponsorships and initiate a corporate partner program.
“Collaborating with the WAC on an eight-year league deal makes sense for Learfield Sports,” said President Greg Brown. “Karl has provided exceptional leadership for the WAC for 13 years, and we’re excited to now play a part in building upon its future.”
In addition to the WAC, the company manages the multimedia rights for 40 collegiate institutions and associations, 17 of which are making bowl game appearances. Learfield Sports also manages the marketing partnerships for the Black Coaches & Administrators (BCA) and provides exclusive sports programming to more than 1,000 radio stations throughout the country. Additionally, Team Services, LLC, a Learfield Sports company, specializes in venue naming rights, marketing research and sales consultation.
Dallas-based Learfield Sports is an operating unit of Jefferson City, Mo.-based Learfield Communications, Inc., which was founded in 1972. It made its initial foray into the world of sports marketing in 1975 as the radio rights holder for the University of Missouri, a client still today.