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Learfield IMG College to market Big 12’s sponsorship rights

College sports organisation the Big 12 Conference has appointed the Learfield IMG College agency as its new sponsorship rights-holder.

Under this relationship, Learfield IMG College will have the worldwide sponsorship rights to all 16 Big 12 championship events; and acquires the right to sell title, presenting, and other secondary sponsorships to a broad array of Big 12 events as well as certain other advertising inventory.

Learfield IMG College will establish Big 12 Sports Properties, which will operate from the conference office in Irving, Texas. The conference sponsorship group will work closely with the Learfield IMG College national sales team in representing partnership opportunities to leading brands.

“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,” Big 12 commissioner Bob Bowlsby said.