Sports Authority deal sets first for Mountain West Conference

The Mountain West Conference US collegiate athletics organisation has agreed a deal for sporting goods retailer Sports Authority to become the first-ever title sponsor of its annual post-season American football championship game.

The 2014 edition of the game, which is due to take place on December 6, will be known as the Sports Authority Mountain West Football Championship.

In addition to title sponsorship, Sports Authority will benefit from exposure through the MWC’s television and radio inventory, in-stadium signage, promotional spots and various digital and social media opportunities.

The deal was brokered by Learfield Sports, the MWC’s multimedia rights and sales partner.

In addition to representing the Mountain West, Learfield is aligned with the league through individual rights agreements with nine of its 12 member institutions – Boise State, Colorado State, Fresno State, Nevada, New Mexico, San Diego State, San José State University, Utah State and Wyoming.