US College Sport
Cincinnati creates in-house unit for sponsorship sales
The University of Cincinnati (UC) has become the latest top college in the United States to bring its sponsorship sales in-house.
Market cautious on CBD, despite USC-Cookies deal
USC Athletics’ multi-year partnership with CBD [cannabidiol] wellness and lifestyle brand Cookies is unlikely to cause a rush of copycat deals in collegiate sport, industry experts have predicted.
Florida State pens multimedia rights deal with Legends
Legends, the global experiences firm, has expanded its role in the US college sports scene, signing a 10-year multi-media rights partnership with Florida State University (FSU)
College sports conferences ‘exploring’ naming-rights sponsorships
College sports conferences have begun exploring naming-rights sponsorships as they look for new ways to draw revenue amid a changing financial landscape
NCAA on-field sponsors ‘start of trend’ to open up new revenues
More US colleges are set to seek new revenue streams after the National Collegiate Athletics Association (NCAA) announced it will allow sponsor advertising on football fields for regular-season games in…
Legends, Blueprint announce NIL deal for Power Five colleges
Global experiences company Legends has announced a strategic partnership with name, image and likeness (NIL) collective-backer Blueprint Sports (BPSE) to provide Power Five schools with operational capacities,…
Legends ramps up college sports activities
Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…
University of Michigan on board as Peloton targets college sports market
US-based exercise equipment and media company Peloton has announced a new strategy to partner with colleges, universities, athletes and student platforms, with the University of Michigan the first to sign up.
Big 12 takes sponsorship sales in-house
US college sports conference Big 12 has announced plans to create an internal commercial sales division for the first time in its 27-year history
ESPN sells out for women’s NCAA basketball tournament
Disney Advertising has sold out of in-game sponsorship for the 2023 NCAA Division I Women's Basketball Championship, which airs exclusively on ESPN platforms between March 15-April 2 this year
AT&T extends NCAA sponsorship until 2025
Telecommunications company AT&T is to continue its sponsorship of the National Collegiate Athletic Association through the 2025 academic calendar, extending a relationship that dates back to 2001
Playfly adds Baylor to college rights portfolio
Baylor Athletics has signed a new 10-year multimedia rights agreement with sports marketing and media company Playfly Sports Properties.
Dick’s Sporting Goods named official retail partner of NCAA
Retail chain Dick's Sporting Goods has been named the official sporting goods retailer of the National Collegiate Athletic Association (NCAA) ahead of the marquee men's and women's NCAA basketball tournaments…
ACC hires Elevate Sports Ventures for ticket strategy
The Atlantic Coast Conference (ACC) has hired consulting firm Elevate Sports Ventures in a multi-year deal to support the American collegiate conference with business intelligence and analytics, revenue…
Learfield extends deal with University of Alabama, adds NIL center
The University of Alabama's athletics department has extended its multimedia rights deal with Learfield in a 15-year agreement, marking one of the longest deals of its kind in American collegiate athletics
UFC to sponsor University of Iowa wrestling programs
The Ultimate Fighting Championship has entered the college landscape in the United States by being named a sponsor of the University of Iowa's men's and women's wrestling programs
Big 12 hires Translation to contemporize brand
The Big 12 Conference has appointed creative agency Translation to "contemporize the brand" amid a time of seismic change in the United States collegiate athletics landscape.
Maryland, SECU strike 10-year, $11m naming rights deal for football stadium
The University of Maryland has secured a 10-year, $11m (€11m) naming rights deal with SECU, Maryland's largest state-chartered credit union, for its college football facility, which will now be known a…