Learfield

What Learfield does

Learfield is a media and technology company operating as the leading multimedia rights (MMR) holder in U.S. college athletics. Founded in 1972 and headquartered in Dallas, Texas, the company secures exclusive partnerships with 1,200+ collegiate athletic programs to manage their commercial operations — including venue signage, event sponsorships, corporate hospitality, audio/TV/digital engagement, and radio broadcasts — and connects those institutions with 12,000+ national and regional brand partners. It operates through local Sports Properties teams physically embedded in university athletic departments, providing a distributed enterprise sales motion that is difficult to replicate at scale. The company is currently led by President and CEO Cole Gahagan and employs over 2,000 people across the country.

The company's product surface is delivered through a portfolio of integrated subsidiaries: Paciolan (ticketing technology), SIDEARM Sports (digital/website platforms), CLC (licensing and retail), Fanbase (fan data and analytics with 125M+ fan records and 6B+ data points), Learfield Studios (original content), Varsity Network (audio broadcasting across nearly 200 university networks and 5,000+ radio affiliates), Learfield Impact (NIL deal facilitation and on-campus infrastructure), and Learfield Creative (marketing services). Revenue is generated through multi-year enterprise MMR sponsorship contracts, recurring ticketing technology fees, licensing royalties, data and analytics services, NIL-related professional services, content production fees, and broadcast advertising.

Learfield is a private company. In April 2026, TPG signed a definitive agreement to acquire a controlling stake at an approximately $2 billion valuation, with closing expected in Q3 2026 subject to regulatory approvals; the transaction replaces Fortress Investment Group and Arctos Partners as controlling investors while Charlesbank Capital Partners retains a stake. The company is being acquired amid a period of category expansion driven by NCAA rule changes allowing jersey patches, the formalization of NIL as a revenue line, and growing brand demand for access to college sports audiences — conditions under which Learfield's exclusive rights footprint and integrated technology stack position it as the dominant at-scale commercial platform in the college athletics media market.

Name

Learfield

Legal name

Learfield

Website

https://learfield.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

College Sports Media & Sponsorship Services

NAICS

Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900), Television Broadcasting Stations (4833)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Venue & Event Presentation (Game Presentation, In-Venue Entertainment) (MPAKAKAD), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Sports Programming Syndication & Highlights Distribution (MPABAMAG)

Keywords

• College sports media rights
• Sponsorship sales
• NIL services
• Sports ticketing technology
• Fan engagement analytics

Headquarters

HQ city

Plano

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Multimedia Rights (MMR) Sponsorship Sales: Learfield serves as exclusive multimedia rightsholder for collegiate athletic programs, managing all aspects of sponsorship relationships including venue signage, event sponsorships, corporate hospitality, audio, television, and digital engagement. Revenue is generated through multi-year sponsorship contracts with brands seeking access to college sports fan audiences.
2. Ticketing Technology Services: Paciolan provides ticketing technology solutions to athletic departments, generating revenue through technology fees and service arrangements for ticket sales and distribution.
3. Licensing and Merchandise: Through CLC, Learfield manages licensed merchandise programs for collegiate properties, earning royalties on merchandise sales.
4. Data and Analytics Solutions: Fanbase platform provides data-driven insights and analytics services to brands and athletic departments, enabling targeted marketing and fan engagement.
5. NIL (Name, Image, Likeness) Services: Learfield Impact provides NIL infrastructure and deal facilitation services connecting student-athletes with brand partners, supporting the growing NIL market in college athletics.
6. Original Content Production: Learfield Studios produces original video content for brands and athletic programs, monetizing through content production fees and integrated sponsorship arrangements.
7. Broadcast Media and Publishing: Radio programming production and distribution across the largest independent sports network in the country, with publishing services for NCAA Championship programs.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Learfield serves as the exclusive multimedia rights (MMR) holder for 1,200+ collegiate athletic programs, managing sponsorship sales, venue signage, event sponsorships, corporate hospitality, audio, television, digital engagement, and radio broadcasts. The company delivers integrated commercial, technology, content, and NIL services through local Sports Properties teams embedded within university athletic departments, supported by subsidiaries including Paciolan (ticketing), SIDEARM Sports (digital), CLC (licensing), Fanbase (data), Learfield Studios (content), Varsity Network (broadcast), and Learfield Impact (NIL).

Differentiator

Problem solved

Functional benefit

Brands

• Paciolan: Ticketing technology and ticket sales solutions
• SIDEARM Sports
• CLC
• Fanbase
• Learfield Studios
• Varsity Network
• Learfield Impact

Products and services

• Multimedia Rights (MMR) Partnerships Exclusive multimedia rights agreements with collegiate athletic programs covering sponsorships, venue signage, event sponsorships, corporate hospitality, audio, television, digital engagement, and radio broadcasts. Sold to and managed for university athletic departments.
• Sponsorships Corporate sponsorship sales across collegiate athletic programs including naming rights, jersey patches, venue signage, dasherboards, event sponsorships, and hospitality packages for national and regional brand partners.
• Fanbase Data & Insights Platform Data platform providing access to 125M+ fan records and 6B+ data points enabling precise targeting, fan engagement measurement, athletics revenue generation, and NIL sentiment tracking for brands and athletic departments.
• NIL Services (Learfield Impact) NIL infrastructure and deal facilitation services connecting student-athletes with brand partners, supporting NIL strategy, content creation, brand development, and athlete education at collegiate athletic programs.
• Learfield Studios Original Content Data-driven original video content production, distribution and monetization for brands and athletic programs, including series featuring student-athletes such as Gator Boys, Michigan Made, Baseline to Baseline, Dash Decisions, The Brand, and Allstate Red River Rivalry.
• Paciolan Ticketing Technology Ticket sales and mobile ticketing technology solutions providing insights, revenue generation, and flexible experiences for athletic departments and ticket holders.
• CLC Licensing & Retail Licensed merchandise program management for collegiate properties, earning royalties on merchandise sales.
• SIDEARM Sports Digital Platforms Digital platforms powering official athletics websites with live streams, scores, headlines, rosters, schedules, and digital engagement.
• Learfield Amplify Fan Engagement Fan engagement solutions including stadium seating design and installation, serving 100+ college, high school, and professional venues.
• Varsity Network Broadcast Media & Publishing Radio programming production and distribution across the largest independent sports network in the country, with publishing services for NCAA Championship programs and nearly 200 university networks and 5,000+ radio affiliates.
• Learfield Creative Marketing Services Marketing and creative services supporting brand partnerships and collegiate athletic programs.

Quantifiable outcome

• 685,000+ new ticket accounts onboarded by Paciolan schools during 2025-26 college basketball season
• +5 more outcomes

Named customers33 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature6 records

Partnerships

30 partnerships are on record, tiered core, flagship and minor.

• CommunityAmerica Credit UnioncoreGTM or Marketing Partner13-year naming rights deal for Razorback Stadium; CommunityAmerica becomes Official Credit Union of Arkansas Athletics; deal includes NIL opportunities for student-athletes. Learfield facilitated the sale of naming rights opportunity in less than a year.
• Osage NationcoreGTM or Marketing PartnerMulti-year jersey patch sponsorship covering all OSU men's and women's sports teams starting fall 2026; first Big 12 jersey patch sponsorship in conference; Learfield Sports facilitated the deal.
• University of OklahomacoreStrategic or Co-development PartnerPartnership extension with plans to build Sooner Evolution Center dedicated to NIL strategy, content creation, brand development, and athlete education. Center features office space, educational resources, podcast studios, and video production facilities.
• TCUcoreStrategic or Co-development PartnerLong-term partnership extension through 2037-38; Horned Frog Sports Properties to optimize sponsorship opportunities including jersey patches, improve in-venue experiences, and facilitate NIL dealmaking through TCU's LEAP Agency.
• UbercoreGTM or Marketing PartnerMulti-year partnership integrating Uber One and Uber Eats into football and basketball games at nine major athletic programs including Michigan, Ohio State, Texas, and Wisconsin. Includes exclusive deals, NIL opportunities, and in-game digital activations.
• Nature MadecoreGTM or Marketing PartnerMulti-year sponsorship partnership becoming official sponsor of Alabama Crimson Tide, Ohio State Buckeyes, and Oregon Ducks football programs. Includes original content through Learfield Studios, NIL activations with student-athletes, and premium sponsorship assets. Learfield's largest national partnership in vitamin/supplement category.
• DoorDashcoreGTM or Marketing PartnerSeason-long partnership with 11 major college football programs featuring in-app rewards program called DoorDash Streaks, nationwide tailgate tour, on-campus activations, and national sweepstakes.
• SMU / KridaflagshipStrategic or Co-development PartnerLaunch of SMU Mustang Coin, a digital fan engagement platform providing interactive experiences, exclusive access, and rewards for fans and students. Includes significant NIL component for student-athletes and hands-on learning opportunities for 125 SMU Sport Business Society students.
• Davidson CollegecoreStrategic or Co-development Partner10-year multimedia rights partnership renewal continuing relationship spanning over a decade. Learfield's Davidson Sports Properties team expands with new Business Development Manager and enhances use of Fanbase and Fan365 platforms.
• Ohio StatecoreStrategic or Co-development PartnerLong-term partnership extension to enhance NIL opportunities and revenue streams. Initiatives include sponsorship assets, jersey patch partnerships, and Buckeye Sports Group's NIL program engaging student-athletes with multiple sponsors.
• ArmycoreStrategic or Co-development PartnerMultimedia rights deal renewal through 2035-36, extending a relationship that began in 2005. Deal aims to elevate Army's brand and explore new growth opportunities including potential sponsorships for facilities like Michie Stadium.
• Big Y FoodsminorGTM or Marketing PartnerRenewed multi-year partnership as Official Grocery Partner of UMass Athletics spanning more than 10 consecutive years. Includes in-venue branding at Mullins Center, dasherboard signage, game sponsorships, and fan engagement initiatives.
• Tyson FoodscoreGTM or Marketing PartnerExpanded partnership with University of Arkansas becoming Official Protein sponsor with logo appearing on jerseys for all 19 men's and women's varsity teams starting 2026-27 season. Facilitated by Learfield's Razorback Sports Properties.
• iHeartMediacoreChannel Partner/ Reseller/ DistributorBroadcast partnership making KQNT-AM 590 and KZFS-FM 101.5 the official radio broadcasters for Gonzaga men's and women's basketball games. Provides live game day broadcasts, coaches' shows, and streaming access.
• FacebookcoreGTM or Marketing PartnerContinuation of national partnership built around historic college rivalries including The Rivalry Series featuring UNC and Duke and Allstate Red River Rivalry between Texas and Oklahoma.
• ONE PIECEminorGTM or Marketing PartnerFirst-ever collaboration with US college basketball through multi-school agreement partnering with five major men's basketball programs for the 2025-26 season. Campaign activates across 15 games featuring ONE PIECE-themed halftime shows, exclusive merchandise, and arena displays.
• Travel WisconsinminorGTM or Marketing PartnerNIL campaign showcasing Wisconsin destinations through authentic storytelling featuring 15 student-athletes across six sports programs. Generated more than 2.8 million impressions and 770,000 video views over monthlong digital and social distribution.
• WhataburgerminorGTM or Marketing PartnerMulti-touch NIL campaign with Texas Tech student-athletes featuring 10 athletes across five community-focused experiences in Lubbock market. Combined in-store fan appearances, game week meet-and-greets, Read Across America storytelling, and social media amplification.
• HumannminorGTM or Marketing PartnerPartnership with Texas Athletics promoting cardiovascular health during American Heart Health Month at basketball games at Moody Center. Won Best Branded Content award at 2026 Hashtag Sports Awards for multiyear campaign generating over 373 million impressions.
• BioréminorGTM or Marketing PartnerPartnership making Bioré the Official Acne Care Sponsor of UConn Basketball featuring student-athlete influencer marketing campaigns, on-site product sampling, and in-venue branding during nationally televised games.
• Marshall Health NetworkcoreGTM or Marketing PartnerFive-year all-sport jersey patch partnership; first all-sport jersey patch partnership in Sun Belt Conference. Revenue directly benefits student-athletes across all programs; Marshall Health Network also becomes Official Health Care Provider.
• Acesso BiologicsflagshipGTM or Marketing PartnerFirst official multi-sport jersey patch partner in NCAA athletics with logo placement on UNLV football, basketball, and baseball uniforms for five seasons. Deal includes sponsorship of in-game features and community initiatives.
• LLH HealthcarecoreGTM or Marketing PartnerMulti-year naming rights partnership for University of Houston indoor track facility (LLH Healthcare Indoor Track). Includes NIL program directly supporting student-athletes; LLH Healthcare also becomes Official Employee Benefits Partner of Houston Cougar Athletics.
• Mississippi StatecoreStrategic or Co-development PartnerLearfield named Brian Bille as GM of Mississippi State Bulldog Sports Properties to lead multimedia rights operations.
• PaciolancoreTechnology or IntegrationTicketing technology company under Learfield umbrella providing world-class ticket sales and mobile ticketing solutions. Onboarded 685,000+ new ticket accounts during 2025-26 college basketball season.
• SIDEARM SportscoreTechnology or IntegrationDigital services company under Learfield powering official athletics websites with live streams, scores, schedules, and digital engagement platforms.
• CLCcoreTechnology or IntegrationLicensed merchandise company under Learfield managing collegiate licensing and merchandise programs generating royalty revenue for athletic departments.
• NACDAflagshipStrategic or Co-development PartnerLearfield has served as title sponsor of the Learfield Directors' Cup since 2008, supporting athletic departments across all divisions. Partnership extended through 2028.
• University of GeorgiacoreStrategic or Co-development PartnerUniversity of Georgia Athletics partnered with Learfield Impact to create unified NIL strategy helping student-athletes maximize income and build their brands.
• University of WisconsincoreStrategic or Co-development PartnerLaunch of Badger Athlete Partners initiative to enhance NIL revenue generation for student-athletes. Adds five dedicated NIL positions and consolidates existing NIL efforts supported by Learfield Impact services.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Fanatics: Fanatics is a broad sports commerce and licensing platform that overlaps with Learfield's CLC subsidiary in collegiate merchandise licensing, trading cards, and fan commerce, and where Learfield's CEO previously served as CCO.
• Endeavor: Endeavor (parent of IMG, which Learfield acquired in 2015) is a broad sports and entertainment incumbent with overlapping capabilities in athlete representation, event management, and brand partnerships across global sports properties.
• Fox Sports: Fox Sports is a major sports broadcaster holding Big Ten and Big 12 collegiate rights, competing with Learfield in audience reach, sponsorship inventory, and content production for college sports fans.
• ESPN / Disney Sports: ESPN is the dominant US sports broadcaster and rights buyer that competes with Learfield in collegiate rights acquisition, content distribution, and audience monetization across linear and digital channels.

Direct peers

• Octagon: Octagon is a global sports marketing agency that manages sponsorships, athlete endorsements, and property rights for brands and rights holders, making it a comparable competitor in college and pro sports sponsorship services.
• Playfly Sports: Playfly Sports is the closest direct competitor to Learfield, holding multimedia rights for a large portfolio of collegiate athletic programs and competing head-to-head on sponsorship sales, ticketing partnerships, and brand activation at the school level.
• Wasserman: Wasserman is a leading sports marketing and talent agency that competes with Learfield in collegiate and pro sports property representation, brand consulting, and sponsorship sales across major athletic programs.
• Creative Artists Agency (CAA): CAA's sports division represents athletes, leagues, and brands in marketing deals and rights negotiations, overlapping directly with Learfield's sponsorship sales, brand consulting, and NIL facilitation services.

Emerging players

• The Athletic: The Athletic is a subscription sports media company (now under NYT) covering college and pro sports; while not a direct sponsorship rights competitor, it overlaps with Learfield Studios in digital sports content production and audience engagement.
• Overtime: Overtime is a digital-first sports media company producing short-form content around high school and emerging athletes, representing an emerging alternative to Learfield's traditional collegiate content model, particularly in NIL-driven creator content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/Learfield
• LinkedInlinkedin.com/company/learfield-img-college
• Instagraminstagram.com/learfield_

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries8 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Learfield