What JMI SPORTS does

JMI Sports is a privately held, full-service collegiate marketing firm founded in 2006 and headquartered in Del Mar, California. The company manages multimedia rights and corporate sponsorship programs for collegiate athletics departments and conferences, services sports venues and properties through property sales representation, and provides facility development project management for professional teams, universities, and municipalities. JMI partners with iconic brands and institutions including the University of Kentucky (an exclusive multimedia rights relationship valued at over $465 million through 2040), UCLA (an 11-year exclusive partnership), the University of Notre Dame (joint venture with Legends), the University of Georgia (joint venture with Learfield IMG College), the Rose Bowl, and multiple conferences including the Ivy League, Mountain West, Mid-American Conference, Atlantic 10, and Patriot League. Its core technology stack centers on the proprietary Total Campus Marketing™ methodology — a campus-wide sponsorship program framework — complemented by the BBNIL and H2PNIL platforms for managing Name, Image, and Likeness (NIL) opportunities for student-athletes, including content development, brand partnerships, and compliance.

JMI Sports generates revenue through several streams: long-term managed services contracts for multimedia rights (typically structured as exclusive multi-year partnerships where JMI earns commissions on sponsorship sales), corporate sponsorship sales and naming rights arrangements (e.g., Kroger Field, Kentucky Proud Park, IC Light at Pittsburgh's Petersen Events Center), professional services fees for property sales representation (notably for the Breeders' Cup and USA Volleyball), and project management fees from facility development engagements spanning marquee projects such as Chase Center (Golden State Warriors, $1B+), PETCO Park (San Diego Padres, 42,500 seats), Rupp Arena ($177M renovation), Matthew Knight Arena ($218M), and SDSU Aztec Stadium ($310M, 35,000 seats). The go-to-market motion is enterprise field sales, with on-site teams deployed at partner universities, regional sales offices (Salt Lake City for Utah), and dedicated VPs of Partnerships and Property Operations anchoring each major relationship.

Revenue concentration is anchored in a handful of marquee long-term contracts (Kentucky, UCLA, Notre Dame JV, Mountain West, Ivy League) that together generate the majority of recurring rights-based revenue, with cyclical facility development project fees supplementing top-line growth. The firm sells primarily through direct business development, industry events, PR around partnership announcements, and the Studio 1412 sports gallery in Del Mar, which serves as both a hospitality venue and a marketing channel. Ownership remains with co-founders Erik Judson (CEO, former VP of Development for the San Diego Padres) and John Moores (technology entrepreneur and former owner of the San Diego Padres), with no disclosed institutional investment, private equity backing, or public listing.

Name

JMI SPORTS

Legal name

JMI Sports

Website

https://jmisports.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

JMI Sports is a private, full-service collegiate marketing firm that manages multimedia rights, corporate sponsorships, NIL platforms (BBNIL, H2PNIL), and facility development for universities, conferences, iconic venues (Rose Bowl, Rupp Arena), and sports properties across the U.S.

Ownership category

akta.pro rank

Product category

Collegiate Sports Marketing and Media Rights

NAICS

Broadcasting and Content Providers (516), Sports Teams and Clubs (711211)

SIC

Services-Allied To Motion Picture Distribution (7829), Television Broadcasting Stations (4833)

akta.pro primary industry

Sports & Event Media Rights Licensing (MPADALAE)

akta.pro secondary industries

Sports Streaming Distribution & App Platforms (CTV, Mobile, Web) (MPAKAOAL), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Collegiate multimedia rights
• Athletics sponsorship sales
• Sports facility development
• NIL platform services
• Corporate partnership marketing

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Multimedia Rights Management: JMI Sports serves as exclusive multimedia rights partner to collegiate athletics programs, managing all sponsorship and media assets including radio and television broadcasts, coaches' shows, website and social media, game programs, corporate partnership programs, national sponsorship sales, and venue signage.
2. Corporate Sponsorship Sales: Brand amplification services connecting sports properties with local and global brands through integrated marketing partnerships, naming rights, hospitality experiences, and community engagement programs.
3. Facility Development: Project management services for professional teams, universities, and municipalities building or renovating major sports venues, including predevelopment planning, design management, construction management, and revenue modeling.
4. Property Sales Representation: Consulting services helping clients evaluate existing media and sponsorship strategies, explore alternative solutions, leverage all potential assets, draft RFPs, negotiate contracts, and develop financial incentives.
5. NIL Deal Facilitation: Management and facilitation of Name, Image, and Likeness deals for student-athletes through platforms like BBNIL, connecting corporate partners with student-athletes for marketing campaigns.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

JMI Sports provides comprehensive collegiate multimedia rights management, including exclusive representation of sponsorship and media assets (radio, television, social, digital signage, game programs, venue signage) for universities, athletic conferences, and sports venues. The firm also delivers facility development project management for sports venue construction and renovation, corporate sponsorship sales, and operates NIL platforms such as BBNIL and H2PNIL that manage Name, Image, and Likeness deal flow for student-athletes.

Product overview

JMI Sports is a leading multimedia rights and facility development company offering a platform of services for collegiate athletics programs and sports organizations. The core offerings include Multimedia Rights Services, Brand Marketing & Corporate Partnerships, Property Sales Representation, and Facility Development. The company operates through joint ventures and exclusive partnerships with universities and conferences including Notre Dame (with Legends), Georgia (with Learfield IMG College), UK Sports & Campus Marketing, UCLA, Utah, Rose Bowl, Pitt, Penn, Patriot League, Harvard, Mountain West, Mid-American Conference, Ivy League, SDSU, UC San Diego, and Columbia. Key sub-products include BBNIL (NIL platform for Kentucky), H2PNIL (NIL platform for Pitt), and One San Diego (citywide collegiate athletics platform). The company also operates Studio 1412, a sports gallery and memorabilia shop in San Diego. Founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, JMI Sports serves iconic brands, institutions, and teams seeking transformative partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Notre Dame Global Partnerships: Joint venture between JMI Sports and Legends managing sales, marketing, sponsorship, premium hospitality, multimedia rights, and branding services for University of Notre Dame Athletics.
• BBNIL
• Studio 1412
• One San Diego

Products and services

• Multimedia Rights Services
• Brand Marketing and Corporate Partnerships
• Property Sales Representation
• Facility Development
• Total Campus Marketing™
• BBNIL Platform
• H2PNIL Platform
• One San Diego Platform
• Studio 1412

Quantifiable outcome

• $465M+ multimedia rights partnership with University of Kentucky through 2040
• +3 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

50 partnerships are on record, tiered flagship, core, key and minor.

• FanaticsflagshipGTM or Marketing Partner · 1 April 202612-year partnership extension including first-of-its-kind NIL program through BBNIL, enabling student-athletes to launch affiliate storefronts.
• Palms Casino ResortflagshipGTM or Marketing Partner · 1 March 2026Official Hotel Partner of Mountain West Conference through 2028, hosting championships, Fan Fest, and 'Making Her Mark' women's platform.
• BettermentflagshipGTM or Marketing Partner · 1 February 2026Exclusive Financial Wellness Partner of Atlantic 10 with first-ever jersey patch sponsorship and NIL financial literacy programs.
• USA VolleyballflagshipStrategic or Co-development Partner · 1 January 2026Exclusive property sales representative driving commercial growth, with Credit Union 1 as first founding partner under the new platform.
• University of KentuckycoreStrategic or Co-development Partner · 1 August 2025Extended multimedia rights partnership through 2040 valued at over $465 million. JMI Sports serves as the exclusive multimedia rights and campus marketing partner, managing all corporate partnerships, sponsorship sales, and NIL operations through the BBNIL platform.
• UCLAcoreStrategic or Co-development Partner · 1 September 2024Exclusive 11-year multimedia rights partnership to UCLA Athletics, providing access to the passionate Bruin fanbase and championship-winning teams.
• UC San DiegokeyStrategic or Co-development Partner · 1 October 2023Exclusive 10-year multimedia rights and corporate sponsorship partnership as UC San Diego Athletics competes at Division I level.
• Breeders' CupkeyStrategic or Co-development Partner · 1 April 2021Exclusive corporate sponsorship sales representative for the two-day, 14-race event with $6M Longines Breeders' Cup Classic.
• Pittsburgh Brewing CompanykeyGTM or Marketing Partner · 1 August 2020IC Light naming rights for premium space at Petersen Events Center, Official Local Beer of Pitt Panthers.
• Legends (Notre Dame Joint Venture)coreStrategic or Co-development PartnerJoint venture with Legends to form Notre Dame Global Partnerships, managing sales, marketing, sponsorship, premium hospitality, multimedia rights, and branding services for Notre Dame Athletics.
• Learfield IMG College (Georgia Joint Venture)coreStrategic or Co-development PartnerJoint venture with Learfield IMG College for multimedia rights partnership with Georgia Athletics, leveraging the prestige of the school's brand.
• San Diego State UniversitycoreStrategic or Co-development PartnerMultimedia rights partner and project manager for Aztec Stadium development ($310M, 35,000 seats), overseeing design, construction, naming rights, and founding partnerships.
• University of San DiegokeyStrategic or Co-development PartnerMultimedia rights partner for USD Toreros athletics program.
• Palomar HoldingsflagshipStrategic or Co-development PartnerFirst Founding Partner of 'One San Diego' platform - multiyear partnership as Official Specialty Insurance Partner and Official Volunteerism Partner for SDSU, UC San Diego, and USD athletic departments, engaging 500+ student-athletes in community service.
• Mountain West ConferencecoreStrategic or Co-development Partner12-year multimedia rights partnership with 13 schools across eight states. Also facilitated Palms Casino Resort partnership as Official Hotel Partner through 2028.
• Mid-American ConferencecoreStrategic or Co-development PartnerMultimedia rights partner building customized marketing partnerships for brands supporting the conference's 24 NCAA Division I sports.
• Patriot LeaguecoreStrategic or Co-development Partner10-year multimedia rights partnership for influential east coast conference with over 130,000 students and 1.5 million alumni.
• Atlantic 10 ConferencecoreStrategic or Co-development PartnerExclusive multimedia rights partner facilitating landmark Betterment partnership for financial wellness and women's athletics.
• Ivy LeaguecoreStrategic or Co-development PartnerMultimedia rights partner offering brands unique visibility among tomorrow's leaders across eight prestigious institutions.
• Rose Bowl StadiumcoreStrategic or Co-development PartnerExclusive multimedia rights partner to 'America's Stadium' with extensive renovation underway for 2028 Summer Olympics.
• Rupp Arena at Central Bank CenterkeyStrategic or Co-development PartnerOwner's representative for $177M renovation of iconic Kentucky Wildcats arena, overseeing design and operation of premium spaces.
• University of PennsylvaniacoreStrategic or Co-development PartnerMultimedia rights partner promoting Penn Athletics, historic Penn Relays (100,000+ fans, 15,000 athletes), and Penn Campus Recreation.
• University of PittsburghcoreStrategic or Co-development PartnerMultimedia rights partner since 2019, recently launching H2PNIL platform for comprehensive NIL support.
• Harvard UniversitykeyStrategic or Co-development PartnerMultimedia rights partner leveraging Harvard's global brand recognition for corporate partnerships.
• University of UtahcoreStrategic or Co-development PartnerDecade-long multimedia rights partnership for Utah Athletics, including Minky Couture and BookSeats partnerships.
• Columbia UniversitykeyStrategic or Co-development PartnerMultimedia rights partner for Columbia Lions Athletics in the heart of New York City.
• DePaul UniversitykeyStrategic or Co-development PartnerMultimedia rights partner for DePaul Blue Demons athletics.
• Guinness (Diageo)keyGTM or Marketing PartnerOfficial Beer of Notre Dame Alumni and Fans - national partnership including media, licensing, retail, on-site amplification.
• Coca-ColakeyGTM or Marketing PartnerChampionship Partner with Notre Dame - fully integrated 360-degree partnership with co-branded bottles, vending, recycling.
• KrogerflagshipGTM or Marketing PartnerNaming rights for Kroger Field (UK football stadium), comprehensive partnership including community programs, fan experiences.
• Kentucky Farm BureaukeyGTM or Marketing PartnerKentucky Proud Park naming rights for $49M baseball stadium, promoting Kentucky agriculture through UK Athletics.
• Food LionkeyGTM or Marketing PartnerHunger relief partnership with Clemson Athletics through 'Sack to Give Back' and 'Score to Give More' campaigns providing 75,000+ meals.
• PorschekeyGTM or Marketing PartnerComprehensive Ivy League partnership including championships, ESPN media, radio, social, hospitality, and vehicle displays.
• LegendscoreStrategic or Co-development PartnerStrategic partner in joint ventures for Notre Dame Global Partnerships and SDSU Aztec Stadium development.
• LearfieldcoreStrategic or Co-development PartnerPartner in joint venture for Georgia Bulldogs sports marketing alongside Learfield IMG College.
• NBC SportskeyChannel Partner/ Reseller/ DistributorBroadcast partner for Notre Dame athletics and media content distribution.
• ESPNkeyChannel Partner/ Reseller/ DistributorMedia distribution partner for college sports content across conferences and universities.
• Golden State WarriorskeyImplementation/ SI/ Consulting PartnerProject manager for Chase Center arena development ($1B+, 18,000 seats), overseeing design, construction, and office towers.
• San Diego PadreskeyImplementation/ SI/ Consulting PartnerLed development of PETCO Park ballpark as VP of Development before founding JMI Sports.
• Boston Red SoxkeyImplementation/ SI/ Consulting PartnerOwner's consultant for JetBlue Park spring training facility ($77M, 10,000 seats) in Fort Myers.
• Auburn UniversitykeyImplementation/ SI/ Consulting PartnerProject management for Jordan-Hare Stadium collegiate renovation.
• University of OregonkeyImplementation/ SI/ Consulting PartnerDevelopment manager for Matthew Knight Arena ($218M, 12,500 seats) and Ford Alumni Center, completed on time and under budget.
• University of HoustonkeyImplementation/ SI/ Consulting PartnerStadium feasibility study and business model for TDECU Stadium development.
• City of GoodyearkeyImplementation/ SI/ Consulting PartnerDevelopment project manager for Goodyear City Center municipal project.
• Chula Vista Olympic Training CenterminorImplementation/ SI/ Consulting PartnerOlympic training center feasibility study.
• US Olympic CommitteeminorImplementation/ SI/ Consulting PartnerFeasibility studies and planning support.
• Oakland RaiderskeyImplementation/ SI/ Consulting PartnerVenue development consulting for NFL team relocation.
• Cincinnati RedskeyImplementation/ SI/ Consulting PartnerSpring training facility development consulting.
• Cleveland GuardianskeyImplementation/ SI/ Consulting PartnerSpring training facility development consulting.
• CSU BakersfieldminorImplementation/ SI/ Consulting PartnerBallpark master planning consultant.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Playfly Sports: College and high school multimedia rights, sponsorship, and fan engagement platform. Backed by CVC Capital Partners and one of the largest pure-play competitors to JMI Sports in collegiate multimedia rights, with comparable property-led business model.
• Legends Hospitality: Premium hospitality, sponsorship sales, and venue planning firm co-owned by the New York Yankees, Dallas Cowboys, and Goldman Sachs. Direct competitor in collegiate multimedia rights and JV partner with JMI Sports on Notre Dame Global Partnerships, with overlapping capabilities in venue development.
• Van Wagner Sports & Entertainment: Sports marketing, signage, and collegiate media rights firm. Competitor for university multimedia rights and venue signage contracts, with comparable B2B service model to JMI Sports across property sales representation and sponsorship activation.
• Learfield (IMG College / Endeavor): The dominant US collegiate multimedia rights holder, owned by TKO Group/Endeavor. Direct competitor to JMI Sports across university and conference RFPs, and JV partner with JMI Sports on the Georgia Bulldogs property, making them the closest comparable in business model and customer base.

Broad incumbents

• Endeavor (WME Sports): Global talent representation and sports marketing conglomerate that owns Learfield. Overlaps with JMI Sports in athlete representation, NIL adjacent services, and collegiate sponsorship aggregation, with vastly broader resources.
• Playfly Premium / Octagon: Global sports marketing agency owned by Interpublic Group, with sponsorship and property representation capabilities that overlap with JMI Sports' brand partnership work for major corporate clients across multiple sports verticals.
• CAA Sports / ICM Sports: Talent agency with sports marketing division representing athletes, brands, and properties. Overlaps with JMI Sports on the corporate brand-to-property matchmaking function and emerging NIL athlete representation.

Emerging players

• Front Office Sports: Sports business media and consulting platform that provides sponsorship, content, and event services to sports properties and brands. Comparable to JMI Sports in the property-brand intermediary layer but with a media-first delivery model.
• Bassett (Big 12 / Learfield competitor): Regional collegiate marketing and sponsorship firm operating in mid-major conferences. Comparable to JMI Sports' mid-tier property representation work and a relevant competitor for Mountain West / MAC-level RFPs.

Others

• TurnkeyZRG: Sports and entertainment executive search firm that supports athletic department leadership hiring. Tangentially comparable to JMI Sports in the collegiate athletics ecosystem and an adjacent service provider to the same decision-maker personas at university clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/JMISports
• LinkedInlinkedin.com/company/jmi-sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about JMI SPORTS