12th Man Productions

What 12th Man Productions does

12th Man Productions is the in-house television and video production division of Texas A&M University Athletics, headquartered in College Station, Texas, and established in 2012. The unit operates from a purpose-built $11.8 million facility in the south end zone of the redeveloped Kyle Field and produces live broadcasts, digital video content, social media material, and in-venue videoboard presentations for all 20+ Texas A&M athletics programs, including football, basketball, baseball, softball, volleyball, tennis, golf, swimming and diving, equestrian, track and field, cross country, and soccer.

The division's core products are EMMY-winning national television series such as 'The Pulse: Texas A&M Football', award-winning web series including 'Welcome to the SEC', live 'Signing Day' broadcast coverage, and continuous content feeds for 12thMan.com, the 12th Man mobile app, and official social channels. Distribution is anchored by an ongoing partnership with the ESPN family of networks and the SEC Network, which carries Texas A&M athletics content nationally, complemented by regional digital and in-venue distribution. Production operations draw on a workforce of approximately 100 undergraduate Texas A&M students working alongside professional staff, with total headcount reported in the 101-250 range.

12th Man Productions does not generate external revenue; it is structured as a managed-services internal cost center funded through the Texas A&M Athletics Department budget and multimedia rights agreements, with no publicly disclosed pricing for outside clients. Its economic significance lies in its role as a broadcast production asset supporting the Texas A&M athletics brand and the SEC's national media footprint, rather than as an independent revenue-generating enterprise. This structure constrains traditional growth comparability but explains its durable infrastructure investment and sustained award recognition.

Name

12th Man Productions

Legal name

12th Man Productions (Texas A&M University Athletics Department)

Website

https://12thman.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

12th Man Productions is the in-house television and video production division of Texas A&M University Athletics, producing live broadcasts, digital content, and national television programming for all 20+ Texas A&M athletics programs from a facility at Kyle Field.

Ownership category

akta.pro rank

Product category

Sports Media Production

NAICS

Motion Picture and Video Production (51211), Broadcasting and Content Providers (516)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Sports Production & Outside Broadcast (OB) for Live Events (MPABAJAI)

akta.pro secondary industries

Alternative Content Exhibition (Live Broadcasts, Concert Films, Sports, Opera) (MPADAKAG), Docuseries & Episodic Nonfiction (TV/Streaming) (MPADADAB)

Keywords

• Collegiate athletics production
• Live sports broadcasting
• Video production services
• Digital sports content
• SEC Network production

Headquarters

HQ city

College Station, TX

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Athletics Department Production Services: Internal production unit of Texas A&M Athletics that provides television and video production services for all sports teams, funded through the athletics department budget and multimedia rights agreements

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

12th Man Productions is Texas A&M Athletics' in-house television and video production department that creates live broadcasts, digital content, social media content, national television programming, and in-venue videoboard presentations for all 20+ Texas A&M athletic programs. Its content is distributed nationally through ESPN and SEC Network, digitally through 12thMan.com and the 12th Man App, and on-site at venues such as Kyle Field. The unit operates from an $11.8 million production facility at Kyle Field, staffed by professionals and nearly 100 undergraduate Texas A&M students.

Product overview

12th Man Productions is Texas A&M Athletics' award-winning television and video production division. It operates as a comprehensive media production operation handling content for 12thMan.com, TV Shows (including the EMMY-winning 'The Pulse: Texas A&M Football'), social media, Videoboard presentations, and ESPN SEC Network productions. The unit produces live broadcasts and digital content for all sports teams from its $11.8 million facility at Kyle Field, employing nearly 100 undergraduate Texas A&M students alongside professional staff. The broader Texas A&M Athletics ecosystem also includes the 12th Man App for fan engagement with tickets, news, and multimedia content.

Differentiator

Problem solved

Functional benefit

Brands

• The Pulse: Texas A&M Football: Award-winning national television show providing up-close look at Texas A&M Football throughout the fall season.
• Welcome to the SEC
• Signing Day: Texas A&M Football

Products and services

• Television and Video Production Services (Texas A&M Athletics) Comprehensive television and video production services for all Texas A&M athletics programs, covering live broadcasts, digital content, social media assets, and video features for football, basketball, baseball, volleyball, and other sports teams.
• The Pulse: Texas A&M Football National television show providing an up-close look at Texas A&M Football throughout the fall season, produced by 12th Man Productions and recognized with an EMMY award.
• Welcome to the SEC Web series covering Texas A&M's transition into the SEC Conference; won an SVG award for the web series production.
• Signing Day: Texas A&M Football Live broadcast coverage of Texas A&M Football recruiting day, recognized with an SVG award for the live broadcast production.
• ESPN SEC Network Productions Production of live broadcasts and television content for ESPN SEC Network and the broader ESPN family of networks, covering Texas A&M athletic events for national audiences.
• Videoboard Presentations In-stadium video content and presentations produced for Texas A&M athletics venues including Kyle Field, Reed Arena, and other athletic facilities.
• 12th Man App Texas A&M Athletics mobile application serving as a one-stop destination for fans, providing news, videos, podcasts, live game audio, tickets, and personalized athletics content. Available on iOS (App Store) and Android (Google Play).

Quantifiable outcome

• EMMY award for 'The Pulse: Texas A&M Football' TV show
• +3 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• ESPN / SEC NetworkcoreGTM or Marketing Partner12th Man Productions produces live broadcasts and television content for ESPN SEC Network and the broader ESPN family of networks, distributing Texas A&M athletics content nationally to millions of viewers.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Raycom Sports: Produces and distributes live college sports broadcasts for conferences and networks including ACC and Southern Conference, operating as a dedicated sports production company. Comparable as a peer because both Raycom and 12th Man Productions specialize in live collegiate sports broadcast production delivered to national TV partners.

Broad incumbents

• CBS Sports: National broadcaster of NCAA and SEC sports with in-house production capabilities. Comparable as a broad incumbent that operates in the same collegiate sports broadcast ecosystem and competes for the same rights and production mandates.
• ACC Network (ESPN): Conference sports network dedicated to ACC athletic programming. Comparable as a structural peer that delivers conference-specific content via network distribution, the same model SEC Network and 12th Man Productions operate within.
• Learfield IMG College: College sports multimedia rights holder that manages sponsorship, content, and broadcast rights across hundreds of universities. Comparable as a peer because Learfield controls and often produces the very content distribution ecosystem (sponsorship, digital, broadcast) that 12th Man Productions serves inside Texas A&M.
• Big Ten Network: Conference-owned sports network producing and distributing Big Ten athletic content. Comparable as a peer because Big Ten Network runs dedicated in-house and partner production for conference sports, the same structural role 12th Man Productions plays for Texas A&M within the SEC.
• Fox Sports: National sports broadcaster holding Big Ten and Big 12 rights with substantial in-house live production operations. Comparable as a broad incumbent in the collegiate live-broadcast space that defines competitive production standards.
• ESPN (Disney): National sports media network and the primary distribution partner that 12th Man Productions produces SEC Network content for. Comparable as a broad incumbent because ESPN sets the production standards and centralized workflows that collegiate production units must meet.
• TNT Sports (TNT/TBS): National sports network producing NBA, MLB, and NCAA coverage including college basketball. Comparable as a broad incumbent with similar live collegiate sports production mandates.

Emerging players

• Stadium (Scripps Sports): Sports network operated by Scripps focused on live college sports including Pac-12 and other conference games. Comparable as an emerging player producing live college sports broadcasts with a network distribution model analogous to 12th Man Productions' SEC Network work.

Regional players

• Texas A&M Athletics Multimedia Rights (Playfly/12th Man+ properties): The commercial multimedia rights and sponsorship arm that monetizes Texas A&M Athletics content alongside what 12th Man Productions produces. Comparable as a regional peer because it is the immediate commercial counterpart sitting inside the same athletics ecosystem.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AggieMTEN
• Instagraminstagram.com/aggievolleyball
• LinkedInlinkedin.com/company/12th-man-productions

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 12th Man Productions