SBD/February 7, 2011/Media

USC Meeting With Companies About Outsourcing Marketing, Media Rights

Fox Sports, IMG College and Learfield Sports are in talks with USC
USC, one of the “few remaining major schools to manage its marketing and media rights in-house, has met with several companies to explore outsourcing those rights,” according to Michael Smith of SPORTSBUSINESS JOURNAL. Fox Sports, IMG College and Learfield Sports are “among the rights holders who have interviewed” with USC officials. USC is a private institution, so it is "uncertain what the school has been making annually by selling its own rights.” Sources estimated that the school has been “netting $6 million to $7 million a year.” The “premier college brands typically generate up to $10 million a year.” The look into partnering with a rights holder “came up when USC changed athletics director last summer,” introducing Pat Haden to replace Mike Garrett. Garrett “had opposed outsourcing the rights.” USC Associate AD/Marketing Jose Eskenazi said, “With the new leadership, there was a decision to take a step back and examine the business.” Smith notes there are “challenges with milking more revenue out of USC,” as potential advertisers and sponsors have “a multitude of sports and entertainment choices” in the L.A. market. The school also is “limited by the revenue it can derive from the city-owned Los Angeles Memorial Coliseum,” where its football team plays (SPORTSBUSINESS JOURNAL, 2/7 issue).
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