SBD/May 10, 2011/Marketing and Sponsorship

Air Force, IMG College Agree On Multimedia Rights Partnership

Air Force and IMG College have “agreed to a multimedia rights partnership, ”according to Frank Schwab of the Colorado Springs GAZETTE. The “final details are being worked out, but the partnership should provide Air Force with more marketing opportunities, as well as a nice boost in revenue for the athletic department.” IMG will “handle negotiations for Air Force’s radio rights.” The company also “will negotiate rights for coaches’ shows on television and radio, corporate sponsorships, stadium and venue signage, hospitality and game promotions.” In addition, IMG will  “manage the Falcons’ website, including advertising, and printing and publishing” (Colorado Springs GAZETTE, 5/10). SPORTSBUSINESS JOURNAL's Michael Smith notes Air Force "marks the first service academy to partner with IMG College." The new agreement "will go into effect July 1." Financial specifics are "still being finalized, but industry sources say Air Force will receive a guarantee in the low seven figures annually." The school’s new multimedia contract is "expected to increase revenue over the old contract with CBS Collegiate Sports Properties by 30 to 35 percent" (SPORTSBUSINESS JOURNAL, 5/9 issue).
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