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Intercollegiate Forum

Marketing Companies Still High On College Sports As More Schools Bring Rights In-House

Rights holders are bullish on their role in the college athletics marketplace, even as some schools explore taking their rights in-house. During a panel session on Day 1 of the '16 Learfield Intercollegiate Athletics Forum, Van Wagner Sports & Entertainment Exec VP/Collegiate Services Mike Palisi said, “Bringing it in-house has some real advantages. You’re in control of your destiny. ... But there are pieces that you’re missing.” IMG College President of Media Tim Pernetti said, “The thing that’s changing in multimedia rights is that schools are naturally looking for a significant payday for their rights, but they’re also looking for more content. They’re not looking essentially for the same array of what you’ve delivered in the past.” UCF began operating its rights in-house this school year, something Senior Associate AD/Strategic Initiatives & Revenue Generation Patrick Ransdell said has been beneficial. “We’ll be ahead by a couple hundred thousand dollars,” he said, “so we’re happy about that and we’re starting to sell into next year as well.” But Ransdell added, “I don’t think (universities) know how to value themselves right.” Learfield CEO Greg Brown added, “There’s so many issues around an in-house model. Clearly I have a bias ... but I think largely that respectful, engaged partners that recruit the best talent that you possibly can, I think it’s a really hard thing to compete with.” Pernetti said IMG does hear frequently from client schools and other universities that they are evaluating the in-house model. “I do think it’s a competitor,” he said. Meanwhile, OutFront Sports Media VP & GM Doug Paschal said that at the end of the day, results are revenue driven. “We have got to move away from the sea of sameness that we all experience (in the multimedia rights space),” he said.

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