Learfield IMG College Signs With Big 12 As Sponsorship Rights Holder

The Big 12 yesterday officially announced Learfield IMG College as its "new comprehensive sponsorship rights holder," according to the LAWRENCE JOURNAL-WORLD. Learfield IMG College will have the "worldwide sponsorship rights to all 16 Big 12 championship events along with the right to sell title, presenting and secondary sponsorships to a number of other Big 12 events." Learfield IMG College will "establish Big 12 Sports Properties, which will operate from the conference office in Irving, Texas" (LAWRENCE JOURNAL-WORLD, 4/24). Smith & Ourand in last week's SPORTS BUSINESS JOURNAL reported the deal initially, noting the Big 12’s marketing rights "add even more heft to the college rights that Learfield IMG College already owns." One of the company’s "highest priorities is to increase its national sales, and Big 12 rights provide more valuable inventory" for Learfield IMG College Exec VP/Sales & Marketing Andrew Judelson to leverage (SPORTS BUSINESS JOURNAL, 4/15 issue).