The Mountain West Conference, on the heels of completing a groundbreaking TV deal, has finalized a new multimedia rights deal with JMI Sports. The conference had been with Learfield IMG College for the past seven years. JMI won a selection process against multiple agencies for the MWC’s rights. “JMI came to us with some exciting ideas about how we can develop relations in Silicon Valley and esports,” MWC Commissioner Craig Thompson told THE DAILY. “We’re one of the very few leagues that offers a championship and we’ve conducted those events at our basketball tournament the last couple of years.” Financial terms of the deal were not announced, but it will go out 12 years through '31-32. The JMI deal will begin July 1. JMI will manage the MWC’s corporate relationships and sponsorships around all of its championship events. JMI CEO Erik Judson said the firm likely will place a Mountain West rep in the S.F. area. JMI has been active in recent years pursuing conference rights. It also represents the Ivy League and the Mid-American Conference. “Conferences are a great way to provide opportunities for brands and to promote the conference as a whole,” Judson said. “We’re trying to look at these conferences as more of a year-round asset as opposed to just the championships.” That could extend beyond sponsorships, Thompson said, to internships, mentoring opportunities and other relationships with businesses in Silicon Valley.
