Gophers go for Learfield in 5-year deal

The University of Minnesota athletic department has selected Learfield Communications Inc. as its corporate sales and marketing partner.

The five-year agreement should go into effect as soon as it is approved by the university's board of regents, said Mark Coyle, assistant athletic director for marketing. The board is scheduled to meet in early February. The agreement includes rights to sell corporate sponsorships, signs in athletic venues and game-day promotions.

Learfield will pay Minnesota an annual guarantee, Coyle said, but he wouldn't reveal the financial figures. Minnesota generated about $2.8 million in corporate sales and suite sales last year, Coyle said.

The deal marks the first time Minnesota has given sponsorship rights to an outside company, Coyle said.

"We just took a hard look at where we were and decided it made sense," he said. "It gives us a guarantee and allows us to focus our marketing efforts on ticket sales and other areas."

With Minnesota, Learfield will have marketing rights to five of the Big Ten's 11 members. The company was recently granted joint marketing rights at Purdue (see Campus Beat column). The company also has agreements with Wisconsin, Indiana and Iowa.

— Jennifer Lee