Learfield Inks U. Of California, Berkeley To New Multimedia Rights Deal
September 13, 2016 at 3:43 AM (PT)
LEARFIELD has inked the UNIVERSITY OF CALIFORNIA, BERKELEY to a new multimedia rights agreement, including radio rights, that will run through 2026-27. An Executive Director to oversee the operation will be hired this FALL, as will an on-campus staff.
CAL's Director of Intercollegiate Athletics H. MICHAEL WILLIAMS said, “We are excited to begin this new relationship with LEARFIELD. LEARFIELD has brought to us a number of ideas that support our connection to the overall objectives and mission of the University.”
“We are excited to work alongside partners like CAL to find new ways to promote the university and its athletics program within the increasingly competitive landscape that is higher education,” said LEARFIELD President/CEO GREG BROWN. “CAL’s leadership has demonstrated a willingness to explore new ideas and ways to engage sponsors in support of the university and we are incredibly excited to begin this new relationship.”
The partnership will also include LEARFIELD's THINK SOCIAL to develop new social media channels and LEARFIELD's SIDEARM SPORTS, which already operates CAL's athletics website infrastructure. “We believe connecting our sponsorship and multimedia operation to our web and digital presence makes a great deal of sense,” said WILLIAMS.