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Multimedia rights (MMR)
Who sells each school's local media and sponsorship rights (radio, signage, corporate partnerships) and for how much.
Learfield sale to TPG: SBJ's sourced range is $1.8B-$2B; the official price was not disclosed. [SP18] [SP19] The site shows the range, not a midpoint. Only Texas A&M ($515M) and Nebraska ($300M) school MMR values are public; about 48 P4 schools have no MMR holder recorded (UNAVAILABLE).
22 rows
| Rights owner | Conf. | Holder / buyer | Value | Term | Details | Status | Disclosure | As of | Sources |
|---|---|---|---|---|---|---|---|---|---|
| Texas A&M University | SEC | Playfly Sports | $515M ($34M/yr) | 15 yrs (2026-2041) | 15 yrs from July 2026; reported $515M fully guaranteed (~$34M/yr vs ~$18M/yr under Learfield). Figure first reported by a fan site per SBJ; KBTX reported $515M. | reported | disclosed/reported | accessed 2026-10-01 | [SP24] [SP25] |
| University of Nebraska-Lincoln | Big Ten | Playfly Sports | $300M | 15 yrs | 15 yrs, $300M ($273.6M guaranteed), approved 2022. CSC later rejected Nebraska athletes' NIL deals with Playfly (> $1M combined), upheld in arbitration. | reported | disclosed/reported | accessed 2026-10-01 | [SP26] [M-S10] |
| Ohio State University | Big Ten | Learfield | not disclosed | through 2036 | Extension through 2036 converted to a revenue-share model (Jan 2026); no guarantee disclosed; AD Ross Bjork: "the largest deal ... toward any collegiate property" expected. | reported | terms not disclosed | accessed 2026-10-01 | [SP27] [SP20] |
| University of Southern California | Big Ten | Learfield (from 2026; previously Playfly) | not disclosed | 15 yrs | 15-yr deal from 2026; terms not disclosed. | reported | terms not disclosed | accessed 2026-10-01 | [SP28] [SP20] |
| Auburn University | SEC | Playfly Sports | not disclosed | through 2034-35 | 10-yr extension through 2034-35 incl. Playfly Max NIL platform; terms not disclosed. | reported | terms not disclosed | accessed 2026-10-01 | [SP29] |
| Pennsylvania State University | Big Ten | Playfly Sports | not disclosed | Playfly MMR client (per SBJ); terms not captured. | reported | terms not disclosed | accessed 2026-10-01 | [SP24] | |
| Virginia Tech | ACC | Playfly Sports | not disclosed | Playfly MMR client (per SBJ); terms not captured. | reported | terms not disclosed | accessed 2026-10-01 | [SP24] | |
| Texas Tech University | Big 12 | Learfield / Texas Tech Athletics Partners LLC | not disclosed | through 2037 | 10-yr extension through 2037 creating Texas Tech Athletics Partners LLC (Learfield staff embedded). Brokered ~$75M Galaxy stadium naming deal. | reported | terms not disclosed | accessed 2026-10-01 | [SP30] [SP64] |
| University of Oklahoma | SEC | Learfield (Sooner Sports Properties) | not disclosed | Learfield local arm also made exclusive NIL partner (July 2025). | reported | terms not disclosed | accessed 2026-10-01 | [SP33] | |
| University of Washington | Big Ten | Learfield | not disclosed | Renewed (among 13 P4 Learfield renewals in 18 months to Apr 2026). | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| Texas Christian University | Big 12 | Learfield | not disclosed | Renewed (school approached Learfield; Apr 2026 report). | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| Iowa State University | Big 12 | Learfield | not disclosed | Renewed (Apr 2026 report). | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| University of Illinois Urbana-Champaign | Big Ten | Learfield | not disclosed | Renewed (Apr 2026 report). | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| University of Houston | Big 12 | Learfield | not disclosed | Renewed (Apr 2026 report). | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| Clemson University | ACC | In-house | not disclosed | Brought multimedia rights in-house. | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| University of Arizona | Big 12 | In-house | not disclosed | Brought multimedia rights in-house. | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| University of Cincinnati | Big 12 | In-house (from Learfield) | not disclosed | Moved MMR in-house (2024). | reported | terms not disclosed | accessed 2026-10-01 | [SP31] [SP20] | |
| Michigan State University | Big Ten | Creating revenue LLC (third-party relationship evolving) | not disclosed | Forming an LLC to manage revenue-generating arms (Apr 2026). | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| University of Kentucky | SEC | Creating revenue LLC (third-party relationship evolving) | not disclosed | Forming an LLC to manage revenue-generating arms (Apr 2026). | reported | terms not disclosed | accessed 2026-10-01 | [SP20] | |
| University of Utah | Big 12 | Crimson Brand Partners (Utah/Otro Capital JV) | not disclosed | PE-backed company now runs events, branding, licensing, sponsorships, ticketing, digital media. | reported | terms not disclosed | accessed 2026-10-01 | [SP22] [SP20] | |
| Big Ten Conference | In-house (Big Ten Corporate Partnerships) | not disclosed | Conference-level rights sold in-house. | reported | disclosed | accessed 2026-10-01 | [SP20] | ||
| Learfield (company) | TPG (buyer), Charlesbank (stays minority), Fortress & others exit | $1.8B-$2B reported range | TPG agreed Apr 14, 2026 to acquire controlling stake; SBJ sources: $1.8B-$2B; terms officially undisclosed; close expected Q3 2026. Learfield also owns Paciolan, SIDEARM, CLC licensing. | reported | range $1.8B-$2B (sources); midpoint shown is NOT a reported figure - use range | accessed 2026-10-01 | [SP18] [SP19] [SP12] |