Company Research Report: Learfield

Company Overview

Name: Learfield

Mission of the Company: Powering the connection of fans to the brands and experiences they love.

Vision: To be the most advanced media and technology company in sports and entertainment, building brands and captivating fans.

Founded: 1972

Co-founders: Clyde Lear and Derry Brownfield

Key People:

Cole Gahagan, President and Chief Executive Officer

Kim Damron, President, Sports Properties

Peter Lori, Chief Financial Officer

Ben Mathan, Chief Strategy Officer

Cory Moss, President, Brand Management & Marketing

John Raleigh, Chief Legal Officer

Kristine Schroeder, Chief People and Culture Officer

Headquarters: 5400 Lyndon B. Johnson Freeway, Suite 100, Dallas, TX 75240

Number of Employees: No information is available.

Revenue: No information is available.

Known For: Learfield is known for its leadership in sponsorship, ticketing, licensing, and more within college sports and live events. They are prominent for engaging over 150 million fans in the U.S. with unparalleled leadership in sponsorship, ticketing, licensing, media, technology, and data.

Products and Services

Product/Service Portfolio:

Fanbase: A data platform for college athletics.

Fan365: A proprietary programmatic advertising product.

Learfield Studios: A platform for the creation of innovative content.

NIL Monetization: Solutions for Name, Image, and Likeness opportunities.

Key Features:

Digital and physical platforms powering college sports.

Deep data set and industry relationships for driving revenue, growth, brand awareness, and fan engagement.

Advanced digital platforms providing a 365-day, 24/7 fan experience.

Title sponsor for the Learfield Directors’ Cup, supporting athletic departments since 2008.

Recent Developments

New Products/Services Launched:

Learfield announced the Performance Partner Alliance to facilitate jersey patch sponsorships for school partners.

Launch of the Learfield College Rodeo division to enhance college rodeo programs.

New Features/Partnerships:

Appointed George Scott as President of SIDEARM Sports, a leading digital service provider for college athletics.

Partnership with Kansas State to enhance collegiate rodeo program exposure.

Collaboration with Newport Craft Brewing and Distilling for co-branded craft beer.

Partnerships/Collaborations:

Extended partnership with FNBO, including on-court branding and community engagement strategies for Kansas Athletics.

Expansion of partnership with Fowler Automotive to enhance NIL opportunities for CU student-athletes.

Engaged in several collaborations for on-field and on-court branding with various athletics programs.

Historical Context

Learfield has had a pioneering role for nearly 50 years, starting from a farm radio network to a leading entity in the sports industry:

1972: Founded by Clyde Lear and Derry Brownfield.

Expanded into sports radio rights in 1975 with the University of Missouri.

Acquired SIDEARM Sports in 2014, enhancing digital platform capabilities.

Merged with IMG College in 2018 to form a leader in multimedia rights and related services.

Continuous growth to offer esports, digital solutions, and stronger integration of NIL services.

Conclusion

Learfield's significant impact on college sports through innovative data integration, digital platforms, and strategic partnerships demonstrates their commitment to advancing the fan experience while enabling brands and institutions to maximize engagement and revenue. The company's focus on NIL solutions, collegiate Rodeo, and multimedia rights place Learfield at the forefront of the evolving sports entertainment landscape.