IMG College in new multimedia rights deal with George Washington University
IMG College, the college sports arm of the international sports and entertainment company, has agreed a new 10-year deal to manage and market the sponsorship and multimedia rights of the athletics programmes of George Washington University, the private university in Washington DC.
IMG College previously served in a consulting role for the university’s Colonials Athletics.
The George Washington Colonials compete in 27 intercollegiate, varsity programmes primarily within the Atlantic 10 Conference.
Patrick Nero, George Washington director of athletics and recreation, said: “Our refreshed partnership with IMG College will allow us to continue to attract local, regional, and national corporate sponsorship opportunities for GW's Department of Athletics and Recreation with more focus and dedicated resources than we have in the past.
“In IMG College, we have an industry leader in selling multimedia sponsorship rights generating additional revenues for GW. The financial guarantee this partnership yields will serve to allow us to continue to pursue and provide an elite college experience for our more than 500 student-athletes.”
Tim Pernetti, president, IMG College, said: “We are excited to expand our relationship with George Washington University to include a full slate of multimedia rights. Our partnership will focus on expanding the reach of Colonials Athletics and providing the school and its student-athletes with a platform to excel as a community.”
IMG College and college sports specialist Learfield last month announced that they are to merge in a move that, they said, will “provide collegiate athletic programmes and their sponsors with increased exposure and greater economic opportunities in an increasingly dynamic and competitive marketing landscape.”
The move had appeared to be on the cards ever since the pair jointly launched IMG Learfield Ticket Solutions, a ticket sales company, in 2012.
It is estimated that IMG College-Learfield is worth over $2.5 billion.
IMG College represents around 90 US universities and college sports conferences, while Learfield sells media and marketing rights for 120 colleges, including the University of Alabama, Penn State, the University of Oklahoma and Texas A&M as well as conferences like the Big Ten.
The two agencies’ multimedia management services include sponsorship, media rights and production, licensing, hospitality, signage and stadium seating.