Learfield IMG College, the specialist US college sports agency, has rebranded as Learfield.

The Texas-based company, which brokers media rights, licensing, technology and data deals for multiple sports teams, has adopted a new logo and identity as part of the change.

It was formed from the 2018 merger of Learfield and IMG College, the college sports arm of the international agency.

Unveiling the rebrand, Cole Gahagan, chief executive of Learfield, said: “We think the new brand visually distinguishes the company in the same way that the expertise and passion of our people differentiate the experience of working with Learfield and its affiliated brands.

“As we set the pace and standards for innovation, we will continue our relentless focus on building great relationships with our partners and helping brands connect to fans, as we tell our broader story in the market."

Earlier this week, Learfield, which has partnerships with nearly 200 schools, appointed John Brody to the role of chief revenue officer.

He will lead on the organisation’s sale of multimedia rights, overseeing its general managers and property teams across the USA.

The agency was heavily impacted by the Covid-19 pandemic, which forced it to furlough staff and cut salaries.

However, it recently raised $242 million from existing investors and extended the maturity date of a $183 million debt that will be used to aid recovery.