Artificial intelligence firm Veritone has extended its partnership with US college sports conference Pac-12, signing a multi-year renewal to retain its position as the exclusive global content licensing partner for all nine member schools.

The extension will see California-based Veritone continue managing global content licensing for Pac-12's video library, with the company's Commerce DMH platform used to "index, display, and transact" with third-party licensees.

The deal covers both current-season content and archive footage, which can be used for digital highlights, other editorial and documentary programming, advertising and brand campaigns, and scripted entertainment.

Dustin Rocke, senior vice president, external affairs, at the Pac-12, commented: "This renewal helps ensure that the rich history of our conference, as well as the top-level action of our new member institutions, will continue to reach global audiences. By leveraging Veritone's premier content licensing network, we are actively capitalizing on our valuable media assets and positioning the conference for long-term innovation and growth.”

Ian Retzlaff, Veritone's vice president of sports media and commercial partnerships, added: "The Pac-12 has proven to be an incredibly innovative and forward-looking organization that understands the massive opportunity this content presents. We are thrilled to extend our partnership to help them capitalize on their highly valuable media assets, drive new revenue streams, and deliver transformative value for their member institutions and student-athletes.”

In terms of recent Pac-12 activity, mid-June saw the conference extend the contract of its commissioner, Teresa Gould.

She is now set to continue at the helm of Pac-12 through the 2030-31 season, having formally taken the reins in March 2024.

Her contract renewal comes with the Pac-12 having welcomed seven new schools on July 1 - Boise State, Colorado State, Fresno State, Gonzaga, San Diego State, Texas State, and Utah State.

Veritone, meanwhile, also works as the licensing agent for the Big Ten Conference's video rights, in terms of its other relationships inside US collegiate sport.

Late February saw the firm renew its partnership with the US Soccer governing body to license all audiovisual content for the various US national teams.