Georgia's extended deal with Learfield 'one of largest' in college athletics

Georgia athletics has struck a new deal with Learfield, its multimedia rights partner, that will run through 2042.

The school isn't disclosing financial terms but on Thursday called it "one of the largest revenue-generating relationships in college athletics."

In 2017, Georgia entered into a 10-year, $152.5 million deal with IMG College and JMI Sports. IMG College and Learfield merged in 2018 and has been known as Learfield since 2021.

Georgia was initially set to make at least $15.7 million in 2026-2027, but the school lists its multimedia revenue for the fiscal year at $18.3 million in figures provided to UGA's athletic board last month.

Ohio State announced a new deal with Learfield earlier this year that was built on a revenue-sharing model that brought more to the school as Learfield generated more money from sponsorships and media, according to 247Sports.

Georgia extended its partnership with Learfield for 15 years.

"The agreement aligns with Georgia Athletics' aggressive revenue growth strategy and expands the ability to collaborate on new sponsorship, media and fan engagement opportunities," UGA said in its announcement. "Through the partnership, Georgia continues to strengthen its position as a leader in student-athlete influencer marketing campaigns, sponsorships, and brand partnerships."

The college space has changed dramatically in recent years and Learfield has become a major player in third-party NIL deals for athletes.

"To remain at the forefront during this new era in college athletics, it is vitally important we strengthen our investment in student-athletes and connect them with brands that help them be successful during their time at UGA and beyond," Georgia athletic director Josh Brooks said in a statement. "Learfield is the industry leader when it comes to fostering strategic partnerships, and we are thrilled to extend our agreement for the next 15 years."

Among schools who Learfield partners with, according to the Sports Business Journal, are Alabama, Tennessee, Texas, Michigan, Oregon and Oklahoma.

Learfield and Georgia Bulldog Sports Marketing played roles in the on-field corporate logos at football with Progressive and softball with Georgia's Own Credit Union and partnerships with brands like Coca-Coloa, Delta Airlines, Chick-fil-A and more.

Learfield is headquartered in Dallas. Private equity firm TPG is finalizing the purchase of Learfield to make it the majority owner, SBJ reported.

Georgia collaborated with Learfield Impact services to set up athlete marketing deals with brands like DoorDash and Jersey Mikes and facilitated brand activations with Learfield and UGA's media team. Its work also includes enhanced fan experiences and revenue growth with digital fan engagement, ticketing, marketing and fundraising.