NEWPORT NEWS, Va.— The Atlantic 10 Conference announced Wednesday it has selected Learfield as its comprehensive multimedia rights holder in a multi-year agreement, beginning with the 2017-18 athletic season.
Learfield will hold exclusive multimedia rights to the men's and women's basketball championship and all 19 Atlantic 10 Olympic sport Championship events, including all naming rights, sponsor signage, radio and publishing rights. Learfield will also have a digital presence on Atlantic10.com, the Atlantic 10 Network and the conference's various social media channels.
"This partnership is a win-win for both the Atlantic 10 and Learfield," stated Commissioner Bernadette V. McGlade. "One of the top brands in college athletics, Learfield knows the market, and has the assets to extend the Atlantic 10 exposure and recognition. Combined with the major markets in which A-10 institutions reside, there's an opportunity for both parties to benefit from this agreement."
The Atlantic 10-Learfield partnership, which is structured to enhance brand recognition on a national level, will be managed by Learfield's A-10 Sports Properties team from the league office in Newport News, Va. Learfield will facilitate a partnership that encompasses the league's wide media footprint. Atlantic 10 institutions reside in markets that comprise 18.8 million television viewers, 16.5 percent of the total national market. There are eight A-10 schools in the top 25 media markets in the country.
"It's an honor to represent the Atlantic 10, a revered conference with excellent leadership in Bernadette and well-respected member institutions," said Learfield President and CEO Greg Brown. "While we have the privilege to represent eight member schools on an individual basis, we appreciate now having the opportunity to work alongside the Conference on a much broader level."
An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide, including active agreements with eight Atlantic 10 institutions. It manages the multimedia and sponsorship rights for nearly 130 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors' Cup. Learfield also provides its collegiate partners access to professional concessions and ticket sales; branding, licensing and trademark consulting; digital and social platform expertise; campus-wide business and sponsorship development; and venue and technology systems through its affiliated companies.
One of the best basketball-centric conferences, the Atlantic 10 has earned 24 NCAA Men's Basketball Tournament bids over the past six years and had 43 total postseason teams in that same timeframe. Last year, through its robust national television package, and supplemented by regional sports networks, and digital offerings, there were 288 broadcasted games featuring Atlantic 10 teams.