Learfield Snaps Up Nelligan To Shake Up College Sponsorship Landscape

Learfield Sports has significantly bolstered its portfolio of collegiate properties under representation, today announcing the acquisition of Nelligan Sports and its 41 schools under management. The deal means Learfield Sports will now own the multimedia rights for 97 collegiate athletics programs including with the acquisition Louisville and Marquette.

“Learfield is a terrific company with a stellar brand in college athletics,” said Nelligan, chairman of Nelligan Sports Marketing, in a statement released this morning. “Having founded this business, I had a personal interest that the company would end up in the hands of a great firm that would care for our employees and clients with great service and integrity. Learfield fits the bill beautifully.”

The Learfield-Nelligan deal comes as the collegiate sponsorship marketplace is undergoing a major shake-up. The parent company of IMG College, which represents 79 schools, was recently purchased by Hollywood talent agency, William Morris Endeavor. IMG College, which now will have a smaller portfolio of schools than Learfield, reps some of the biggest brands in college sports including Notre Dame, which earlier this month signed the largest apparel contract in collegiate sports history.

“This transaction is a strategic move for our company, substantially expanding our platform of college rights,” said Greg Brown, president and CEO of Learfield.

Nelligan Sports will now operate with the name of Learfield Sports, effective immediately. Terms of the transaction were not disclosed.