Georgia’s New 10-year Multimedia and Marketing Rights Deal Worth $152.5 Million

2017-01-23 Georgias New 10-Year Multimedia Deal

Athens Banner-Herald – January 23, 2017 –

The Georgia Athletic Association has entered into a 10-year, $152.5 million multimedia and marketing rights deal with IMG College and JMI Sports.

A copy of the contract was obtained by Onlineathens.com on Monday through an open records request. It was agreed to on Dec. 8 and extends a previous deal set to expire on June 30 until 2027. A memorandum of understanding was first agreed to last May.

The deal pays Georgia a guarantee of at least $12.8 million for 2017-18 with increases each year through 2026-27 when the school is to make at least $15.7 million. That annual royalty amounts for 2017-18 includes $11 million for multimedia rights, $1.4 million for new media and $400,000 for seatback rights.

Georgia’s previous multimedia rights deal with IMG was worth $92.8 million over eight years.

The new deal is worth nearly $15.3 million per year, up from $11.6 million in the previous contract. That includes a $10 million royalty payment in the new contract.

Sports Business Journal reported in September that the Georgia deal was expected to “keep the Bulldogs near the top of the pack,” for most lucrative in the nation.

Alabama’s deal averages about $16 million a year with Learfield but includes more rights than most multimedia agreements.

The Georgia contract includes media rights, sponsorship rights, trademarks and service marks.

That includes radio broadcasts for football, men’s and women’s basketball, baseball and a weekly radio coaches’ show, football and men’s basketball coach’s TV show and UGA athletics TV show. It also grants some digital rights and some web site rights.

There are “pouring rights and beverage sponsorships” in the deal, but those are non-alcoholic.

There are also “rivalry-based theme projects” if Georgia opts for that but those also require the review and approval of each rival.

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