Sports Business Journal – May 2, 2016 – By Michael Smith –
JMI Sports has found more business in the Ivy League.
The collegiate marketing firm has struck a 10-year agreement to manage and sell the University of Pennsylvania’s multimedia rights. The Quakers’ current deal with Learfield will expire in June, and JMI will take over the rights July 1.
Included are marketing rights for the Penn Relays, the track and field competition in Philadelphia that’s been going since 1895.
JMI also owns the rights to sell Ivy League corporate sponsorships as part of a deal that was signed with the league three months ago.
CEO Erik Judson and President Tom Stultz led the talks for JMI, whose other college deals include a traditional multimedia rights deal with Kentucky and consulting assignments with Arizona State and the Pac-12.
Stultz said the sales team at Penn will seek a small but elite class of corporate sponsors.
“We believe we can enhance the fan experience, increase fan engagement and help expand Penn’s brand,” Stultz said.
Penn’s rights in the deal include sponsorship, radio and TV, coaches’ shows, digital, publishing, venue signage and naming rights for certain facilities. JMI also has access to sell endorsements for coaches.
Details of the deal were not available, but it is largely a revenue-sharing arrangement.