Learfield IMG Acquires Big 12 Sponsorship Rights

The Big 12 Conference of American college sports has announced Learfield IMG College as its new comprehensive sponsorship rights holder.

The Big 12 encompasses five states with over 40 million people within its footprint and includes many big-time sports powerhouses. Members are Baylor, Iowa State, Kansas, Kansas State, Oklahoma, Oklahoma State, TCU, Texas, Texas Tech and West Virginia.

Learfield IMG College will have the worldwide sponsorship rights to all 16 Big 12 championship events and the right to sell title, presenting, and other secondary sponsorships to a broad array of Big 12 events as well as certain other advertising inventory.

“Given the scope of Learfield IMG College in the collegiate space, and its existing relationships with all of our member institutions, the Big 12’s sponsorship rights will be well positioned,” said Big 12 Commissioner Bob Bowlsby. “To add the Learfield IMG College name to our portfolio furthers the best-in-class relationships of the Big 12 Conference.”

“We have worked with individual Big 12 schools for many years, and we are honored to now have the opportunity to work with the Big 12 Conference,” said Greg Brown, President and CEO, Learfield IMG College. “We appreciate Bob and his team trusting us to drive sponsorships on a league level.”

Learfield IMG College will establish Big 12 Sports Properties, which will operate from the conference office in Irving, Texas.