Multimedia getting big in collegiate sports marketing

The company I work for has the marketing rights for the Oklahoma Sooners.  Last week the university announced a new new 10-year, $75 million extension of our deal. Here’s the part that caught my attention:

"Sooner Sports Properties (Learfield) will create a broadband channel to run content about Sooners athletics in addition to certain radio and television rights for events not covered under contracts through the Big 12 Conference. It also holds provisions for emerging technology."

If I read the release correctly, multimedia content generated $2.65 million last year. Sounds like a whole new ball game doesn’t it?

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