Dec. 20, 2004
COLUMBIA, Mo.- - The University of Missouri has awarded its athletic multimedia marketing rights to Learfield Communications, Inc., in an 11-year agreement that will exceed $32.5 million in guarantees to the school. The deal, which becomes effective July 1, 2005, runs through June 30, 2016, and could be worth as much as $50 million to the school in the end, if all revenue hurdles are met.
Through the deal, Learfield will oversee the production of numerous entities that will bring Mizzou Athletics to Tiger fans around the state and nation, through a venture known as Mizzou Sports Properties (MSP). The most widely-recognized facet that MSP will manage is the Tiger Radio Network, which has expanded to over 50 affiliates around the state and has grown into one of the strongest networks in the country.
MSP will also oversee the production of the weekly radio call-in show, "Tiger Talk," as well as coaches' television shows and the statewide television network for men's and women's basketball games, Mizzou Sports Network.
The rights for MU's popular website, www.mutigers.com, will continue to be overseen by MSP. Included in the rights are Internet audio and video broadcasts, and MSP will also oversee stadium and arena signage around the Sports Park at MU, as well as game day and special event sponsorships. It will also continue to produce numerous printed materials for the athletic department, including the game day programs for both football and men's basketball.
Learfield has been MU's rights holder since 1998, when the groups agreed then to a four-year deal for $7.5 million that was extended by three years to run through the current 2004-05 season. The current deal expires June 30, 2005.
"This is a great day for Mizzou Athletics and for Tiger fans all over the nation," said Director of Athletics Mike Alden. "We've built a strong partnership with Learfield Communications and are excited about the possibilities that are ahead. Our relationship has allowed us to take big steps in expanding the reach of our product to our fan base, and this will only continue to grow," he said.
"We greatly appreciate the relationship we have with the University of Missouri," said Clyde Lear, President and Chief Executive Officer of Learfield Properties. "We value so much the strong leadership at Mizzou, which has resulted in tremendous improvements in recent years. It was our first venture in collegiate sports rights, and today we are grateful for the trust that has been placed in us to represent the Tigers for many years to come," he said.
Learfield Communications was formed in 1972, and has grown to be recognized as a leader in the management of radio networks and marketing rights at the intercollegiate athletics level. Learfield, based out of Jefferson City, Mo., has been associated with the University of Missouri for over 20 years, serving MU Athletics with a variety of broadcasting and media services. Learfield also operates the state's news network, the MissouriNet, and the Brownfield Network, which broadcasts agricultural news throughout the Midwest. In addition to its partnership with Mizzou Athletics, Learfield Sports has partnerships with numerous other prominent universities around the nation, including Miami, Fla., Oklahoma, Alabama, Penn State, Wisconsin, Colorado, Indiana, Oregon State, South Carolina, North Carolina, Memphis, Minnesota, Purdue, Clemson and Iowa, among others.