Learfield NIL Initiatives

Following the NCAA’s ruling to allow college athletes to be compensated for their name, image, and likeness (NIL), the marketing team at LEARFIELD, a premier multi-media rights partner for intercollegiate athletics, is hard at work to expand its leadership in (NIL) initiatives to best serve school and brand partners. The company has witnessed drastic changes in college athletics in the past five years and closely monitors the changes in student-athlete compensation as college athletes began earning money for their name, image, and likeness. LEARFIELD’s college business partners still retain control of their brand assets but now student athletes are free to engage in many activities that were once prohibited and on their own terms. While this has created a new frontier for young athletes, schools and businesses must consider how best to coordinate schools, brands, and student-athletes in a way that benefits all parties. The company must ensure that its services are holistic and consider all partners as it serves a variety of stakeholders: universities, conferences, brands, student-athletes, and the collegiate sports industry. Student-athlete NIL creates a new opportunity/division for LEARFIELD.

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Author:	Matthew Sauber & Matthew Fisher	Product Number:	MCC-04123
Price:	$6	Format:	Digital PDF
Publication Date:	Oct 1, 2023	Case Study Length:	15 pages
Last Updated:	Oct 1, 2023	Teaching Note Length:	12 pages

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