Atlantic 10, Learfield Form Multi-Year, Multimedia Rights Agreement

The Atlantic 10 Conference has selected Learfield as its comprehensive multimedia rights holder in a multi-year agreement, beginning with the 2017-18 athletic season. 

Learfield will hold exclusive multimedia rights to the men’s and women’s basketball championship and all 19 Atlantic 10 Olympic sport Championship events, including all naming rights, sponsor signage, radio and publishing rights. Learfield will also have a digital presence on Atlantic10.com, the Atlantic 10 Network and the conference’s various social media channels.

“This partnership is a win-win for both the Atlantic 10 and Learfield,” says Commissioner Bernadette V. McGlade. “One of the top brands in college athletics, Learfield knows the market, and has the assets to extend the Atlantic 10 exposure and recognition. Combined with the major markets in which A-10 institutions reside, there’s an opportunity for both parties to benefit from this agreement.”

The Atlantic 10-Learfield partnership, which is structured to enhance brand recognition on a national level, will be managed by Learfield’s A-10 Sports Properties team from the league office in Newport News, Va. Learfield will facilitate a partnership that encompasses the league’s wide media footprint. Atlantic 10 institutions reside in markets that comprise 18.8 million television viewers, 16.5 percent of the total national market. There are eight A-10 schools in the top 25 media markets in the country.

“It’s an honor to represent the Atlantic 10, a revered conference with excellent leadership in Bernadette and well-respected member institutions,” says Greg Brown, Learfield President and CEO. “While we have the privilege to represent eight member schools on an individual basis, we appreciate now having the opportunity to work alongside the Conference on a much broader level.”