Competitive Edge - Sports & Entertainment Marketing News

Secret Documents Reveal Learfield IMG’s Take From College Deals

The University of Nebraska announced in March that it would bring its multimedia rights operations in-house after having Learfield IMG College license the properties for the past 15 years. The move made the Huskers one of the few Power Five program to eschew a third-party MMR partnership, which has become, thanks largely to Learfield IMG, the Division I industry standard.

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Discussion Questions:

  1. What is licensing?
  2. Who is Learfield IMG and what type of service does the company provide for college athletics programs?
  3. Why do you think colleges partner with Learfield IMG?
  4. This news story suggests Nebraska leaves a lot of money on the table by working with Learfield. What does that mean?
  5. Do you think ALL colleges that work with Learfield IMG are leaving money on the table? Why or why not?
  6. Why do you think Learfield IMG has traditionally tried to keep partnership terms and royalty data private in the past?
  7. How do you think this leaked information might impact Learfield IMG in the future?
  8. If you were in a leadership position with a major college or University, would you continue a relationship with Learfield IMG? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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