Utah Athletic Director Mark Harlan announced a new 10-year multimedia rights partnership with JMI Sports, starting on July 1. The agreement, set to be officially announced on Wednesday, represents a new era for Utah’s multimedia rights after previously partnering with Learfield.
The landscape of college multimedia rights has evolved in recent years, with a focus on incorporating the Name, Image, and Likeness (NIL) rights of student-athletes. Both Harlan and JMI Sports CEO Erik Judson highlighted the significance of NIL in this new partnership, along with other factors shaping college sports.
Utah’s decision to switch from Learfield to JMI was carefully considered, with Harlan acknowledging the positive relationship they had with Learfield but recognizing the need to adapt to changes in the industry. The previous 10-year agreement with Learfield, signed in 2017, was among those terminated early due to debt restructuring by Learfield. Despite the success of their partnership, Harlan explained that the decision to move forward with JMI was based on the current challenges in college sports, including conference realignment.
Harlan expressed excitement about the new partnership, emphasizing the importance of maintaining momentum with the support of fans and corporate sponsors. He expressed gratitude for the collaboration with Learfield but emphasized that the shift to JMI was a strategic choice for Utah at this time.