Washington Athletics And Learfield Reimagine Long-Term Partnership

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SEATTLE – Washington Athletics and Learfield’s Huskies Sports Properties announced a long-term partnership renewal, keeping the national leader in multimedia rights as the university’s exclusive rights partner through a multi-year agreement. Learfield has facilitated corporate and multimedia rights partnerships for Washington since 2006, helping to expand the brand across the nation.
 
The agreement not only extends the current partnership but also allows Washington to leverage Learfield’s proprietary Fanbase data solution, original content services from Learfield Studios, and Name, Image, Likeness (NIL) solutions for student-athletes. Incorporating Learfield’s innovative data, digital media, content and NIL capabilities creates opportunities for Washington to unlock new brand partner programs and develop more meaningful engagement with Husky fans.
 
“We are excited to continue our partnership with Learfield for another decade,” said University of Washington Director of Athletics Pat Chun. “We look forward to the opportunities to partner and collaborate with Learfield to enhance the Husky fan experience, foster innovation, and advance our shared business goals in an ever-evolving college athletics landscape.”

Washington Athletics is a leader in delivering NIL programs and opportunities to its student-athletes through its Dawgs Unleashed division. Through the renewed partnership, Washington will use Learfield’s technology, data, and NIL resources—including the Compass NIL platform—to connect brands with UW student-athletes. Dawgs Unleashed has already partnered with Learfield to deliver various innovative NIL campaigns featuring UW student-athletes, including the “University of Warcraft” campaign with Blizzard Entertainment’s World of Warcraft. With this new agreement, Dawgs Unleashed will now gain powerful resources, including a new Learfield NIL-dedicated business development manager working on-site to generate incremental NIL revenue, execute influencer marketing services, and develop brand partnerships. Through real NIL dealmaking, Learfield and Dawgs Unleashed will deliver student-athlete content and storytelling opportunities within the greater Seattle, regional and national markets.

 

Washington will also leverage new video content and digital story-telling solutions powered by Learfield Studios. These new on-campus, always-on resources include a supervising producer and a video editor who will create unique short-form and episodic video content for Huskies Athletics and deliver original NIL stories for student-athletes. Learfield social content specialists will help promote and distribute new student-athlete content and reach Husky fans by delivering engaging social media programming throughout the year.

 

“We are incredibly proud to extend our long-term partnership with Washington, one of the marquee programs in college athletics,” said President of Learfield Sports Properties Kim Damron. “We are committed to delivering Pat Chun and his team excellence in revenue generation and innovative fan engagement solutions. Our best-in-class services, resources, and support perfectly match Washington’s current and future needs including delivering high-value local and national partner programs activated by Huskies Sports Properties.”

 

Washington continues to harness Learfield’s integrated enterprise solutions to engage fans and drive revenue growth. These divisions span Learfield’s Sports Properties flagship multimedia rights services, ticketing through Paciolan, website and app platforms from SIDEARM Sports, outbound ticket sales via Amplify, and merchandise licensing through CLC. Powered by Learfield’s Fanbase—the largest proprietary database in college athletics—these products and services seamlessly integrate into Learfield’s robust revenue-generating ecosystem. 

By combining these solutions backed by data, Washington experienced strong growth across its business this past year, adding new partnerships, growing fan engagement, selling record-high group ticket sales, and growing its licensed merchandise royalties.

 

About Washington Athletics

Washington athletic teams have claimed 56 team national championships across 11 different sports, beginning with its first titles in 1923 in men’s rowing and women’s rifle, and counting its most recent national championship, also in men’s rowing (2024). Traditions of Washington Athletics include 320 Olympians and Paralympians, originating The Wave during the third quarter of a 1981 football game, the familiar Huskies nickname in 1922, and its iconic Sailgating activities and encompassing view at what is known as The Greatest Setting in college football.

 

About Learfield

Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.

 

 

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