The IMG College division of the IMG agency has signed a 10-year extension, from 2016-17 to 2025-26, to its multi-media rights partnership with East Carolina University in the US.
The new deal will extend an existing agreement that had been due to expire in June 2016.
IMG College first entered into a partnership with the university in July 2006.
The new rights deal comes after the university signed a 10-year extension to a licensing agreement with Collegiate Licensing Company, the licensing affiliate of IMG College, in July.
Ben Sutton Jr., chairman and president of IMG College, said: “Packaging together multiple IMG businesses for a university provides myriad benefits. We will plan, collaborate and execute as one blended team to create value for and additional revenue to the University.”