The Learfield Sports agency has further expanded its portfolio of US collegiate rights by acquiring Front Row Marketing Services’ collegiate multimedia rights properties from Comcast Spectator, part of US media company Comcast.
Although the terms of the deal were not disclosed, it was confirmed the Front Row name will no longer be used in connection with the college multimedia rights business.
The business will now operate under the Learfield banner and will benefit from sales representation by the agency’s national sponsorship team.
Learfield will now take ownership of partnerships Front Row had in place with US college athletics departments.
This portfolio comprises deals with James Madison University, Drexel University, University of Alaska Anchorage, St. Cloud State University, George Mason University, University of Wisconsin Milwaukee, Fordham University, University of California Irvine, Colonial Athletic Association, University of North Dakota and Radford University.
In addition, staff within Front Row’s collegiate business will become employees of Learfield.