The Learfield Sports agency has agreed a 10-year extension to its partnership with the MSU Athletics division of Missouri State University.
The new agreement will run from the 2016-17 academic year through to 2025-26. Missouri State Sports Properties, which was developed out of the acquisition of Nelligan Sports Marketing by Learfield in February 2014, will continue to manage all aspects of the university’s multimedia rights, including television game broadcasts.
MSU director of athletics Kyle Moats said: “The most compelling aspect of the agreement is helping us increase revenue for athletics. But increasing fan entertainment and the overall fan experience will certainly be by-products of this deal as well.”
MSU is one of five Missouri Valley Conference members to have an individual rights agreement with Learfield Sports, joining Bradley, Indiana State, Northern Iowa and Southern Illinois. The conference itself also has a long-term relationship with Learfield, which operates MVC Sports Properties, developing league-level corporate partnership programs.