![LJ Cryer, #4 of the Baylor Bears, lays the ball up against Jalen Wilson, #10 of the Kansas Jayhawks, during a game on February 18, 2023 (by Ed Zurga/Getty Images)](https://uploads-sportbusiness.imgix.net/uploads/sites/2/2023/03/GettyImages-1467437656.jpg?auto=compress,format&crop=faces,entropy,edges&fit=crop&w=620&h=414)
Baylor Athletics has signed a new 10-year multimedia rights agreement with sports marketing and media company Playfly Sports Properties.
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