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The University of Cincinnati announced the creation of Cincy Sports Partners, which will now be their in-house sponsorship team focused on brand partnerships. The school had been working with Learfield, but starting July 1, 2025, Cincinnati Athletics will sell the multimedia rights (MMR) in areas that include NIL, radio broadcasts, commercials and signage.
“We are excited about this opportunity to bring our partners even closer to our athletics department, allowing us to tailor their commercial experience, while supporting our 450 student-athletes,” University of Cincinnati Director of Athletics John Cunningham said in a release. “Cincy Sports Partners fits a professional model that empowers us to be bold and innovative in the evolving landscape of college athletics.
“We are open for business at all levels, which includes creating unique opportunities for student-athlete NIL endorsements, technological advancements, student internships/Co-Ops and career development, and other benefits of being associated with the region’s top university. Cincy Sports Partners will be a true revenue engine for our department.”
Cincinnati Athletics has undergone several changes in recent years including entering the Big 12 and raising funds for things such as a brand-new $134 million Indoor Practice Facility and Performance Center set to open next year.
“We have built an internal culture that demands excellence and putting forth world-class effort and execution in everything we do,” Deputy Director of Athletics and Chief Revenue Officer Anthony Di Fino said. “Our partners must share in our vision to impact the lives of our student-athletes, and we must reciprocate that commitment to enhance and magnify their brands alongside our C-Paw. By working directly with the department, we believe in an aligned and seamless opportunity to maximize our community impact and value in the marketplace.”
