Texas A&M University has signed the largest multimedia rights deal in collegiate athletics. The Aggies announced a 15-year, $515 million rights agreement with Playfly Sports, a company known for its expansive portfolio of services. With a data-driven and fan-focused approach, Playfly aims to maximize revenue in key growth areas such as media, sponsorship, ticketing, premium experiences, and fan engagement.
Playfly’s digital media division represents the multimedia rights of 25 other universities, including SEC programs like LSU and Auburn. Additionally, the company has agreements with several Big Ten schools, further expanding its influence in collegiate athletics.
This agreement marks the end of Texas A&M’s ten-year partnership with Learfield Sports following the current season. Under the Learfield deal, the Aggies will receive an estimated $18 million. Texas A&M originally partnered with Learfield in 2015.
“We are entering a new era of collegiate athletics, and Texas A&M is positioned to be a strong leader,” said Trev Alberts, Texas A&M’s Director of Athletics. “This partnership with Playfly reflects our commitment to innovation, maximizing our revenue potential, and providing new opportunities for our student-athletes, fans, and corporate partners.”
According to a university release, Playfly will drive growth for Texas A&M Athletics through enhanced fan engagement, content creation, fan data activations, and the development of new partnerships, events, and experiences.
“Our ability to find and grow approved, fair-market NIL deals to organically expand our cap will be critically important,” Alberts stated. “With a focus on NIL, premium experiences, and strategic partnerships, we are excited about the transformative impact this collaboration will have on our programs, our university, and the entire Aggie Network.”
Christy Hedgpeth, President of Playfly Sports Properties, also expressed enthusiasm about the partnership.
“Texas A&M is clearly at the forefront of the ever-evolving collegiate athletics landscape, and we intend to serve as a key driver in further strengthening and monetizing its powerhouse brand,” said Hedgpeth. “It is particularly compelling to partner with Trev and his team because we share a strong belief that commercial modernization is an absolute imperative for future success in college sports.”
Under the terms of the agreement, the partnership is fully guaranteed and will increase Texas A&M’s annual payout to $34 million. Additionally, the university will receive an extra $95 million over the first three years of the deal.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
