Washington State University Athletics and Playfly Sports have entered into a 10-year agreement that will reshape the business side of Cougar Athletics. The multimedia rights and outbound ticket sales and service deal is set to begin on July 1, 2025.
The partnership pairs the university with Playfly Sports, a revenue maximization company in the sports industry. The dual-rights structure aims to drive innovation, boost operational efficiency and foster long-term growth across Cougar Athletics.
“This transformative partnership with Playfly Sports represents the next step into a new era for Cougar Athletics,” said Anne McCoy, WSU’s director of athletics. “Playfly’s relationship-first approach aligns with our values, and their expertise and innovation make them an ideal long-term partner. Their focus on the future of college athletics, as well as their ability to leverage their resources to tell our story, will allow us to build deeper relationships with fans and sponsors while generating sustainable revenue to help support our student-athletes and programs.”
As part of the agreement, Playfly will manage WSU’s multimedia rights and outbound ticket sales through its Playfly Aspire division. This approach will cover both traditional and premium inventory, with the goal of enhancing brand partnerships, community outreach and fan experiences while supporting the Cougar Athletic Fund.
In addition to multimedia rights, Playfly will spearhead corporate sponsorship sales, both locally and nationally, and will pursue naming rights for select athletic venues. The company will also oversee the 20-station Cougar Sports Radio Network, which spans from Alaska to Oregon and across Washington and British Columbia, Canada.
“This partnership is about unlocking transformational growth for the Next Chapter of Washington State Athletics,” said Christy Hedgpeth, president of Playfly Sports Properties. “Together, we’re bringing a modern mindset to maximize untapped resources and drive sustainable revenue. From enhancing the fan journey in Pullman to engaging Coug fans across the Pacific Northwest and beyond, we’ll help WSU think like a media company and activate its national brand 365 days a year.”
On the ticketing side, Playfly Aspire will work to grow season and single-game ticket sales, strengthen group sales and improve fan retention by building deeper connections with the Cougar fan base. The Pullman-based team will also assist in philanthropic efforts, aiming to generate additional contributions to the Cougar Athletic Fund.
Currently, Playfly Sports partners with more than 65 collegiate athletic departments across the country. Washington State becomes the sixth university to integrate both multimedia rights and ticketing services under the company’s management.
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