As schools such as Arizona and Clemson have done in recent years, the University of Cincinnati will bring multimedia rights rights representation in-house — beginning July 1, 2025.
According to an announcement posted Wednesday on the UC athletic department's website, the Bearcats will forgo using an exclusive third party and directly sell their own sponsorships in areas such as:
- Student-athlete NIL
- Unique fan experiences
- Radio broadcasts
- Local and national commercials
- Arena and stadium signage
- Digital marketing and storytelling
"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," director of athletics John Cunningham said. "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."
Cunningham told Sportico that Cincinnati at first offered its media rights to the open market as a "jump ball."
“We really wanted to see what was out there and tried to get the best and final [offers] of those interested,” Cunningham said. “There was a lot of consideration and deliberation.”
Cincinnati currently partners with Learfield, based on a contract extension signed in 2017.
Another school, the University of Nebraska, announced in 2021 that it was bringing media rights in-house, then reversed course less than a year later.
Related: Nebraska Back to Third-Party Media Rights With $215M Deal
Cincinnati Athletics has undergone tremendous positive change and aims to keep its momentum going. Since 2021, UC has experienced records in enrollment (53,000-plus), saw its football team advance to the College Football Playoff, entered the Big 12, completed the $100 million dollar 'Day One Ready' campaign and is set to complete the state-of-the-art $134-million Indoor Practice Facility and Performance Center in 2025., according to the announcement.
The new unit — named Cincy Sports Partners — will report through the External Relations team, led by deputy director of athletics and chief revenue officer Anthony Di Fino and deputy director of athletics and chief operating officer John Daniel.
"We have built an internal culture that demands excellence and putting forth world-class effort and execution in everything we do," 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."
Cincinnati Athletics will continue to engage with Learfield in select collaborative efforts, which could include Fanbase data services, Fan365 digital marketing solutions, national partnership opportunities, and integrated website and technology offerings. Details of the arrangement will be announced at a later date.
