The University of Texas has partnered with media and technology company Learfield to create a unified NIL agency.
According to a press release, the partnership will result in the creation of the Longhorn Sports Agency (LSA), aimed at enhancing marketing efforts by combining Learfield Impact NIL services with on-campus content producers from Learfield Studios, Longhorn Sports Network radio broadcast, and LHN (Longhorn Network), Texas' live and on-demand streaming service.
The initiative will provide student-athletes with access to resources for brand development, strategic content creation, and customized NIL solutions.
"Everything we do at Texas is about setting a high standard, and NIL is no different," UT vice president and athletics director Chris Del Conte said. "The Longhorn Sports Agency reflects our commitment to building an industry-leading infrastructure that supports our student-athletes and strengthens the Texas brand. This initiative is about doing NIL the right way, with intention, innovation, and the full backing of our partner, Learfield, who knows how to achieve excellence in NIL."
The Longhorn Sports Agency will staff NIL executives to facilitate deals, including a director of NIL business development, an associate of business development, and an NIL marketing partnership manager. These NIL leaders will work with the current on-site Learfield Studios team, which consists of two supervising producers, an editor, and a social content producer. The combined NIL dealmaking and content creation team will work with Longhorn Network, Texas Athletics, and Longhorn Sports Properties to form an NIL agency aimed at maximizing brand deals, delivering unique storytelling content, and creating more NIL opportunities for Longhorn student-athletes.
"With the House settlement and the current landscape of college athletics, it's critical to accelerate innovation, and we're proud to support Texas as they continue to lead with a bold, future-focused approach to NIL," said Solly Fulp, executive vice president of NIL Growth & Development at Learfield. "By employing Learfield Impact, the Longhorn Sports Agency will unify resources and streamline access for brands to connect with Longhorn student-athletes in powerful, authentic ways. This fully integrated approach enhances student-athlete marketing opportunities and reinforces Texas' thought leadership in the evolving NIL space."
