Utah and JMI Sports have announced a new 10-year multimedia rights partnership that will start on July 1. The agreement, set to be officially unveiled on Wednesday, marks a new era for Utah’s multimedia rights after previously working with Learfield.
The landscape of college multimedia rights has changed significantly in recent years, with an emphasis on incorporating the Name, Image, and Likeness (NIL) rights of student-athletes. Both Utah Athletic Director Mark Harlan and JMI Sports CEO Erik Judson highlighted the importance of NIL in this new partnership, as well as other factors shaping college sports. Harlan explained that Utah’s decision to switch from Learfield to JMI was carefully considered, with him acknowledging the positive relationship they had with Learfield but recognizing the need to adapt to changes in the industry.
Utah’s previous 10-year agreement with Learfield was among those terminated early due to debt restructuring by Learfield. Despite the success of their partnership, Harlan emphasized that the shift to JMI was a strategic choice for Utah at this time, given the current challenges in college sports such as conference realignment. He expressed gratitude for the collaboration with Learfield but emphasized that this new partnership represents a fresh start for Utah’s multimedia rights.