Illinois signs sports media deal with Learfield

CHAMPAIGN, Ill. (AP) — The University of Illinois has signed a 10-year deal with Learfield Sports to take over sports multimedia marketing and production. The school says it will help generate an extra $2 million a year.

Missouri-based Learfield will produce Illini sports radio using the current announcers and handle the school's sports TV shows. The company will take over other multimedia activity and Illini sponsorship rights, too.

Illinois Assistant Athletic Director Marty Kaufman says Illinois will generate an average of about $6 million a year over the next decade on its multimedia and sponsorship rights. That's compared to the $4 million it made last year.

Learfield has similar contracts with the Big Ten and more than 50 other schools. Its Big Ten clients include Indiana, Iowa, Minnesota, Northwestern, Penn State, Purdue and Wisconsin.


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