SMU extends Learfield partnership to boost fan engagement

Featured Image: Mike Benson on Unsplash

Southern Methodist University (SMU) in Dallas, Texas, has extended its partnership with Learfield, a media and technology company, to provide enterprise-wide fan and brand engagement solutions. 

SMU’s athletics department will benefit from the entirety of Learfield’s suite of services, including its flagship multimedia rights division, licensed merchandise agency CLC, digital ticket and marketing platform provider Paciolan, ticketing and seat-backs seller Learfield Amplify, and digital solutions provider Sidearm Sports.

The renewal follows a record-breaking year for SMU Athletics, which witnessed a 27% jump in football season ticket sales and a 24% increase in royalties generated from the sale of licensed merchandise. It is also the second consecutive year that SMU Athletics has posted record sponsorship sales, assisted by Learfield services.

SMU director of athletics Rick Hart said: “Learfield has been a true partner and advisor to our athletic department for more than a decade, helping us reach new heights across nearly every aspect of our athletic services, and a continuation of that relationship sets us up for success as we move into the next era of SMU athletics.

“We are proud to continue working with Learfield for many years to come and look forward to innovative collaboration that enhances the Mustang community experience.”

Andrew Wheeler, Learfield’s executive vice-president, added: “Rick is a well-respected leader in college sports who, with his team, is adeptly steering SMU Athletics through an era of significant change that presents incredible opportunities for growth and advancement.

“We take pride in our enduring relationship and look forward to supporting the Mustangs as they transition to a new conference and helping them create even deeper fan and sponsor connections through our comprehensive portfolio of data-centric solutions.”