JMI Sports has been announced as the new multimedia rights partner for Utah, with a 10-year agreement set to begin on July 1. This news was confirmed by University of Utah Athletic Director Mark Harlan and JMI Sports CEO Erik Judson. The official announcement is expected to be made on Wednesday morning.
Utah’s previous multimedia rights partner was Learfield, with whom they had a 10-year agreement signed in 2017. However, Learfield exited this deal early due to debt restructuring. Harlan expressed gratitude for the strong fan base and corporate support that Utah has, and believes that JMI Sports will help to continue the positive momentum.
The multimedia rights market within college sports has evolved significantly in recent years, with a focus on incorporating Name, Image, and Likeness (NIL) into existing partnerships. Harlan and Judson emphasized that NIL will play a key role in the new partnership with JMI Sports, as the landscape of college sports continues to change.
Overall, Harlan expressed appreciation for the partnership with Learfield and looks forward to working with JMI going forward. The University of Utah has had a successful multimedia rights relationship for many years, and the new agreement with JMI Sports is seen as a step in the right direction.
