(MURRAY, Ky.)-Murray State University Athletics has entered into a decade-long agreement with Learfield, establishing a comprehensive partnership aimed at revolutionizing the program’s revenue streams and fan interaction capabilities.
The collaboration, which takes effect January 1, 2026, builds upon Murray State’s existing relationship with Learfield subsidiaries. The university currently utilizes CLC for licensed merchandise management and SIDEARM Sports for its fan engagement platform. The expanded agreement will integrate multimedia rights management and advanced revenue generation services into this framework.
According to Director of Athletics Nico Yantko, the partnership represents a significant milestone for the institution. He emphasized that the collaboration will expand the university’s national visibility while creating new pathways for name, image and likeness opportunities and revenue sharing. Yantko stated the agreement aligns with departmental goals of enhancing Murray State’s brand, strengthening community ties, pursuing championships, and supporting student-athlete development.
The partnership centers on Learfield’s Fanbase technology, which provides comprehensive fan data analytics for college athletics programs. Murray State will utilize demographic and geographic information to refine audience targeting and maximize partnership opportunities with brands.
University President Dr. Ron Patterson highlighted the continuity of the relationship, noting that existing contracts with SIDEARM and CLC have already proven beneficial. He projected the expanded services would position the university favorably as intercollegiate athletics enters a new phase.
Infrastructure improvements are planned as part of the agreement, including videoboard upgrades at Johnny Reagan Field and Roy Stewart Stadium designed to boost fan engagement and create additional sponsorship opportunities.
Meghan Heinchon, Executive Vice President of Sports Properties at Learfield, described the partnership as an enterprise-level initiative focused on expanding Murray State’s commercial capabilities and building sustainable relationships.
The agreement also encompasses enhancements to Murray State’s broadcast operations, promising expanded live game coverage and original programming across multiple sports to strengthen fan connections and increase sponsor exposure.
