The University of Utah has announced a new multimedia rights partner in JMI Sports, with a 10-year agreement set to begin on July 1. This news was confirmed by Athletic Director Mark Harlan and JMI Sports CEO Erik Judson.
Harlan expressed his gratitude for the strong fan base and corporate support that Utah has, and believes that JMI Sports will help continue the positive momentum. 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.
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.
Utah had previously been partnered with Learfield under a 10-year agreement signed in 2017. However, Learfield exited this deal early due to debt restructuring. Harlan acknowledged the positive relationship with Learfield but felt that the changes happening within the industry and the landscape of college sports necessitated a switch to JMI at this time. Overall, Harlan expressed appreciation for the partnership with Learfield and looks forward to working with JMI going forward.
