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Georgia announces NIL partnership with Learfield

H. Reno Talon Card (1) (1)by: Harrison Reno06/30/25HarrisonReno
NCAA Football: Georgia G-Day Spring Game
Apr 12, 2025; Athens, GA, USA; Georgia Bulldogs helmets on the bench during the Georgia Spring game at Sanford Stadium. Mandatory Credit: Dale Zanine-Imagn Images

As college athletics enters the revenue-sharing era, which will allow schools to compensate their athletes directly from a pool of up to $20.5 million, player payments earned through Name, Image, and Likeness will have to come from sources separate from the universities.

With this change, Georgia Athletics is preparing to help its athletes capitalize on their branding as much as possible through a partnership with Learfield. This partnership will help “unlock new revenue-generating opportunities for UGA student-athletes.”

Learfield will do so, operating independently from the university, acting as a “comprehensive
marketing and NIL agency.”

“This partnership is a testament to our commitment to broad-based excellence and innovation,” said
Georgia athletic director Josh Brooks issued a statement. “Our student-athletes are already among the most competitive in the country. Now, they’ll have the infrastructure and support to maximize their NIL potential while strengthening their connection with the Bulldog Nation and beyond.”

Learfield hopes to build on the work the Classic City Collective did over the past few years. Under the new rules brought forth by the settlement in the House v. NCAA case, athletes who receive NIL deals with third-party businesses valued at $600 or more will be required to submit those through the clearinghouse platform “NIL Go,” which will approve or deny deals.

“With the new era of college athletics and on the heels of the House settlement, the
importance of creating real NIL opportunities has never been greater,” Executive Vice President, NIL Growth & Development at Learfield, Solly Fulp said. “This new alliance
between Learfield Impact and Georgia optimizes NIL dealmaking while enhancing the
Bulldog student-athlete experience.”

After Georgia was the nation’s most watched team in college football last season, averaging 8.6 million viewers per game, according to Nielsen, Learfield is looking to use that success to its advantage in opening up NIL opportunities for Georgia athletes.

“Together, UGA Athletics and Learfield Impact are redefining what’s possible for student-
athletes—offering them the tools, access, and support they need to thrive in college sports’ new era,” the statement said