Skip to main content
Georgia

Georgia launches 'strategic' NIL partnership with Learfield

On3 imageby: Jake Rowe06/30/25JakeMRowe
12/30/23 - Georgia vs. Florida State (90th Capital One Orange Bowl)
Georgia head coach Kirby Smart before Georgia’s game against Florida State in the 90th Capital One Orange Bowl at Hard Rock Stadium in Miami Gardens, Fla., on Saturday, Dec. 30, 2023. (Tony Walsh/UGAAA)

Georgia has turned to Learfield to help usher the program into the newest age of Name, Image, and Likeness. The Athletic Association announced Monday that it has launched a partnership with Learfield that is both “transformative” and “strategic.”

The collaboration will move forward outside of the university and it is expected to function as both a marketing and NIL agency. Learfield is currently the exclusive media rights holder at the University of Georgia.

This partnership is a testament to our commitment to broad-based excellence and innovation,” Josh Brooks, UGA’s Director of Athletics said in the press release from Georgia sports communications. “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.”

“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. This new alliance between Learfield Impact and Georgia optimizes NIL dealmaking while enhancing the Bulldog student-athlete experience,” Solly Fulp, Executive Vice President, NIL Growth & Development at Learfield said “By consolidating all NIL efforts, we’re establishing a full-service partnership  that makes it easier for brands to engage, for fans to support, and for student-athletes to maximize their potential through impactful storytelling and strategic marketing campaigns.”

Learfield will be offering Georgia student-athletes with the support and tools they need to maximize their brands. According to UGA, Learfield will be providing all that is needed in order for student-athletes to take full advantage of NIL. It will also further flesh out the vision laid out by the Classic City Collective, which was one of the organizations that helped form the current NIL landscape.

“In 2024, Georgia Football led the nation in viewership, averaging 8.6 million viewers per game—more than any other college team, according to Nielsen,” Georgia said in it’s official statement. “The new NIL initiative is set to amplify that momentum by strategically aligning content creation, brand sponsorships, and long-term partnerships, ensuring both visibility and impact for UGA student-athletes.”

You may also like