Utah’s New Era in College Multimedia Rights: Partnering with JMI Sports and Embracing NIL

Utah has recently announced a new 10-year multimedia rights partnership with JMI Sports, starting on July 1. The agreement, set to be officially announced on Wednesday, represents a new era for Utah’s multimedia rights after previously partnering with Learfield.

The landscape of college multimedia rights has evolved in recent years, with a focus on incorporating the Name, Image, and Likeness (NIL) rights of student-athletes. Both Athletic Director Mark Harlan and JMI Sports CEO Erik Judson highlighted the significance of NIL in this new partnership, along with other factors shaping college sports.

Utah’s decision to switch from Learfield to JMI was carefully considered, with Harlan acknowledging the positive relationship they had with Learfield but recognizing the need to adapt to changes in the industry. Despite the success of their previous partnership, Harlan explained that the decision to move forward with JMI was based on current challenges in college sports, including conference realignment.

Harlan emphasized the importance of maintaining momentum with the support of fans and corporate sponsors as he expressed excitement about the new partnership. He also thanked Learfield for their collaboration but emphasized that the shift to JMI was a strategic choice for Utah at this time.