The deal sees both parties come together to support collegiate institutions, arenas and conferences nationwide with more consistent promotions, technological innovation, new economic opportunities and enhanced services.

Learfield IMG College will specialize in fully integrated solutions, such as branding, licensing and multimedia rights management; access to professional concessions, ticket sales and fan-engagement systems and support; publishing, radio, digital and social expertise; and campus-wide business and sponsorship development. Learfield IMG College, headquartered in Plano, Texas, will support offices across the U.S.

Greg Brown is the company’s chief executive officer and president. A board of directors includes representatives from Atairos and Endeavor, which are collectively retaining majority ownership of Learfield IMG College, in addition to investor Silver Lake. Andy Rawlings is overseeing the multimedia rights sales teams as Learfield IMG College’s chief revenue officer, and Tim Pernetti and Andrew Judelson are spearheading the integration process.

“Completing this merger is an important step toward our mission to best support our partners–including universities, collegiate athletic departments and brands–with tailored services and capabilities that drive results that ultimately help fund the student-athlete experience,” says Brown. "Our respective companies bring so much to the table, and by building on our collective resources, relationships and experiences, we will deliver new and enhanced opportunities for all our partners. Our goal is simple: provide the highest-quality service and offerings for our partners so they can realize even greater value in the years ahead. With the highly talented, trusted and well-known teams from both Learfield and IMG College now joining forces, and by investing in our business and maintaining our cultural focus on earning the trust of our customers and clients, we are now better equipped than ever to achieve that goal.”