University of Colorado Athletics and Learfield Announce Partnership Extension

University of Colorado sports, the CU Athletics Department and Learfield have agreed to an extension of their partnership across four of the company’s business lines, in addition to a new partnership with SIDEARM Sports.

The new agreement grants Colorado access to fully integrated solutions in key areas such as NIL, digital marketing strategies, original content development and enhanced fan engagement platforms, all powered by the most comprehensive fan data infrastructure in college athletics.

This expansive renewal includes long-term extensions across Learfield’s businesses, including its flagship multimedia rights division, licensed merchandise agency CLC; digital ticket and marketing platform provider Paciolan, and ticketing and seat-backs seller Amplify. The agreement also includes a new agreement with SIDEARM Sports. CU’s website and mobile application were previously supported by SIDEARM Sports through a conference-wide agreement with the Pac-12.

By aligning with all five Learfield businesses, Colorado Athletics maximizes its opportunities for revenue growth through access to fan data in Learfield’s Fanbase system. The first-party fan data captured through Paciolan’s ticket sales and SIDEARM’s digital platform use, along with other fan engagement metrics, are fed directly into Fanbase and can be utilized by Amplify, CLC, and the multimedia rights teams, as well as Colorado Athletics staff, to better target Buffs fans and maximize commercial opportunities.

“Learfield has been a trusted partner of the Colorado Buffalos for many years, and we are thrilled to extend our relationship with them,” Colorado Athletic Director Rick George says. “Our Buffalo Sports Properties team is integral in providing new resources and opportunities to all of our sports, which enables us to provide a world class experience for our student-athletes as we strive to compete for and win championships.”

LEARFIELD’s Boulder based Buffalo Sports Properties, the multimedia rights arm that has served Colorado Athletics since 2001, will continue as the campus-based staff working alongside Rick George and his team to deliver solutions that integrate athletic marketing opportunities and relationships with local, regional and national brands to connect with the passionate Buffs fan base.

“Under Rick’s leadership, Colorado has become a highly sought after brand for corporate sponsors and fans alike, and we are proud to extend our partnership with CU across all areas of our business,” says Andrew Wheeler, Learfield executive vice president. “We look forward to helping CU Athletics leverage the tremendous buzz currently around the program to deepen sponsor and fan connections while providing thought leadership, unique insight into the Colorado fanbase through our extensive data platforms, and new fan engagement strategies to help further elevate the Buffalos athletics program well into the future.”

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