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SOUTH ORANGE, N.J. – (November 20, 2024) Seton Hall Athletics and Learfield, the media and technology company powering college athletics, have agreed to a multi-year extension of their longstanding relationship to run through 2036. With this early renewal, Learfield will continue as the multimedia rights holder through Seton Hall Sports Properties, working with the university to deliver innovative solutions in in key areas, including Name, Image, Likeness (NIL), data and digital marketing strategies and enhanced fan engagement platforms.
“Since 2014, our partnership with Learfield has helped us recognize the value of the investments we make in our athletics programs, student-athletes and fans,” said Bryan Felt, Seton Hall Director of Athletics and Recreation. “We reached this agreement together with Seton Hall Sports Properties nearly two years early to set a framework for the future and to continue building on the success we’ve seen in revenue generation, NIL opportunities for our student-athletes, and relationships with our local, regional and national brand partners.”
The agreement delivers more value and flexibility in the evolving college athletics landscape by leveraging Learfield’s data and digital expertise, powered by Fanbase, the most comprehensive fan data infrastructure in college athletics. Demographic, geographic and profile data metrics can be used by the multimedia rights team and the Seton Hall Athletics staff to better target Pirates fans and maximize brand partnership opportunities. Starting this year, Seton Hall Sports Properties began incorporating NIL elements into partnership deals, resulting in 11 student-athletes engaging in NIL opportunities with esteemed partners Delta Dental, Zebra Pen, and the Northeast Beef Promotion Initiative.
By aggregating Learfield’s services, Seton Hall has experienced remarkable growth including a nearly 50% increase in incremental revenue and a significant 119% growth in average deal size over the last few seasons, highlighted by the renewal of the Pirates’ largest partner, RWJBarnabas Health, to a 10-year agreement signed in 2023-24.
Additionally, Seton Hall increased group sales by over 1,500 tickets, achieving a record number of season ticket holder accounts while maintaining a 90% renewal rate, thanks to its strategic partnership with premium sales and customer service team Learfield Amplify.
“We are excited to extend our relationship with Seton Hall and continue the meaningful collaboration we’ve built over the years,” said Daryl Jasper, Learfield’s Vice President of Sports Properties. “Our enterprise-wide approach has positioned us to thrive in this new era of college athletics, allowing us to exceed our goals in revenue generation and enhance opportunities for student-athletes. Together, we look forward to driving even greater success in the years to come.”
The expansive renewal also includes long-term extensions with Learfield’s licensed merchandise agency CLC, digital sports solutions provider SIDEARM Sports, and Learfield Amplify.
About Seton Hall Athletics
Located in South Orange, N.J., just 14 miles outside of New York City, Seton Hall Athletics has emerged as a leader in developing student-athletes who compete at the highest level both academically and athletically. A member of the BIG EAST Conference, winner of 45 conference championships and actively boasting a cumulative grade-point average of 3.531, Seton Hall is student-athlete centric in its vision for success and provides student-athletes for all 14 varsity programs all the necessary resources to reach their full potential both on the field and in the classroom. For more information, visit SHUPirates.com or download the SHU Pirates Mobile App available on both Android and iOS devices.
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.
SOUTH ORANGE, N.J. – (November 20, 2024) Seton Hall Athletics and Learfield, the media and technology company powering college athletics, have agreed to a multi-year extension of their longstanding relationship to run through 2036. With this early renewal, Learfield will continue as the multimedia rights holder through Seton Hall Sports Properties, working with the university to deliver innovative solutions in in key areas, including Name, Image, Likeness (NIL), data and digital marketing strategies and enhanced fan engagement platforms.
“Since 2014, our partnership with Learfield has helped us recognize the value of the investments we make in our athletics programs, student-athletes and fans,” said Bryan Felt, Seton Hall Director of Athletics and Recreation. “We reached this agreement together with Seton Hall Sports Properties nearly two years early to set a framework for the future and to continue building on the success we’ve seen in revenue generation, NIL opportunities for our student-athletes, and relationships with our local, regional and national brand partners.”
The agreement delivers more value and flexibility in the evolving college athletics landscape by leveraging Learfield’s data and digital expertise, powered by Fanbase, the most comprehensive fan data infrastructure in college athletics. Demographic, geographic and profile data metrics can be used by the multimedia rights team and the Seton Hall Athletics staff to better target Pirates fans and maximize brand partnership opportunities. Starting this year, Seton Hall Sports Properties began incorporating NIL elements into partnership deals, resulting in 11 student-athletes engaging in NIL opportunities with esteemed partners Delta Dental, Zebra Pen, and the Northeast Beef Promotion Initiative.
By aggregating Learfield’s services, Seton Hall has experienced remarkable growth including a nearly 50% increase in incremental revenue and a significant 119% growth in average deal size over the last few seasons, highlighted by the renewal of the Pirates’ largest partner, RWJBarnabas Health, to a 10-year agreement signed in 2023-24.
Additionally, Seton Hall increased group sales by over 1,500 tickets, achieving a record number of season ticket holder accounts while maintaining a 90% renewal rate, thanks to its strategic partnership with premium sales and customer service team Learfield Amplify.
“We are excited to extend our relationship with Seton Hall and continue the meaningful collaboration we’ve built over the years,” said Daryl Jasper, Learfield’s Vice President of Sports Properties. “Our enterprise-wide approach has positioned us to thrive in this new era of college athletics, allowing us to exceed our goals in revenue generation and enhance opportunities for student-athletes. Together, we look forward to driving even greater success in the years to come.”
The expansive renewal also includes long-term extensions with Learfield’s licensed merchandise agency CLC, digital sports solutions provider SIDEARM Sports, and Learfield Amplify.
About Seton Hall Athletics
Located in South Orange, N.J., just 14 miles outside of New York City, Seton Hall Athletics has emerged as a leader in developing student-athletes who compete at the highest level both academically and athletically. A member of the BIG EAST Conference, winner of 45 conference championships and actively boasting a cumulative grade-point average of 3.531, Seton Hall is student-athlete centric in its vision for success and provides student-athletes for all 14 varsity programs all the necessary resources to reach their full potential both on the field and in the classroom. For more information, visit SHUPirates.com or download the SHU Pirates Mobile App available on both Android and iOS devices.
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.
