The IMG agency has extended its multimedia rights partnership with Baylor University in the US.
The contract between the Texas-based institution and the agency will run for 10 years, until July 2024. The partnership began in 2005.
The deal includes IMG College's exclusive representation and management of school corporate partnerships, game broadcasts and coaches’ shows for radio, publications, stadium and venue signage, game promotions and game-day hospitality.
Over the next decade, IMG – which serves more than 200 of the US’ top collegiate properties – will focus on maximising sponsorship opportunities and new incremental assets provided through the recently-opened McLane Stadium, including new activation areas both inside and outside the venue, and increased access to social media platforms.