BOISE, Idaho – In an innovative partnership to meet the ever-changing college athletics landscape, Boise State Athletics and Learfield announced a partnership extension through 2038-39 as Learfield will remain the university’s exclusive multimedia rights partner through Bronco Sports Properties. With the extended partnership, Boise State will gain additional resources to maximize revenue, drive student-athlete NIL opportunities, and enrich the Bronco fan experience.
Since 2008, Learfield has served Boise State and facilitated corporate partnerships and multimedia rights deals that have grown the Boise State brand locally, regionally and nationally. The new deal added 11 years to the remaining four years on the previous agreement to make a 15-year partnership.
The new deal includes support from Learfield and Bronco Sports Properties towards the North End Zone Project at Albertsons Stadium. The North End Zone Project, which is pending Idaho State Board of Education approval, will transform the Boise State football gameday experience as well as the experience for all 375+ Boise State student-athletes. The area will include an open-air sports bar, a club and terrace space that can be used on non-game days, a nutrition center for Boise State student-athletes, and expanded concessions and restrooms for all fans.
Boise State will also take advantage of a new Learfield Name, Image, Likeness (NIL) dedicated expert on campus that will help to maximize student-athlete NIL opportunities. The on-site NIL position will generate incremental NIL revenue, activate NIL sponsorships, and educate student athletes on NIL opportunities. Learfield schools with onsite NIL personnel have experienced a 350% increase in NIL sponsorships compared to schools without those resources.
“We appreciate Learfield and Bronco Sports Properties for their belief in our What’s Next vision and in the power of our partnership to shape the lives of our student-athletes and improve the experience of Bronco Nation,” said Jeramiah Dickey, Boise State Director of Athletics. “This new deal allows us to continue to improve and enhance the experiences of so many while also dedicating resources strategically to elevate the brand of Boise State even more on a local and national level. It truly takes a TEAM, and we are grateful that Learfield is alongside us in this team effort.”
Boise State will continue to leverage Learfield’s data and digital expertise, powered by Fanbase, to generate incremental sponsorship revenue through Bronco Sports Properties. Fanbase provides fan demographic, geographic and profile data to help brand partners reach their target audiences efficiently.
“The future for Boise State Athletics is extremely bright and we are honored to extend our long-term partnership,” said Andrew Wheeler, Executive Vice President of Sports Properties at Learfield. “Jeramiah and his team are forward thinking, and the ability to innovate and provide industry-leading resources for Boise State and its student-athletes is a tremendous opportunity.”
The contract extension also includes annual marketing support from Learfield for direct social media promotion and a naming rights commitment starting in 2026-27 and continuing through the end of the 15-year deal.
The contract extension was approved by the Idaho State Board of Education at its fall 2024 meeting on Oct. 16. Boise State also partners with Learfield’s digital solutions leader, SIDEARM Sports, licensed merchandise agency, CLC, industry-leading mesh seatback provider, Learfield Amplify.
About Learfield
Learfield is the leading 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.