LSU Athletics, Playfly Sports Extend Multimedia Rights Partnership through 2032 – LSU


LSU Athletics and Playfly Sports Properties announced a six-year partnership extension extending their multimedia rights agreement through June 2032 after receiving approval from the LSU Board of Supervisors on Thursday.

The multimedia rights partnership with Playfly Sports Properties, the collegiate and high school state association property arm of Playfly Sports, will continue to cover the management of all key sports marketing touchpoints, including traditional and non-traditional properties, as well as increased coverage of emerging areas such as technology and names, Image and Likeness (NIL) Education.

“The LSU Athletics brand has never been stronger, and our continued partnership with Playfly ensures we will remain at the forefront of collegiate athletics for years to come,” said Keli Zinn, Executive Associate Director and Chief Operating Officer, LSU Athletics. “We are excited to partner with Playfly to provide unparalleled opportunities for our student-athletes and provide fans with an experience that is second to none.”

LSU’s partnership with Playfly dates back to 2005, when CBS Collegiate Sports Properties, sponsored by OUTFRONT, first acquired the multimedia rights to LSU Athletics.

“Our long-term partnership with LSU is a great example of fan base growth and commitment,” said Christy Hedgpeth, President of Playfly Sports Properties. “LSU has always been a world-class brand with a passionate, broad fan base and ongoing championships level of success. We are excited to continue our partnership and look forward to expanding our relationship in the years to come.”

As part of the new agreement, Playfly Sports will continue to manage corporate sponsorships, including on-field and event sponsorships, promotions and corporate hospitality. In addition, Playfly’s team will leverage its network of third-party industry leaders to increase exposure to developing technology integration through groups such as Wit Sports, WMT Digital, the engineers behind the division’s official app and website, and Sport that support lead generation campaigns. Support & Story, whose work with LSU Athletics helped drive the LSU GOLD subscription content service.

As NIL continues to grow, Playfly has partnered with Altius Sports Partners to bring educational resources and programs that benefit both LSU Athletics staff and student-athletes to successfully navigate the landscape.

LSU had a historic year, winning its 50th national championship and first-ever basketball national championship. The LSU brand generated more than 41 billion digital impressions last year, putting the university at the forefront of collegiate sports marketing.

About LSU Sports Properties

LSU Sports Properties is the exclusive local multimedia rights holder for LSU Athletics. As part of the Playfly Sports Properties portfolio of nearly 40 college and high school State Association properties, the LSU Sports Properties team connects the brand with LSU’s passionate and deep-rooted fan base. Through broadcast, in-venue, experiential and technology-based marketing and media solutions, Playfly Sports Properties’ fully scalable platform provides marketers with unparalleled access to the most engaged audiences at the local and national levels. Playfly Sports Properties is a division of Playfly Sports.

Connect with the LSU Sports Properties team by visiting

About Playfly Sports

Playfly Sports believes in fans as a service, connecting more than 2,000 brand partners with approximately 83% of US sports fans. Playfly reaches, engages, monetizes and measures fan bases through a proprietary platform that provides scalable, data-oriented marketing and media solutions. Capabilities include exclusive MMR management, media and sponsorship activation, valuation, consulting and development, ticketing and hotel sales, custom advertising creative and digital content production, and new revenue-driving platforms and technologies.

Founded in September 2020, Playfly Sports now has over 700 team members in 31 US states, dedicated to maximizing the reach of passionate local sports fans.Follow Playfly Sports on social media @PlayflySports or visit


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