University of Montana signs marketing deal with Learfield Sports

Posted on August 10, 2007 by Colin O'Keefe

The University of Montana athletic department has signed a deal with Learfield Sports, making them UM's "exclusive athletics marketing partner for stadium and arena sponsorship rights."

Here's Jim O'Day's explanation on the deal:

This is Phase I of the program with Learfield… they are only assuming the rights of Virtu Consulting… but this will allow us to re-negotiate the contract currently in place in Phase II. That contract has a lot of “gray area” that needs to be addressed. Ultimately, it will allow the marketing folks to “market” the program --- and not have to worry about finding sponsors, etc. That will be the job of Learfield…. And they are very skilled in that area. It will also allow us to market UM Athletics more proficiently.

Up to this point, what I've seen of the marketing department has been pretty disappointing. They didn't want to take many risks and didn't have original ideas. This should free them up to take a few chances and try things others haven't tried.

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