The University of Georgia has negotiated one of the more lucrative marketing deals in college sports.
International Sports Properties, a marketing company based in North Carolina, will pay the Georgia athletics department $92.8 million over the next eight years for its marketing and media rights, the school announced Wednesday.
In terms of annual average, it is believed to be the biggest such contract in college sports.
"I'm a little shocked at the number," said University of Central Florida sports business professor Bill Sutton. "I've got to give [Georgia] credit for getting it."
In March, Ohio State signed a $110 million, 10-year marketing and media rights contract with IMG College, which was the richest per-year figure, according to the Knight Commission, an organization concerned with "academic and fiscal integrity in college sports. While the Ohio State contract is greater in total worth — and Nebraska's (at $112.5 million for 13 years) is even bigger — Georgia's annual average of $11.6 million is the highest.
It is testament to the loyalty of Bulldogs fans, the strength of the Atlanta market and the success of Georgia's sports teams, associate athletics director Alan Thomas said.
"SEC schools are hot properties in terms of football, and Georgia's a really hot property," Sutton said. "I think Georgia's one of those schools that, if they decide to add to the stadium, people are going to buy tickets."
Following Ohio State, Florida receives $10 million annually. Alabama and Texas both are paid about $9.4 million per year. Georgia Tech's 10-year deal with ISP, signed in January, averages about $4.9 million annually.
It is worth noting that different schools' deals vary in scope, meaning the comparisons aren't necessarily apples to apples.
For its $92.8 million, which it will start paying in July, ISP will own the rights to assets such as Georgia's corporate sponsorships, stadium signage and, for the first time, its Internet properties, radio network and coaches' shows.
Previously, WSB held the rights to Georgia's radio network and coaches' shows, while JumpTV controlled its Web rights. WSB, which has broadcast Bulldogs games since the late 1930s, will be the flagship station for the duration of the eight-year deal. JumpTV will be involved next year and potentially further, Thomas said.
"We're ecstatic that we'll still be housed on WSB, but through ISP," athletics director Damon Evans said. With the new deal in place, Evans added that he hoped the new broadcast team to replace legendary play-by-play man Larry Munson would be made public within a week. Munson retired last season, his 43rd behind the microphone for Georgia.
In 2005, Georgia signed a marketing-rights deal with ISP and Learfield Communications for five years worth $14.1 million.
The broader bundle of rights included in the new deal is much of the reason for the disparity between the old and new contracts.
In the 2008-09 fiscal year, the total value of Georgia's various rights deals is worth between $8.5 and $9 million, Thomas said.
One particular aspect of the new agreement that interests Evans is the plan to increase delivery of digital media via the Internet and portable wireless devices.
"We'll be able to get our message out there, do more to help grow the brand of our athletic association and our sports programs," he said.
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