TCU Athletics and Learfield Commit to Long-Term Partnership Extension
3/10/2026 11:30:00 AM | General
Agreement to focus on maximizing revenue generation, enhancing fan engagement and supporting NIL activity for the Horned Frogs
FORT WORTH – TCU Athletics announced today a long-term extension to its 20-year relationship with Learfield, the leading media and technology company powering college athletics. The partnership extension, cemented early by the two parties with three years remaining on their current agreement, reflects the lasting commitment to advancing TCU Athletics through the dedication of Learfield's locally based team, Horned Frog Sports Properties.
Through the agreement, the relationship will focus on optimizing sponsorship and revenue generation opportunities – including centerpiece assets such as jersey patches – elevating the fan experience on and between game day and investing in authentic NIL activations for Horned Frog student-athletes in collaboration with TCU's LEAP Agency.
"Our relationship with Learfield is a true partnership," said TCU Director of Intercollegiate Athletics Mike Buddie. "As the landscape of college athletics continues to evolve, Learfield and our local Horned Frog Sports Properties team have shifted with it, always keeping TCU's success at the forefront. That shared commitment is what makes this collaboration thrive, and we look forward to continued growth together."
As TCU Athletics prepares to unveil a new south endzone video board as well as explore additional technology upgrades through TCU's athletic facilities, Horned Frog Sports Properties will capitalize on incremental revenue generation opportunities through digital advertisements while also improving the in-venue experience with enhanced fan engagement activations.
To further its collaboration with the LEAP Agency, Horned Frog Sports Properties will soon add to its on-campus personnel to facilitate NIL dealmaking and content creation with a new Supervising Producer for NIL Content and NIL Partnerships and Operations Coordinator. The growing sports property staff and NIL expertise will encourage continued growth of NIL opportunities like those with existing brand partners Taco Bell, Cadillac, Chicken Express and JLab.
Learfield's Corporate Partnerships Team will also continue to facilitate national dealmaking on behalf of the Horned Frogs through branded content campaigns such as JLab's NIL Playmakers and State Farm's Stanchion to Stanchion, Tunnel Talk, and Baseline to Baseline. Additional partnerships with national brands such as Allstate, Old Dominion, Molson Coors, and PayPal/Venmo further showcase the incremental revenue growth generated through Learfield's flagship Sports Properties division.
"For decades, TCU has demonstrated that success across athletics translates to success across the campus, and that unyielding commitment to excellence now extends to financial success for Horned Frog athletes," said Cole Gahagan, President and CEO of Learfield. "Likewise, Learfield has spent the last five years perfecting the college athletics commercial model of the future, maximizing revenues for school partners, and maximizing brand and licensing partnerships for our student athletes as well. The combination of these two missions is incredibly powerful, and the future is bright for TCU athletes, alums and fans."
"TCU is deeply committed to student-athlete success and institutional growth, and Learfield shares that vision for elevating our student and fan experience," said TCU Chancellor Daniel W. Pullin. "With a strategic focus on creating value for all Horned Frogs through innovation in athletics, we're building a future that strengthens the TCU brand, deepens engagement and drives results that benefit the broader community."
The partnership began in Fort Worth in 2006, and TCU now utilizes Learfield's enterprise-wide offering to maximize revenue generation and fan engagement through parallel partnerships with merchandise licensing agency CLC, digital ticketing and marketing platform provider Paciolan, digital solutions leader SIDEARM Sports, and ticket sales and seating solutions provider Learfield Amplify.
Through the enterprise-wide relationship, TCU Athletics has experienced significant growth in fan engagement via their official athletics website and mobile app, including notable increases in mobile app downloads, average session duration and push notification opt-ins. TCU's momentum with licensed merchandise programs is following suit with a 15% increase in royalties last fiscal year, their second largest year-over-year royalty boost behind only the 2022-23 athletics season in which the Horned Frog football team competed for a national title.
Ticket sales and revenues also continue to grow across the board for TCU, highlighted by nearly 20,000 new accounts created via ticket transfers and secondary market purchases through SeatGeek, a 284% increase in women's basketball ticket revenue the past three seasons and a 17% increase in football ticket revenue the past three seasons.
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.
Through the agreement, the relationship will focus on optimizing sponsorship and revenue generation opportunities – including centerpiece assets such as jersey patches – elevating the fan experience on and between game day and investing in authentic NIL activations for Horned Frog student-athletes in collaboration with TCU's LEAP Agency.
"Our relationship with Learfield is a true partnership," said TCU Director of Intercollegiate Athletics Mike Buddie. "As the landscape of college athletics continues to evolve, Learfield and our local Horned Frog Sports Properties team have shifted with it, always keeping TCU's success at the forefront. That shared commitment is what makes this collaboration thrive, and we look forward to continued growth together."
As TCU Athletics prepares to unveil a new south endzone video board as well as explore additional technology upgrades through TCU's athletic facilities, Horned Frog Sports Properties will capitalize on incremental revenue generation opportunities through digital advertisements while also improving the in-venue experience with enhanced fan engagement activations.
To further its collaboration with the LEAP Agency, Horned Frog Sports Properties will soon add to its on-campus personnel to facilitate NIL dealmaking and content creation with a new Supervising Producer for NIL Content and NIL Partnerships and Operations Coordinator. The growing sports property staff and NIL expertise will encourage continued growth of NIL opportunities like those with existing brand partners Taco Bell, Cadillac, Chicken Express and JLab.
Learfield's Corporate Partnerships Team will also continue to facilitate national dealmaking on behalf of the Horned Frogs through branded content campaigns such as JLab's NIL Playmakers and State Farm's Stanchion to Stanchion, Tunnel Talk, and Baseline to Baseline. Additional partnerships with national brands such as Allstate, Old Dominion, Molson Coors, and PayPal/Venmo further showcase the incremental revenue growth generated through Learfield's flagship Sports Properties division.
"For decades, TCU has demonstrated that success across athletics translates to success across the campus, and that unyielding commitment to excellence now extends to financial success for Horned Frog athletes," said Cole Gahagan, President and CEO of Learfield. "Likewise, Learfield has spent the last five years perfecting the college athletics commercial model of the future, maximizing revenues for school partners, and maximizing brand and licensing partnerships for our student athletes as well. The combination of these two missions is incredibly powerful, and the future is bright for TCU athletes, alums and fans."
"TCU is deeply committed to student-athlete success and institutional growth, and Learfield shares that vision for elevating our student and fan experience," said TCU Chancellor Daniel W. Pullin. "With a strategic focus on creating value for all Horned Frogs through innovation in athletics, we're building a future that strengthens the TCU brand, deepens engagement and drives results that benefit the broader community."
The partnership began in Fort Worth in 2006, and TCU now utilizes Learfield's enterprise-wide offering to maximize revenue generation and fan engagement through parallel partnerships with merchandise licensing agency CLC, digital ticketing and marketing platform provider Paciolan, digital solutions leader SIDEARM Sports, and ticket sales and seating solutions provider Learfield Amplify.
Through the enterprise-wide relationship, TCU Athletics has experienced significant growth in fan engagement via their official athletics website and mobile app, including notable increases in mobile app downloads, average session duration and push notification opt-ins. TCU's momentum with licensed merchandise programs is following suit with a 15% increase in royalties last fiscal year, their second largest year-over-year royalty boost behind only the 2022-23 athletics season in which the Horned Frog football team competed for a national title.
Ticket sales and revenues also continue to grow across the board for TCU, highlighted by nearly 20,000 new accounts created via ticket transfers and secondary market purchases through SeatGeek, a 284% increase in women's basketball ticket revenue the past three seasons and a 17% increase in football ticket revenue the past three seasons.
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.
TCU, Learfield Commit to Long-Term Partnership Extension
Tuesday, March 10
The Clover Frog is here!
Tuesday, February 24
Frogs in a Pod: Episode 1
Thursday, February 12
TCU ATH | National Girls and Women in Sports Day Highlights
Wednesday, February 04
