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University of Cincinnati Bearcats athletics to bring media rights in-house

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University of Cincinnati Bearcats athletics to bring media rights in-house

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University of Cincinnati athletic director John Cunningham announced on Wednesday the creation of a new organization, Cincy Sports Partners, which will serve as the in-house sponsorship team focused on connecting our community and enhancing our university through brand partnerships.

Cincinnati Bearcats radio coming in-house by July 2025

Beginning July 1, 2025, Cincinnati Athletics will bring multimedia rights representation (MMR) in-house. The Bearcats will forgo using an exclusive third party and directly sell their own sponsorships in areas such as:

Student-athlete NILUnique fan experiencesRadio broadcastsLocal and national commercialsArena and stadium signageDigital marketing and storytelling

“We are excited about this opportunity to bring our partners even closer to our athletics department, allowing us to tailor their commercial experience while supporting our 450 student-athletes,” Cunningham said. “Cincy Sports Partners fits a professional model that empowers us to be bold and innovative in the evolving landscape of college athletics.

“We are open for business at all levels, which includes creating unique opportunities for student-athlete NIL endorsements, technological advancements, student internships/Co-Ops and career development, and other benefits of being associated with the region’s top university. Cincy Sports Partners will be a true revenue engine for our department.”

What is Cincy Sports Partners?

The new unit (aptly named Cincy Sports Partners) will report through the External Relations team, led by Deputy Director of Athletics and Chief Revenue Officer Anthony Di Fino and Deputy Director of Athletics and Chief Operating Officer John Daniel. Radio rights have been held for several years with iHeart Media.

“We have built an internal culture that demands excellence and putting forth world-class effort and execution in everything we do,” Di Fino said. “Our partners must share in our vision to impact the lives of our student-athletes, and we must reciprocate that commitment to enhance and magnify their brands alongside our C-Paw. By working directly with the department, we believe in an aligned and seamless opportunity to maximize our community impact and value in the marketplace.”

Cincinnati Athletics will continue to engage with Learfield in select collaborative efforts, which could include Fanbase data services, Fan365 digital marketing solutions, national partnership opportunities, and integrated website and technology offerings. Details of the arrangement will be announced at a later date.

For more information on partnership

For those interested in becoming a partner of Cincinnati Athletics, contact Anthony Di Fino at difinoaf@uc.edu.

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