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Atlantic 10 Conference, IMG College Form Partnership

Aug 23, 2013

NEWPORT NEWS, Va.—The Atlantic 10 Conference has entered into a comprehensive multimedia rights agreement with IMG College, the two entities announced Thursday. The deal covers the league’s digital platforms, sponsorship rights to the league’s 21 championships, corporate sponsorships, at-event promotions, licensing and publications.

The nation’s top collegiate multimedia, licensing and branding company, IMG College represents over 200 properties, including the most prestigious and athletically successful institutions in Division I. IMG College will use its experience and resources to develop the Atlantic 10’s sponsorship opportunities, both at the corporate partner level and at conference championships, including the Men’s Basketball Championship at Barclays Center in Brooklyn, N.Y., and the A-10 Women’s Basketball Championship. The partnership will also secure sponsorship for the league’s digital assets, including the conference’s live streamed events and the league website.

“Partnering with IMG College is an important step for the Atlantic 10. The opportunity to develop a comprehensive multimedia rights platform taking advantage of the large media markets which make up the A-10, will enhance the exposure and brand recognition for the assets of the conference and our member institutions,” stated Commissioner Bernadette V. McGlade. “Nationally and internationally, IMG knows this marketplace, and I am excited to work with their team.”

Over the last several years the Atlantic 10 Conference has strategically focused its energies on its strength as a basketball-centric league, and has been recognized nationally as one of the best basketball leagues in Division I.  As a result, the conference is coming off the most successful two-year period in league history, with a record nine teams earning berths to the postseason in 2013, six of which return for the 2013-14 season. The conference also has had 17 postseason appearances in the last two years. At least one A-10 team has advanced to the NCAA Sweet 16 for six straight years and 12 of its 13 members have earned a postseason bid since 2010.

Through its licensing affiliate, The Collegiate Licensing Company, LLC (CLC), IMG College will also serve as trademark licensing agent for the Conference. IMG has also extended a previous agreement to publish the championship programs for the men’s and women’s basketball championships.

“IMG College is thrilled to partner with the Atlantic 10 Conference, and to pursue the many opportunities this relationship provides,” said Hunter Nickell, SVP of Partnership Management and Business Development at IMG College.  “We are particularly excited about the A-10 Basketball Championship in Brooklyn, as well as the opportunity to work within all of the markets relevant to the A-10.  Securing the title sponsorship of a major college basketball championship at the beautiful Barclays Center is a great opportunity to support the Conference, its member institutions and draw continued interest in the A-10 and college basketball.”

The agreement is structured to enhance national support and brand recognition of the Conference. As part of this strategy, IMG College, in conjunction with the A-10 will hire a general manager and other staff to facilitate the partnership that encompasses the league’s wide media footprint. Atlantic 10 institutions reside in markets that comprise 32 million television viewers, 28 percent of the total national market. There are seven A-10 schools in the top 25 media markets in the country.

About the A-10
The Atlantic 10 Conference was formed in 1976.  Sponsoring 21 championship sports, the mission and goal of the Atlantic 10 is to preserve, protect, and enhance the academic and athletic pursuits of the membership.  The conference is committed to integrity, educational excellence and providing quality equitable championship experiences for more than 6,000 student-athletes, coaches, and support staff. 

About IMG College
IMG College is the nation’s leading collegiate multimedia, marketing and licensing/brand management company, representing more than 200 of the nation’s top collegiate properties, including the NCAA and its 89 championships, NCAA Football, leading conferences and many of the most prestigious colleges and universities in the country. Headquartered in Winston Salem, N.C., IMG College connects brands with the largest and most demographically attractive fan base in sports through partnership opportunities in multimedia rights, sponsorship sales, licensing, marketing, ticketing, seating, fundraising, premium events and hospitality, stadium and arena development, and consulting. IMG College produces nearly 31,000 hours of radio programming on the largest independent sports radio network in the country, manages nearly 5,000 hours of local television programming, and is the leading publisher of college sports publications and the largest manager of university athletic websites. IMG College is a division of IMG Worldwide, a global sports, fashion and media business. For more information, please visit