Georgia athletics begins new NIL partnership with Learfield

Georgia athletics and Learfield have launched a new Name, Image and Likeness (NIL) partnership, the university announced Monday afternoon, June 30.

“This cutting-edge collaboration will function independently from the University as a comprehensive marketing and NIL agency, leveraging Learfield Impact NIL services to provide student-athletes with unprecedented tools to build their personal brands, connect with sponsors, and earn income beyond traditional revenue-sharing models,” according to the school-issued release.

The partnership is set to build upon the foundation laid by the Classic City Collective and will empower student-athletes, while continuing to elevate the Georgia brand.

In 2024, the Bulldogs’ football program led the nation with an average of 8.6 million viewers per game. The partnership is hoping to amplify the momentum by ensuring visibility and impact for Georgia’s student-athletes in this new era of college sports.

“This partnership is a testament to our commitment to broad-based excellence and innovation,” UGA Director of Athletics Josh Brooks said in the press release. “Our student-athletes are already among the most competitive in the country. Now, they’ll have the infrastructure and support to maximize their NIL potential while strengthening their connection with the Bulldog Nation and beyond.”

Learfield is a leading media and technology company in the college athletics world. The company has ties to 1,200 institutions and more than 12,000 local and national brands. Learfield recently launched the same initiative with Ohio State.