DIRECTV Announces Landmark Partnership with Leading University Athletic Departments

On August 14, 2025, DIRECTV announced a multi-year partnership with six prominent university athletic departments: Duke University, The Ohio State University, University of North Carolina at Chapel Hill, University of Oregon, United States Military Academy (Army), and The University of Texas. This collaboration, facilitated through Learfield, a leading media and technology company in collegiate athletics, aims to enhance the college sports fan experience nationwide.

The agreement grants DIRECTV enterprise-wide rights to utilize official school logos and marks, implement in-venue and TV-visible signage, and leverage digital media opportunities across various men's and women's sports, notably football and basketball. The partnership also introduces innovative fan engagement initiatives, including "Fan Zone" experiences and a Name, Image, and Likeness (NIL) program featuring standout college athletes.

The inaugural Fan Zone is scheduled to debut at the August 30 football game between Texas and Ohio State, offering fans interactive experiences and streaming content through DIRECTV's satellite-free service. These Fan Zones aim to bring the comfort of the living room into the heart of the action, creating an immersive environment for fans.

As part of DIRECTV's commitment to authentic fan engagement, the sponsorship includes an NIL program featuring standout athletes from participating schools. These student-athletes will engage in content creation, social amplification, and local market activations throughout the season.

In addition, community engagement initiatives and social/influencer campaigns will run throughout the academic year, aiming to foster deeper connections with fans and local communities.

"College sports unite fans like never before," said a DIRECTV spokesperson. "Our partnership allows DIRECTV to show up in meaningful ways within college communities, enhancing the overall game-day experience."

Bill Hirsh, senior vice president at Learfield, added, "This agreement with DIRECTV showcases the advantage of leveraging media and technology to amplify college sports engagement. We're thrilled to collaborate with DIRECTV throughout the upcoming college athletics season."

DIRECTV, a leading provider of satellite and streaming television services in the United States, has been expanding its presence in the sports broadcasting arena, aiming to offer comprehensive and immersive game-day experiences to fans. Learfield, a prominent collegiate sports marketing company representing over 200 collegiate properties, specializes in multimedia rights management, licensing, and ticketing solutions, playing a pivotal role in connecting brands with college sports fans.

The partnership is poised to elevate the game-day experience for fans by integrating advanced technology and interactive elements, bridging the gap between in-venue and at-home viewing. The inclusion of an NIL program underscores the evolving landscape of college athletics, providing student-athletes with avenues to monetize their personal brands and engage in professional development opportunities. By implementing community initiatives and leveraging social media campaigns, the collaboration aims to strengthen ties between the universities and their local communities, fostering a sense of unity and support.

While partnerships between media companies and university athletic departments are not unprecedented, the comprehensive nature of this agreement—spanning multiple universities and encompassing a wide array of marketing and engagement strategies—marks a significant evolution in such collaborations. The integration of NIL programs further reflects the shifting dynamics in collegiate sports, where student-athletes are increasingly recognized for their marketability and influence.

This partnership signifies a strategic move by DIRECTV to deepen its involvement in collegiate sports, leveraging the passionate fan bases of these six universities to expand its brand presence and offer enriched experiences to viewers nationwide.