BERWYN, PA (January 23, 2025) – The Manitoba High Schools Athletics Association (MHSAA) and Playfly Sports, the leader in sports marketing, media, and technology, announced today a 10-year multimedia rights agreement. The deal makes Playfly the MHSAA’s exclusive rights holder and sponsorship arm effective immediately. “We are thrilled to announce our partnership with Playfly Sports,” said Chad Falk, Executive Director for MHSAA. “This collaboration will not only strengthen the exposure of Manitoba high school sport, but more importantly provide a pathway for growth and new opportunities and for our student athletes and member schools.” Playfly will manage the media and sponsorship rights for the MHSAA, enabling them to utilize their extensive and renowned sponsorship, marketing, and media solutions to expand the MHSAA brand. This partnership aims to enhance awareness of the vital role school sports play in Manitoba communities while improving the experience for student athletes. “Playfly is an incredibly innovative company, which shares our values in putting student athletes first,” continued Falk. “This will be a considerable game-changer for the Association.” The MHSAA joins an impressive and growing portfolio of over 60 major NCAA Division I post-secondary athletic programs, state high school athletic associations, and Canadian school sports properties that are managed by Playfly through integrated capabilities that expand beyond traditional multimedia rights including naming rights and valuation consulting, esports program development, digital technology offerings, unique sponsorship innovations, NIL, ticket sales, and hospitality. MHSAA is the 17th high school association in partnership with Playfly, third in Canada. "We are honored to partner with MHSAA to elevate the impact of high school sports across Manitoba," said Brent Vander Mey, Vice President – High School Associations for Playfly Sports Properties. "Through this 10-year agreement, we aim to bring innovative sponsorship, marketing, and media solutions that will not only expand the reach of the MHSAA brand but also enhance the experiences of student-athletes and their communities. This partnership reflects our commitment to fostering growth and creating new opportunities within the high school sports ecosystem."

XXX

ABOUT MHSAA The MHSAA is the governing body for high school sport in Manitoba, with a mission to provide quality, equitable sport and educational experiences for Manitoba High School students. With over 210 member schools, the Association delivers opportunities for interschool competition in 11 official sports to nearly 40,000 student athletes in Grade 9-12 each year. MHSAA offers over 50 provincial championships annually, the pinnacle of interscholastic competition. ABOUT PLAYFLY SPORTS Playfly Sports is a sports media, marketing and technology business centered around the team, league, brand, and network. Believing in ‘Fandom as a Service’ and focusing on a consultative, data driven approach to REACH, ENGAGE, MONETIZE AND MEASURE FANDOM gives the company’s partners and brands a competitive advantage. Playfly connects more than 2,000 brand partners with approximately 83% of all U.S. sports fans. Through the proprietary platform the business delivers scalable, data-oriented marketing, technology, and media solutions with capabilities including exclusive MMR management, sponsorship sales and activation, streaming, consulting, ticket/premium sales, all along with new revenue-driving platforms and technologies. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states dedicated to maximizing the impact of highly passionate local sports fans. Follow Playfly Sports on social media @PlayflySports or visit www.playfly.com.

MHSAA and Playfly Sports Announce 10-Year Multimedia Rights Agreement