NCAA Enters into Sponsorship Sales Agreement with Playfly Sports

New York, NY, August 20, 2026- The NCAA on Thursday announced it has entered into a sponsorship sales agreement with Playfly Sports, the sports industry’s leading revenue maximization company. 

Through this agreement, Playfly will sell sponsorship packages for NCAA events geared toward student-athletes, coaches, athletics directors, administrators and the broader college athletics membership, as well as sell local sponsorships that are materially differentiated from the NCAA Corporate Champions and Partners Program and limited to the designated market area where a championship is held, excluding Division I men’s basketball. The Corporate Champions and Partners Program will continue to be managed by CBS Sports and TNT Sports.

Playfly will hire a dedicated staff to work alongside the NCAA to drive local commercial revenue, developing innovative ways to package, market and activate assets that do not conflict with current NCAA corporate partnerships. The agreement will allow the NCAA to broaden its brand and generate more revenue for its membership and additional support for student-athlete programs and other initiatives.

“We worked with the Playfly team on asset valuation in 2024 and were impressed by their dedication and results,” NCAA President Charlie Baker said. “Playfly’s network of resources and relationships will provide benefits that could positively impact every school across our organization, provide added visibility to NCAA programs, and make us better and stronger amid the evolving landscape of college athletics.”

Christy Hedgpeth, president of Playfly Sports Properties, said, “The NCAA is simultaneously entrenched with colleges on the local and national level, providing a unique opportunity to drive new sources of income. As they seek to move the organization toward a stronger focus on revenue generation, there is no better team to support their growth than Playfly.”

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ABOUT PLAYFLY SPORTS

Playfly Sports, the sports industry’s leading revenue maximization company, drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. Its fan engagement platform allows its partners to reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship, premium experiences, ticketing and fan engagement offerings through proprietary data, innovative technology and compelling storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place to Work in Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com