The Alumni Association of the University of Michigan and Learfield announced an integrated partnership in which Learfield will represent the Alumni Association for corporate sponsorship and advertising sales opportunities. Learfield, which already represents University of Michigan Athletics, adds the Alumni Association and its programs that engage students and nearly 700,000 alums.
Under the partnership, Michigan Sports Properties, Learfield’s local team of corporate partnership experts, will work directly with the Alumni Association to create and manage turnkey sponsorship and advertising solutions across a portfolio of programs, events, communications platforms, and marketing initiatives. Revenue generated through these efforts will help fund the Alumni Association’s mission to engage and serve the global Michigan alumni family.
“The Alumni Association is excited to partner with Learfield to enhance sponsorship and advertising opportunities,” said Ayanna McConnell, president and CEO of the Alumni Association of the University of Michigan. “Our collaboration with Learfield brings their world-class sponsorship expertise to our organization, unlocking new resources that will directly empower our work to engage alumni.”
Learfield brings a wealth of experience in building and managing university partnerships, including a long-standing relationship with University of Michigan Athletics. This new agreement marks an important extension of their proven approach to marketing, revenue generation, and strategic brand partnerships within the Michigan community.
“This is an exciting opportunity to expand the reach of our brand partners to another segment of the University of Michigan ecosystem and enhance our engagement efforts with almost 700,000 alumni in collaboration with the Alumni Association,” said Jennifer Cadicamo, vice president and general manager of Michigan Sports Properties.
The Alumni Association will leverage Learfield’s expertise to unlock nationwide opportunities for brands seeking to connect with U-M alumni—including exclusive event sponsorships, digital and print advertising, and customized partner activations. As a trusted leader in collegiate sponsorship, Learfield currently represents more than 1,200 collegiate properties across the nation and partners with some of the world’s leading brands.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.
About the Alumni Association of the University of Michigan
Founded in 1897, the Alumni Association of the University of Michigan is an alumni-led nonprofit organization that enriches the University of Michigan’s impact by serving as an independent gateway for alums of all identities, backgrounds, and experiences — across the globe and in our neighborhoods — in order to create and deepen belonging to the Michigan family, the Leaders and Best.
