Professional Rodeo Cowboys Association (PRCA) and Learfield announce PRORODEO Partnerships. The Professional Rodeo Cowboys Association (PRCA) and Learfield recently announced the launch of PRORODEO Partnerships, a new commercial platform that names Learfield the exclusive manager of sponsorship sales and multimedia rights for the PRCA. The partnership is designed to accelerate revenue growth and create new opportunities for brands to engage with fans through professional rodeo, leveraging Learfield's dedicated local team and nationwide corporate sales network. Through this new agreement, Learfield will connect brands with western lifestyle audiences through integrated programs including in-venue experiences, digital content, and authentic storytelling. "Learfield's experience building comprehensive commercial strategies for premier sports properties, including rodeo, makes them an ideal partner as we continue to grow our footprint, enhance fan engagement, and create meaningful value for sponsors," said Tom Glause, Chief Executive Officer of the PRCA. "Together, we will expand opportunities for brands to connect with our athletes, events, and passionate fan base." The partnership brings Learfield's proven expertise in sports property management, sponsorship sales, brand activation and content monetization to the oldest and largest professional rodeo organization in the world. Founded in 1936, the PRCA sanctions more than 700 rodeos annually and serves as the governing authority for professional rodeo competition across North America. The organization currently serves more than 6,500 members and reaches more than 40 million fans through live events, broadcast, digital, social and streaming platforms. "Learfield's extensive network of corporate partners gives us a unique ability to introduce professional rodeo to brands at a scale no one else in sports can match," said Andrew Wheeler, executive vice president of Learfield Sports Properties. "Many of our partners will be exploring opportunities in rodeo for the first time, and we're excited to help them connect with the sport's passionate fan base through authentic experiences, compelling content and integrated marketing programs that drive results for both brands and the PRCA." Through the new relationship, Learfield will manage sponsorship inventory and brand integration opportunities across the PRCA's annual competition calendar, including arena signage, entitlement partnerships, official designations, broadcast integrations, hospitality programs, on-site activations, sampling opportunities and digital engagement campaigns.

Jayson Swain named new Vol Network football analyst for 2026 season. Tennessee Athletics and Learfield announced on July 30 that Jayson Swain has been appointed as the Vol Network's new football gameday booth analyst, joining Mike Keith, known as the "Voice of the Vols." The announcement was made during an in-person appearance by Keith on WNML 99.1 FM The Sports Animal's "Josh and Swain" show, where Swain, a former University of Tennessee wide receiver, received the news. "I think back to the moment that I decided to be a Tennessee Volunteer," Swain said. "It was the second week of December 2002. They tell you it's a 40-year decision and not a four-year decision, and they did not lie. That decision changed my life forever for the good. There's nothing I love more than my family and the University of Tennessee." Swain added, "I am extremely honored to be the color analyst for the place I love, and I look forward to sharing that passion on the air with Vol Nation on gamedays in the booth next to Mike. We had a lot of fun last year, and I can't wait for the season ahead." Swain will join Keith along with sideline reporter Brent Hubbs and game day host Larry Stone during coverage of Tennessee's 2026 football season. The network's 78th season begins at 1 p.m. ET on September 5 ahead of Tennessee's opener against Furman at Neyland Stadium at 3:30 p.m., with broadcasts available through over seventy stations or via the Tennessee Athletics app. Brandon Parks, Vice President and General Manager of Vol Network, said, "The Vol Network has always been at its best when it connects generations of Tennessee fans through the voices of those who understand what it means to wear the orange. Jayson embodies that tradition. His experience as a player, broadcaster, and VFL makes him an outstanding choice to help tell the story of Tennessee Football for years to come." Alicia Longworth, Deputy Athletics Director/Chief Marketing Officer, added: "Jayson has earned this opportunity through years of hard work, preparation and a genuine passion for Tennessee Athletics... We're excited to have him alongside Mike Keith as the next chapter of the Vol Network begins." Swain played wide receiver at Tennessee from 2003-06, where he served as team captain in his final year and helped win an SEC Eastern Division title in 2004. He caught 126 passes for 1,721 yards with ten touchdowns during his collegiate career before signing with the Chicago Bears; he remains eighth all-time in school receptions.

Learfield moving college sports for 2,100+ stations off satellite. July 28, 2026 Learfield, which distributes college athletic broadcasts to more than 2,100 affiliate radio stations nationwide, has partnered with Adventure 33 to build Prism, a cloud-based platform replacing the satellite distribution technology it has relied on since the 1980s. Satellite has been the backbone of the company's IMG College Audio Network distribution for four decades, and Learfield built and ran that system itself rather than relying on an outside distributor. Prism is meant to replace that infrastructure with an internet-based, cloud-hosted system, a shift the industry has broadly been making for over a decade, though usually at a smaller scale than a network the size of Learfield's. The timing lines up with a broader industry pressure point as C-band satellite spectrum is being reclaimed for 5G use, and the FCC is expected to auction off Upper C-Band spectrum within the next year, a squeeze that's pushing satellite capacity down and costs up. Implementation begins this fall across what the company describes as several key properties and networks, though Learfield didn't detail specific changes for affiliate stations on the receiving end in its announcement. Learfield Senior Director of Broadcast Technology and Engineering Ben Blevins said, "Learfield invested in the development of Prism because we saw an opportunity to modernize audio distribution at scale and build a stronger foundation for the future - much as Clyde Lear did when he embraced satellite technology 50 years ago. This partnership will deliver greater flexibility, reliability, and efficiency for our affiliates and our school partners, while setting a new standard for audio delivery across the broadcast industry." Adventure 33 Founder and President Adrian Berkovits said, "Building Prism alongside Learfield has been rooted in real trust from day one, and that's the foundation every great partnership needs. Prism represents a new blueprint for how audio moves, with impact that will reach far beyond college sports into the broadcast industry as a whole. This is the kind of shift our industry has been ready and waiting for. We're proud to build that future with Learfield as our partner." Share via: