Learfield names seasoned sports executive Matt Deimund as Chief Strategy Officer. Sep 22, 2026 DALLAS, Texas, (Sept. 22, 2026) - Learfield, the media and technology company powering college athletics, today named Matt Deimund as Chief Strategy Officer, returning a proven industry leader to the company as college athletics continues to undergo unprecedented transformation. In this role, Deimund will be responsible for developing and executing Learfield's enterprise strategy, identifying growth opportunities across the company's portfolio - including its investments in AI development and services - and helping drive long-term value for Learfield's college athletics and brand partners. Deimund brings more than two decades of experience spanning sports, media, technology, and consumer engagement. Most recently, Deimund served as Chief Product Officer at Dude Perfect, where he helped guide the company's product innovation and growth initiatives. Prior to that, he served as Chief Transformation Officer for Varsity Spirit, leading key operational, digital, and strategic growth programs across the organization. He previously held senior leadership roles at Learfield, where he helped lead several high-growth strategies, including developing and scaling Learfield's Fanbase platform and expanding collaboration initiatives across the Learfield portfolio, spanning media, commerce, digital, and fan engagement. "Matt is an exceptional leader with a unique combination of strategic vision, operational excellence, and deep industry expertise," said Cole Gahagan, President and CEO of Learfield. "He understands our business, our partners, and the rapidly evolving college athletics landscape. Matt brings the experience, creativity, and leadership necessary to accelerate our strategic priorities and continue to position Learfield and our partners for high growth and success." "I'm thrilled to return to Learfield at such a pivotal moment for college athletics," said Deimund. "The industry is experiencing rapid change, creating tremendous opportunities to innovate, strengthen fan connections, and create new value for our partners. Learfield is uniquely positioned to lead that transformation, and I'm excited to work alongside leadership and the entire team to help shape the future of the business." Learfield also announced that Ben Mathan has been appointed President of Digital & Technology. In this leadership role, Mathan will continue to oversee Learfield's comprehensive portfolio of technology, data, and fan engagement businesses, including Paciolan, SIDEARM Sports, EDGE, and the Fanbase data platform. Previously, Mathan served as Learfield's Chief Strategy Officer, leading enterprise strategy development and data-focused initiatives. Mathan also played a key role during the company's recent sale to TPG, which closed this past June. 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 revenue generation solutions, student-athlete marketing initiatives, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.

Michigan Stadium first in state to introduce reusable cups. September 16, 2026. Associated Press / [email protected] Fans in Michigan Stadium's suites and clubs have a new way to reduce waste on gameday this season. Michigan Athletics and Learfield Sports and Entertainment introduced reusable cups in suite and club areas at the Big House beginning Sept. 5, when the Wolverines opened the season against Western Michigan. The program replaces single-use cups with reusable cups that are collected after use, washed, and returned for future games. The initiative will continue throughout the 2026 football season and supports the University of Michigan's broader efforts to reduce waste and expand reuse across campus. The program is a partnership among Michigan Athletics and Learfield Sports and Entertainment, sponsor SOLO(R), stadium food and beverage provider Levy Restaurants, and reuse infrastructure and operations provider Bold Reuse. The program is more than a Michigan first. By bringing reuse to the largest stadium in the country, the partnership sets a new operational benchmark for collegiate athletics nationwide. The program brings reusable cups to one of the university's most visible settings and offers an opportunity to learn how to incorporate reuse into gameday operations. The Michigan Stadium program builds on the reusable cup partnership SOLO and Bold Reuse first launched in Michigan in May 2026. "Michigan Stadium is the perfect setting to showcase what's possible when innovation and sustainability come together," said Libby Rice, Sustainability Program Manager for SOLO(R) Reusables. "With more than 100,000 fans gathering on game day, this program demonstrates how reusable packaging can work at scale while helping build the infrastructure needed to create a more circular system across Michigan." Bold Reuse is the reuse infrastructure and operations provider making the program logistically possible, designing and running the collection, industrial washing, and redistribution system that keeps cups circulating throughout the season instead of going to landfill after a single use. The company has built a national track record across college sports, professional sports venues, and large-scale events. Michigan Stadium marks Bold Reuse's first large-scale venue partnership in the Detroit market and an opportunity to apply its reuse model within Michigan Stadium's suite and club operations. Bold Reuse said the partnership shows reuse programs can scale to the largest venues in college sports without added complexity for staff or guests and that Michigan Stadium should serve as a reference point for athletic departments and conferences nationwide considering reuse. Supporting venues like Michigan Stadium on their waste-reduction goals, the company said, is how the model expands beyond a single Big Ten campus to the sport at large, cutting single-use waste and creating jobs along the way. "Michigan Athletics is leading the next chapter of reuse in collegiate athletics and throughout its home state," said Heather Watkins, co-founder of Bold Reuse. "Bringing a reusable cup program to the largest stadium in the country is a significant step forward. We're proud to bring the infrastructure and expertise to make reuse part of the way things operate at the Big House, and we hope this partnership encourages more venues to see reuse as a practical, scalable part of their operations."

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.