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Bain Capital's Private Credit Group has provided a $250 million senior credit facility to Playfly Sports, a sports industry revenue maximisation company owned by Access Holdings. Bain Capital acted as lead lender and administrative agent for the financing, which will support Playfly's continued expansion. Playfly Sports works with over 2,000 brands, 100 professional teams, and 65 college athletic departments, helping partners navigate the evolving sports landscape through media, sponsorship, and technology services. The company's platform reaches over 85% of US sports fans. Brad Charchut, partner at Bain Capital Credit, said the firm was pleased to deepen its relationship with Access Holdings through this investment. Bain Capital Credit's Private Credit Group manages approximately $24 billion in capital.

WTAMU Athletics welcomes Playfly Sports leadership team. CANYON, Texas - West Texas A&M Athletics has completed the staffing of its Playfly Sports team with the additions of David Kirk (center), Eddie Delgado (right) and Zac Ballard (left). The group will lead ticket sales, ticket operations and corporate partnership initiatives across all sports. As part of the partnership, Playfly Sports has named David Kirk as General Manager for WTAMU Athletics. Kirk will lead ticketing and corporate partnership initiatives while working closely with the department to enhance revenue generation, strengthen community partnerships and elevate the fan experience. A Texas native, Kirk brings extensive experience in corporate partnerships, sponsorship sales, ticketing and revenue generation. Most recently, he served as Director of Partnership Sales at Wichita State University and previously held the role of Associate Athletic Director for Sponsorship and Ticket Sales at Tarleton State University. Joining Kirk on the Playfly Sports team at WTAMU are Eddie Delgado and Zac Ballard. Delgado will serve as Assistant General Manager, focusing on ticket sales and sponsorship development. A Texas native and graduate of both The University of Texas at El Paso and Sam Houston State University, Delgado returns to collegiate athletics after several years in the logistics industry. He is passionate about building community relationships, creating meaningful partnerships and enhancing the overall fan experience. Ballard joins the team as Assistant Manager of Ticket Operations. A graduate of Southeastern Louisiana University, Ballard brings experience in ticketing, fan engagement and event operations, including recent work with FIFA as a ticketing specialist. He will oversee the day-to-day management of ticket operations while helping deliver exceptional service to Buff Nation. "We are extremely excited to be Playfly's first DII property in the country," said Doug Lipinski, Vice President of Athletics. "I am looking forward to growing this partnership as we build upon the great foundation of corporate and fan support. It is now time to activate Buff Nation as we continue to elevate our brand and create new revenue sources to compete consistently at the national level." Together, WTAMU Athletics and Playfly Sports are committed to enhancing the fan experience, strengthening community partnerships and maximizing revenue opportunities in support of West Texas A&M Athletics and its more than 450 student-athletes.

NCAA taps Playfly to lead local event sponsorship sales. Playfly Sports will sell locally focused sponsorship packages concerning NCAA events' host areas. US college sports' NCAA governing body has struck a wide-ranging new agreement with the sports media and marketing technology firm Playfly Sports, which has now become a sponsorship sales agent for the organization. Going forward, Playfly Sports will sell locally focused sponsorship packages concerning NCAA events' host areas. This will include events such as the NCAA Women's National Basketball Championship Final Four, or the baseball College World Series National Championship. But this will exclude the Division I men's basketball "March Madness" Final Four, the sponsorship sales rights for which are managed by the CBS Sports and TNT Sports broadcasters. Inventory on sale will center on student-athletes, coaches, athletics directors, administrators, and the broader college athletics membership inventory, meaning that there is potential for name, image, and likeness (NIL) money for athletes through the agreement Perhaps crucially, this inventory will not clash with sponsorship inventory already sold as part of the NCAA's Corporate Champions and Partners Program (which is what the Division I men's basketball Final Four falls under). To this end, Playfly will hire dedicated staff members to manage local commercial revenue growth around championships. Speaking on the announcement, NCAA president Charlie Baker commented: "Sports Media Africa worked with the Playfly team on asset valuation in 2024 and were impressed by their dedication and results. "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." Playfly Sports Properties president Christy Hedgpeth added: "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." Playfly, for its part, already has experience in this sector. Back in December 2025, the firm was tapped by the Pac-12 college football conference to "build a centralized revenue engine powered by data, valuation expertise, and scalable brand integrations." Give your business an edge with its leading industry insights.