Georgia athletics taps Learfield Impact for NIL partnership

Staff Reports

Athens, GA– The University of Georgia Athletic Association and Learfield have launched a transformative strategic Name, Image and Likeness (NIL) partnership designed to unlock new revenue-generating opportunities for UGA student-athletes amid the evolving landscape of college athletics. This cutting-edge collaboration will function independently from the University as a comprehensive marketing and NIL agency, leveraging Learfield Impact NIL services to provide student-athletes with unprecedented tools to build their personal brands, connect with sponsors, and earn income beyond traditional revenue-sharing models.

Through Learfield’s resources and Georgia Bulldogs Sports Marketing, the exclusive multimedia rights holder for UGA Athletics, this partnership provides a fully integrated, athlete-first NIL ecosystem with brand partners that empowers student-athletes while elevating the Georgia brand on a national scale.

“This partnership is a testament to our commitment to broad-based excellence and innovation,” said Josh Brooks, UGA Director of Athletics. “Our student-athletes are already among the most competitive in the country. Now, they’ll have the infrastructure and support to maximize their NIL potential while strengthening their connection with the Bulldog Nation and beyond.”

“With the new era of college athletics and on the heels of the House settlement, the importance of creating real NIL opportunities has never been greater. This new alliance between Learfield Impact and Georgia optimizes NIL dealmaking while enhancing the Bulldog student-athlete experience,” said Solly Fulp Executive Vice President, NIL Growth & Development at Learfield. “By consolidating all NIL efforts, we’re establishing a full-service partnership  that makes it easier for brands to engage, for fans to support, and for student-athletes to maximize their potential through impactful storytelling and strategic marketing campaigns.”

In 2024, Georgia Football led the nation in viewership, averaging 8.6 million viewers per game—more than any other college team, according to Nielsen. The new NIL initiative is set to amplify that momentum by strategically aligning content creation, brand sponsorships, and long-term partnerships, ensuring both visibility and impact for UGA student-athletes.

This new partnership builds on the foundation laid by Classic City Collective, whose early work helped shape Georgia’s NIL landscape. We are grateful for their pioneering efforts and proud to carry that vision forward at an even greater scale.

Together, UGA Athletics and Learfield Impact are redefining what’s possible for student-athletes—offering them the tools, access, and support they need to thrive in college sports’ new era.