NEW YORK, NY (July 31, 2025) – The BIG EAST Conference and Playfly Sports, the sports industry’s leading revenue maximization company, today announced the extension of their multimedia rights agreement through 2031, continuing a longstanding partnership that has driven impressive sponsorship growth and fan engagement opportunities.
In partnership with Playfly Sports, the BIG EAST has seen its sponsorship revenue grow by over 165% over the past four years. The extended agreement solidifies Playfly Sports’ commitment to enhancing the conference’s brand and commercial success while fostering meaningful partnerships with top-tier sponsors.
“The BIG EAST Conference is proud to extend our partnership with Playfly Sports, whose acumen, innovation, and leadership have allowed us to generate unprecedented revenue growth while deepening engagement with our fans,” said BIG EAST Commissioner Val Ackerman. “With the expansion of our commercial partnerships and the continued success of marquee events like our conference basketball tournaments at Madison Square Garden and Mohegan Sun Arena, we’re excited for what the future holds and look forward to building on this exceptional foundation.”
“The BIG EAST Conference has a storied tradition of excellence, and we are thrilled to extend our partnership and continue elevating its brand,” said Christy Hedgpeth, President of Playfly Sports Properties. “The incredible growth we’ve achieved together is a testament to the value of this conference, its passionate fanbase, and the strategic vision we share.”
The partnership has played a pivotal role in securing and maintaining long-standing sponsorships with iconic brands such as Jeep ®, the “Presenting Sponsor” of the BIG EAST Conference for the past nine years, as well as Keurig Dr Pepper and Gatorade. Six new sponsors joined the BIG EAST roster in the 2024-25 season, and the conference expects to expand its commercial reach in upcoming seasons.
As part of the extended multi-media rights partnership, Playfly Sports will continue to activate the BIG EAST Road Trip, further reinforcing the BIG EAST’s commitment to fan engagement. Launched in 2024, the tour has brought unique on-campus pre-game experiences to all 11 member schools, culminating at the conference’s men’s and women’s basketball tournaments at Madison Square Garden and Mohegan Sun Arena, respectively. The tour is anchored by a 26-foot Peterbilt truck and features two hours of entertainment and activities at each stop, including free throw challenges, spirit squad and mascot appearances, photo opportunities with the BIG EAST championship trophy, and school-specific activations tailored to each campus. The activities are open to students, alumni, and fans, enhancing the gameday atmosphere.
The BIG EAST was represented by Dan Gale and Brett Jones of Leona Marketing Group in the negotiation.
ABOUT PLAYFLY SPORTS
Playfly Sports, the sports industry’s leading revenue maximization company drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. The company uses its comprehensive and proprietary fan engagement platform to help its partners reach and engage over 85% of all U.S sports fans. Playfly Sports builds and implements custom strategies across media, sponsorship and experiential for each of its partners by utilizing its own proprietary data, technology and storytelling. Playfly Sports operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place To Work In Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com.
ABOUT BIG EAST CONFERENCE
The BIG EAST Conference is an association of 11 nationally prominent colleges and universities that foster healthy athletic competition, community service and the pursuit of excellence in academic environments. The BIG EAST-sponsored athletic programs of our institutions provide national-caliber participation opportunities for more than 3,800 student-athletes on over 200 men’s and women’s teams in 22 sports. Established in 1979 and headquartered in New York City, the BIG EAST’s members are located in eight of the country’s top 36 largest media markets and include Butler University, University of Connecticut, Creighton University, DePaul University, Georgetown University, Marquette University, Providence College, St. John’s University, Seton Hall University, Villanova University and Xavier University. For more information, visit www.bigeast.com.
