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Air Force agrees to multimedia marketing deal with IMG

By: FRANK SCHWAB
May 9, 2011
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Air Force is unique in that many of its alumni and fans are spread out around the country, and even the world. The athletic department hopes its new multimedia partner will help reach more of those fans.

Air Force and IMG College, a sports marketing company, agreed to a multimedia rights partnership. The final details are being worked out, but the partnership should provide Air Force with more marketing opportunities, as well as a nice boost in revenue for the athletic department.

As part of the deal, IMG will handle negotiations for Air Force’s radio rights, will negotiate rights for coaches’ shows on television and radio, corporate sponsorships, stadium and venue signage, hospitality and game promotions. IMG will also manage the Falcons’ website, including advertising, and printing and publishing. IMG represents 37 schools in the six power conferences, and TCU and UNLV in the Mountain West, so it has national connections.  

Air Force thinks that kind of reach can help better market the school, perhaps with a radio network that extends to other parts of the country, or maybe locally with a televised football coach’s show (Troy Calhoun didn't have a weekly TV show last season). Many marketing possibilities will be explored in the upcoming years through IMG, and the Falcons are excited about the partnership.

“They’re going to help us grow the Air Force athletics brand,” Air Force associate athletic director-communications Troy Garnhart said.

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