University of Illinois and Learfield launch partnership to drive NIL growth and sponsorship revenue

CHAMPAIGN, IL (Chambana Today) – The University of Illinois Division of Intercollegiate Athletics and Learfield announced a long-term partnership that tightly integrates sponsorship and Name, Image, and Likeness (NIL) services into a single collaborative model. The innovative agreement extends Illinois’ 12-year relationship with Learfield and is designed to generate unprecedented revenue growth while expanding NIL opportunities for Illini student-athletes.

The reimagined model embeds Learfield’s staff directly within the Illinois Athletics Department, forming a unified commercial strategy team under the leadership of Tom Moreland, Illinois’ Chief Commercial Officer. The partnership includes a dedicated NIL development staff, content creators, and access to Learfield’s proprietary Compass NIL platform, providing student-athletes with expanded dealmaking.

“This is the perfect opportunity for us to reimagine our business,” said Josh Whitman, Illinois Director of Athletics. “This model gives us the momentum and expertise from Learfield to drive results and position our student-athletes for success.”

Illinois Athletics will continue to utilize Learfield’s enterprise-wide platforms such as Fanbase — the largest data platform in college sports — along with digital marketing tools like Fan365 and services from affiliates including CLC, Paciolan, and SIDEARM Sports. These platforms provide data-driven fan insights and sponsor activation opportunities, fueling both engagement and revenue.

“Our partnership with Illinois reflects a new, integrated model for college sports,” said Kim Damron, President of Sports Properties at Learfield. “We’re proud to work side-by-side with the Illinois team to deliver next-level results in NIL and sponsorship.”

With the sixth-largest population base in the U.S., Illinois aims to leverage this new partnership to attract top-tier corporate sponsors, deepen fan relationships, and strengthen its NIL ecosystem—marking a transformative step forward in the rapidly evolving landscape of college athletics.