The BIG EAST Conference and Playfly Sports announces the extension of their multimedia rights agreement through 2031, continuing a longstanding partnership that has driven 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 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,” says 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,” says 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.