COLLEGE STATION, Texas (KBTX) – Texas A&M athletics announced a new 15-year multimedia rights deal with Playfly Sports, according to a release from the department.

The new contract is worth $515 million over the life of the deal and is fully guaranteed, Athletic Director Trev Alberts confirmed with KBTX.

Learfield currently holds the Aggie athletic multimedia rights, which is worth $18 million per year, Alberts also confirmed.

“We are entering a new era of collegiate athletics and Texas A&M is positioned to be a strong leader,” Alberts said. “This partnership with Playfly reflects our commitment to innovation, maximizing our revenue potential, and providing new opportunities for our student-athletes, fans, and corporate partners. Our ability to find and grow, approved, fair market NIL (name, image, and likeness) deals to organically grow our cap will be critically important. With a focus on NIL, premium experiences, and strategic partnerships, we are excited about the transformative impact this collaboration will have on our programs, our university, and the entire Aggie Network.”

Playfly bills itself as a “leading revenue maximizer” and will help A&M create marketing strategies for driving commercial growth in the fields of NIL compensation, entitlements, and premium hospitality.

Currently, Playfly has power conference partnerships with Auburn, Baylor, Penn State, LSU, Michigan State, Central Florida, Maryland, Nebraska, Southern Cal, Virginia, and Virginia Tech. It also holds partnerships with the Atlantic Coast Conference, the Big East, and the PAC-12.

Copyright 2025 KBTX. All rights reserved.