NCAA Signs Sponsorship Sales Deal With Playfly Sports to Expand Local Revenue

The National Collegiate Athletic Association (NCAA) has partnered with Playfly Sports through a new sponsorship sales agreement designed to increase commercial revenue for member schools beyond existing national partnerships. Playfly Sports will manage local sponsorship packages for NCAA championships—excluding Division I men’s basketball—targeted at a diverse set of stakeholders across college athletics.

NCAA Sponsorship Deal With Playfly Sports: Key Details

NCAA announced on August 20, 2026, that Playfly Sports is now officially responsible for selling local sponsorship packages for select NCAA events. These arrangements are specifically focused on student-athletes, coaches, athletics directors, administrators, and the broader college athletics landscape. The locally sold sponsorships will be distinctly separate from the NCAA Corporate Champions and Partners Program, which continues to be managed exclusively by CBS Sports and TNT Sports.

Playfly’s remit includes:

• Selling sponsorships limited to the championship’s market area (DMA), not national deals
• Excluding Division I men’s basketball from all Playfly-activated local sponsorship initiatives
• Hiring dedicated staff to coordinate closely with the NCAA and ensure no conflicts with current national partnerships

"We worked with the Playfly team on asset valuation in 2024 and were impressed by their dedication and results," said NCAA President Charlie Baker. "Playfly’s network of resources and relationships will provide benefits that could positively impact every school across our organization, provide added visibility to NCAA programs, and make us better and stronger amid the evolving landscape of college athletics."

How Playfly Sports’ Partnership Supports NCAA Revenue Growth

Playfly Sports has been tasked with identifying and activating new income channels for NCAA championships, outside of the national scope handled by CBS Sports and TNT Sports. The NCAA’s stated aim is to expand its brand footprint, increase revenue for its membership, and bolster funding for student-athlete and related programs amid ongoing changes in the college sports industry.

Christy Hedgpeth, president of Playfly Sports Properties, outlined their approach:

"The NCAA is simultaneously entrenched with colleges on the local and national level, providing a unique opportunity to drive new sources of income. As they seek to move the organization toward a stronger focus on revenue generation, there is no better team to support their growth than Playfly."

The deal positions Playfly staff to collaborate directly alongside NCAA teams, aiming to deliver innovation in sponsorship packaging and activation.

What’s Excluded: National Partnerships and Men’s Division I Basketball

The underlying rights for NCAA Corporate Champions and Partners Program remain with CBS Sports and TNT Sports, who continue to oversee all national-level sponsorship deals, including those involving Division I men’s basketball. Playfly’s role is strictly limited to local sponsorship agreements that are differentiated from these national assets, ensuring compliance with existing contractual relationships and protection for flagship NCAA events.

Strategic Impact Across NCAA Membership

The NCAA believes the agreement with Playfly offers a new route to revenue for schools and programs not previously able to leverage local event sponsorships without risking overlap with established partner commitments. Potential benefits for stakeholders include broader brand exposure, additional funding for student-athlete programs, and increased commercial flexibility at the market level. The focus aligns with ongoing industry pressures to diversify revenue as collegiate sports confront new financial and regulatory realities.

Implications for Sponsorship Vendors and the Wider Sports Market

Vendors and brands not affiliated with the NCAA’s national partnership program now have a channel to engage at the local level. While Playfly’s agreement does not cover all NCAA events, its scope across non–Division I men’s basketball championships could result in a notable shift in sponsorship activation strategies for local marketers and relevant sports industry suppliers.