Texas A&M Signs $515 Million Multimedia Deal, Earmarks Some For NIL

Texas A&M signed a $515 million multimedia rights contract with PlayFly, the largest known deal of its kind. A portion of the revenue is to be reserved for athlete NIL opportunities.

Billy Liucci, co-owner of fan site TexasAgs.com, broke the news of the 15-year deal on X last week.

Billy Liucci on X: “BREAKING: Per sources, Texas A&M set to announce a game-changing agreement in the multi-media rights space, inking a 15-year, $515-million, fully-guaranteed deal with Playfly Sports. A&M jumps from $18mm to $34mm annually, thanks to the largest such deal in college athletics.” / X

The Aggies will see an 89% increase in annual money from multimedia rights, from $18 million to $34 million. The school’s current currently works with Learfield for multimedia rights.

Specifics of what is and isn’t included in this contract are not public. In general, however, the majority of multimedia rights valuation in college athletics comes from signage in venues and intellectual property such as logos. Other sources include hospitality, radio, and social media.

An unspecified proportion of this money is reserved specifically for athlete NIL opportunities. This decision marks a continuation in a trend of the NCAA’s most lucrative universities expanding economic opportunities for athletes as the House settlement closes. Recently, Texas A&M’s in-state rival Texas announced nearly 200 new athletic scholarships, including 100% full rides for its swim and dive teams.

PlayFly Sports is a sports media, marketing, and technology company founded in 2020. It currently works with Power Four universities such as Penn State, LSU, and Auburn. It also has contracts with the ACC and Big East conferences. Company president Christy Hedgepeth looks to tap into new revenue-generating methods with the Aggies.

“It requires a willingness to consider revenue opportunities that may not have been on the table in the past, and it requires thinking differently,” Hedgeworth said about exploring new capitalization opportunities with Texas A&M’s teams and facilities.

Texas A&M already ranks among the top 10 schools in the nation in athletic department revenue. Its venues have been used for concerts and international soccer games. It sits in the middle of the Texas Triangle, one of the biggest economic regions in the country.

The deal is set to go into effect in July 2026 when Texas A&M’s current contract expires.