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OU athletics announces extension with Learfield, plans for NIL center

OU is doubling down on NIL.

The Sooners’ athletics department announced Tuesday it has extended its partnership with Learfield, a deal highlighted by plans to build the Sooner Evolution Center, a new on-campus facility dedicated to helping student-athletes capitalize on NIL opportunities.

The center will serve as a hub for NIL strategy, content creation, brand development and athlete education. According to OU, the facility will include office and meeting space, educational resources, podcast studios and video production facilities operated by Sooners Sports Productions.

“This investment strengthens our ability to help student-athletes develop their personal brands, connect with meaningful opportunities and maximize their potential,” athletic director Roger Denny said in a statement.

Learfield deployed a similar program with Alabama’s Advantage Center, which it rolled out as part of its 2023 extension with the Crimson Tide.

Sooners officials said they plan to add personnel focused on NIL dealmaking and athlete storytelling, including expanding their content creation staff and support for 1Oklahoma, the department’s fan engagement and membership platform.

Deputy athletic director Marcus Bowman said the goal is to centralize NIL resources under one roof and position OU among the national leaders in the space.

The Sooners have already secured NIL-related partnerships with brands including Beats by Dre, Sonic, Fowler Automotive and State Farm. The athletic department said the additional staffing and infrastructure will create one of the largest NIL-focused content teams in college athletics.

The agreement also ties Learfield to several of OU’s major facility projects, including the Palace Project renovation at Gaylord Family — Oklahoma Memorial Stadium and the upcoming Rock Creek Entertainment District, which will feature a new 8,000-seat arena to replace Lloyd Noble Center as the home of Sooners basketball and women’s gymnastics.

Financial terms were not disclosed. Learfield has renewed or extended partnerships with 15 Power Four clients over the last couple of years.

Colton Sulley covers the Oklahoma Sooners for The Oklahoman. Have a story idea for Colton? He can be reached at csulley@oklahoman.com or on X/Twitter at @colton_sulley. Support Colton's work and that of other Oklahoman journalists by purchasing adigital subscription today at subscribe.oklahoman.com.

This article originally appeared on Oklahoman: Oklahoma athletics, Learfield extend contract, announce new NIL center

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