TCU is preparing to unveil a new video board in the south end zone at Amon G. Carter Stadium, the school said in a release announcing the extension of its long-term agreement with Learfield.

Learfield, a college sports marketing company, has worked with TCU for 20 years, and athletic director Mike Buddie praised the company for how it has helped the Horned Frogs.

“Our relationship with Learfield is a true partnership,” Buddie said. “As the landscape of college athletics continues to evolve, Learfield and our local Horned Frog Sports Properties team have shifted with it, always keeping TCU’s success at the forefront. That shared commitment is what makes this collaboration thrive, and we look forward to continued growth together.”

Learfield focuses on maximizing sponsorships and creating name, image and likeness opportunities for athletes. The company will add to its on-campus staff and work with digital advertisers to generate revenue for the program.

Cole Gahagan, the president and CEO of Learfield, echoed Buddie’s comments, praising the partnership between the two companies.

“For decades, TCU has demonstrated that success across athletics translates to success across the campus, and that unyielding commitment to excellence now extends to financial success for Horned Frog athletes,” he said. “Likewise, Learfield has spent the last five years perfecting the college athletics commercial model of the future, maximizing revenues for school partners, and maximizing brand and licensing partnerships for our student athletes as well. The combination of these two missions is incredibly powerful, and the future is bright for TCU athletes, alums and fans.”

Lawrence Dow

Fort Worth Star-Telegram

Lawrence Dow is a digital sports reporter from Philadelphia. He graduated with a master’s degree in journalism from USC. He’s passionate about movies and is always looking for a great book. He covers the Texas Rangers and other sports.