NEW YORK—Columbia University Athletics announced on Wednesday that the joint venture between IMG and JMI Sports will become its new official athletics multimedia rights partner. Commencing on July 1, 2017, the newly formed Lions Sports Marketing agency will combine JMI Sports' boutique operating experience with IMG's unmatched national sales operation to provide Columbia Athletics a superior sales and services platform.

“We are thrilled to be partnering with JMI Sports and IMG,” Campbell Family Director of Intercollegiate Athletics & Physical Education Peter Pilling said. “The power of getting the best from both organizations was very compelling and we are convinced this partnership is the best outcome for Columbia Athletics as we promote our brand in New York City, nationally and internationally. This agreement is a great opportunity for everyone involved. Our corporate partners will gain valuable exposure to the Columbia community and New York City, while simultaneously creating and providing for an even greater experience for our student-athletes.”

Lions Sports Marketing will endeavor to maximize the value of Columbia's marketing assets, while developing valuable relationships with sponsors, fans, alumni and students. The exclusive commercial rights covered by the agreement include corporate sponsorships and advertising, radio and television broadcasts, coaches' shows and endorsements, website and social media, game programs and publications, in-game production and hospitality, venue signage, special events, and innovative activations.

“We are excited to launch this partnership with Columbia Athletics,” JMI Sports CEO Erik Judson said. “The position of this prestigious University in the Ivy League and in the New York market offers a terrific platform to secure long-term partnerships with elite brands that wish to align with the fans and distinguished alumni of Columbia Athletics.”

“Our team will work collaboratively with Athletics' leadership to create unique and meaningful partnerships for local and national brands,” IMG College President Tim Pernetti said. “We look forward to providing Columbia with solutions to help maximize the reach of Lion Athletics.”

In December, 2015, JMI Sports and IMG merged to form a joint venture with focus on collegiate sports marketing. For more information on the joint venture, click here or here.

The only NCAA Division I sports program in Manhattan, Columbia Athletics offers a unique experience for its 700-plus student-athletes competing in 31 varsity sports. #OnlyHere at Columbia can a student-athlete experience an Ivy League education, compete on the largest stage and under the brightest lights for conference and national championships, engage in the most diverse and international-centric university in America and take advantage of the cultural and career opportunities that the greatest city in the world has to offer. In over 150 years of intercollegiate athletics competition, Columbia teams have won 33 national team championships, appeared in 201 NCAA Championship events and captured 109 Ivy League team championships. Columbia individual student-athletes have captured 57 national titles, 301 Ivy League championships, earned 282 all-time First Team All-America awards and received 23 NCAA Postgraduate scholarships.

Each year, Columbia Athletics hosts more than 150 athletic events as its student-athletes compete in more than 600 annual contests around the nation. On the recreational side, over one million visitors utilize Columbia University's Dodge Fitness Center each year. To learn more about Columbia Athletics, visit

“Through this partnership we expect to dramatically increase the depth and breadth of our relationships with sponsors,” Pilling said. “We see a tremendously bright and evolving future with all of our corporate partnerships and have high expectations for Lions Sports Marketing.”


One of the America's most diverse universities and consistently ranked among the nation's finest academic institutions, Columbia University in the City of New York is internationally recognized as a leader of innovation, entrepreneurial spirit, intellect and influence. Boasting an endowment of $9.639 billion which generates $1 billion in annual research, Columbia University serves over 27,000 students, including 6,000-plus undergraduates, employs nearly 17,000 faculty and staff and boasts over 320,000 alumni living in over 190 countries. With its six percent admissions rate, Columbia ranks as the second most selective institution in the United States. Its graduates include five founding fathers, four United States Presidents, 34 total Presidents and Prime Ministers, 20 living billionaires, nine Supreme Court Justices, 29 Academy Award winners, 82 Nobel Peace Prize winners and 90-plus Pulitzer Prize winners. To learn more about Columbia University, visit


JMI Sports is a full-service collegiate marketing firm providing the highest quality management of athletics multimedia rights and breaking new ground in the creation of Total Campus Marketing programs, maximizing the economic potential of universities. Clients include Clemson University, University of Kentucky, University of Pennsylvania, University of Georgia (with IMG College) and the Ivy League. JMI Sports is also a highly regarded project manager for the development of collegiate and professional sports facilities. JMI Sports was founded in 2006 by CEO Erik Judson, and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, visit


IMG is a global leader in sports, events, media and fashion, operating in more than 25 countries. The company represents and manages some of the world's greatest sports figures and fashion icons; stages thousands of live events and branded entertainment experiences annually; and is the world's largest independent producer and distributor of sports media. IMG also specializes in sports training; league development; and marketing, media and licensing for brands, sports organizations and collegiate institutions.