Oct. 05--Learfield and IMG's college division have agreed to merge, creating a giant in the college-sports marketing and sponsorships. Terms were not disclosed. Comcast Corp.-funded Atairos, run by former Comcast executive Michael Angelakis, acquired Texas-based Learfield for more than $1 billion in late 2016. Learfield manages advertising and marketing for more than 100 arenas and colleges, including all teams for the Pennsylvania State University Nittany Lions, Iowa State Cyclones, and Alabama Crimson Tide. IMG represents professional athletes in contract negotiations. The firm also specializes in media and licensing for brands, sports organizations, and colleges.
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