CINCINNATI – University of Cincinnati Director of Athletics John Cunningham announced on Wednesday the creation of a new unit, Cincy Sports Partners, which will serve as the in-house sponsorship team focused on connecting our community and enhancing our university through brand partnerships.  
 
Beginning July 1, 2025, Cincinnati Athletics will bring multimedia rights representation (MMR) in-house. The Bearcats will forgo using an exclusive third party and directly sell their own sponsorships in areas such as:

• Student-athlete NIL
• Unique fan experiences
• Radio broadcasts
• Local and national commercials
• Arena and stadium signage
• Digital marketing and storytelling

"We are excited about this opportunity to bring our partners even closer to our athletics department, allowing us to tailor their commercial experience, while supporting our 450 student-athletes," Cunningham said. "Cincy Sports Partners fits a professional model that empowers us to be bold and innovative in the evolving landscape of college athletics.
 
"We are open for business at all levels, which includes creating unique opportunities for student-athlete NIL endorsements, technological advancements, student internships/Co-Ops and career development, and other benefits of being associated with the region's top university. Cincy Sports Partners will be a true revenue engine for our department." 
 
Cincinnati Athletics has undergone tremendous positive change and aims to keep its momentum going. Since 2021, UC has experienced records in enrollment (53,000+), saw its football team advance to the College Football Playoff, entered the Big 12, completed the $100 million dollar 'Day One Ready' campaign and is set to complete the state-of-the-art $134-million Indoor Practice Facility and Performance Center in 2025.  
 
Cincy Sports Partners
The new unit (aptly named Cincy Sports Partners) will report through the External Relations team, led by Deputy Director of Athletics and Chief Revenue Officer Anthony Di Fino and Deputy Director of Athletics and Chief Operating Officer John Daniel. 
 
"We have built an internal culture that demands excellence and putting forth world-class effort and execution in everything we do," Di Fino said. "Our partners must share in our vision to impact the lives of our student-athletes, and we must reciprocate that commitment to enhance and magnify their brands alongside our C-Paw. By working directly with the department, we believe in an aligned and seamless opportunity to maximize our community impact and value in the marketplace." 
 
Cincinnati Athletics will continue to engage with Learfield in select collaborative efforts, which could include Fanbase data services, Fan365 digital marketing solutions, national partnership opportunities, and integrated website and technology offerings. Details of the arrangement will be announced at a later date. 
 
Interest:
For those interested in becoming a partner of Cincinnati Athletics, please contact Anthony Di Fino at difinoaf@uc.edu. 
 
About Cincinnati Athletics:
The University of Cincinnati Department of Athletics competes at the highest level of intercollegiate athletics with the vision to reach Next Level Success for all 18 varsity teams and more than 450 student-athletes. The Bearcats have a proud athletics history, winning eight national championships and 118 conference titles. The Cincinnati men's basketball team is among the 15 winningest programs all-time, while the football team became the first non-Power Five program to compete in the College Football Playoff in 2021. Olympic gold medalist volleyball player Jordan Thompson, NBA Hall of Famer Oscar Robertson and Major League Baseball legend Sandy Koufax are among the several luminaries who have competed as Bearcats.
 
In 2023, the Bearcats entered a new era as a Power Four School when they officially joined the Big 12 Conference, positioning Cincinnati among the nation's premier athletics programs. 
 
Off the field, UC student-athletes continue to find success, as well, collectively posting a 3.41 GPA in the spring of 2024 with 76 percent earning spots on the Honor Roll. 
 
Under the leadership of Director of Athletics John Cunningham, and supported by more than 150 full-time staff members, UC Athletics' mission is to connect our community, enhance our university and impact the lives of student-athletes as they prepare to change the world on and off the field.