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INDIANAPOLIS, IN (March 7, 2025) – Butler University Athletics and Playfly Sports, the leading revenue maximizer of the sports industry, today announced that it has entered a 10-year multimedia rights (MMR) partnership, beginning in July 2025. This agreement will drive new revenue opportunities, enhance brand visibility, and provide critical resources across Butler’s athletic programs.
Playfly will play a key role in expanding Butler’s reach and impact. The partnership will introduce new sponsorship opportunities, cutting-edge digital and broadcast strategies, and enhanced fan experiences aimed at growing Butler Athletics’ presence in the ever-evolving collegiate sports landscape.
“This partnership with Playfly Sports will allow us to aggressively invest in the areas that matter most— recruiting, student-athlete development, facilities, and fan engagement—while also highlighting the Butler brand at a national level,” said Grant Leiendecker, Butler Vice President and Director of Athletics. “We have a vision for sustained excellence, and Playfly’s expertise will help us bring that vision to life. I would like to thank LEONA for their assistance in brokering this partnership, one that will be truly impactful for the future of Butler Athletics.”
Butler Athletics is focused on building upon the department’s winning culture, maximizing resources, and positioning Butler as a top-tier destination for student-athletes.
“Butler is a revered college athletics brand with a rich tradition of success, a passionate community, and a home in one of the most vibrant sports markets in the country,” said Christy Hedgpeth, President of Playfly Sports Properties. “As a member of the BIG EAST Conference, one of the nation’s premier conferences, Butler embodies the innovative mindset and competitive spirit that energize us. Our proven track record of transformational growth aligns with Butler’s goals, and we’re excited to collaborate with Grant and his team to help achieve those goals.”
In addition to Butler, Playfly is a long-time partner of the BIG EAST since 2015 as well as BIG EAST member school Villanova since 2016.
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ABOUT BUTLER ATHLETICS
Butler University, located in Indianapolis, Ind., participates in intercollegiate athletics at the NCAA Division I level. Nineteen of Butler’s 20 teams compete in the BIG EAST, while the football program is a member of the Pioneer Football League. The Bulldogs have a long history of athletic success, including back-to-back trips to the NCAA Division I Men’s Basketball National Championship Game in 2010 and 2011, and the University is home to one of the nation’s great intercollegiate basketball facilities, Hinkle Fieldhouse. For more information about Butler Athletics, visit www.ButlerSports.com.
ABOUT PLAYFLY SPORTS
Playfly Sports, the sports industry’s leading revenue maximization company drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. The company uses its comprehensive and proprietary fan engagement platform to help its partners reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship and experiential for each of its partners by utilizing its own proprietary data, technology and storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place To Work In Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com.
