Army West Point Athletics
Army West Point Athletics and Learfield Commit to 10-Year Renewal of Multimedia Rights Partnership
November 05, 2025 | General
WEST POINT, N.Y. (Nov. 5, 2025) – Army West Point Athletics and Learfield announced today a 10-year partnership renewal, maintaining the national leader in revenue generation and fan engagement's role as the United States Military Academy's exclusive athletics multimedia rights holder through the locally-based Army West Point Sports Properties team.
In the new era of college athletics, Learfield's industry-leading expertise will continue to enhance Army Athletics' revenue generation and fan engagement efforts through the 2035-36 season with emerging assets to drive incremental revenue growth through powerful brand partnerships.
"Army West Point is the most important brand in the nation – defined by what we represent and the exceptional leaders this institution produces," said Army West Point Director of Athletics, Tom Theodorakis. "We're thrilled to continue our long-standing partnership with Learfield, the true leader in collegiate athletics innovation. This renewed partnership reflects a deep investment in the future of Army West Point Athletics – strengthening our connection with fans and providing the tools and insights to grow revenue and engage our community more deeply. We're grateful to everyone who contributed to this process, including LEONA, whose guidance as a trusted advisor was invaluable."
Additional revenue growth opportunities have also been unlocked through facility improvements at Michie Stadium that have further developed the ability to bring sponsors into the home of Black Knights Football through new in-venue LED signage, enhancing the gameday experience and the connection between Army fans and brand partners.
Learfield's advanced revenue generation strategies and solutions are powered by enhanced data from Fanbase, the largest proprietary fan database in college athletics. Fanbase provides Army West Point Athletics, Army West Point Sports Properties, and brand partners with demographic, geographic, and brand affinity information to build fan profiles and invaluable insights on the Black Knights fanbase. Utilizing the extensive fan data at its disposal, Army will activate targeted digital campaigns through Fan365, Learfield's programmatic digital marketing solution, to connect brands with fans 365 days a year.
"It's an absolute privilege and honor to continue our longstanding partnership with Army, one of the most storied institutions and athletic departments in the nation," said Andrew Wheeler, Executive Vice President of Sports Properties at Learfield. "Army West Point cadets, cadet athletes, graduates and leadership represent the best of our country and we look forward to helping them create new revenue opportunities in support of their push for athletics excellence."
Army continues to harness Learfield's integrated enterprise solutions, combining the flagship multimedia rights division with Learfield's licensed merchandise agency, CLC, ticketing, fundraising and marketing services provider, Paciolan, digital solutions provider, SIDEARM Sports, and in-venue seating solutions provider, Learfield Amplify.
Army and Learfield have enjoyed a successful partnership since 2005 and are now extending the relationship with SIDEARM Sports as well by committing to a coterminous extension through 2035-36. This fall Army became one of the first athletic departments in the nation to adopt SIDEARM's new look mobile app, which includes enhanced features such as the refreshed dynamic homepage, Game Center and Stadium HQ.
Through CLC, Army has leveraged the EA Sports College Football 25 video game and experiential retail opportunities like the award-winning pop-up shop prior to the annual Army-Navy game to drive the largest royalty collection in school history during the 2024-25 season. Paciolan has also recently delivered on multiple sellouts, including five regular season football contests in the last two years, the 2024 AAC Football Championship game, and an early sellout of the upcoming Veterans Day men's basketball game against Duke.
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
In the new era of college athletics, Learfield's industry-leading expertise will continue to enhance Army Athletics' revenue generation and fan engagement efforts through the 2035-36 season with emerging assets to drive incremental revenue growth through powerful brand partnerships.
"Army West Point is the most important brand in the nation – defined by what we represent and the exceptional leaders this institution produces," said Army West Point Director of Athletics, Tom Theodorakis. "We're thrilled to continue our long-standing partnership with Learfield, the true leader in collegiate athletics innovation. This renewed partnership reflects a deep investment in the future of Army West Point Athletics – strengthening our connection with fans and providing the tools and insights to grow revenue and engage our community more deeply. We're grateful to everyone who contributed to this process, including LEONA, whose guidance as a trusted advisor was invaluable."
Additional revenue growth opportunities have also been unlocked through facility improvements at Michie Stadium that have further developed the ability to bring sponsors into the home of Black Knights Football through new in-venue LED signage, enhancing the gameday experience and the connection between Army fans and brand partners.
Learfield's advanced revenue generation strategies and solutions are powered by enhanced data from Fanbase, the largest proprietary fan database in college athletics. Fanbase provides Army West Point Athletics, Army West Point Sports Properties, and brand partners with demographic, geographic, and brand affinity information to build fan profiles and invaluable insights on the Black Knights fanbase. Utilizing the extensive fan data at its disposal, Army will activate targeted digital campaigns through Fan365, Learfield's programmatic digital marketing solution, to connect brands with fans 365 days a year.
"It's an absolute privilege and honor to continue our longstanding partnership with Army, one of the most storied institutions and athletic departments in the nation," said Andrew Wheeler, Executive Vice President of Sports Properties at Learfield. "Army West Point cadets, cadet athletes, graduates and leadership represent the best of our country and we look forward to helping them create new revenue opportunities in support of their push for athletics excellence."
Army continues to harness Learfield's integrated enterprise solutions, combining the flagship multimedia rights division with Learfield's licensed merchandise agency, CLC, ticketing, fundraising and marketing services provider, Paciolan, digital solutions provider, SIDEARM Sports, and in-venue seating solutions provider, Learfield Amplify.
Army and Learfield have enjoyed a successful partnership since 2005 and are now extending the relationship with SIDEARM Sports as well by committing to a coterminous extension through 2035-36. This fall Army became one of the first athletic departments in the nation to adopt SIDEARM's new look mobile app, which includes enhanced features such as the refreshed dynamic homepage, Game Center and Stadium HQ.
Through CLC, Army has leveraged the EA Sports College Football 25 video game and experiential retail opportunities like the award-winning pop-up shop prior to the annual Army-Navy game to drive the largest royalty collection in school history during the 2024-25 season. Paciolan has also recently delivered on multiple sellouts, including five regular season football contests in the last two years, the 2024 AAC Football Championship game, and an early sellout of the upcoming Veterans Day men's basketball game against Duke.
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
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