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Learfield Sports makes major gifts to School of Journalism and Mass Communication

July 8, 2008

Learfield Sports, the company that broadcasts University of Wisconsin–Madison sporting events and manages marketing for the Division of Intercollegiate Athletics through Badger Sports Properties, has made major gifts to support technology and scholarships in the UW–Madison School of Journalism and Mass Communication.

Learfield Sports is providing $15,000 a year for 12 years to fund three annual scholarships in journalism and mass communication. The company also is giving $10,000 a year for the next 12 years for the purchase of new and emerging media-related technology for the school.

The scholarships may be awarded to undergraduate or graduate students.

“Learfield Sports’ generous gift will greatly benefit our students,” says School of Journalism and Mass Communication director James Baughman. “My colleagues and I are very grateful for this support.”

Badger Sports Properties, a property of Learfield Sports, owns and manages the multimedia rights of University of Wisconsin Athletics. Previous Learfield Sports gifts have supported athletics. The company handles marketing and media sponsorship opportunities that include radio, television, venue signage and event impact, and game-day marketing, as well as corporate marketing, promotions, hospitality and print.

“We certainly value our partnership with Learfield Sports and couldn’t be more pleased they have enthusiastically embraced the idea of providing support for scholarships and equipment to academic units on campus,” says athletic director Barry Alvarez.

“We’re pleased to have the opportunity to give back, and we know these funds will be a tremendous benefit to the university and the students receiving the scholarships,” says Jeff Jurgella, general manager of Badger Sports Properties.

Learfield Sports is an operating unit of Jefferson City, Mo.-based Learfield Communications Inc., which made its initial foray into the world of sports marketing in 1975 as the radio rights holder for the University of Missouri, still a client today. In addition to Wisconsin, Learfield Sports manages rights for nearly 50 other collegiate institutions and associations.