On the latest episode of Fundamentals with Ian Thomas, Learfield IMG College President and CEO Cole Gahagan talked all things college sports marketing, including the direction of his company, the effects of COVID-19 on the industry and the potential impact of NIL rule changes.
Learfield IMG College’s focus going forward:
– Continued investment in data aggregation and mining to understand fans.
– Creating a “true media company that’s engaging to fans and compelling to brand partners.”
– Extend traditional sports marketing beyond the stadium or arena.
On COVID-19: “Irrefutably, the next several years will be very different than what we’ve known and as a result we’re all pivoting. Everybody is having to think about his business differently today than we did 60-90 days ago.”
On NIL rule developments: “No matter what shakes out on the heels of these recommendations, it’s going to be big. It’s probably going to be complex.”
![[Subscription Customers Only] Jun 15, 2025; Seattle, Washington, USA; Botafogo owner John Textor inside the stadium before the match during a group stage match of the 2025 FIFA Club World Cup at Lumen Field.](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26465842_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[Subscription Customers Only] Jul 13, 2025; East Rutherford, New Jersey, USA; Chelsea FC midfielder Cole Palmer (10) celebrates winning the final of the 2025 FIFA Club World Cup at MetLife Stadium](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26636703-scaled-e1770932227605.jpg?quality=100&w=1024)
