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.”
![[US, Mexico & Canada customers only] Feb 8, 2026; Santa Clara, CA, USA; Seattle Seahawks head coach Mike MacDonald on the sideline against the New England Patriots during Super Bowl LX at Levi's Stadium.](https://frontofficesports.com/wp-content/uploads/2026/05/USATSI_28190748_168416386_lowres.jpg?quality=80&w=1024)
