• Loading stock data...
Tuesday, September 2, 2025
The biggest names in sports media. All in one room. Get your ticket now!

High School Sports Power Signs Eight-Figure Rights Deal in First

The deal pays roughly $1 million annually, FOS has learned.

Desert Sun

A California high school sports power made history Wednesday, selling its media rights to a marketing company for millions of dollars.

Mater Dei, a Catholic school in Santa Ana, agreed to a 10-year deal with Playfly Sports, a marketing and media company. 

Playfly Sports president Christy Hedgpeth told Front Office Sports the 10-year deal will pay the school “roughly $1 million” each year and increases in amount over its life. 

The Monarchs are one of the country’s top high school athletics departments and boast famous alums across multiple sports. They are perhaps most known for football, producing former Heisman winners Bryce Young and Matt Leinart as well as Lions star receiver Amon-Ra St. Brown. 


The deal further professionalizes high school sports and raises the obvious question of who will be next. There are plenty of schools with résumés to Mater Dei’s, and high school football is even more popular in Texas and Florida.

Hedgpeth said the company has already heard from other interested high schools since the Mater Dei deal was announced. 

“There has already been outreach, and we were certainly in touch already before that, but it’s clear that it’s gotten the attention from a lot of schools,” Hedgpeth told FOS. “We’re ready to engage.”

Playfly describes itself as a “revenue maximizer.” Hedgpeth said she hopes the money “drives additional educational programs” at Mater Dei, in addition to supporting its athletic programs. 

One thing the deal is not is a name, image, and likeness agreement. California high schools can’t negotiate NIL deals for athletes; they must do so themselves. Mater Dei players won’t be required to participate in promotions on behalf of the school. Hedgpeth said its possible student-athletes net NIL deals as a result of Playfly’s agreement, but the company won’t be involved in such arrangements. 

The deal comes shortly after Playfly acquired Paragon Marketing Group, which has a history in high school sports events and marketing and has a two-decade relationship with the school. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mike Gundy

OSU’s Gundy, Oregon’s Lanning Trade Barbs Over Alleged $30 Million Gap

Lanning ripped Gundy’s “excuse” and said “we spend to win.”
Aug 21, 2021; Charlotte, North Carolina, USA; Former Panthers wide receiver and now commentator Steve Smith Sr. before the game between the Carolina Panthers and Baltimore Ravens at Bank of America Stadium.
exclusive

Steve Smith Moves His Podcast, ‘The 89 Show,’ to Blue Wire

The show is co-hosted by Smith and NFL insider James Palmer.

Less Belichick Hype Could Mean Bad News for CFB Stakeholders

UNC had never begun a football season with so much hype.

Featured Today

Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
August 30, 2025

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
June 24, 2025

Timberwolves’ 4-Year Ownership Saga Ends As A-Rod, Lore Take Over

The unanimous approval brought a clean end to a long-disputed transaction.
Apr 26, 2025; San Francisco, California, USA; Houston Rockets guard Fred VanVleet (5) before game three of first round for the 2024 NBA Playoffs against the Golden State Warriors at Chase Center.
June 25, 2025

Rockets Get $20 Million in Wiggle Room From New VanVleet Deal

VanVleet first signed with the Rockets in 2023.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
April 20, 2025

Max Verstappen Linked to $300M Aston Martin Deal Ahead of Miami GP

Aston Martin is currently seventh in the constructors championship.
March 27, 2025

Peyton Manning’s Omaha Productions Gets PE Boost

The Hall of Famer’s company gains another prominent backer.
March 20, 2025

Maxx Crosby’s Agent: Edge Rushers Set to Dominate NFL’s Non-QB Market

Maxx Crosby just signed a three-year, $106.5 million extension.
March 4, 2025

Eagles Make Saquon Barkley NFL’s Highest-Paid Running Back Ever

Barkley is coming off a historic 2024 season with the Eagles.