The University of Wisconsin Athletic Department was ahead of the national curve in 2002 when it consolidated its multimedia elements and gave Learfield Communications exclusive rights to manage them.
Five years later, thanks to a new long-term deal with Learfield, UW has perhaps the most lucrative multimedia arrangement among all NCAA Division I schools.
The UW Board of Regents Friday approved a renegotiated contract with Learfield that guarantees a minimum of $75 million for UW athletics and extends the partnership 10 years through 2019.