NCAA partners with Playfly to boost championship sponsorship and NIL opportunities

The NCAA announced a deal with Playfly Sports that will focus on securing local sponsors for its championship tournaments, potentially generating name-image-likeness earnings for athletes. Playfly will staff a unit to collaborate closely with NCAA officials, selling sponsorship bundles to nearby businesses and organizations. Funds raised are earmarked to offset tournament expenses, enhance the student-athlete experience, and possibly be returned to member institutions.

Charlie Baker, the NCAA President, praised Playfly’s proven results and network, and Christy Hedgpeth, Playfly’s president, said the partnership supports the NCAA’s revenue-generation goals. The arrangement complements the existing Corporate Champions and Partners Program, which is run by one outlet and TNT Sports, but shifts emphasis to local market deals made possible by recent TV contract changes.