Shepherds of the Manhattan College Brand: MC Partners with Learfield Sports

Courtesy of Learfield Sports
Courtesy of Learfield Sports

Serve each other. Recognize it as “we” not “I.” Dream big and chase dreams. Celebrate successes that lead to learning and growth. Celebrate mistakes that lead to learning and growth.

These are all values and mission statements on Learfield Sports’ website. It works well with Manhattan College’s mission statement to prepare students for the future and lives of personal development, professional success and civic engagement.

After months of discussions, Manhattan has partnered with the Learfield Sports Multimedia Company. It named Nicholas Williams the general manager of the Jasper Sports Properties team.

“We are very excited,” Nino Vanin, Learfield regional director, said. “We have a nice presence in the New York/ New Jersey area with our Fordham and Seton Hall partnerships. Manhattan’s property and opportunity provides a real win-win. There is a lot of value in brands, faculty, students and fans.”

Vanin noted the size difference between Fordham and Manhattan’s campuses and student bodies but he stated that Manhattan would be treated just the same.

A native of New Jersey, Williams worked with the New York Red Bulls organization for three seasons serving as a sales account executive. He led in most premium seats sold and revenue for three seasons, bringing great corporate and sales experience to Manhattan.

“That experience will help me flourish at Manhattan,” Williams said of his time with the Red Bulls.

As general manager of Jaspers Sports Properties, Williams will lead all aspects of the rights relationship. He will provide corporate partners with both traditional and new media opportunities for Manhattan. This could be through certain inventories such as event sponsorships and promotions, venue signage, corporate hospitality, television and radio, digital engagement and visibility through the Go Jaspers official athletics website.

“Nick has great experience in the New York market,” Vanin said, “so that was attractive to us. He was selling to a corporate community.”

On the official Learfield Sports website, Jasper Sports Properties is described as Learfield’s local and dedicated entity representing Manhattan. It states that with complete collaboration with the college, it is “committed to extending the affinity of the Jaspers’ brand to businesses and corporations of all sizes looking to align with the undeniably loyal and passionate collegiate fan base.”

The partnership gives Learfield exclusive rights to all multimedia aspects of the college athletics. It’s partnered with almost 120 colleges across the country, ones with huge sports programs such as The University of Alabama and Penn State. At Manhattan, it has rights to all athletics and an opportunity to sell to all the 19 varsity teams. Vanin said it was set as a long-term partnership but a year amount was not disclosed.

“Our goals are to drive revenue for athletics through the program,” Vanin said, “and to be shepherds of the Manhattan College brand. Our mission is always the same, to provide a service to the athletic department and provide opportunities for companies.”

Ashley Columbia contributed reporting.