General | September 16, 2026

PHILADELPHIA – The University of Pennsylvania's Division of Recreation and Intercollegiate Athletics today announced a five-year extension of its longstanding multimedia rights partnership with leading media rights and venue development company JMI Sports, continuing the relationship through the 2035-36 academic year. The renewed agreement includes comprehensive multimedia rights for both Penn Athletics and the Penn Relays, one of the world's largest and most storied track and field competitions that convenes more than 100,000 fans and 19,000 athletes annually.
 
Penn Athletics and JMI Sports first partnered in 2016 through a multimedia rights agreement encompassing both Penn Athletics and the Penn Relays, building on JMI Sports' Ivy League Conference partnership announced earlier that year. Over the past decade, the partnership has built a portfolio of more than 60 corporate partners across both Penn Athletics and the Penn Relays and elevated the Penn Relays into a premier platform for global brands. Together, these results demonstrate the value created through a shared, long-term vision.
 
"When we first established a partnership with JMI Sports, we did so because they were nimble enough to meet our needs as priorities and the landscape evolved," Alanna Wren, the T. Gibbs Kane, Jr. W'69 Director of Athletics and Recreation said. "Credit goes to their leadership team for listening to our most recent needs and structuring this new model to best support our efforts to win championships, provide an exceptional student-athlete experience, and position the Penn Relays for continued growth. We look forward to kicking off this extended partnership during an exciting year where we will celebrate 150 years of Penn Football and 100 years of the historic Palestra."
 
The extension also transitions the partnership to a revenue-sharing model designed to better align incentives and accelerate long-term growth. Under the new agreement, Penn Athletics will receive a substantial majority of all net income, positioning the athletic department as the primary beneficiary of every dollar of incremental growth generated through the partnership while creating stronger alignment and greater flexibility. The updated structure reflects the evolving realities of the collegiate athletics landscape and the growing need to diversify revenue streams, reinforcing both parties' commitment to unlocking new opportunities that create lasting value for students, athletes, alumni, and fans.
 
"Penn Athletics has been a foundational partner for JMI Sports' multimedia rights business," said Erik Judson, Co-Founder and CEO at JMI Sports. "Over the past decade, we have built a relationship rooted in trust and innovation, and this extension represents the next evolution of our work together. By aligning our incentives, we are creating a framework that affords us the flexibility to capitalize on new opportunities and continue to push the boundaries of what is possible for the Quaker brand. I am confident our best years are still ahead."
 
To support the partnership's continued growth, JMI Sports has appointed Jasmine Brown as Director, Partnerships for Penn Sports Properties, the company's locally based team supporting Penn Athletics and the Penn Relays. Reporting to Senior Vice President Adam Donaldson, Brown will help lead sponsorship strategy onsite, focusing on generating new revenue, strengthening brand partnerships, and delivering long-term value for both properties. She joins JMI Sports after a decade at NBCUniversal, where she built high-impact advertising partnerships.
 
As Penn Athletics and JMI Sports enter the next decade of partnership, both organizations remain focused on expanding commercial opportunities and generating new resources that drive growth for years to come.
 
"Leading the Penn Sports Properties team has been a privilege, and I look forward to continuing to build on the momentum we have created alongside Alanna and her team," said Donaldson. "The growth we have achieved together reflects the enduring strength of both the Penn Athletics and Penn Relays brands and the power of this partnership. As we enter this next chapter, our team on-the-ground is focused on creating even greater opportunities for our partners and delivering new value to the athletic department to continue our success for the next decade."
 
ABOUT PENN ATHLETICS
The University of Pennsylvania Division of Recreation and Intercollegiate Athletics (DRIA) is a broad-based division comprised of 33 intercollegiate teams, 38 club sport teams, and expansive intramural sport and campus recreation programs, all taking place within 22 athletics and recreational facilities. Students, faculty, and staff are also served through membership-based access to the Pottruck Health and Fitness Center, the Fox Fitness Center and access to a variety of shared facilities. The facilities are contained within a contiguous 24-acre footprint at the eastern end of campus, commonly thought to be one of the best athletics infrastructures among urban campuses, with assets such as Franklin Field, The Palestra, Penn Park, and the Ott Center for Track & Field.
 
ABOUT JMI SPORTS
JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation, and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client's economic potential through customized initiatives, from marketing and branding solutions to facility design strategies.
 
JMI Sports' signature collegiate multimedia rights partnerships include the University of Kentucky, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, Columbia University, San Diego State University, University of California at San Diego, University of San Diego, and joint-venture properties at the University of Georgia (with Learfield) and University of Notre Dame (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League, and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues, and events including Rupp Arena at Central Bank Center, the Rose Bowl, the Penn Relays, and USA Volleyball.
 
JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, please visit www.jmisports.com.