College athletics fall under the large umbrella of education due to their affiliation with universities and colleges. College athletics are also big business. Thanks in large part to the explosion of college football, the value of their television rights along with the donations that the programs are able to generate benefit the university as a whole.
The two major players in the college multimedia rights market are IMG College and Learfield Sports Properties. IMG College owns the rights to 76 Division I schools,while Learfield controls the rights to 89 Division I schools and they share the rights to Alabama, South Carolina and Miami. Other owners of multimedia rights include CBS Collegiate Sports Properties, Fox Sports, Rockbridge Sports Group and JMI Sports. Over 160 schools currently manage their own multimedia rights.