The California Golden Bears have been busy signing partnerships to boost up their revenue streams. Cal’s 10 year, $86 million partnership with Under Armour dwarves the previous contract Cal had with Nike, and the looks from the early returns have been promising.
Cal has also embarked on new media and licensing partnerships with Learfield. Learfield takes over multimedia rights to broadcast Cal Athletics events on radio, and will also be in charge of licensing and branding. In total, Cal will make $8 million more a year when everything goes into effect this summer.