About Us

We Are Learfield Licensing Partners


We are passionate. We are not afraid to make a little noise or wear our hearts on our sleeves. Most of all, we are not shy about wanting to help our clients succeed.


We are not an agent… we are a partner, and we are there, game day or any day, to help each client achieve their licensing goals. Our team boasts some of the most dynamic and passionate leaders in the industry. Innovation, attention to detail, and our commitment to personalized service has helped hundreds of colleges, universities, athletic conferences and special properties nationwide achieve greater brand awareness and royalty revenues.


Learfield acquired both SMA and LRG in 2014. These two industry-leading agencies now combine their more than 40 years of experience to create Learfield Licensing Partners, a world-class licensing firm that integrates each company’s services and success to align perfectly with Learfield’s history, strength and reputation within the industry. Our goal is to provide the best practices and strategies in the industry to properly protect and promote your brand, and couple that with new resources and strategies for growth with help from Learfield. An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide. It manages the multimedia and sponsorship rights for more than 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors’ Cup. Learfield also provides its collegiate partners access to professional concessions and ticket sales; branding, licensing and trademark consulting; digital and social platform expertise; campus-wide business and sponsorship development, and venue and technology systems through its affiliated companies.

What We Do

We provide full license management services to more than 620 colleges and universities, athletic conferences and special properties nationwide. These services include:

Full license management

Royalty collection and accounting services

Legal and trademark search/registration assistance

Complete trademark enforcement/anti-counterfeiting services

Marketing, merchandising and brand development services

LLP Leadership

Bob Bernard
President & CEO
Eric Johnson
Chief Operating Officer
Tony Johnson
Executive Vice President
Bill Haut
General Counsel

Dick Rademaker Award

The Dick Rademaker Excellence Award is presented to a company who exhibits the qualities that Dick embodied throughout his career: innovation, partnership, creativity and leadership. About the Award