Advertisers will be able to place audio ads inside live US college sports streams for the first time through a new partnership between DAX US and Learfield.
DAX US has been appointed sales partner for Learfield’s live sports digital audio streams, creating a new route for brands to reach fans during live play-by-play moments across college athletics.
The agreement covers more than 200 collegiate institution broadcast partners within Learfield’s portfolio, beginning with the college basketball postseason and continuing into the college football season this autumn.
Advertisers will be able to appear directly within live audio coverage, reaching audiences while games unfold in real time.
The partnership positions live college sport as a new destination within DAX US’s audio advertising marketplace, offering access to listeners who are tuned in during emotionally charged moments such as tournament games and high-profile fixtures.
Learfield’s broadcasts allow fans to follow matches live, while advertisers align messages with moments of high attention.
Brian Conlan, President of DAX US, said the collaboration creates a fresh opportunity for brands to connect with audiences during live sport.
“Becoming Learfield’s key sales partner and securing access to their thrilling, high energy digital audio is so exciting,” he said. “We’re giving advertisers a brand-new opportunity to get involved with the anticipation and emotion of live college sports during huge moments that matter to students and sports fans alike.”
Learfield says the deal supports its wider strategy to expand digital audio distribution and commercial opportunities around college sports.
Tom Boman, Vice President of Broadcast at Learfield, said working with DAX US would help grow its live audio offering. “Learfield is excited to work with DAX US to expand the reach and monetization of our digital audio streams,” he said.
