Learfield Communications, LLC
Plano, TX Doing business as Learfield IMG College
- UEI
- JDMABEJDK8Y6
- CAGE
- 3GTE0
- Primary NAICS
- 541810 Advertising Agencies
- SAM.gov registration
- Active through
Company facts
- FY2025 rankings
- Self-certified in SAM.gov
- Entity structure
- Corporate Entity (Not Tax Exempt)
- Other NAICS codes in SAM.gov
- Corporate family
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- Z3B8JAJY4LA7
- Learfield College LLC · Dallas, TX XF75UZ6SC1W8
- Duluth, GA P25UXFYL1AG6
- ZMP6GED23HQ3
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- SAM.gov registration date
- Physical address
- 2400 Dallas Pkwy # 500, Plano, TX 75093, USA
- Website
- learfield.com
- Founded
- 2018
- Employees
- 1K-5K
- Industry
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- Consumer Discretionary
- Media
- Movies & Entertainment
- SIC code
- 79 Amusement & Recreation Services
- Profiles
Registration and certifications come from SAM.gov and the SBA; company details from public web sources. Updated .
Contract obligations by fiscal year
| Fiscal year | Obligated |
|---|---|
| FY2027 To date | $0 |
| FY2026 | $177,500 |
| FY2025 | $789,029 |
| FY2024 | $468,009 |
| FY2023 | $488,748 |
Top agencies by obligations
| Rank | Agency | Obligated, FY2026–FY2027 | Share |
|---|---|---|---|
| 1 | Air Force | $123,000 | |
| 2 | Department of the Army | $30,000 | |
| 3 | Department of Justice | $24,500 |
Contract awards
Latest 5 listed here. See the rest on GovTribe.
Grant subawards
| Prime recipient | Prime award | Amount | Awarded |
|---|---|---|---|
| Kansas Department For Aging And Disability Services | H79TI087742 | $612,000 | |
| Rhode Island DOT | 69A3752230000405ERIC | $55,000 | |
| Rhode Island DOT | 69A3752430000405DRIM | $55,000 | |
| Kansas Department For Aging And Disability Services | H79TI087742 | $812,000 | |
| Rhode Island DOT | 69A3752230000405DRIM | $82,459 |
Latest 5 listed here. See the rest on GovTribe.
Similar vendors
| Vendor | Location | Primary NAICS |
|---|---|---|
| IMG College | Dallas, TX | 541613 Marketing Consulting Services |
| Playfly LLC | Berwyn, PA | 711320 Promoters of Performing Arts, Sports, and Similar Events without Facilities |
| Student Paths, LLC | Saint Paul, MN | 541890 Other Services Related to Advertising |
| Indy Fuel | — | 711211 Sports Teams and Clubs |
| Teall Properties Group LLC | Winston-Salem, NC | 541613 Marketing Consulting Services |
About the company
Learfield Communications, LLC, doing business as Learfield IMG College, is a for-profit limited liability company based in Plano, Texas, that provides college athletics multimedia rights, advertising, and military recruiting marketing services to federal agencies as a prime contractor (95% of awards) and occasionally as a sub-recipient on federal grants. The vendor competes exclusively in full-and-open competition with no set-aside designations across its federal footprint, apart from two small-business set-aside awards in 2022.
Learfield's federal capability portfolio centers on advertising and promotional services delivered through exclusive partnerships with university athletic departments to support military recruiting, branding, and retention initiatives. The vendor leverages its multimedia rights agreements at colleges nationwide to place advertising across stadium signage, radio and television, website design, athletic sponsorships, and direct outreach to college student populations. Representative prime contract work includes a $525 thousand definitive contract with the Department of the Army for Idaho Army National Guard recruiting marketing across Boise State University, Idaho State University, and the University of Idaho (ultimate completion September 2027), a $192 thousand purchase order from the Air National Guard for Indiana University recruiting marketing with three option years (through June 2029), and a $156 thousand Air National Guard purchase order for media and advertising services with completion through August 2026. Recent smaller awards include a $100 thousand Air National Guard contract for University of Wyoming marketing and promotional services (completion May 2026), a $90 thousand Army purchase order for University of Connecticut advertising supporting the Army National Guard (completion June 2026), and a $75 thousand Washington Air National Guard purchase order for University of Washington advertising supporting military recruiting (completion December 2025).
Customer concentration is heavily weighted to military branches and National Guard components. The top five funding agencies by award count account for 55% of all awards, led by the Department of the Army with 37 awards totaling $3.8 million combined potential value, followed by the Department of the Air Force with 23 awards ($936 thousand), the Department of the Air Force Air National Guard with 19 awards ($1.6 million), the Department of the Army Kentucky Army National Guard with 9 awards ($281 thousand), and the Department of the Army Wyoming Army National Guard with 7 awards ($155 thousand). When ranked by potential value, the same five agencies anchor 75% of combined potential value, with the Department of the Army's $3.8 million share remaining dominant, followed by Air Force Air National Guard at $1.6 million, Air Force proper at $936 thousand, and regional Army National Guard components (Minnesota with $670 thousand and Indiana with $498 thousand). The vendor also holds isolated awards from civilian agencies including the Drug Enforcement Administration ($24.5 thousand), the Department of Transportation (sub-recipient work on highway safety grant programs with Rhode Island DOT), the Kansas Department for Aging and Disability Services (sub-recipient marketing and advertising awards), and US Special Operations Command ($10 thousand event space award in 2021).
The vendor's federal award volume has remained relatively flat to modestly declining over the past five years — 8 awards in 2022, 12 in 2023, 14 in 2024, 11 in 2025, and 3 recorded in 2026 (as of mid-October 2026). Five awards carrying combined potential value of $741 thousand face ultimate completion inside the next twenty-four months and therefore face recompete exposure. The vendor's sub-recipient footprint is minimal — seven grant sub-awards under state prime grantees, principally Rhode Island DOT (three sub-awards for 405D and 405E sports marketing advocacy and awareness work under highway safety grant programs) and Kansas Department for Aging and Disability Services (two sub-awards for SOR 4 marketing and advertising).
Learfield Communications operates as a parent company with four named subsidiaries: Learfield College LLC, J. Patton Sports Marketing LLC, MSU Bulldog Sports Properties LLC, and Govision LLC. The vendor's category concentration is heavily skewed toward advertising services — 108 federal awards carry PSC Support-Management: Advertising codes, 35 carry Signs, Advertising Displays, and Identification Plates PSCs, and 47 awards fall under NAICS 54181 (Indoor and Outdoor Display Advertising), 42 under NAICS 54189 (Other Services Related to Advertising), and 26 under NAICS 54110 (Advertising Agencies). The vendor has accumulated $9.9 million in combined potential value across 174 total awards (95% as prime, 5% as sub) since 2004, with obligations to date at $10.4 million (slightly exceeding potential value across the portfolio, indicating some contract modifications or ceiling adjustments upward).
Quick answers
Is Learfield Communications, LLC registered in SAM.gov?
Yes. Learfield Communications, LLC's SAM.gov registration is active through August 5, 2027.
How much has Learfield Communications, LLC received in federal contracts?
Federal contracts obligated $789,029 to Learfield Communications, LLC in fiscal year 2025 and $1,923,287 in fiscal years 2023 through 2027.
How does Learfield Communications, LLC rank among federal contractors?
Learfield Communications, LLC ranked #14 in NAICS 54185, #17 in NAICS 54189 and #34 in PSC 9905 in FY2025.
What is Learfield Communications, LLC's most recent federal award?
Learfield Communications, LLC's most recent federal contract award is Title: university of houston (15DDH026P00000100), from Drug Enforcement Administration, on September 30, 2026.
On GovTribe
See Learfield Communications, LLC's full federal record
- Federal contract awards
- Funding analysis by agency, NAICS and set-aside
- Similar vendors