Virginia Tech Athletics, Playfly Sports Properties announce 10-year enterprise, multimedia rights relationship

BERWYN, Pa. – Playfly Sports, the Fan Focused and Data Driven leader in sports media, marketing and technology, today announced it is entering into an enterprise marketing and multimedia rights relationship with Virginia Tech Athletics. In this broad, 10-year agreement, Playfly will be responsible for driving new multimedia rights related revenue opportunities, including content creation, premium gameday programming and the development of new partnerships, events and activations. The deal is effective July 1, 2024.

“Virginia Tech is a dynamic University with an incredibly strong athletics brand – we are excited to work with Whit Babcock and team to supercharge Hokie pride,” said Christy Hedgpeth, President of Playfly Sports Properties. “Our broad offering of data driven solutions will enable Virginia Tech to tap into diverse streams of revenue and enhance engagement with students, fans and donors.”

Virginia Tech’s partnership with Playfly Sports Properties will combine the company’s multimedia rights expertise with its elite line-up of media and marketing solutions. Playfly aims to unlock new revenue opportunities for Virginia Tech Athletics and strengthen fan enthusiasm by introducing a host of new media and technology offerings. As part of the new agreement, Playfly will build a highly capable team dedicated to fostering and developing strategic partnerships for the Virginia Tech Athletic Department.

“We are ready to bring Playfly’s expertise to Blacksburg,” said Virginia Tech Director of Athletics Whit Babcock. “Playfly’s understanding of the Hokie Athletics ecosystem along with its expertise and passion in the MMR space will bring new energy and innovation.”

Virginia Tech joins a growing portfolio of Playfly Sports Properties partners tapping into Playfly’s full suite of capabilities, including Baylor University, University of Nebraska, University of Central Florida (UCF), University of Texas at San Antonio (UTSA), and Florida Atlantic University (FAU). Playfly’s long-standing MMR partners include, among others, Auburn University, Louisiana State University (LSU), University of Maryland, Michigan State University, University of Southern California (USC) and University of Virginia (UVA).


About Playfly Sports
Playfly Sports is a sports media, marketing and technology business centered around the team, league, brand, and network. Believing in ‘Fandom as a Service’ and focusing on a consultative, data driven approach to REACH, ENGAGE, MONETIZE AND MEASURE FANDOM gives the company’s partners and brands a competitive advantage. Playfly connects more than 2,000 brand partners with approximately 83% of all U.S. sports fans. Through the proprietary platform the business delivers scalable, data-oriented marketing, technology, and media solutions with capabilities including exclusive MMR management, sponsorship sales and activation, streaming, consulting, ticket/premium sales, all along with new revenue-driving platforms and technologies. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states dedicated to maximizing the impact of highly passionate local sports fans. Follow Playfly Sports on social media @PlayflySports or visit