Learfield is taking college football to new levels, announcing a deal with STRIVR Labs in a “first-of-its-kind partnership” designed to provide multi-platform virtual reality distribution within the collegiate sports landscape. The pair will create VR experiences at scale and engage the nation’s collegiate fan bases with STRIVR as Learfield’s Official VR Partner to offer VR solutions that include general university marketing, classroom tech and campus development in addition to sports.

“Without a doubt, we know our partnership with STRIVR will be a true differentiator–one that will create the uniquely personal touch of immersive experiences that brands want in building deeper connections and adding maximum value and engagement with their core consumers, but also provide the reach of traditional digital media,” said Scott Carlis, Learfield Senior Vice President, Digital Media. “Our university relationships provide us the opportunity to bring scale to the amazing medium of VR, with a proven leader in the space already doing exceptional work in collegiate and professional sports.”