Playfly Sports is revolutionizing athletics and marketing at Baylor

By Blake Hollingsworth | reporter

Playfly Sports, a sports marketing, media and technology company that manages the relationship between teams and their sponsors, has emerged as a key partner in shaping the future of Baylor University Athletics.

Founded in September 2020, Playfly believes in “Fandom as a Service” and emphasizes the importance of data-driven marketing strategies in developing strategies that align with its clients’ goals.

They do this by “applying positioning, facts, analysis, data and supporting metrics to opportunities and strategic plans provides a solid platform for success,” said Luke Holcomb, general manager of Baylor Sports Properties, a Playfly subsidiary.

Baylor Athletics agreed to a 10-year deal with Playfly Sports giving them control of Baylor Athletics’ multimedia rights management effective June 1, 2023. This includes signage, radio networks, social media, digital media, intellectual property and, most recently, name, image and likeness, Holcomb said.

An important focus of the partnership is the further development of NIL opportunities. As NIL opens new opportunities for student-athletes to capitalize on their personal brands, Playfly will play a critical role in helping Baylor Athletics maximize these opportunities through its latest project, Playfly Max.

“The holistic perspective is to create value for student-athletes and create opportunities for Baylor Athletics and student-athletes to benefit from [a] Business and corporate support,” Holcomb said. “The goal is to build lasting and effective relationships that benefit everyone involved.”

The new platform is designed to optimize revenue opportunities through NIL and improve Baylor’s ability to support student-athletes while driving revenue growth.

According to Baylor Associate Director of Athletics Jovan Overshown, the project is beneficial to Baylor and its student-athletes.

“The ability to lead our industry on a project like this is a testament to Baylor’s commitment to our student-athletes as we enter a new era of collegiate athletics,” Overshown said.

The Baylor-Playfly partnership has expanded beyond NIL to include other innovative marketing and revenue generation strategies, such as visible signage advertising in venues.

For example, Holcomb said, a recent investment by Baylor Sports Properties is in the Brazos Suites, located on the edge of McLane Stadium. The new addition is sponsored by Magnolia and features three air-conditioned suites with outdoor seating and views of the field, according to an article from The Stadium Business.

“On behalf of Baylor Athletics, we are extremely grateful and proud to be associated with the Gaines family, and it is an honor to have the Magnolia name in our athletics facilities,” Baylor athletic director Mack Rhoades said in a press release.

Now, Baylor Sports Properties wants to continue exploring new opportunities for athletics at Baylor. To achieve this, Holcomb said the Playfly office plans to maintain positive relationships with manufacturing companies in Central Texas and strengthen Baylor’s ties to the local economy.

“The focus is on serving partners and sponsors, increasing their affinity with Baylor Athletics and finding creative and impactful ways for new partners to support Baylor,” Holcomb said.