Texas and Learfield Launch Longhorn Sports Agency to Drive NIL Innovation
AUSTIN, TEXAS — In a bold move to strengthen its leadership in the Name, Image, and Likeness (NIL) era, the University of Texas and Learfield have officially launched the Longhorn Sports Agency (LSA). This initiative aims to revolutionize how student-athletes at Texas engage with NIL opportunities, blending creative media, strategic marketing, and compliance support into a single, university-backed platform.
The Longhorn Sports Agency will operate under the umbrella of Learfield’s Longhorn Sports Properties and is powered by Learfield’s Impact NIL Services. The agency integrates multiple functions—brand building, content creation, and deal facilitation—while maintaining compliance with NCAA regulations. The LSA provides Longhorn student-athletes with the tools and resources needed to maximize their personal brands and earning potential.
One of the key innovations behind LSA is its strategic integration with Learfield Studios’ on-campus content team. This team works alongside the Texas Longhorns’ radio network and streaming platforms to amplify student-athlete visibility across multiple media channels. These efforts are further supported by Compass NIL, Learfield’s compliance and deal-management platform, which ensures all partnerships meet NCAA and institutional standards.
The structure of LSA includes a dedicated NIL staff, featuring directors focused exclusively on athlete brand strategy, content production, and business development. The creative team includes video producers, editors, social media specialists, and photographers—all focused on helping student-athletes develop and share high-quality, engaging content to attract NIL partnerships.
Lucas Motta, Vice President and General Manager of Longhorn Sports Properties, will lead the agency’s day-to-day operations. He emphasized the importance of combining resources across the university and Learfield to create a centralized NIL solution that benefits athletes, brands, and the athletic department alike.
“This partnership is about providing our student-athletes with best-in-class support, while also creating a seamless experience for brand partners looking to work with Longhorn talent,” Motta said.
Solly Fulp, Executive Vice President of NIL Growth and Development at Learfield, echoed this sentiment, adding that the LSA model was designed to “respond to evolving NCAA guidelines and settlement implications,” while continuing to provide scalable, innovative NIL solutions.
By launching the Longhorn Sports Agency, Texas positions itself at the forefront of the NIL movement, offering student-athletes an unmatched level of support while giving sponsors a clear and compliant pathway to build authentic partnerships with Longhorn stars.
With this initiative, Texas is not only enhancing athlete empowerment but also reshaping the broader landscape of collegiate sports marketing.