DAX US has announced a new partnership with Learfield, enabling advertisers to place audio ads directly inside live US college sports broadcasts for the first time.
The agreement gives brands access to real-time college athletics streaming audiences, allowing ads to run during live play-by-play moments—when fan attention is at its peak and emotions run high.
This collaboration is expected to unlock new commercial opportunities across the booming digital audio ecosystem, particularly as live sports streaming continues to dominate listener engagement across the US.
For years, advertisers have relied heavily on TV commercials, sponsored social media content, and stadium branding to reach sports audiences. But with fan behavior shifting toward mobile streaming and digital audio consumption, live sports radio streams are quickly becoming one of the most valuable yet underutilized ad channels.
The new DAX US–Learfield partnership is designed to capitalize on this trend by creating a seamless pathway for brands to insert audio advertising into live college sports streams.
This means brands can now appear inside:
The partnership is expected to deliver a powerful combination of scale, engagement, and premium sports context—elements that marketers increasingly seek in the age of digital-first audiences.
As part of the agreement, DAX US has been officially appointed the sales partner for Learfield’s live sports digital audio streams.
This is a significant appointment because Learfield is widely recognized as one of the most influential media and sports marketing companies in college athletics, with deep connections to universities, broadcast networks, and institutional sports programs across the United States.
Under the deal, DAX US will handle advertising sales and marketplace distribution for Learfield’s digital audio streams, opening a new monetization channel for live college sports coverage.
One of the most notable elements of the partnership is its sheer reach.
The agreement includes more than 200 collegiate institution broadcast partners within Learfield’s portfolio. This makes the collaboration one of the largest expansions of live college sports audio advertising access in recent years.
For advertisers, this provides a rare opportunity to scale campaigns across multiple college markets while still reaching localized, passionate fan communities.
The partnership rollout begins strategically with one of the most exciting periods in American college sports: the college basketball postseason.
This period is known for:
By launching during postseason basketball, DAX US and Learfield are positioning themselves to capture peak-season advertising demand.
Following the basketball postseason, the partnership will extend into the highly lucrative college football season later in 2026.
College football remains one of the largest sports ecosystems in the United States, attracting millions of dedicated listeners and fans across:
The inclusion of college football coverage significantly increases the commercial potential of this partnership, as advertisers compete aggressively for fan attention during the fall sports calendar.
Unlike traditional pre-recorded podcasts or music streaming ads, live sports audio broadcasts carry a unique advantage: they are consumed in real time, often during high-stakes moments.
This makes them one of the most premium attention environments available in digital media.
Whether it’s a buzzer-beater in basketball or a game-winning touchdown in football, these moments are the kind that keep fans locked in—and advertisers now have a way to speak directly to them.
The standout feature of this agreement is clear: advertisers will be able to appear directly within the live audio stream as the game is unfolding.
That includes placement in:
This offers advertisers an unprecedented opportunity to align their message with the kind of “real-time drama” that drives sports engagement.
In the digital advertising world, where consumers are increasingly distracted, moments like these represent premium inventory.
Through the partnership, live college sports audio becomes a new content category within the DAX US audio advertising marketplace.
DAX US already operates as a significant platform for audio ad buying, and this expansion gives agencies and brands an additional premium option: real-time sports fandom.
The result is a new “go-to” channel for brands looking to connect with audiences in moments of excitement, tension, and celebration.
The digital audio advertising market has been growing rapidly, fueled by:
However, live sports audio inventory has remained relatively limited, particularly in college athletics.
This partnership changes that by bringing a large portion of collegiate sports streaming into an organized, scalable advertising marketplace.
In simple terms: it turns a historically fragmented ecosystem into a streamlined commercial opportunity.
For Learfield, the agreement supports its broader strategy of expanding both the reach and revenue potential of its digital broadcasts.
Learfield’s audio broadcasts allow fans to follow college games live even when they are not in front of a television screen—making digital audio an essential companion format.
The move signals Learfield’s continued investment in digital-first sports consumption trends.
Reacting to the announcement, Brian Conlan, President of DAX US, described the partnership as an exciting new channel for advertisers to reach fans.
He emphasized the emotional intensity of live college sports, noting that the collaboration creates an opportunity for brands to become part of those high-energy moments.
According to Conlan, the agreement opens the door for advertisers to connect with student and sports fan audiences at moments that matter most.
Tom Boman, Vice President of Broadcast at Learfield, said the partnership with DAX US will help the organization expand the reach and monetization of its live digital audio offering.
He described Learfield as excited to work with DAX US as it scales its streaming capabilities and strengthens commercial opportunities for college sports broadcasts.
College sports audiences are considered one of the most commercially attractive fan segments in the US.
That’s because they represent a rare combination of:
In many college towns, university athletics serve as the main entertainment and cultural centerpiece—making the audience highly concentrated and highly attentive.
For brands, this creates a massive range of advertising possibilities across multiple industries.
With the DAX US and Learfield partnership, brands can now leverage several advantages that are difficult to replicate in other media formats.
Listeners are tuned in because they don’t want to miss key plays.
Unlike podcasts that may be played days later, live sports content is consumed instantly.
Fans are more likely to remember ads delivered during moments of excitement or tension.
Advertisers can reach specific university markets or regional fanbases.
Ads embedded within play-by-play streams benefit from the credibility of broadcast commentary.
Traditionally, live sports advertising has been dominated by:
But audio advertising is increasingly proving its value due to its ability to follow the consumer anywhere—especially while driving, commuting, or multitasking.
This partnership indicates a shift where live audio sports advertising could become a major competitor to traditional TV ad placements.
In fact, for some brands, it could become even more effective due to:
While the announcement focuses on advertising, the ripple effect could extend into broader college athletics communities.
As live digital audio becomes more monetized, universities and athletic departments may benefit through:
For fans, this could mean more accessible live audio options and potentially improved streaming experiences across platforms.
The partnership reflects a broader trend where digital audio is becoming a core component of sports consumption.
Many fans now follow games through:
This has created a major opportunity for advertisers who want to reach sports fans without competing for visual attention.
Live audio ads can be heard while fans are:
In many ways, live audio is the most “mobile-friendly” sports format available.
DAX US is known for offering structured advertising solutions, making audio inventory easier to buy and measure.
Through this partnership, advertisers may benefit from more organized campaign options, including:
This kind of marketplace structure is essential for agencies that want to scale sports audio advertising without manually negotiating with hundreds of individual institutions.
The partnership is expected to attract advertisers from industries that naturally align with sports and student demographics.
Because college sports audiences span both students and alumni, the age range can stretch from young adults to older professionals—making the reach extremely broad.
The decision to begin with college basketball postseason is a smart commercial strategy.
Tournament periods often deliver:
Advertisers can use these high-frequency windows to reinforce brand messaging quickly.
For example, a brand running the same audio ad throughout the postseason could benefit from repeated exposure during the most memorable games of the year.
From a digital publishing perspective, this announcement is highly Discover-friendly because it touches on trending topics such as:
Google Discover tends to reward content that is:
This story naturally fits that profile.
Here are the major highlights readers should know:
While the partnership launch focuses on basketball and football, it opens the door for future growth into other collegiate sports.
Potential next categories could include:
As college sports coverage becomes more digital-first, the audio ad ecosystem could expand into year-round sports calendars rather than only seasonal peaks.
The broader advertising world is watching digital audio closely.
Podcasting has already proven that audio is an effective medium for brand storytelling and conversion-based marketing. Live sports audio adds a new layer: immediacy.
This partnership signals that audio is no longer just background entertainment—it is becoming a serious advertising battleground, especially when paired with live sports excitement.
For agencies, it also creates a more premium alternative to music-streaming inventory, offering stronger context and emotional engagement.
The DAX US and Learfield partnership represents a significant shift in how brands can engage with college sports fans.
By inserting advertising directly into live digital audio streams, the collaboration opens the door to a more immersive and impactful marketing experience—one where brands can become part of the fan journey in real time.
With over 200 collegiate broadcast partners and expansion plans that include both basketball postseason and the college football season, the agreement could quickly become one of the most influential developments in sports audio advertising in 2026.
As live sports streaming continues to grow, this partnership may set the standard for how college athletics monetizes its digital audio future.
It allows advertisers to place audio ads inside Learfield’s live US college sports digital audio streams, with DAX US acting as the sales partner.
The agreement covers more than 200 collegiate institution broadcast partners within Learfield’s portfolio.
It begins with the 2026 college basketball postseason and continues into the 2026 college football season.
It gives brands access to highly engaged audiences during live game moments, which are considered premium attention environments.
The initial rollout includes college basketball postseason coverage and later expands into college football. Future expansion into other sports is possible.
