Brag House, Florida Gators Athletics, and Learfield Announce Strategic Partnership to Create New Digital Sports Medium for Gen Z
Brag House Holdings (NASDAQ: TBH) has announced a strategic partnership with Florida Gators Athletics and Learfield's Florida Gators Sports Properties to create a new digital sports medium targeting Gen Z audiences. The collaboration launches with the Brag Gator Gauntlet series, combining gaming, college sports, and social interaction.
The initiative features digital and in-person gaming activations aligned with real-world sports calendars, offering interactive experiences for students and fans. The partnership includes NIL-integrated gaming content featuring student-athletes and provides brands with advertising opportunities across digital platforms and athletic venues.
The company plans to expand this model to 10 schools in 2025 and 50 campuses by the end of 2026. The platform will offer brands custom advertising, gamified experiences, and student-athlete influencer campaigns, while building a data engine for targeted Gen Z marketing insights.
Brag House Holdings (NASDAQ: TBH) ha annunciato una partnership strategica con Florida Gators Athletics e Learfield's Florida Gators Sports Properties per creare un nuovo media digitale sportivo rivolto al pubblico della Generazione Z. La collaborazione prende il via con la serie Brag Gator Gauntlet, che unisce gaming, sport universitari e interazione sociale.
L'iniziativa propone attività di gioco digitali e dal vivo, sincronizzate con i calendari sportivi reali, offrendo esperienze interattive per studenti e tifosi. La partnership include contenuti di gioco integrati con il NIL che coinvolgono gli studenti-atleti e offre alle aziende opportunità pubblicitarie su piattaforme digitali e strutture sportive.
L'azienda prevede di estendere questo modello a 10 scuole nel 2025 e a 50 campus entro la fine del 2026. La piattaforma offrirà alle aziende pubblicità personalizzata, esperienze gamificate e campagne con influencer tra gli studenti-atleti, sviluppando inoltre un motore dati per approfondimenti mirati al marketing verso la Generazione Z.
Brag House Holdings (NASDAQ: TBH) ha anunciado una alianza estratégica con Florida Gators Athletics y Learfield's Florida Gators Sports Properties para crear un nuevo medio digital deportivo dirigido a la audiencia de la Generación Z. La colaboración se lanza con la serie Brag Gator Gauntlet, que combina juegos, deportes universitarios e interacción social.
La iniciativa incluye activaciones de juegos digitales y presenciales alineadas con los calendarios deportivos reales, ofreciendo experiencias interactivas para estudiantes y aficionados. La asociación incluye contenido de juegos integrado con NIL que presenta a estudiantes-atletas y ofrece a las marcas oportunidades publicitarias en plataformas digitales y recintos deportivos.
La empresa planea expandir este modelo a 10 escuelas en 2025 y 50 campus para finales de 2026. La plataforma ofrecerá a las marcas publicidad personalizada, experiencias gamificadas y campañas con influencers entre estudiantes-atletas, además de construir un motor de datos para obtener información de marketing dirigida a la Generación Z.
Brag House Holdings (NASDAQ: TBH)는 Florida Gators Athletics 및 Learfield의 Florida Gators Sports Properties와 전략적 파트너십을 발표하여 Z세대를 타겟으로 한 새로운 디지털 스포츠 미디어를 만들었습니다. 이 협업은 게임, 대학 스포츠, 소셜 인터랙션을 결합한 Brag Gator Gauntlet 시리즈로 시작됩니다.
이 프로젝트는 실제 스포츠 일정과 연계된 디지털 및 오프라인 게임 활성화를 특징으로 하며, 학생과 팬들에게 인터랙티브한 경험을 제공합니다. 파트너십에는 학생 선수들이 참여하는 NIL 통합 게임 콘텐츠가 포함되어 있으며, 브랜드에는 디지털 플랫폼과 스포츠 경기장 전반에 걸친 광고 기회가 제공됩니다.
회사는 이 모델을 2025년까지 10개 학교로, 2026년 말까지 50개 캠퍼스로 확장할 계획입니다. 이 플랫폼은 브랜드에 맞춤형 광고, 게임화된 경험, 학생 선수 인플루언서 캠페인을 제공하며, Z세대 마케팅 인사이트를 위한 데이터 엔진도 구축할 예정입니다.
Brag House Holdings (NASDAQ : TBH) a annoncé un partenariat stratégique avec Florida Gators Athletics et Learfield's Florida Gators Sports Properties pour créer un nouveau média sportif numérique ciblant la génération Z. La collaboration débute avec la série Brag Gator Gauntlet, qui combine jeux vidéo, sports universitaires et interaction sociale.
Cette initiative propose des activations de jeux numériques et en présentiel, synchronisées avec les calendriers sportifs réels, offrant des expériences interactives aux étudiants et aux fans. Le partenariat inclut du contenu de jeu intégré au NIL mettant en scène des étudiants-athlètes et offre aux marques des opportunités publicitaires sur les plateformes numériques et dans les enceintes sportives.
L’entreprise prévoit d’étendre ce modèle à 10 écoles en 2025 et à 50 campus d’ici fin 2026. La plateforme offrira aux marques de la publicité personnalisée, des expériences ludifiées et des campagnes avec des influenceurs étudiants-athlètes, tout en développant un moteur de données pour des insights marketing ciblés sur la génération Z.
Brag House Holdings (NASDAQ: TBH) hat eine strategische Partnerschaft mit Florida Gators Athletics und Learfields Florida Gators Sports Properties angekündigt, um ein neues digitales Sportmedium für die Generation Z zu schaffen. Die Zusammenarbeit startet mit der Serie Brag Gator Gauntlet, die Gaming, College-Sport und soziale Interaktion verbindet.
Die Initiative umfasst digitale und persönliche Gaming-Aktivierungen, die mit realen Sportkalendern abgestimmt sind und interaktive Erlebnisse für Studierende und Fans bieten. Die Partnerschaft beinhaltet NIL-integrierte Gaming-Inhalte mit studentischen Athleten und bietet Marken Werbemöglichkeiten auf digitalen Plattformen und in Sportstätten.
Das Unternehmen plant, dieses Modell bis 2025 auf 10 Schulen und bis Ende 2026 auf 50 Campus auszudehnen. Die Plattform wird Marken maßgeschneiderte Werbung, gamifizierte Erlebnisse und Influencer-Kampagnen mit studentischen Athleten bieten sowie eine Datenplattform zur gezielten Gen Z-Marketinganalyse aufbauen.
- Strategic partnership with Florida Gators Athletics and Learfield provides access to over 200 universities
- Planned expansion to 50 campuses by 2026 indicates strong growth potential
- Multiple revenue streams through advertising, sponsorships, and branded experiences
- Development of proprietary data engine for targeted Gen Z marketing
- Early-stage implementation with success dependent on student adoption
- Significant expansion costs and operational challenges for multi-campus rollout
- Competitive market for Gen Z engagement platforms
Insights
Brag House's partnership with Florida Gators creates a scalable platform targeting Gen Z through gaming and college sports integration.
Brag House's strategic partnership with Florida Gator Athletics and Learfield represents a calculated entry into the intersection of collegiate sports and gaming. The "Brag Gator Gauntlet" series creates interactive gaming activations that align with real-world sports calendars, essentially building a complementary digital ecosystem around traditional collegiate athletics rather than competing with existing content.
The monetization architecture is multi-layered, including:
- Custom advertising across digital platforms and athletic venues
- Branded gaming experiences mirroring established rivalries
- NIL-integrated content featuring student-athletes
- Data collection providing actionable Gen Z insights
This approach addresses the fundamental challenge facing collegiate athletics: maintaining relevance with Gen Z audiences who consume sports differently than previous generations. By creating parallel engagement channels through gaming platforms students already use, Brag House potentially solves this engagement gap while creating new revenue opportunities.
The expansion roadmap—starting with Florida, expanding to 10 schools in 2025, and targeting 50 campuses by 2026—leverages Learfield's established relationships with over 200 universities, creating a clear pathway to scale. This partnership structure reduces friction in entering new markets compared to negotiating with each institution individually.
For Brag House, this represents a differentiated strategy that piggybacks on existing collegiate fan loyalty rather than competing directly in the crowded gaming marketplace. The parallel sports engagement model creates unique advertising inventory that connects brands with the elusive Gen Z demographic through authentic collegiate experiences.
Brag House creates new revenue channels in collegiate athletics by connecting traditional sports with gaming culture through scalable digital activations.
This partnership signals an evolution in collegiate sports engagement models. Traditional athletic departments are increasingly seeking digital revenue streams that complement rather than cannibalize existing sports programming. The Brag House model creates precisely this complementary layer—enhancing engagement during and between games through familiar gaming formats.
The approach is particularly notable for three structural advantages:
- Integration with existing athletic calendars and rivalries, reducing adoption friction
- Utilization of NIL opportunities that benefit student-athletes while maintaining compliance
- Access to Learfield's extensive university relationships (over 200 schools) for rapid expansion
The core innovation is creating gaming experiences that mirror and enhance existing fan engagement patterns rather than disrupting them. This parallel engagement channel gives athletic departments a new digital asset inventory to monetize without changing core operations.
From a brand perspective, the platform offers unique access to Gen Z audiences within authenticated collegiate environments—addressing the persistent challenge of reaching this demographic through channels they actively choose. The data collection component creates additional value, as behavioral insights from these integrated experiences are uniquely valuable for understanding how Gen Z engages with both gaming and traditional sports.
The expansion timeline is ambitious but structurally feasible given Learfield's existing relationships and the modular nature of the gaming activations. Each successful campus implementation provides a proven template for subsequent rollouts, potentially accelerating adoption as the platform demonstrates effectiveness.
This partnership represents a forward-looking approach to collegiate athletics monetization that aligns with evolving consumption patterns while preserving traditional sports structures.
First Activation Launches with Florida Gators Athletics for Brag Gator Gauntlet Series
NEW YORK, April 28, 2025 (GLOBE NEWSWIRE) -- Brag House Holdings, Inc. (NASDAQ: TBH) (the “Company” or “Brag House”), the premier Gen Z engagement platform at the intersection of gaming, college sports, and social interaction, today announced a strategic partnership with Florida Gator Athletics and Learfield’s Florida Gators Sports Properties, the media and technology company powering college athletics at over 200 schools. All Gators Athletics sponsorship agreements are managed by athletic media rights holder Florida Gators Sports Properties. This collaboration introduces a first-of-its-kind digital sports medium for Gen Z—reimagining how students and fans engage with college sports through gaming across the nation.
The initiative debuts with the Orange and Blue at the University of Florida (UF), with the launch of the Brag Gator Gauntlet—a flagship series of digital and in-person gaming activations that fuse school spirit, gaming culture, and live sports into immersive, competitive experiences. These events align with real-world sports calendars, offering students and fans new, interactive ways to rally around their favorite teams through video games they already love to play.
“We’re not just adding gaming to sports—we’re creating a new lane that lives in harmony with college athletics,” said Lavell Juan Malloy II, CEO & Co-Founder of Brag House. “Starting this series with the Florida Gators and Learfield’s unparalleled access to over 200 universities allows us to scale this vision while giving brands an authentic way to connect with the most elusive and influential demographic—Gen Z.”
“This partnership represents an exciting evolution in how partners engage with the student body and Gator Nation,” said Darren McPhail, General Manager of Florida Gators Sports Properties. “By integrating gaming into our athletic culture, we’re providing innovative avenues for student involvement and offering brands a new way to engage with the younger demographics of Gator Nation.”
Redefining Fan Engagement
The Brag House x Gators Athletics initiative, in partnership with Learfield, builds a parallel sports engagement channel tailored for digitally native students:
- Interactive in-person and online gaming activations tied to real-life sporting events
- Branded gaming experiences designed to mirror student rivalries and fandom
- Name, Image, and Likeness (“NIL”)-integrated gaming content featuring student-athletes to elevate school pride and authenticity
Scalable Brand Opportunities
For brands seeking to connect with Gen Z in a meaningful way, this partnership delivers unrivaled access to hyper-engaged college communities:
- Custom advertising and sponsorship opportunities across digital platforms, on-site events, and athletic venues
- Gamified experiences and branded loyalty systems that reward participation and foster deeper brand affinity
- Student-athletes influencer-driven campaigns featuring serialized content
This monetization model shows how brands can generate a measurable return on investment while deepening engagement with target audiences.
Actionable Gen Z Insights
Beyond engagement, Brag House will continue to build a robust data engine to help brands connect with Gen Z in a more authentic and measurable way. Using proprietary behavioral data and insights, Brag House will empower marketers to create hyper-personalized, performance-optimized campaigns tailored to Gen Z’s preferences and behavior.
What’s Next
Following the first activation with Gators Athletics for students of the University of Florida, Brag House and Learfield aim to roll out the model across additional campuses later this year. The roadmap targets a 10-school expansion in 2025, scaling to 50 campuses by the end of 2026, supported by evolving technology capabilities and advanced audience segmentation tools.
“This is not a niche campaign—it’s a new tradition,” added Malloy. “We're defining how Gen Z connects with college athletics—and giving brands a meaningful way to be part of that story.”
Forward-Looking Statements
Certain statements in this announcement are forward-looking statements. Investors can identify these forward-looking statements by words or phrases such as “may,” “will,” “expect,” “anticipate,” “aim,” “estimate,” “intend,” “plan,” “believe,” “is/are likely to,” “potential,” “continue” or other similar expressions. These statements are subject to uncertainties and risks, including, but not limited to, the risk factors discussed in the “Risk Factors” section of the Company’s filings with the SEC. Although the Company believes that the expectations expressed in these forward-looking statements are reasonable, it cannot assure you that such expectations will turn out to be correct, and the Company cautions investors that actual results may differ materially from the anticipated results and encourages investors to review other factors that may affect its future results discussed in the Company’s filings with the SEC, which are available for review at www.sec.gov. The Company undertakes no obligation to update or revise publicly any forward-looking statements to reflect subsequent occurring events or circumstances, or changes in its expectations that arise after the date hereof, except as may be required by law.
About Brag House
Brag House is a leading media technology gaming platform dedicated to transforming casual college gaming into a vibrant, community-driven experience. By seamlessly merging gaming, social interaction, and cutting-edge technology, the Company provides an inclusive and engaging environment for casual gamers while enabling brands to authentically connect with the influential Gen Z demographic. The platform offers live-streaming capabilities, gamification features, and custom tournament services, fostering meaningful engagement between users and brands. For more information, please visit www.braghouse.com.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.
Media Contact:
Fatema Bhabrawala
Director of Media Relations
fbhabrawala@allianceadvisors.com
Investor Relations Contact:
Adele Carey
VP, Investor Relations
ir@thebraghouse.com
FAQ
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