Mater Dei High School Strikes Groundbreaking Sports Media Deal With Playfly Sports
Private California powerhouse sets new standard with unprecedented 10-year multimedia rights agreement, reshaping the landscape of high school sports marketing.
High school sports have entered a new era, and Mater Dei High School is leading the charge. The private institution in Santa Ana, California, has inked a historic 10-year multimedia rights deal with Playfly Sports. Valued at approximately $1 million annually, the agreement is expected to generate strong revenue, positioning Mater Dei as a true pioneer in high school sports marketing and sponsorship expansion.
This deal is the first of its kind in the United States, marking the first time an individual high school has partnered with an external entity to manage its multimedia rights. Traditionally, such agreements were exclusive to collegiate and professional sports, but Mater Dei’s decision signals the growing commercialisation of high school athletics. The agreement enhances sponsorship opportunities, expands media exposure, and elevates fan engagement across all 28 of the school’s athletic programmes.
Playfly Sports, a company with a strong track record in revenue maximisation, will lead efforts to strengthen Mater Dei’s brand. The firm currently manages multimedia rights for over 27 collegiate athletic departments and recently acquired Paragon Marketing Group, which has worked with Mater Dei for years. With this expertise, Playfly aims to secure sponsorships, develop digital content, and professionalise the school’s overall sports presentation to elevate engagement.
Beyond financial gains, the partnership is set to transform the game-day experience for both athletes and fans. Supporters can expect interactive engagement activities and a noticeable increase in merchandising efforts. Playfly intends to enhance Mater Dei’s digital presence, creating compelling storytelling opportunities while increasing the school’s visibility across platforms, further solidifying its reputation as a leader in high school sports branding.
The deal does not cover name, image, and likeness (NIL) agreements for student-athletes. California law prevents high schools from negotiating NIL deals for students. As such, Mater Dei students are responsible for securing their own agreements independently, ensuring compliance with the relevant regulations and maintaining alignment with existing legal frameworks governing NIL transactions.
This agreement sets a bold precedent for the future of high school sports marketing. Other elite high schools with strong athletic programmes may look to Mater Dei’s model as a blueprint for similar partnerships. Whether this deal sparks a broader trend or remains a unique case, it will undoubtedly reshape how high school sports are marketed, sponsored, and consumed in the evolving landscape of modern athletics.