Penn State Athletics and Playfly Sports announced the launch of a 15-year multimedia rights agreement Thursday. Playfly Sports is a sports media, marketing, and technology business firm that will aim to increase Penn State Athletics’ commercial growth by way of content creation, programming, partnerships, data activations, and more.

The Pennsylvania-based company plans to make use of its “elite line-up of media, technology, and marketing solutions” to increase Penn State Athletics’ commercial growth.

“Penn State Athletics is synonymous with excellence and boasts one of the most fervent fan bases in the country,” Playfly Sports Properties President Christy Hedgpeth said in a release. “Pat Kraft has an innovative, ambitious vision for the future of Penn State Athletics and its value to the University. We are eager to lock arms with Pat and his team to actualize the concept of a true enterprise strategy. By leveraging our diverse range of services and fan-focused mindset, we will help Penn State deepen fan relationships and cultivate new revenue streams.”

A large part of Playfly’s business plan is to take advantage of the Penn State alumni network and reach out to the university’s corporate fan base to increase support across the country, specifically in Philadelphia, Pittsburgh, New York, Washington, D.C., and Baltimore.

More specific proposals include a the launch of a podcast network, membership-based services for fans, and to make the most of Penn State’s game day experience.

“This wide-ranging partnership marks a new chapter for Penn State as a leader in the ever-changing collegiate landscape,” Penn State Vice President for Intercollegiate Athletics Pat Kraft said. “We are proud to partner with a Pennsylvania-based company which has demonstrated it has the experience, expertise and passion to tap into Penn State’s athletics ecosystem on a level that has never been done before.”