3C2A and Playfly Sport to Enter 10-Year Partnership
Sacramento, Calif. - The 3C2A announced it has entered into a 10-year multimedia rights (MMR) agreement with Playfly Sports, the sports industry's leading revenue maximization company, beginning July 1, 2026, announced today.
As the 3C2A's MMR rightsholder, Playfly will hire a dedicated staff to work alongside the organization to drive commercial revenue through innovative strategies and the development of new revenue streams, including in emerging markets and sponsorship categories.
"We are excited for this new partnership and the immense potential for increased revenue generation with Playfly Sports over the next decade," said Jennifer Cardone, Executive Director, 3C2A. "We selected Playfly for its proven expertise and demonstrated success. And we believe they are uniquely positioned to help unlock and maximize the tremendous growth opportunities that exist for the 3C2A as we build on our foundation of providing more opportunities for our talented student-athletes to showcase their athletic abilities as they strive to fulfill their dreams."
"With this partnership, Playfly is increasing our presence from coast-to-coast and bolstering our network of relationships in the state of California across high school, youth, college, and professional sports to best serve our partners at every level," said Brent Vander Mey, Group Vice President, Playfly Sports Properties. "With 112 member schools, we have an exciting opportunity to bridge the 3C2A network and increase revenue generation for the entire organization in support of its over 28,000 student-athletes."
ABOUT PLAYFLY SPORTS
Playfly Sports, the sports industry's leading revenue maximization company, drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. Its fan engagement platform allows its partners to reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship, premium experiences, ticketing and fan engagement offerings through proprietary data, innovative technology and compelling storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place to Work in Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com.
ABOUT THE 3C2A
Since 1940, the California Community College Athletic Association (3C2A), an integral part of California's extensive community college system that serves over 2.1 million students year-over-year, has overseen intercollegiate athletics for 112 California community colleges and more than 28,000 student-athletes annually. The 3C2A sponsors 26 championships for its 25 sports, while providing administrative support for regional and state championships. As an organization, it strives to advocate for the overall well-being of student-athletes through the governance, promotion, and support of its member intercollegiate programs. To learn more about the 3C2A, visit www.3C2ASports.com.