Andy Abeyta/The Desert Sun / USA TODAY NETWORK
Mater Dei High School, a private school in Santa Ana, California that is well-known for its sports success, announced it has signed a 10-year multimedia NIL deal with marketing company Playfly Sports. The deal is reportedly valued in the “high seven-figure” range.
According to a press release published by Mater Dei, the deal with Playfly is “the first-ever multimedia rights (MMR)
agreement between an individual high school and a third-party partner.”
“This 10-year partnership that spans through the 2034-35 school year will leverage Playfly’s industry expertise to enhance sponsorship opportunities, media exposure, and fan engagement,” the school wrote. “Playfly will apply its proven approach that spans more than 27 collegiate athletic departments to deliver substantial revenue growth and breakthrough brand partnerships to Mater Dei. This collaboration will not only expand the Mater Dei brand regionally and nationally by amplifying the success of its teams and student-athletes but will also introduce new sponsorship opportunities that align with the school’s legacy of excellence.
“Additionally, Playfly will leverage its advanced digital strategies to enhance content creation, delivering more engaging storytelling across multiple platforms. Fans can also expect an elevated experience at the Santa Ana Bowl and on Mater Dei’s campus, with enhanced activations that deepen engagement. The partnership will further support the growth of Mater Dei’s online and gameday merchandising efforts, providing new ways for supporters to connect with the school’s storied athletic tradition.”
The crown jewel of the Mater Dei High School athletics program, which consists of boys and girls teams in 25 sports, is the Monarchs football team that has won national championships in 1994, 1996, 2017, 2018, 2020, 2021, and 2023. Heisman Trophy winners John Huarte, Matt Leinart, and Bryce Young are all graduates of the program.
“This is really going to springboard us into a lot of opportunities that also includes student-athlete development,” Mater Dei director of athletics development Khaled Holmes told Eric Jackson of Sportico. “Especially with businesses wanting to be involved and help the next generation of athletes understand how to craft their brand and manage public perception. But also with financial literacy, with the number of athletes we have who are now making a significant financial decision when they go on to the next level.”
So, with that deal now done, which junior high sports program will be the first to sign a big NIL deal?