Longhorn Network Undergoes Rebrand as Texas Moves to SEC

Last Updated on July 9, 2024

The Longhorn Network, launched in August 2011, has long been a cornerstone of college sports media for the University of Texas. Now, the network is embarking on a new era as a dedicated streaming platform offering Longhorn fans exclusive sports content. The Longhorns Network started with a clear mission: to ensure fans had extensive coverage of the Texas Longhorns. This commitment remains unwavering, even as ESPN becomes the primary broadcaster for Texas games due to the SEC’s television agreement. The Longhorn Network will now focus on original Longhorns content, continuing to provide fans with the in-depth coverage they deserve.

The newly rebranded Longhorn Network launched this month. Endeavor Streaming provided the Longhorn Network with its streaming technology. Endeavor is a well-known global streaming service with league partners like UFC, World Rugby, UEFA, WWE, and WNBA. Although other universities have attempted to utilize subscription-based streaming platforms, they have yet to achieve much success. The network’s transition to streaming differs because it nurtured a brand for over a decade. This foundation of loyalty and recognition sets it apart in its new era.

Learfield Studios, Learfield’s media and production arm, is leading the staffing efforts for the new initiative. They will oversee the production of Longhorns-themed content in collaboration with the University of Texas’ in-house creative team. This collaborative effort will ensure that the Longhorn Network’s content is of the highest quality and remains true to its brand.

“Having that available and having shoulder programming around all of our games, the ability to show coaches shows, replays, everything that’s within the new, exciting move to the SEC, putting that on a streaming platform was just something we felt passionate about,” Texas Athletic Director Chris Del Conte said.

The Longhorn Network’s transition to a dedicated streaming platform will enhance its media presence and provide invaluable hands-on learning opportunities for students on campus. The network will coincide with Texas Studios, supported by Dell Technologies, which will operate in both media production and academic capacities. It will contain multiple production and audio control areas to produce SEC Network-featured games and will be a resource for Moody College of Communication students. Students can join the staff and gain experience producing in-studio content, nurturing the next generation of media professionals.

An important aspect to monitor is the increasing on-campus investment in media resources. As NIL opportunities evolve, schools are striving to build strong relationships within the media to expand their brand footprint.

Clemson University has established the Clemson Athletics Branding Institute (CAB), and the University of Alabama has developed The Advantage Center to support its athletes. These initiatives underscore the power of content creation in collegiate sports, providing athletes with access to state-of-the-art facilities and opportunities to build their brands. Additionally, these media resources offer students hands-on experience in content creation and facilitate partnerships between athletes and brands, fostering a collaborative environment that benefits all involved.


  • Darian Kelly

    Darian is a Sports Industry Management graduate of Georgetown University School of Continuing Studies. Darian hosts The Jersey Podcast and is a sports documentary fanatic who loves to talk professional and college football and basketball.

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