Cincinnati has agreed to a 12-year deal with IMG College for the company to manage the athletics department’s media rights. The agreement, worth more than $30 million in guaranteed payments, is effective July 1.

IMG will manage and market corporate sponsorships, signage, publishing, future Web site sales and management, coaches’ endorsements and game-day hospitality, as well as radio and television rights for football and basketball and coaches shows.

IMG College works with several conferences and institutions in addition to the NCAA.