Soon after announcing rights agreements with Coca-Cola and Russell Athletic, Georgia Tech has agreed to a nearly $50 million, 10-year, multimedia rights partnership with International Sports Properties.

The deal extends a nine-year partnership with the firm that began in 2000. The agreement calls for a revenue-sharing plan instead of the flat guarantee under the earlier contract. The agreement also calls for development of a sales unit called Georgia Tech Sports Properties, which will be responsible for the Yellow Jackets’ radio, television, Web site, on-premises advertising and game-day promotions.

“The key component was our ability to share revenue with ISP from the very first dollar,” said Athletics Director Dan Radakovich. “As we moved forward, it was imperative that we create a true partnership rather than another vendor-client arrangement.”

The Yellow Jackets also recently announced a $5.94 million, 13-year deal with Coca-Cola to retain pouring rights at athletics events. The department also signed a $22.6 million, 10-year deal with Atlanta-based Russell Athletic to provide athletics apparel.

Also as part of the ISP announcement, the school announced that Yellow Jacket football and men’s basketball games will be broadcast on 106.7 FM in Atlanta beginning in fall 2009.