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<h1 align="right" style="text-align:right"><b><span style="font-size:9.0pt;font-family:"Calibri",sans-serif;text-decoration:none">BAYLOR ATHLETIC COMMUNICATIONS – March 6, 2023<o:p></o:p></span></b></h1>
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<p class="MsoNormal"><b><span style="font-size:13.0pt;color:black">Baylor Partners with Playfly Sports Properties on Multimedia Rights</span></b><b><span style="font-size:13.0pt;color:black"><o:p></o:p></span></b></p>
<p class="MsoNormal"><b><i><span style="font-size:10.5pt;color:black;background:white">Innovative Partnership Combines Baylor, Playfly Sports<o:p></o:p></span></i></b></p>
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<p class="MsoNormal"><b><span style="font-size:9.0pt">For more information contact:
</span></b><span style="font-size:9.0pt">Brent Ingram; 210-845-8651, </span><a href="mailto:brent_ingram@baylor.edu"><span style="font-size:9.0pt">brent_ingram@baylor.edu</span></a><span style="font-size:9.0pt">
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<p class="MsoBodyText"><b><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">WACO, Texas --</span></b><span style="font-size:11.0pt;font-family:"Calibri",sans-serif"> Baylor Athletics has partnered with Playfly Sports Properties, the emerging leader
in sports marketing, media and technology, to announce a new 10-year multimedia rights agreement. Playfly will take over complete management of Baylor Athletics' multimedia rights on June 1, 2023, but a designated transition team will immediately begin laying
the groundwork for future success.<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">"We are excited to partner with Playfly Sports," Baylor Vice President and Director of Intercollegiate Athletics Mack Rhoades said. "The relationship with Playfly will help
us continue to elevate our brand, while creating new sponsorship opportunities through innovative methods. We look forward to working collaboratively with Playfly to expand the Baylor brand and take the next step forward in our mission of Preparing Champions
for Life."<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">Baylor's partnership with Playfly will leverage the company's multimedia rights expertise and its expansive suite of marketing and media solutions to further grow the Bears
brand multi-dimensionally. Playfly Sports will target existing platforms and identify new opportunities for corporate partners to engage fans, while helping Baylor Athletics expand its fanbase. Playfly will manage all sponsorships for Baylor Athletics, along
with making strategic capital investments to improve the overall experience for both fans and corporate partners.<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">In addition to selecting and onboarding a staff dedicated to fostering and developing strategic partnerships for the department, Playfly will fund a full-time data and analytics
team member to help fuel smarter, data-driven solutions.<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">Baylor is also a Founding Member of the new Playfly Innovation Lab, a collection of athletics thought leaders and hand-raisers intent on driving the next wave of innovation
across the collegiate landscape. This advisory will work together to ideate and incubate new ideas aimed at universal priorities including fan development and revenue generation among others.<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">"The Baylor brand and values are some of the strongest across the entire collegiate athletics arena, fueled even further by the Bears' passionate fan base in Waco and beyond,"
said Christy Hedgpeth, President of Playfly Sports Properties. "Mack Rhoades is building an unmatched program both on and off the field, supported by talented staff with a competitive spirit and an eagerness to try new things. We can't wait to get on campus
and utilize our data-first approach to increase Baylor's footprint in the marketplace."<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">A host of other schools have recently selected Playfly Sports as their MMR partner including Nebraska, UCF, FAU and George Mason. Playfly's long-standing partners include
Auburn, LSU, Maryland, Michigan State, USC, Virginia among many others, as well as both the Pac-12 and the Big Ten Conferences.<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">Playfly will begin a transition process, which involves making contacts with existing and potential clients prior to taking over all operations on June 1, 2023.<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">About Playfly Sports<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">Fan Focused, Data Driven. Playfly Sports is the emerging leader in sports marketing, media and technology. By connecting more than 2,000 brand partners with approximately
83% of all U.S. sports fans, Playfly Sports delivers scalable, data-oriented marketing and media solutions. Playfly Sports operates at local, regional and national levels with a growing portfolio of multi-faceted, fan-focused divisions. Capabilities include
exclusive MMR management, media and sponsorship activation, valuation, consulting, and development, custom advertising creative and digital content production, all along with new revenue-driving platforms and technologies.<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">Founded in September of 2020, Playfly Sports has made an immediate impact on the sports industry. The company is now home to more than 700 team members located across 31
U.S. states dedicated to maximizing the impact of highly passionate local sports fans. Playfly Sports: Fan Focused, Data Driven. Follow Playfly Sports on social media @PlayflySports or visit
<a href="http://www.playfly.com">www.playfly.com</a>.<o:p></o:p></span></p>
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<p class="MsoBodyText" align="center" style="text-align:center"><i><span style="font-size:11.0pt;font-family:"Calibri",sans-serif">- BaylorBears.com -<o:p></o:p></span></i></p>
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<p class="MsoNormal"><b><span style="color:#385623;mso-ligatures:none">Brent Ingram</span></b><span style="color:#385623;mso-ligatures:none"> </span><span style="color:black;mso-ligatures:none">| Assistant AD for Communications</span><span style="font-size:10.0pt;color:black;mso-ligatures:none"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="color:black;mso-ligatures:none">Department of Athletics | Baylor University</span><span style="font-size:10.0pt;color:black;mso-ligatures:none"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="color:black;mso-ligatures:none">C: 210-845-8651</span><span style="font-size:10.0pt;color:black;mso-ligatures:none"><o:p></o:p></span></p>
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