Learfield Headquarters Relocation
Project Stats
- Location
Dallas, Texas
- Size
70,000 SF
- Market
- Expertise
A bold workplace that pushes the "wow" factor
With a legacy rooted in college athletics and a future focused on innovation, Learfield set out to create a headquarters that reflects its bold evolution and ambitious vision. Partnering with Corgan, Learfield reimagined its workplace to better support its growing team, celebrate its powerful network of collegiate partners, and provide an immersive, brand-forward environment. The result is a dynamic, experience-driven space that connects employees, partners, and visitors to the heart of college sports.
Learfield's new headquarters is an expression of its evolution, from its roots in agricultural radio to its current role as a powerhouse at the center of college sports. Designed to embody the company’s innovative spirit and bold leadership, the space integrates meaningful brand storytelling throughout.
Work Hard, Play Hard
Spanning three dynamic floors, the space brings together workstations, private offices, meeting and training areas, and break zones to offer employees a variety of ways to work, connect, and thrive. The suite of amenities includes an outdoor terrace, recording studio, with various branding elements throughout the space. The work lounge, designed for collaboration and relaxation, features interactive games, creating an engaging environment that aligns seamlessly with Learfield's innovative spirit.
Serious School Spirit
Corgan’s Brand + Graphics team designed a space that fully embodies Learfield’s identity and purpose, creating a curated, personalized experience from the moment visitors arrive. In the main lobby, dynamic lighting can shift to reflect visiting schools’ colors, creating a memorable welcome for university partners. Displays of team helmets and sports equipment provide a physical connection to each program, reinforcing Learfield’s role in amplifying their impact.
At the heart of the space, a double-volume area anchored by a central stair features a suspended installation made from real sports equipment—an homage to the athletic spirit that drives Learfield. A multi-story mural by a local artist begins in the conference pre-function area and rises through the space, illustrating Learfield’s history and reach across broadcasting, ticket sales, digital media, and fan engagement.
Adjacent to the central stair, a brand experience zone weaves together multiple layers of storytelling. This area features a core values wall, gamified elements, custom built-ins, and floor graphics, all designed to immerse visitors in Learfield’s culture. An interactive employee autograph wall honors internal “MVPs,” reinforcing a sense of pride, connection, and the spirit of sport. Extending from the break room, large-scale photographic installations and themed conference room graphics continue the narrative, creating a cohesive and engaging brand journey.
Driven By Teamwork
Furnishings throughout the space also celebrate the energy and texture of athletics in a refined and functional way. Corgan’s Furniture Strategy team selected pieces that are infused with subtle nods to the world of sports — incorporating fabrics inspired by the bright yellow of tennis balls, the texture of basketball leather, turf-colored finishes, and even the dimples in golf balls. These playful details bring personality to the space while maintaining a professional and cohesive aesthetic.
In addition to the creative direction, the team successfully secured a strong vendor partnership that delivered both quality and competitive pricing, aligning perfectly with the project’s design vision and budget goals.
Winning Strategy
Guided by principles of activation, boldness, and innovation, Corgan’s design team focused on supporting a dynamic culture and the ever-evolving world of college athletics. Purposefully crafted to foster connection, attract top talent, and support industry-leading partnerships, the new headquarters marks a pivotal step forward for Learfield as it continues to bring people closer to the action.
