But the reality of producing these programs is a different story. The cost of creating, printing, and distributing them can be restrictive, especially for smaller schools and non-revenue sports. They're labor-intensive, requiring countless hours of manual updates to ensure every detail is accurate. And when there's a last-minute change? There's no flexibility in the traditional format.  

Before the COVID-19 pandemic, digital versions of fan-facing publications were just a small piece of the gameday puzzle. Most were simply PDF versions of what fans could already get in print. They lacked user-friendly features, were still resource-intensive and didn't integrate well with the broader fan experience.  

But then the pandemic hit, and with fans stuck at home, the demand for digital programs started to rise quickly. Suddenly, these digital versions were more than just an afterthought—they were a necessity. Even as fans began returning to the stands, the appetite for digital content only grew stronger. This was a clear signal: fans wanted more digital options, and they wanted them to be more engaging. 

In response, Learfield Publishing and SIDEARM Sports teamed up to develop a solution. By leveraging new technology that pulls in already-created content, the Digital Programs platform was born. It was designed to streamline operations for athletics departments, enhance the overall fan experience, and unlock new revenue-generating opportunities. 

Unlike traditional programs, the Digital Programs platform is integrated directly with the SIDEARM Content Management System (CMS), pulling content like rosters, stories, and schedules into a modern program design within seconds. The platform touts a user-friendly program builder, making it simple to create, modify, and distribute content. Given its flexibility with the integration into SIDEARM's CMS, programs can be created by SIDEARM partners in minutes for any sport at any level. 

"SIDEARM Digital Programs has made our jobs easier and seamlessly works with our website," said Joe Prisco, Director of Strategic Communications at Tulane University. "It has cut our work in half by allowing us to repurpose information that was already being used." 

Today, more than 120 schools across Division I, II, and III are using SIDEARM Digital Programs. Over 367,000 fans have opened one or more of the 10,000 total programs created, drawing more than 2.5 million views and 4.5 million engagements.

Providing a consistent content delivery experience no matter where they're browsing, the digital format offers a more engaging fan experience with video content and interactive elements. And because it's all digital, programs can be updated in real-time, reflecting the latest information and making the experience dynamic and responsive.

"SIDEARM Digital Programs has been an amazing time-saver for our department, taking very little time to create quality programs from scratch," added Vincent Pecora, Director of Athletic Communications at Lebanon Valley College. "We love how we are able to make edits and keep the program as up to date as possible without needing to worry about reposting a different link or different program to our website." 

Over the last year, many athletic departments have leaned on Digital Programs for some of the biggest college sporting events in the country. The University of Michigan leveraged the platform to create digital programs for its two College Football Playoff games. NC State rolled out versions for its men's and women's basketball programs during each team's appearance in the Final Four. Also, the University of Florida released a fan guide for its baseball team's appearance in the College World Series. 


Not only does this solution provide the stability and flexibility to rise to the occasion for some of the biggest moments of the year, but it also gives athletic departments the ability to equally promote all sports. Over the past year, West Virginia University has leaned on that flexibility, creating programs for gymnastics, rifle, and cross country—sports that previously never had a full gameday program. 

"This also has been beneficial to our Olympic sports programs," said Joe Swan, Senior Director of Athletics Publications at West Virginia University. "Previously, these event programs were playbill-style with a cover, rosters and schedules, and a sponsor ad. Now, they're getting a full-blown event program with feature stories, game previews, promotional content, and sponsor ads." 

The Digital Programs platform is particularly transformative for smaller athletics departments, which often face challenges with resource allocation and budget constraints. Schools that may lack the staffing and financial resources to produce traditional gameday programs consistently are able to create high-quality content in just a few clicks. "The SIDEARM Digital Program platform has been an all-around success for our athletics department in providing a sustainable alternative to printed programs," said Jon Schwartz, Associate Athletic Director for Communications & Media Relations at Case Western Reserve University. "The platform allows us to quickly create programs with enhanced information in a design format that our student-athletes, their parents, and fans have overwhelmingly embraced, and we have reduced printing costs, waste, and time spent on designing the programs." 

Unlike print, which limits ad space and offers a disjointed digital experience, the Digital Programs platform offers customizable options that maximize revenue potential with the ability to click through to partner sites, deploy banner ads, and monetize specific sections.  

"SIDEARM Digital Programs not only have created a unique way for our programs to be presented, but also allowed each entity to create something engaging for our fan base while continuing to support our sponsors with creative ways to showcase their brands," said Aaron Socha, Assistant Director of Communications at Duke Athletics. This capability allows athletic departments to create targeted sponsorship opportunities that enhance partner visibility while generating new streams of revenue. With dynamic advertising options and real-time updates, schools can react to sponsor needs and market conditions instantly, ensuring maximum return on investment." 

In July 2024, SIDEARM and Learfield Publishing collaborated on new ways to grow the platform. To best meet the needs of each partner, the ability to create additional digital publications such as media guides, yearbooks, and magazines was added to the platform. This expansion came directly in response to the needs of schools that wanted to utilize the platform for more general publications beyond specific games and events. With these new capabilities, athletics departments can extend their reach and efforts beyond a single event, maximizing efficiency and fan engagement. As the landscape of collegiate athletics continues to evolve, Learfield and SIDEARM look forward to implementing products that best meet partner needs, driving growth through innovation, inclusivity, and a commitment to enhancing the fan experience for all.