An incoming University of New Mexico app would share users' data to advertisers, according to Athletics Department officials.

UNM Athletics Director Eddie Nuñez briefly discussed the app during his presentation on the University's new deal with Outfront Media, a multimedia rights company. The new app would provide attendees of UNM sporting events with an augmented reality experience, according to Deputy Athletics Director David Williams.

"(The app) was one of the first things that Outfront wanted to do. They’ve had success with it at other institutions similar to ours," Williams said in an interview with the Daily Lobo.

Williams said the app, similar to one used by the NFL's Kansas City Chiefs, would provide the department with additional revenue as part of a multi-million dollar multimedia rights deal. That deal comes amid a $4.4 million deficit collected by the Athletics Department over several years.

The Outfront deal would replace a previous contract with Learfield IMG valued at nearly $4.5 million, according to an analysis of the Athletics Department conducted by the UNM Athletics Budget Task Force. It’s unclear how much the Outfront contract is worth. However, Nuñez said his department was expecting the contract to be valued at less than the Learfield contract.

The new contract with Outfront was originally announced in August of last year. At the time, Nuñez said he expected the deal to be done before October.

Outfront was one of five companies that bid for UNM Athletics' media rights. Learfield IMG, JMI Sports, National Advertising Partners and Van Wagner Sports & Entertainment all also responded to the UNM call for a new media rights holder.

Outfront represents the New Mexico Activities Association, a New Mexico high school sports conglomerate that defines its purpose as "the regulation, direction, administration and supervision of interscholastic activities in the State of New Mexico," according to the NMAA website.

The media group is also contracted with Louisiana State University, Nuñez's previous employer.

The Outfront deal will go before the full Board of Regents for a discussion and vote on Feb. 18.

Justin Garcia is the Editor-in-Chief of the Daily Lobo. He can be contacted at or on Twitter @Just516garc