Nebraska has had a long history of athletic innovations, from weight-room training to the walk-on program, to the jumbo video boards in Memorial Stadium.

Now it’s embarking on another ambitious test as the only major athletic program that fully operates its broadcasting and multimedia marketing in-house instead of partnering with outside specialists.

This spring, Nebraska made a surprising and highly unusual decision to end its 13-year broadcasting and marketing partnership with Learfield/IMG College, which handled broadcasting rights, advertising sponsorships, stadium signage, program ads, sponsorships of coaches’ programs, and more.

Related: Nebraska nearing a deal to take broadcasting rights in-house