A California-based marketing, talent management and events production firm will manage and market sponsorship rights for University of Hawaii athletics for the next 10 years.

UH Athletic director David Matlin announced the arrangement with Beverly Hills, Calif.-based IMG today.

Financial terms of the deal were not immediately disclosed.

Under the agreement, IMG will manage and market sponsorship rights associated with all UH Athletics Department programs.

“We are excited at establishing this partnership with IMG and the promise it holds for our student-athletes, our athletic programs, and our corporate partners,” Matlin said in the written announcement distributed to corporate partners of UH athletics.

IMG, once known as International Management Group, is a major player in marketing and licensing college brands. The company said it represents more than 200 collegiate institutions in multimedia rights, licensing, sponsorships, ticketing, publishing and seating. The company also stages live events and manages sports figures and fashion icons.