A Missouri-based company will extend its exclusive media-marketing contract with UW to 2019 for $75 million, if passed by the University of Wisconsin System Board of Regents Friday.

Learfield Communications Inc., with its Madison-based Badger Sports Properties, oversees the management of university sports television and radio broadcasts, as well as print media rights.

Jeff Jurgella, general manager of Badger Sports Properties, declined comment on the multimillion dollar proposal Monday.

However, Vince Sweeney, senior associate athletic director for external relations, said the proposal to be debated Friday at UW-Oshkosh at the regents' meeting features several components carrying the Badger name.

"It's a very encompassing agreement," Sweeney said. "It is a comprehensive multimedia agreement."

Learfield payments also hold contracts for coaches' programs, like 13 football coaches' shows, including one with UW head football coach Bret Bielema.

In addition to the football shows, Learfield holds the exclusive rights to 17 men's and women's basketball coaches' shows as well as 17 men's hockey coaches' shows.

If approved, the 10-year extension will replace the previous $30 million contract due to run through 2009.

Sweeney was reluctant to speculate on the decision in front of the regents, but said they have a lot to consider in the comprehensive 47-page proposal.

"We have asked the regents to approve the contract extension," Sweeney said. "There's a lot that is still in front of the regents."

Sweeney added that the contract will also include the play-by-play rights, including agreements with the popular "voice of the Badgers," Matt LePay and Mike Lucas.

Payments to UW from Learfield under the proposal would begin at $4.9 million in 2007 and steadily increase until the contract is fulfilled again in 2018 with a payment of $7.5 million.

At the forefront of the contract, the proposal stressed the mutual nature of the university and the media giant.

"This agreement is to be entered into with a spirit of mutual cooperation by both

parties," the proposal said. "The university and Learfield will agree to discuss the multimedia rights granted herein and any unforeseen problems which may develop…"

The proposal itemizes advertising locations scattered around the Kohl Center and Camp Randall from the Basket Pads during basketball games to the valuable space on the top of the Zamboni during Badger hockey games.

— The Associated Press contributed to this report.