This research offers a case study of sports multimedia contracts as awarded by the University of Alabama and executed by Crimson Tide Sports Marketing, a Learfield/IMG sports management subsidiary. This case study used system theory to investigate how the UA/CTSM sports contract is executed. System theory reviews complex organizations as composed of smaller units with specific responsibilities. System theory research involves observing and describing the operating units, how they interact and how each unit contributes to the organization's goals. Six system components were identified in the UA/CTSM system. However, the most frequent interactions were reported between the control, network distribution, and advertising units. These components work together to create revenue through their participation in the system.