Learfield — the college sports sponsorship giant based in Plano that represents 120 institutions — was acquired by private investment firm Atairos, based in New York City, the two sides announced Saturday morning.

Terms of the deal were not disclosed, though a price tag for Learfield was expected to be between $1.2 billion to $1.3 billion.

Atairos is independent private investment firm that launched earlier this year with $4 billion in committed capital from Comcast.

Atairos reportedly beat out a trio of other contenders including Fort Worth-based TPG Capital, which, according to the Hollywood Reporter, made an offer of $1.2 billion for Learfield.

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