TicketsCINCINNATI – Cincinnati Athletics announced Tuesday a new partnership with CBTS, making the Cincinnati-based technology company the Official IT Solutions Partner of the Bearcats.
CBTS is one of Cincinnati's largest IT service providers, headquartered just blocks from UC’s campus. As the Official IT Solutions Partner of the Bearcats, CBTS will support UC Athletics through their technology transformation needs.
“CBTS is a homegrown Cincinnati company and an industry leader, making this partnership a natural fit for the Bearcats,” said Director of Athletics John Cunningham. “What makes it especially meaningful is CBTS’ investment in our student-athletes beyond competition. Through Bearcats Go Pro and In Her Likeness, they will help us provide valuable connections, resources and opportunities that prepare our student-athletes for success well beyond their time at UC.”
Investing in the next generation of technology leaders
Beyond the IT Solution partnership, CBTS will serve as the presenting sponsor of two of UC Athletics’ premier student-athlete development events: Bearcats Go Pro and In Her Likeness.
- Bearcats Go Pro is Cincinnati Athletics’ annual career expo for student-athletes, bringing more than 40 companies to campus each year and providing Bearcats with direct access to career opportunities, professional connections and networking with industry leaders.
- In Her Likeness is Cincinnati’s signature Name, Image and Likeness (NIL) event for female student-athletes. Entering its fifth year, the event provides education and resources focused on brand building, contract negotiation and sponsorship opportunities. The nation’s largest female-focused NIL event, In Her Likeness generated 880 individual NIL deals for Cincinnati female student-athletes in 2025.
“For 30 years, CBTS has built the technology foundations that power Ohio,” said Kristin Russell, CEO of CBTS.
“Now, as the University of Cincinnati’s Official IT Solutions Partner of UC Athletics, we are powering everything from campus infrastructure to game-day operations for Bearcats Athletics. Just as important, we’re investing directly in UC’s students to inspire and mentor the next generation of technology leaders who will carry this region forward.”
Fans will also see CBTS throughout the Bearcats’ gameday and digital platforms, including on the Cincinnati football benches and goalpost padding.
The partnership further connects two Cincinnati-based organizations with a shared commitment to innovation, community and developing the next generation of leaders.
About CBTS
CBTS is a leading technology services company that designs, builds and operates resilient technology foundations for mid-market and enterprise organizations across North America. Offering expertise in AI, data, applications, platforms and security, CBTS combines the technical depth of a large integrator with the flexibility and client focus of a specialized partner.
Founded in 1994 and headquartered in Cincinnati, Ohio, CBTS and its OnX Canada division serve more than 3,000 clients. CBTS has been named to the CRN Tech Elite 250 for seven consecutive years and ranks No. 49 on the CRN Solution Provider 500. Learn more at cbts.com.
About Cincinnati Athletics
The University of Cincinnati Department of Athletics competes at the highest level of intercollegiate athletics with the vision to reach Next Level Success for all 18 varsity teams and more than 400 student-athletes. The Bearcats have a proud athletics history, winning eight national championships and 118 conference titles, and entered a new era as a member of the Big 12 in 2023.
UC Athletics’ mission is to connect our community, enhance our university and impact the lives of student-athletes as they prepare to change the world on and off the field.
For more information, visit GoBearcats.com.