Midco Sports isn't your typical regional sports network. Backed by nearly a century of experience in the Upper Midwest, the Sioux Falls, SD-based operation has spent the past several years quietly transforming itself into a national-minded streaming and production partner that offers the polish of a major player but retains the personal touch of a mom-and-pop shop.At the center of that evolution, its Midco Sports Plus streaming service has grown from a regional extension of in-house productions into a scalable content-acquisition and -distribution engine with reach across nine U.S. states. Add in a key new partnership with the Northern Sun Intercollegiate Conference (NSIC) and a recently announced technology partnership with Visaic, and it's clear that Midco is making serious moves.
SVG sat down with Andy Price, VP, sports content, and Craig DeWit, senior manager, sports partnerships, to talk about what's driving the momentum, how the platform has matured, and why the folks at Midco Sports believe the best way to win nationally is to never stop thinking like a relationship-first, service-focused regional brand.
Midco Sports' Craig DeWit: Technology and scale matter, but longevity comes only from trust. What's new at Midco Sports in general these days, and how have you built up momentum the past couple of years?
DeWit: The momentum we've built stems from combining our history with a very future-focused mindset. Midco is a 95-year-old technology company at its core, and that longevity has shaped how we approach everything - from innovation to partnerships to execution-focused mindset.
While we're proudly rooted in our regional identity, the past couple of years have been about removing artificial boundaries. We've invested heavily in production infrastructure, streamlined workflows, and aligned our teams around scalability and consistency. That has allowed us to evolve from a traditional regional sports organization into something more flexible and far-reaching.
Everything we do is guided by what we internally call Bestness - a white-glove mindset where quality, reliability, and attention to detail matter on every broadcast and every relationship. That philosophy is what fuels our momentum and positions us for what's next.
And how have your production operation and programming offerings evolved?
DeWit: Our production operation has matured in a way that allows us to operate with both precision and scale. We've standardized expectations while still supporting custom solutions, which is critical when working with a wide variety of partners.
That evolution was intentional. We're not interested in high-volume, low-touch models. Whether we're producing a single event or managing an entire conference ecosystem, the goal is the same: deliver broadcast-level quality and act as a true extension of our partners' teams.
That approach has allowed us to support growth beyond our traditional footprint while maintaining an exceptional level of service for more than nine decades.
How has your Midco Sports Plus service evolved since its launch in 2020, and what's new on that front? What new programming, features, or functionality have been developed? Are you seeing growth in subscribers, engagement, etc., and, if so, what's driving that?
DeWit: Midco Sports Plus began as a regional streaming extension of our in-house productions, but it has evolved into a scalable content-acquisition and -distribution platform. Subscriber growth and engagement continue to increase, driven by better technology, increased live content, and a significantly improved user experience.
What's especially encouraging is the interest we're seeing nationally, including from institutions outside our historical markets. That validates our belief that Midco Sports Plus isn't just a regional solution; it's a platform that can support collegiate partners anywhere in the U.S. and Canada.
We've built it to be flexible, reliable, and service-oriented - not transactional - which resonates with schools and conferences looking for long-term partners rather than short-term vendors.
Midco Sports' Andy Price: Our model balances centralized coordination with campus productions, allowing us to adapt to each institution while maintaining consistent standards. The NSIC Network partnership announced this month marks a significant expansion for Midco Sports Plus, right? What does this partnership mean for the platform, and how does it position you in the collegiate-sports-streaming landscape?
Price: The NSIC partnership is a defining milestone for us. It is our first conference inclusive of a full football schedule, along with all the other men's and women's offerings. It demonstrates how a 16-team conference can be supported through a unified, high-quality streaming platform without sacrificing consistency or service.
The NSIC's importance is in part regionally based; it offers us the chance to bolster our regional-sports linear programming with live-game possibilities to help fill schedules. More broadly, it serves as a proof point for our national strategy since the complexity and scale of the partnership mirror what many conferences across the country face. It shows that Midco Sports Plus can support multi-state, multi-school ecosystems with a white-glove approach.
It's also a reflection of how we operate as a relationship partner. We're deeply engaged with the conference and its institutions, working collaboratively rather than simply delivering a product.
Between the Summit League, the CCHA, and the NSIC, Midco Sports Plus is streaming content tied to institutions across nine U.S. states, and that footprint continues to grow as we pursue national-content acquisition.
You recently announced Visaic as your technology partner. W
