Syracuse University is becoming a free agent - in the world of sports marketing.

The Post Standard is reporting that SU's athletic department is breaking its contract with current sports marketing company IMG, saying it believes the value of the school's multimedia rights are worth much more than their current contract.  SU wrote its sponsors that it would be exploring all its options, which could include a new contract with IMG, finding a new multimedia partner, or doing the work itself.  A number of colleges have signed new multimedia deals that have significantly boosted their revenues.