Legends Signs Mega Rights Deal with Georgia Tech

Via Sports Business Journal

Georgia Tech has signed one of the most comprehensive rights partnerships in college sports in a long-term deal with Legends.

In a rare move, the Yellow Jackets combined their traditional multimedia rights, which includes corporate sponsorship, with ticket sales and marketing, premium seating sales, fundraising, events, hospitality and e-commerce. They are all included in the arrangement with Legends, with the hope of exceeding the school’s estimated $6 million per year received from its current multimedia rights deal with Learfield IMG College.

“All of their revenue streams are going to be flowing in the same direction now,” said Michael Behan, Legends’ vice president of sales. “It’s probably a first-of-its-kind deal in college sports.”

The Yellow Jackets previously outsourced the rights to different partners. In addition to the Learfield deal for multimedia rights, The Aspire Group had ticketing, Fanatics handled e-commerce and Georgia Tech managed seating and events in-house.

Now, all of those revenue-generating functions will be under one umbrella with Legends, which is making an aggressive push into the college rights space with more deals expected to be announced soon. Financial terms with Georgia Tech were not released. The Learfield deal is in its final year, with Legends assuming the rights on July 1, 2021. The structure of the Legends deal is believed to be a guarantee plus revenue sharing on its sales.

Chicago-based Navigate consulted with Georgia Tech’s athletic department on the deal.

“Timing is everything, and it’s really exciting to know that we’re going to have a partner like Legends developing a revenue strategy with us as we’re coming out of COVID,” Georgia Tech Athletic Director Todd Stansbury said.

Stansbury, a Tech alum who played linebacker on the football team, wasn’t convinced that this was the best time to take Tech’s multimedia rights to market. But the school’s contract with Learfield IMG College was near an end, and the Yellow Jackets had to make a move, pandemic or not.

Stansbury was pleasantly surprised by the response from the marketplace. Seven companies submitted bids for the Yellow Jackets’ rights, some of which included a guarantee while others were straight revenue-share.

“COVID complicated matters,” Stansbury said. “This is not the kind of decision you want to make from Zoom calls, but that’s what we had to do. Now we can pull all of our revenue levers at once and have them working in conjunction.”

It remains to be seen what kind of revenue increase Legends can generate for the Jackets. Two clear challenges are programming more events at Bobby Dodd Stadium and creating more premium spaces at the stadium, which was built in 1913.

Georgia Tech has sold all of its football premium seating and needs more inventory. CSL, Legends’ project planning business, will review the fan experience at Tech’s football and basketball venues.

“The financial implications of COVID on the schools are well-documented,” Behan said. “Schools are willing to step back and have conversations about revenue and reimagining how they’re going to do that.”

Stansbury’s senior leadership team of Deputy AD Mark Rountree, Senior Associate AD Ayo Taylor-Dixon and CFO Marvin Lewis were involved in the negotiations. Legends also has a joint venture with JMI Sports at Notre Dame for multimedia rights.

Georgia Tech and Legends Announce Comprehensive Partnership Across Key Athletics Revenue Streams

— Partnership Includes Yellow Jackets Multimedia Rights, Premium Seating, Ticketing, Annual Fundraising, Corporate Hospitality, and E-Commerce —

ATLANTA, GA – December 7, 2020 – The Georgia Tech Athletic Association (GTAA) and Legends today announced a first-of-its-kind partnership to combine opportunities across multimedia rights, premium seating, ticketing, annual fundraising, corporate hospitality, data analytics, business intelligence, and e-commerce into one integrated relationship. The partnership will take a customized and holistic approach for identifying new, engaging, and entertaining platforms for corporate partners and Yellow Jacket fans to connect with Georgia Tech athletics and position the Institute for success and growth in the evolving collegiate athletics landscape. 

“Legends is the industry leader in sports experiences, having been founded by two of sports’ most recognizable and prestigious organizations — the New York Yankees and Dallas Cowboys. Georgia Tech fans and corporate partners will benefit from the expertise that Legends brings in designing, planning, and implementing world-class experiences. I couldn’t be more excited to begin this first-of-its-kind partnership and for the bright future for Georgia Tech athletics, our fans, and our corporate partners.”

Legends will introduce a robust technology, data, and analytics platform to support all revenue streams. The new business intelligence platform will provide Georgia Tech athletics with greater insights into Yellow Jacket fans, including a complete view of their relationship to the Institute and athletic department, specific interests, brand affinities, behaviors, and how to most effectively engage. 

“This past year has introduced new challenges in the collegiate athletics landscape, and we believe the path forward will require a strong vision and modernized approach,” said Mike Behan, Vice President, Collegiate Partnerships, Legends. “In collaboration with the Athletic Department’s innovative leadership team, Legends will engage our entire 360-degree platform – with deep acumen across partnerships, ticketing and premium seating, fundraising, corporate hospitality, retail, and technology – to create a customized, long-term blueprint for growing the business and creating memorable experiences for Yellow Jacket fans.”

CSL, Legends’ project planning consultancy, will conduct a market study to evaluate the overall fan experience at Bobby Dodd Stadium and McCamish Pavilion and assist with identifying opportunities. Data and technology will also help to identify innovative new revenue and partnership opportunities to deliver on this advanced vision as the collegiate landscape continues to shift. 

Legends, a global leader in sports and entertainment founded by the New York Yankees and Dallas Cowboys, brings a wealth of knowledge and operating expertise to Atlanta, in addition to previous involvement at Mercedes-Benz Stadium.


The Official Real Madrid Bernabeu Store is now open to fans after the club launched the new shop on Avenida de Concha Espina 1, at Gate 30 of the stadium. Real Madrid‘s director of institutional relations, Emilio Butragueño, attended the ceremony held to mark the opening of the store, which is located on the former site of the Real Café. This is the store’s temporary home whilst progress continues on the stadium redevelopment and it will subsequently move to its permanent location.


The store is open from Monday to Saturday from 10am to 8:30pm (CET) and from 10am until 8pm on Sundays and bank holidays. The facility, along with the Tour Bernabéu, offers supporters the opportunity to enjoy a unique madridista experience. Fans will be able to find the full range of official products for men, women and children in a store that spans two floors and over 700m2. The shop also boasts a 40m2 personalisation laboratory, checkout space covering 30m, 25 digital screens, a photo area and two external sales points for direct sales from the street.


The store is a result of Real Madrid‘s collaboration with Legends in the running of the club’s official stores. The opening ceremony was also attended by Sergio Nieto, the general manager of Legends España.


Club members and Madridistas will receive special benefits, including exclusive offers and access to priority checkouts when making their purchases. In addition, the store and its staff are compliant with all of the relevant protocols to ensure that it is a COVID-19-free space.