Army and Legends Announce Comprehensive New Partnership
— Planning and Strategy of the Cadet Seating and Premium Experience, as Part of the Comprehensive Michie Stadium Preservation Project at West Point —
— Partnership with Legends will Also Include a New Year-Round Event Hospitality Program —
Army West Point Athletic Association and Legends today announced a comprehensive new partnership focused on creating an elevated experience for both fans and cadets, as part of the Michie Stadium Preservation Project at the U.S. Military Academy at West Point, home of the Army Black Knights football program. The modernization of Michie Stadium will include a complete transformation of the East Stands space, where cadets have watched games since 1962. The project will fully integrate the cadets into the reimagination process, to elevate the viewing experience in a way that is authentic to the “Duty, Honor, Country” ideals.
The project will introduce all-new premium areas for Michie Stadium guests with the addition of suite, loge, and club level seating. Army West Point football is an unparalleled experience and these upgrades will further enhance the uniqueness of being able to experience a game at Michie Stadium.
Legends previously assisted Army by conducting a comprehensive market study, soliciting feedback from West Point alumni, A Club donors, ticket holders, and Black Knight fans, to help determine the new seating experience and amenities within the East Stands. Additionally, Legends will manage sales and marketing, business intelligence, and data analytics services across the integrated partnership. Legends’ proprietary technology, data, and analytics platform will be a critical driver in delivering customized solutions and unique innovations for Army.
“Army West Point is a historic and noble brand that we protect fiercely,” said Mike Buddie, Director of Athletics, Army West Point. “Partnering with Legends makes all the sense in the world as they are an iconic brand in the hospitality business world and have a great reputation. We are excited to work with them to create the best game day experience in the nation and provide new and innovative opportunities for the alumni and public to experience the grandeur of the West Point Experience.”
Army and Legends will also partner on an event hospitality program, that will allow guests from the greater tri-state area the opportunity to experience the storied history and traditions of the U.S. Military Academy. The program will be fully customizable and specially curated for the group and the length of the visit and will highlight West Point’s heritage, values, and commitment to excellence, all set to the backdrop of West Point’s beautiful and historic campus on the western bank of the Hudson River.
“The experience at West Point is one unlike any other in collegiate athletics, and the opportunity to work alongside Army and completely reimagine the experience for Black Knight fans as part of the overall transformation of Michie Stadium, allows us to leverage our holistic acumen and develop a best-in-class hospitality program that celebrates the history and tradition of Army athletics,” said Mike Behan, Legends Vice President, Collegiate Partnerships. “As an extension of this approach, we saw an enormous opportunity to create a year-round event hospitality program that will allow guests to participate in the distinct aspects of the West Point experience.”
Legends has best-in-class experience in both sports and attractions, including working with some of the most visible teams and brands in the world, including ownership ties to the New York Yankees and the Dallas Cowboys, along with attractions experience all over the world.
The New York Yankees and Army have their own storied background, with Army playing exhibition games against the New York Yankees 22 times since 1927, including the most recent exhibition game in 2013 at West Point. The first meeting of these storied programs featured Babe Ruth and Lou Gehrig. Additionally, playing football games at the original Yankee Stadium was a staple of the Army football program throughout much of the last century. The Black Knights returned to their New York City heritage as Army agreed to play two of its home games at the new Yankee Stadium in 2011 and 2014.