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.