Syracuse Athletics, Legends Enter Multiyear Partnership Focused On Date Analytics & Enhancement of Fan Experience

November 16, 2021

10-year partnership incorporates data analytics, research, annual fundraising, premium seating, sales, and marketing into an integrated holistic program

Legends will also team with Syracuse University’s Falk College of Sport & Human Dynamics to provide education, mentorship, and career opportunities to students

SYRACUSE, N.Y. – Syracuse Athletics and Legends are launching a 10-year partnership to integrate data analytics, marketing, ‘Cuse Athletics Fund annual giving, premium seating, and general ticket sales initiatives into a single fan-focused approach. The partnership will also ensure that the Orange build upon their legacy of supporting student-athletes in the classroom and on the playing fields.

“We are committed to delivering a world class fan and student-athlete experience and Legends has proven to deliver world class ticket sales and philanthropic services among their notable partners within professional and collegiate athletics,” said Syracuse Director of Athletics John Wildhack. “The future is very bright for Syracuse Athletics.”

A central part of the relationship will be the integration of Legends’ robust technologies.

“We are incredibly excited to use these innovative platforms. They will allow Syracuse Athletics to better understand the needs of Orange fans,” said Syracuse Deputy Director of Athletics and CMO Andrew T. Goodrich.

Legends, through its U.S. research arm CSL, will also conduct ongoing market research to assist the department with making informed decisions on potential new seating experiences, fan enhancements, and optimal pricing strategies to maximize attendance.

“Syracuse University has always been an incredible unifying force across upstate New York, and as a native of the area and longtime supporter, I understand the value of Orange Athletics to the community,” said Legends Chief Operating Officer, College Partnerships Mike Behan. “We’re excited to support John and his team. We are especially excited to identify opportunities that will enhance the fan experience and sustain Syracuse’s reputation as one of the nation’s preeminent athletics programs.”

In September, Syracuse Athletics announced the rebranding of the Orange Club to the ‘Cuse Athletics Fund, which was done to in large part to help put a greater emphasis on philanthropic giving. The partnership with Legends will help the ‘Cuse Athletics Fund by identifying additional opportunities for annual fund growth. Legends’ unique fundraising platform, an essential service embraced by higher education, identifies effective fan and donor engagement strategies to amplify philanthropic giving and other opportunities.

Another unique aspect of the partnership is the collaboration with Syracuse University’s Falk College of Sport & Human Dynamics. The alliance between the school’s Department of Sport Management and Legends is committed to advocating for the inclusion of students in the sports entertainment industry. Current students will benefit from project-based and experiential learning, mentorship, and visibility into job openings through unprecedented opportunities for Falk Sports Management & Analytics students to intern with Legends and prepare them for full-time positions upon graduation.

“The Department of Sport Management is extremely excited to be part of this ground-breaking initiative with Legends and Syracuse Athletics.  I have immense respect for what Legends has achieved in the sport industry as an innovative leader and cutting-edge company,” said Falk College Sport Management founding director and chair Michael Veley.  “Our students will benefit greatly from this partnership and its real-world applications, and in turn will be able to provide valuable support in multiple sectors to enhance Syracuse Athletics’ mission to its stakeholders.”

See also: Press Release