University of Wisconsin & Legends Announce Multi-Year Partnership

March 13, 2019

The University of Wisconsin and Legends today announced a first-of-its kind, multi-year partnership between the school’s athletic department and Legends, to streamline initiatives across general ticketing, premium seating, annual fundraising, marketing and business intelligence capabilities into one integrated platform. 

Wisconsin engaged Legends through its U.S. research arm, CSL, in 2015 to conduct a comprehensive study incorporating a survey and series of focus groups to solicit direct market feedback from ticket holders, alumni and Badger fans on the future of Camp Randall Stadium.

Legends will continue to assist Wisconsin with planning of the upcoming renovation of Camp Randall Stadium. In addition, Legends will be responsible for all sales and marketing, planning and premium seating strategy. Legends will also implement its robust technology, data and analytics structure to complement and support across every element of the partnership.

“Legends is proud to team with the University of Wisconsin,” said, Mike Ondrejko, President, Legends Global Sales. “Through close collaboration with the team at Wisconsin, Legends will leverage its unique partnership development strategy to help position Wisconsin’s program for long-term success.”

“There are a lot of opportunities to be embraced by our athletic department,” said Chris McIntosh, Wisconsin Deputy Athletics Director. “Legends’ experience and innovative approach make them a great partner for us. We are excited about what lies ahead.”

Legends is at the forefront in advising university athletic departments to identify opportunities to enhance fan experiences in venue and maximize initial capital and annual revenues on new and renovated facility projects, having partnered on more than $2B in projects over the last five-years.

“Entering into partnership with Legends will help us to fulfill one of our most sacred duties, which is to ensure that we are building a sustainable financial infrastructure that will allow us to continue to provide educational opportunities for our student-athletes,” said Mario Morris, Senior Associate Athletic Director for Business Operations and CFO. “I truly believe that this is a transformational moment for Wisconsin Athletics.”

“Having had the opportunity to work alongside of and get to know Chris McIntosh, Mario Morris and the entire Wisconsin Athletic Department team, their vision is clear. They are focused on embracing new and innovative strategies both on and off field. This approach is rooted in their unwavering commitment to continue to offer an exceptional experience for Badger student athletes long into the future,” said Michael Behan, Vice President, College Partnerships at Legends.

An industry leader in developing and optimizing unique platforms for its clients and partners, Legends represents and manages premier venues across professional sports, events and collegiate partners, including AT&T Stadium, Yankees Stadium, Banc of California Stadium, Los Angeles Stadium & Entertainment District, Las Vegas Raiders Stadium, University of Notre Dame, and nearly 40 Live Nation properties.

See also: Press Release