Georgia Tech bundles up revenue streams

Article posted by Coliseum, January 5^th, 2021

Image: Georgia Tech

Premier experiences company Legends has scored a first of its kind all-encompassing deal with US college Georgia Tech that will bring the latter’s earning avenues – including ticketing, data analytics and corporate hospitality – under one umbrella. An announcement in this regard was made recently.

The partnership, which will also cover multimedia rights, premium seating, annual fundraising, business intelligence, and e-commerce, will see Legends develop a technology, data, and analytics platform to provide Georgia Tech with greater insights into its fans, including a complete view of their relationship to the Athletic Department, specific interests, brand affinities, behaviors, and how to most effectively engage.

Legends are a premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues. Founded by the American professional baseball team New York Yankees and the professional American football team Dallas Cowboys, Legends has a finger in every pie -food, beverages, merchandise, retail, and ticketing.

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The Georgia Institute of Technology, commonly referred to as Georgia Tech, is a public research university and institute of technology in Atlanta, Georgia, US.

Georgia Tech Athletics Director Todd Stansbury told mediapersons that the two parties expect the partnership to generate more than $400m over the course of the deal, which will run for 11 years from July this year.

With Georgia Tech in its kitty, Legends has expanded its college athletics portfolio, which also includes partnerships with the US-based University of Notre Dame and San Diego State University.

Mike Behan, Vice-President of Collegiate Partnerships for Legends, stated, “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.”

“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,” Behan added.

The Georgia Tech Yellow Jackets football team represents the Georgia Institute of Technology in the sport of American football. The Yellow Jackets team competes in the Football Bowl Subdivision of the National Collegiate Athletic Association (NCAA) and the Coastal Division of the Atlantic Coast Conference. The Yellow Jackets have won five national championships during their illustrious history across several sports including American football, basketball and baseball.

Added Stansbury, “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.”

Convention, Sports and Leisure (CSL), the research and planning arm of Legends, will conduct a market study to evaluate the overall fan experience at Bobby Dodd Stadium (located in Georgia Tech campus), the Division 1 school’s football venue, and McCamish Pavilion, where the college’s basketball teams play, and assist with identifying revenue opportunities.

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