Legends supporting sales at USC stadium

Article posted by Coliseum, May 21^st, 2025

Image: Legends

The University of South Carolina has picked Legends to manage premium seating and support ticket sales for the renovated Williams-Brice Stadium.

Legends said the deal is part of a multi-year partnership aimed at enhancing the fan experience at Gamecocks’ sporting events and maximizing the USC’s Athletics revenue generation through a streamlined, data-driven sales approach.

The University of South Carolina is a public research university in Columbia, South Carolina, United States. Founded in 1801 as South Carolina College, it is the flagship of the University of South Carolina System and the largest university in the State by enrollment.

The 77,559-capacity Williams-Brice Stadium, popularly known as the ‘Willy B’, is a football stadium located in Columbia, South Carolina (US). It serves primarily as the home of the South Carolina Gamecocks football team but has also hosted several concerts, State high school football championships and various other events.

Gamecock Athletics Director Jeremiah Donati said, “Legends is the industry leader in elevating the fan experience and creating unforgettable moments.

“Their expertise will not only enhance how our fans engage with South Carolina Athletics but also drive critical revenue to support our student-athletes and strengthen our pursuit of championships.”

As part of the partnership, Legends will support Gamecock Athletics in its efforts to optimize revenue generation and curate experiences for all fans, aligning with the university’s initiative to reimagine Williams-Brice Stadium.

This includes developing and pricing premium products, corporate hospitality, premium seating, and fundraising.

Dan Jankoski, Senior Vice President, College at Legends said, “We’re proud to partner with the University of South Carolina on this transformative project to enhance the fan experience at Williams-Brice Stadium.

“Our team is excited to bring our unmatched expertise supporting new and renovated facilities in college athletics to help reimagine one of college football’s most iconic venues and deliver long-term value for Gamecock student-athletes, fans, and the broader university community.”

Legends has partnered with over 90% of Power Four university athletic departments in the last 15 years on planning and revenue optimization for new and renovated facility projects.

This includes ongoing stadium projects at the University of Kansas, Northwestern University, UNC Charlotte, and now the University of South Carolina.

Other notable partnerships include the University of Maryland, the University of Notre Dame, the University of Oklahoma, the University of Southern California, the University of Wisconsin-Madison, the University of Utah, Villanova University, and San Diego State University, among many others.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at www.coliseum-online.com/alliance and make use of the 365Coliseum Business.