Syracuse Athletics, Legends Enter Multiyear Partnership Focused on Data Analytics and Enhancement of Fan Experience

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.”

Spurs Sports & Entertainment to Take Arena Naming Rights to Market for the First Time in 20 Years

– Arena is the Epicenter of Entertainment in One of the Fastest-Growing Regions in the U.S. – 

–  Legends Global Partnerships Selected to Represent SS&E in the Search –

SAN ANTONIO, TX – November 11, 2021 – Spurs Sports & Entertainment (SS&E) is taking the naming rights to the AT&T Center to market for the first time in the venue’s 20-year history. The partnership with AT&T is set to end following the 2021-22 NBA season, creating the rare opportunity for a brand to step in as the namesake for the epicenter of entertainment in one of the fastest-growing regions in the United States: the San Antonio-Austin corridor. Legends Global Partnerships has been selected to represent SS&E in securing a new naming rights partner for the arena to begin in Fall 2022.

“We are grateful to AT&T for their commitment to our organization and community over the last two decades,” said Brandon Gayle, Chief Operating Officer for SS&E. “Our next arena naming rights partner will have a unique opportunity to reach and engage one of the most passionate and diverse fan bases in all of professional sports. We look forward to working with Legends to welcome a new partner that helps us deliver on our purpose of creating moments that excite, memories that endure, and connections that strengthen our community.”

As home to the five-time NBA Champion San Antonio Spurs since November 2002, the arena has served as the backdrop for countless memorable moments that have built generations of fans around the world. Today, the arena is not only a community pillar in South Texas, but also reaches a global and diverse audience generating 10+ billion impressions annually (source: Meltwater News). With 115+ major events and attracting over 3.9 million attendees annually, the arena has hosted a multitude of concerts, family shows, special events over the years – including Harry Styles, Aerosmith, Justin Bieber, Bon Jovi, Lady Gaga, Tim McGraw, Rihanna, George Strait, WWE and the San Antonio Stock Show & Rodeo.

In 2015, the building underwent a $110+ million renovation, enhancing the overall fan experience on all levels. Renovations included new seating arena-wide, a new Fan Zone and premium spaces, a state-of-the-art center-hung video board, expanded and updated concourses, the addition of new interior and exterior LED signage, as well as several infrastructure and technology enhancements.

“We are excited to partner with SS&E to find a new partner for the future of their arena and community at large,” said Chris Hibbs, President, Legends Global Partnerships. “This is a rare opportunity for a brand to be embedded in the rapidly growing San Antonio-Austin region in a meaningful way, while also receiving a global spotlight by aligning with a legacy NBA franchise in the San Antonio Spurs.”

Legends Global Partnerships brings a depth of experience in the naming rights space, using a data and analytics-based approach from the search process through to creating unique, holistic partnerships that expand far beyond the name on the building. Most recently, Legends Global Partnerships represented the Los Angeles Rams’ and Chargers’ SoFi Stadium, the Las Vegas Raiders’ Allegiant Stadium, Hollywood Park’s YouTube Theater, Los Angeles Football Club’s Banc of California Stadium and the Columbus Crew’s Field. The slate of services from Legends Global Partnerships includes naming rights and other venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, and mixed-use real estate development.


PFL announces Legends as exclusive global e-commerce provider

Multi-year deal will see Legends produce PFL branded products and memorabilia available at

PFL wraps breakthrough third season with thrilling championship event

NEW YORK (November 4, 2021) – The Professional Fighters League (PFL), the fastest growing and most innovative sports league, today announced Legends Global Merchandise will become the exclusive e-commerce provider for the PFL. Under the multi-year agreement, LGM will operate the league’s online shopping experience and create an assortment of officially licensed products for all consumer segments, including shirts, sweatshirts, hats, hardlines and memorabilia.

Earlier this year, Legends made a strategic investment in the PFL. The partnership includes Legends supporting PFL’s growth and business operations across sponsorship, ticketing and hospitality and training facility development. The expanded partnership will give Legends exclusivity on PFL e-commerce.

Today’s announcement comes after a strategic partnership was announced between PFL and Legends in August to create and execute premium, unique experiences and opportunities for sponsors, partners, and fans. Legends will utilize all its internal data analytics capabilities to generate insights into the PFL consumer, allowing for personalized and targeted experiences. As part of the agreement, Legends made an investment in PFL for an ownership stake.

“As PFL continues to pioneer the future of the sport for fans around the world, we’re excited to expand our relationship with Legends as our exclusive e-commerce partner,” said PFL CEO, Peter Murray. “Together, we’ll collaborate on best-in-class branded products and memorabilia which will be available globally in a premium online shopping experience.”

“This is a very strategic initiative for us as Legends Global Merchandise is the leader in e-commerce and specifically MMA e-commerce and merchandising,” said Dave Moroknek, President, Legends Global Merchandise. “We are thrilled to be associated with the PFL as we expand our partnership throughout the entire Legends organization. We have set our sights on working closely with the PFL to deliver the best merchandise with the best customer experience to the fans of the PFL.”

PFL just concluded its tremendously successful third season last week as six fighters earned world championships and $6 million in prize money at MMA’s biggest event on October 27. The league has seen 100 percent audience growth in 2021 and added leading brands its blue-chip sponsorship portfolio, with more world-class talent and events coming to MMA fans across the globe next year.

Professional Fighters League has quickly established itself as the No. 2 MMA company in the world. With the addition of world-class talent – from elite fighters to established business exec-utives – and partnering with industry-leading brands such as Anheuser-Busch InBev, GEICO, DraftKings, BetMGM, Upper Deck, and Socios, the PFL continues to accelerate its global expansion.