U.S. Soccer Federation and Legends Announce Long, Term, Omnichannel Retail Partnership Extension

The Partnership will Elevate National Team Event and Digital Retail Experiences for U.S. Soccer Fans; Legends will Continue Providing the Broadest Selection of U.S. Soccer Merchandise Available

The U.S. Soccer Federation (USSF) and Legends today announced a long term, multi-year agreement, building on four years of partnership to keep Legends as the provider for all U.S. Soccer Store experiences both online and at events.

“We’re incredibly excited and energized to extend our partnership with Legends,” said Maribeth Towers, U.S. Soccer Vice President of Consumer Products. “Providing our fans with the best possible shopping experiences at our events and online is a priority for us, and Legends has a proven record of doing just that while also helping us provide an amazing range of merchandise. We’re excited to continue building on the foundation we’ve established over the past few years.”

Legends recently executed a complete best-in-class redesign of the online U.S. Soccer Store, presented by Visa. The redesign was implemented with a customer-first approach including the broadest product assortment available anywhere and features that will help U.S. Soccer further understand fan need and enhance communication with them. Legends and U.S. Soccer will continue to evolve the digital shopping experience to serve fans.

In addition, Legends will continue to operate retail experiences at all official USSF events including Visa Fan Studio, a mobile unit that can be deployed at U.S. Men’s and Women’s National Team matches.

Future plans include implementing an elevated and interactive version of the Visa Fan Studio that will feature exclusive fan engagement experiences, first-look product drops and the largest product selection available yet.

“Legends is proud to continue our partnership with U.S. Soccer both digitally and via physical footprint at all USSF events. There is so much momentum behind the sport within our nation and we are thrilled to help the federation best serve their growing fanbase through great product and custom, incredible experiences,” said Kirta Carroll, President, Legends Global Merchandise.  

U.S. Soccer and Legends first partnered in 2018. Since then, their successful collaboration has resulted in two record-setting U.S. Soccer jersey launches, with 2022 sales doubling the previous best in 2021, as well as breaking multiple merchandise per cap records for the Men’s and Women’s National Teams events.

In addition to U.S. Soccer, Legends provides its services to an array of sports organizations at the highest levels including the NFL, NBA, WNBA, MLB, WWE, UFC, PGA and more.

3ICE and Legends Enter Strategic Partnership to Support and Accelerate Growth of new 3-on-3 Hockey League

Legends to Manage Sponsorships, Merchandise and Make Strategic Investment in 3ICE

3ICE, a three-on-three professional ice hockey league, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic partnership to support and accelerate the growth of the new independent North American hockey league. In addition to managing several lines of revenue generating operations for 3ICE, Legends will make a minority investment in the league.

3ICE concluded its successful inaugural season in August with a nationally televised championship tournament live from Las Vegas on CBS. The league will return for its second season in summer 2023. As part of the comprehensive new partnership, Legends will manage sponsorships, omnichannel merchandise, media strategy and buying for 3ICE, leveraging the company’s technology solutions division to deliver innovative, data-driven actionable insights and solutions across each service. In addition, 3ICE will have access to all areas of Legends’ intelligence-fueled 360-degree service solution, including planning, sales, and hospitality, as the league expands.

“We are overjoyed to partner with Legends across so many of their skillsets, it is a large step forward that continues our rapid growth and further validates our business and will translate into better experiences for all of our fans, sponsors, players, investors and every division within 3ICE,” said E.J. Johnson, CEO of 3ICE.

“E.J. and his team at 3ICE have created an exhilarating new take on a classic sport, giving the built-in fan base more of the speed, skill and thrill they love. We are excited to work alongside them to accelerate the growth of the league following an impressive inaugural season,” said Gabby Roe, President, Legends Growth Enterprises.

In the first season, 3ICE featured six teams with professional hockey pedigree players who traveled to eight tour-stops to compete in a tournament where each game consists of two, eight-minute halves using a running clock on a full-sized rink. Craig Patrick is League Commissioner and he was joined by six NHL Hall of Fame players as team coaches: Guy Carbonneau, Grant Fuhr, John LeClair, Joe Mullen, Larry Murphy and Bryan Trottier. The inaugural season of 3ICE aired on CBS Sports in the United States, TSN in Canada and ESPN for international rights. Players competed for more than $2 million in prize money throughout the season.

3ICE joins a growing list of Legends Growth Enterprises partners, the company’s division focused on leveraging its 360° service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

Tampa Bay Buccaneers Partner with Legends for Sponsorship Sales in Germany

The Tampa Bay Buccaneers and Legends announced today a new partnership focused on commercialization for the team in Germany. As part of the agreement, the global premium experiences company will manage a data-driven sponsorship sales strategy for the Buccaneers to assist the team’s brand building efforts in Germany.

The Buccaneers were one of four teams awarded international marketing rights in Germany as part of the NFL’s International Home Marketing Area (IHMA) initiative. Tampa Bay, led by seven-time Super Bowl champion Tom Brady, will take on the Seattle Seahawks in a groundbreaking game in Munich, Germany on Sunday, November 13, 2022, at Allianz Arena, a 75,000-seat stadium that is home to FC Bayern Munich of the Bundesliga. This first-ever NFL regular season game in Germany is sold out.

“Buccaneers fans in Germany have quickly embraced our team and there is a genuine excitement for the historic game that will be played in Munich in the coming weeks,” said Buccaneers Chief Operating Officer Brian Ford. “Our partners at Legends will play a crucial role in helping us build off this initial wave of enthusiasm as we focus on building long-term corporate relationships and establishing the Buccaneers brand throughout Germany. As leaders in the global premium experiences industry, Legends has all of the expertise required to help us maximize our opportunities as we focus on elevating and expanding our presence in Germany.”     

Legends’ Germany team based out of Hamburg will lead the engagement with the Buccaneers, which runs through the end of the team’s IHMA rights in 2026. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands and has extensive experience leading global partnership sales for premier professional sports teams. The company’s Hospitality division is currently also partnered with the Buccaneers, overseeing food and beverage operations at Raymond James Stadium.

“Legends is proud to partner with the Buccaneers to help the team establish a lasting brand presence in Germany through strategic marketing partnerships and activations,” said Jens König, Managing Director of Central Europe, Legends International. “Germany has a strong NFL fan base, and we look forward to working with the Buccaneers to find the right partners in Germany to build on the excitement in the market surrounding the upcoming sold-out game in Munich.”   

The Buccaneers have fans around the world and have consistently been featured in the global spotlight for the NFL. This is the fourth time the Buccaneers will take part in the NFL’s International Series of games, having previously played in London, England three times (2009, 2011 and 2019), twice at Wembley Stadium and once at Tottenham Hotspur Stadium.

German Press Release


Die Tampa Bay Buccaneers und Legends haben heute eine langfristige Partnerschaft zur Vermarktung des Teams in Deutschland bekannt gegeben. Das globale Sportmarketingunternehmen wird die Sponsoringvermarktung des Superbowl Siegers von 2021 verantworten. Dafür greift Legends auf seine datengetriebene Vertriebsexpertise zurück.

Als eines von vier Teams erhielten die Buccaneers im Rahmen der NFL-Initiative International Home Marketing Area (IHMA) internationale Vermarktungsrechte in Deutschland. Tampa Bay, angeführt vom siebenfachen Super Bowl-Champion Tom Brady, wird am Sonntag, den 13. November 2022, im ersten NFL Regular Season Game in der ausverkauften Allianz Arena in München gegen die Seattle Seahawks antreten.

„Die Buccaneers-Fans in Deutschland haben unser Team schnell ins Herz geschlossen, und es herrscht eine riesige Begeisterung für das historische Spiel, das im November in München ausgetragen wird“, sagte Brian Ford, Chief Operating Officer der Buccaneers. „Unser Partner Legends wird uns maßgeblich dabei unterstützen, auf Basis dieser Begeisterung langfristige Unternehmensbeziehungen aufzubauen und die Marke Buccaneers in Deutschland zu etablieren. Als führendes Unternehmen im globalen Sportmarketing verfügt Legends über die richtige Expertise, uns dabei zu unterstützen, unsere Ziele in Deutschland zu erreichen.“

Das in Hamburg ansässige Legends Team wird die Partnerschaft mit den Buccaneers, die bis zum Ende der IHMA-Rechte des Teams im Jahr 2026 vereinbart ist, verantworten. Legends arbeitet mit den weltweit bekanntesten Sport-, Unterhaltungs- und Entertainmentmarken zusammen und verfügt über umfangreiche Expertise in der globalen Sponsorshipvermarktung. Die Hospitalitysparte des Unternehmens ist bereits Partner der Buccaneers und betreut den Cateringbetrieb im Raymond James Stadium.

„Millionen von Fans fiebern bereits dem ersten Regular Season Game der NFL in Deutschland entgegen. Legends ist stolz darauf, mit den Buccaneers zusammenzuarbeiten, und bei der Entwicklung von strategischen Partnerschaften zu unterstützen, um die Präsenz in Deutschland weiter nachhaltig auszubauen“, sagt Jens König, Managing Director Central Europe von Legends.

Die erfolgreichste Sportliga der Welt, NFL und die Buccaneers haben eine weltweite, begeisterte Fangemeinde. Es ist das vierte Mal, dass die Buccaneers am NFL International Game teilnehmen. Zuvor spielten sie dreimal in London, England, (2009, 2011 und 2019), zweimal im Wembley-Stadion und einmal im Tottenham Hotspur Stadium.



La inversión continua en infraestructuras apoya el crecimiento europeo de la empresa

Legends, una empresa de experiencias premium alimentada por la inteligencia de datos, está acelerando su crecimiento mundial con inversión y expansión continua en el negocio internacional. Hoy, la compañía ha anunciado el nombramiento del respetado ejecutivo del sector Jesús Bueno como Director General de Iberia. Bueno se une a Legends después de 12 años en la NBA, y más recientemente como Vicepresidente de Europa, Oriente Medio y África.

Bueno supervisará el desarrollo y la implementación de la plataforma única de servicios 360 grados de Legends en España y Portugal, haciendo crecer el negocio y apoyando la asociación de Legends con el Real Madrid CF. La solución holística basada en datos de Legends para organizaciones deportivas y de entretenimiento, recintos y atracciones está compuesta por las divisiones de servicios de Planificación, Ventas, Partnerships, Hospitality, Merchandise y Soluciones Tecnológicas.

“El negocio global de Legends se está expandiendo rápidamente, y nos sentimos humildes por las increíbles marcas que tenemos el privilegio de apoyar en el escenario mundial,” dijo Mike Tomon, Co-Presidente y COO de Legends. “Con nuestro negocio establecido en España y una confianza bien fundada en el mercado, es el momento adecuado para una mayor inversión en infraestructura que respalde nuestro compromiso con el dinámico panorama deportivo en España. El conocimiento del mercado y la profunda experiencia de Chus en la industria nos ayudarán a impulsar el crecimiento continuo y a liderar un equipo local en Iberia que proporcionará resultados de clase mundial aprovechando nuestra solución única de servicio 360.”

Legends está asociada con muchas de las marcas deportivas, de entretenimiento y de atracciones más emblemáticas del mundo. En España, esto incluye una asociación integral con el Real Madrid CF que aprovecha la plataforma 360º de la empresa para optimizar la gestión del famoso estadio Santiago Bernabéu. Además, Legends está trabajando estrechamente con varios clubes de primera división de La Liga proporcionando un amplio trabajo de viabilidad para ayudar a los clubes en las decisiones de inversión en infraestructuras. En toda Europa, Legends también cuenta con el Liverpool FC, el Manchester United FC, The Shard, la Copa del Mundo de Rugby 2023, la UFC, el European Tour y la Ryder Cup como clientes.

Bueno cuenta con más de 25 años de experiencia global en la gestión del deporte profesional y el entretenimiento en todas las disciplinas empresariales. Antes de incorporarse a Legends, ocupó cargos ejecutivos en la NBA durante 12 años, el último como Vicepresidente para Europa, Oriente Medio y África. Antes de la NBA, Bueno fue Director General de la Federación Española de Baloncesto en España, organizando el Eurobasket 2007 en España, así como Director General del BID ESPAÑA 2014 que ganó la FIBA WC2014 en 2009. Bueno comenzó su carrera como jugador profesional de baloncesto en España. Tras retirarse como jugador, comenzó su carrera ejecutiva en 1995 dirigiendo la Asociación de Jugadores de Baloncesto en España y Europa durante 10 años.

Legends Accelerates Global Expansion


Continued Investment in Infrastructure Supports European Growth of the Business

Legends, a data-intelligence fueled global premium experiences company, is accelerating its worldwide growth with continued investment and expansion in the company’s burgeoning International business. Today, the company announced the appointment of well-respected industry executive Jesus Bueno as Managing Director of Iberia. Bueno joins Legends after 12 years at the NBA, most recently serving as Vice President for Europe, Middle East and Africa.

Bueno will oversee the development and implementation of Legends’ unique 360-degree services platform in Spain and Portugal. Legends holistic data-driven solution for sports and entertainment organizations, venues and attractions is comprised of Planning, Sales, Partnerships, Hospitality, Merchandise and Technology Solutions service divisions.

“Legends global business is rapidly expanding, and we are humbled by the incredible brands we have the privilege of supporting on the world stage,” said Mike Tomon, Co-President and COO, Legends. “With our established business in Spain and well-found confidence in the market, the time is right for a further investment in infrastructure to underpin our commitment to the dynamic sporting landscape in Spain. Chus’ market expertise and deep industry experience will help us drive continued growth and lead a local team in Iberia that will provide world-class results leveraging our unique 360° service solution.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. In Spain this includes an expansive partnership with Real Madrid CF leveraging the company’s 360° platform to optimize the management of the renowned Santiago Bernabéu stadium. As well, Legends is working closely with several La Liga first division clubs providing wide-ranging feasibility work to assist the clubs in infrastructure investment decisions. Throughout Europe, Legends also counts Liverpool FC, Manchester United FC, The Shard, Rugby World Cup 2023, UFC, The European Tour and Ryder Cup as clients.

Bueno has more than 25 years of global experience in professional sports management and entertainment across all business disciplines. Before joining Legends, he held executive positions at the NBA for 12 years, last serving as Vice President for Europe, Middle East and Africa. Prior to the NBA, Bueno was the Managing Director of the Spanish Basketball Federation in Spain, organizing the Eurobasket 2007 in Spain, as well as the Managing Director of SPAIN 2014 BID that won the FIBA WC2014 in 2009. Bueno started his career as a professional basketball player in Spain. After retiring as a player, he began his executive career in 1995 running the Basketball Players Association in Spain and Europe for 10 years.

Spanish Press Release

American Cornhole League and Legends Announce Multi-Year Strategic Partnership

Legends to manage partnerships and business intelligence for the growing league

The American Cornhole League (ACL), the worldwide governing body for professional, competitive, and recreational cornhole, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic multi-year partnership centered around driving commercial growth for the league. As part of the new partnership, Legends will manage a global, data-driven partnership strategy for ACL and provide business intelligence with actionable insights to drive revenue across all areas of the burgeoning league.

The ACL will tap into multiple areas of Legends’ intelligence-fueled 360-degree service solutions as part of the comprehensive partnership. As such, the ACL joins a growing list of partners for Legends Growth Enterprises division, which launched earlier this year. Legends Growth Enterprises focuses on leveraging the company’s 360-degree service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

Since launching in 2016 the ACL has become one of the fastest growing sports in the world, with broadcast deals with ESPN and CBS / CBS Sports. The league’s tagline “Anyone can play and anyone can win” along with its ability to be played anywhere has the league on a fast track for success.  The ACL hosts a variety of pro and amateur events, including its popular “SuperHole” series which pairs ACL Pros alongside celebrities for a made-for-TV experience.

“As our sport and league continues to grow across the country and the globe we’re aiming to scale up and expand our revenue base and are excited to partner with Legends to drive insights that will allow us to do just that,” said Stacey Moore, Founder of American Cornhole League. “Their expertise and assistance will help us to take the ACL to the next level and beyond.”

“What Stacey and his team have built with the American Cornhole League is impressive – taking it from the backyard to major television networks and now into the global spotlight in a relatively short time,” said Gabby Roe, President of Legends Growth Enterprises. “Cornhole is forging a legacy as the world’s favorite new pastime accessible to all audiences. We are excited to work closely with the ACL to deliver solutions and expertise to support the league’s continued growth.”

Citi Becomes Championship Partner of Notre Dame Athletics and Title Partner of Citi Shamrock Classic

– The Inaugural Citi Shamrock Classic Basketball Game will be Held in St. Louis on Saturday, Nov. 12, Featuring the Fighting Irish vs. the California Golden Bears; Airing as the First Ever Live Broadcast of Women’s College Basketball on NBC and Peacock –

Notre Dame Global Partnerships (NDGP), the multimedia rightsholder for the University of Notre Dame Athletics Department, today announced Citi as a new Championship Partner. As part of the sponsorship, Citi will also be the title partner of the first annual Citi Shamrock Classic basketball game airing live on NBC and Peacock on Saturday, Nov. 12, at 4:00 p.m. ET.

The Citi Shamrock Classic will include a weekend of basketball and thought leadership conversations on gender equity and women’s athletics. The day before the game, Citi and Notre Dame will host a luncheon infused with marquee speakers from the realm of business and women’s athletics. Citi’s new collaboration with Notre Dame will also create avenues throughout the year to amplify the joint commitment to elevate women’s athletics. Some of the promotional opportunities include digital content; television and radio promotion; and Citi’s participation in programs designed to close the gender gap in collegiate sports and across industries through workshops, speaker series and comprehensive mentorship of women student-athletes.

Held in St. Louis at the Enterprise Center, the Citi Shamrock Classic will see the Fighting Irish, who made the 2022 Sweet Sixteen under Karen & Kevin Keyes Family head coach Niele Ivey, face off against the California Golden Bears, led by Coach Charmin Smith. The showdown will mark the first live broadcast of a women’s college basketball game on NBC. The game is a homecoming for both head coaches as they both grew up in St. Louis. As a junior, Ivey led Cor Jesu Academy to its first state title before going on to play for Notre Dame and winning the 2001 National Championship in St. Louis. Cal’s Smith dominated the hardwood at Ladue Horton Watkins before appearing in three consecutive Final Fours with the Stanford Cardinal.

“I would like to thank Citi for the opportunity to showcase our women’s basketball program on this major stage in the inaugural Citi Shamrock Classic,” Ivey said. “This is a full circle moment to come back home to St. Louis where my basketball journey began. It’s an overwhelming feeling to think about the positive impact this will have in my community and for our sport. I hope to continue to inspire and empower the next generation of young leaders and athletes.”

“Citi has a proud history of working with partners who share our commitment to advance gender equity, so the opportunity to work with an institution shaping the next generation makes this even more rewarding,” said Ed Skyler, Head of Global Public Affairs, Citi. “We are excited about this new partnership with Notre Dame Athletics, and we will continue to support programs, like women’s basketball, that have been underrepresented for far too long.”

“We look forward to presenting the inaugural Citi Shamrock Classic and showcasing to a national audience on NBC and Peacock Notre Dame’s storied women’s basketball program in their game against Cal,” said Gary Quinn, Vice President, Programming, NBC Sports.

Game tickets for the Citi Shamrock Classic will go on sale to the general public on Friday, Sept. 23, at www.enterprisecenter.com/shamrock.

Legends Names Kirta Carroll as President of Global Merchandise

Legends, a global data-intelligence fueled premium experiences company, announced today the appointment of Kirta Carroll as President of the company’s Global Merchandise division.  Carroll brings a strong retail and marketing background, joining Legends after more than a decade at Foot Locker.

Carroll will lead Legends’ growing Global Merchandise division, which is a fully integrated vertical solution operating brick and mortar, pop-ups, e-commerce, and in-venue retail experiences for renowned brands such as the NFL, MLB, PGA, NASCAR, UFC, Activision Blizzard and global tentpole events including Super Bowl LVI, 2019 Rugby World Cup, and 2016 Olympics.

“Kirta is a strategic leader with a great depth of omnichannel retail and merchandise experience,” said Mike Tomon, Co-President and COO, Legends. “She brings a successful track record developing and leading merchandising, vendor, and consumer strategy to drive long term sustainability, growth, and scale. We are excited for her to join Legends and lead our Global Merchandise team as we continue to build upon the incredible business success of this past year.”

Legends Global Merchandise has grown substantially in the last 12 months, netting more than 20 new clients, including PGA, PFL, Cirque du Soleil, Madison Square Garden, Indiana University, Century 21 and setting merchandise per cap and sales records for 2022 Indianapolis 500, PGA Championship, Super Bowl LVI, UFC International Fight Week, MLB at Field of Dreams and more.

“I am thrilled to join the team of leaders at Legends and to continue to advance and accelerate our bespoke premium retail offerings while serving fans and consumers where they shop, buy, and intersect with our clients’ brands,” said Carroll.

Prior to joining Legends, Carroll spent 11 years at Foot Locker in increasingly broader roles. She most recently served as Vice President and Global General Merchandising Manager for the women’s division where she led the global footwear and apparel business across Foot Locker’s portfolio of brands. Before her product leadership role, Carroll led marketing for women’s focused retail concepts at Foot Locker, including strategic positioning and brand development, social media and ecommerce strategies, in-store merchandising and visuals. Carroll has a strong marketing background, having spent time working at marketing agencies across multiple industries as well as holding a position in public relations and marketing at Saks Fifth Avenue earlier in her career.  

Allstate Expands its College Football Footprint with Notre Dame and NBC Sports Partnership

Notre Dame Global Partnerships (NDGP), the multimedia rightsholder for the University of Notre Dame Athletics Department, today announced an expanded multiyear affiliation with the Allstate (NYSE: ALL) Corporation, which will become a Championship Partner of the program. Through its enhanced partnership, Allstate and Notre Dame will collaborate on new community focused initiatives as well as virtually displaying its digital branding on field goal nets during Notre Dame Football broadcasts on NBC and Peacock.

“We’re excited to deepen our relationship with Allstate, a leading brand in sports and their industry,” said University of Notre Dame Vice President and James E. Rohr Director of Athletics Jack Swarbrick. “Having the opportunity to bring together two of our great partners, NBC and Allstate, that support collegiate athletics at the highest levels was something we couldn’t pass up.”

In addition to Allstate’s unique in-game digitally infused field goal nets during home games, the brand will appear on physical nets at Allegiant Stadium in Las Vegas on October 8 when Notre Dame takes on BYU in the 2022 Shamrock Series on NBC and Peacock.

“As Allstate kicks off its 17th year supporting college football nationwide, we could not be more excited to partner with one of the sport’s most iconic brands: the Notre Dame Fighting Irish,” said Allstate’s Director of Sponsorships and Consumer Engagement, Dan Keats.

“We’re excited to welcome Allstate as a fully-integrated partner into our Notre Dame Football broadcasts, expanding from advertisements to virtual on-field signage and presenting partner of our halftime show,” said Peter Lazarus, EVP, Ad Sales, NBC Sports. “This is the perfect example of how our three-decade relationship with Notre Dame can bring Championship-level benefits to sponsors, viewers and fans.”

Notre Dame Global Partnerships, a joint venture between Legends and JMI Sports, facilitated the partnership.

Northwestern Athletics and Legends enter Multi-Year Partnership

Comprehensive Collaboration Includes Premium Seating, Ticket Sales,

Marketing, and Business Intelligence for Wildcats Athletics

Northwestern University Athletics and Legends, a global premium experiences company, today announced a multi-year partnership that will enhance the fan experience at Wildcats’ sporting events and maximize Northwestern Athletics revenue generation through a streamlined, data-driven sales approach. As part of the overarching agreement, Legends will manage premium seating, ticket sales, marketing and business intelligence for football, men’s and women’s basketball, volleyball, and other ticketed Northwestern varsity sports.

“We are excited to launch this comprehensive partnership with an unparalleled industry leader as we expand our sales and marketing infrastructure,” said Northwestern’s Combe Family Vice President for Athletics and Recreation Dr. Derrick Gragg. “Our external team led by Sr. Associate Athletic Director, Tyler Jones along with Legends’ expertise will immediately position Northwestern Athletics to deliver an enhanced experience to our fans and allow us to generate critical additional resources to support the holistic development of Wildcats student-athletes.”

Legends will also support Northwestern Athletics in its approach to optimizing revenue generation and curating experiences for all fans as part of the University’s efforts to reimagine and rebuild Ryan Field, inclusive of premium product development and pricing, corporate hospitality, premium seating and ticket sales. Northwestern Athletics initially engaged Legends in 2021 through its research arm, CSL, to conduct a comprehensive study on improving the overall fan experience, which included a survey and series of focus groups to solicit direct feedback from ticket holders, alumni, and other fans. Additionally, Legends Project Development and CSL are supporting the ongoing, exploratory project planning for the new Ryan Field initiative.

“Legends has proven to be an invaluable partner since our collaboration began in 2021, and we are excited to introduce the Legends Way to the Wildcats community,” said Deputy Director of Athletics Jesse Marks. “Their robust sales, data analytics and proven facility development expertise will greatly enhance Northwestern Athletics’ reach within the University, Evanston and greater Chicagoland communities, providing an innovative experience and a first-class level of service throughout the sales and development process.”

“The college athletics landscape is rapidly evolving, and Northwestern University has fully embraced what it takes to be on the leading edge of the sports fan experience today—and into the future,” said Michael Behan, Chief Operating Officer, Collegiate Partnerships, Legends. “We are excited to partner with such a renowned university and athletics program and to leverage our expertise and development strategy to help invigorate and enhance the experience for the Wildcats’ community and supporters.” 

The latest collaboration bolsters Legends’ position as the leader in advising university athletic departments on identifying opportunities to enhance fan experiences and optimize revenue streams on new and renovated facility projects, having partnered on University of Notre Dame, University of Oklahoma, University of Southern California, Villanova University, University of Wisconsin-Madison, University of Utah, and San Diego State University, amongst others.