University of Louisville Case Study



As part of the University of Louisville’s commitment to providing its student athletes, coaches and fans with the best facilities across the country, the Cardinals invested $65 million in an expansion of Papa John’s Stadium and Howard Schnellenberger Team Complex, which is scheduled to be complete in September 2019.


Legends partnered with the Louisville Cardinals Athletic Department to develop Capital Gift and Annual Donation pricing model, sales prioritization and marketing strategy and execute campaign to secure commitments for new Field Level Suites, Premium Boxes and Club Seats. In addition, Legends was responsible for overseeing Men’s Basketball and Football ticket sales, operations and marketing strategy.


  • Sold-through 100% of Premium Seating in 18-months, allowing the University to begin construction earlier than anticipated, moving up the opening date by one-year, which provided an extra year of revenue lift
  • Implemented strategy and executed outbound sales and marketing campaign that led to a 5% increase in total Men’s Basketball and Football ticket sales revenues
See also: Premium Sales