US college sports’ Georgia Tech Athletic Association (GTAA) has announced a ‘first-of-its-kind’, multifaceted partnership with sales and experiential agency Legends.
The deal incorporates opportunities across multimedia rights, premium seating, ticketing, annual fundraising, corporate hospitality, data analytics, business intelligence, and ecommerce, essentially bringing all of the Yellow Jackets’ revenue streams under one umbrella.
As part of the deal, Legends will introduce 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, behaviours, and how to most effectively engage.
In addition, CSL, Legends’ project planning consultancy, will carry out a market study to evaluate the overall fan experience and identify opportunities at Bobby Dodd Stadium, which is the Division One school’s football venue, and McCamish Pavilion, where the college’s basketball teams play.
Speaking to the Atlanta Business Chronicle, which reported that the deal will run for 11 years from July, Georgia Tech athletics director Todd Stansbury said the two parties expect the partnership to generate more than US$400 million over the course of the arrangement.
“Georgia Tech fans and corporate partners will benefit from the expertise that Legends brings in designing, planning, and implementing world-class experiences,” Stansbury added in a statement. “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.”
The deal signals the end of Georgia Tech’s long-term association with Learfield IMG College, whose multimedia rights deal with the school expires in June.
It also sees Legends expand its college client portfolio, which includes partnerships with the University of Notre Dame and San Diego State University.
“This past year has introduced new challenges in the collegiate athletics landscape, and we believe the path forward will require a strong vision and modernised approach,” added Mike Behan, vice president of collegiate partnerships for Legends.
“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 customised, long-term blueprint for growing the business and creating memorable experiences for Yellow Jacket fans.”