Legends Takes Another Step Into College, Signs Miami To 10-Year Deal
The University of Miami has signed Legends to manage its corporate sponsorship program and the school’s marketing rights.
The 10-year deal represents Legends’ second major property acquisition in the last four months and completes another major step into the marketing of college athletics. The firm landed Georgia Tech in December and also counts Notre Dame as a multimedia rights client.
The Hurricanes previously had been with Learfield IMG College in a long-term relationship that went back to at least 2003. Miami’s deal started as a joint venture between Learfield and ISP Sports two decades ago and continued through ownership changes at both Learfield and ISP until the two companies eventually became Learfield IMG College two years ago.
Terms of the new contract with Legends were not available. Miami, as a private institution, is not required to disclose financials.
“We evaluated a number of different companies and Legends rose to the top,” Miami Athletic Director Blake James said. “With the energy created around this partnership, I think we’ll see a tremendous amount of growth, not just in our local market, but also nationally and globally.”
The Hurricanes, who are preparing to have 100% of capacity available at Hard Rock Stadium once football starts, said Legends will have access to an array of revenue opportunities for the off-campus venue. There will be sponsorship and field signage assets, as well as myriad hospitality sales, an area that Legends knows well.
Mike Behan, Legends’ vice president of collegiate partnerships, said the firm already has plans to launch a sales and engagement center that will be based in south Miami. He described it as a preview center where Legends can tell the story of the university to prospective sponsors, similar to what the company has created in some pro team markets.
“We’re looking to bring that approach to our multimedia rights,” Behan said. “We want to be able to describe Miami to partners in a way that hasn’t been done in the past.”
Behan took the lead for Legends on winning this deal. James had Deputy AD and CFO Jason Layton running point for the Hurricanes.
Legends’ work in Florida extends to Orlando as well, where it is selling naming rights for the Magic’s NBA arena.