April 5, 2021

The University of Miami athletics department today announced that it has selected Legends, a premium experiences company, to oversee marketing partnerships and rights for the Miami Hurricanes.

Through this new partnership, Legends will collaborate with Miami to develop a comprehensive sponsorship strategy and establish meaningful, integrated partnerships that connect brands and corporate partners with the Hurricanes’ passionate fanbase. Legends will bring new partnerships to the university that will celebrate Miami’s rich athletic traditions, its talented student-athletes, and the forward-thinking leadership and innovation of the athletics program.

“We are excited to partner with Legends on our corporate sponsorships and marketing rights,” said Blake James, University of Miami’s Director of Athletics. “Legends works with some of the most recognized brands in sports and we are confident that they can help us leverage both our iconic brand and location in one of the world’s most vibrant cities to drive value for our department, our fans and our partners. We are thrilled to see what the partnership will bring in the years to come.”

Legends will also lead a thorough analysis and valuation of sponsorship rights and introduce its proprietary, data and analytics-driven business intelligence platform, to help identify new opportunities and provide greater insights into Hurricanes fans’ behaviors and interests.

“Miami has built one of the nation’s great athletics programs, and we see tremendous value in creating a customized sponsorship approach that celebrates the university’s unique history and rich athletics traditions, and particularity of the Miami market,” said Mike Behan, Legends Vice President, Collegiate Partnerships. “Our team at Legends will draw upon our vast experience working with the most creative and innovative brands across sports, media, and entertainment, to help expand the incredible opportunities available through this partnership.”

Legends, a global leader in sports and entertainment, was founded by the New York Yankees and Dallas Cowboys. Legends leads significant sponsorship sales efforts across professional and collegiate sports including for the Los Angeles Rams and Los Angeles Chargers, Las Vegas Raiders, Orlando Magic, University of Notre Dame, Georgia Tech, and LA28.

Legends will open a sales and engagement center in South Miami.

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