University of Maryland and Legends Enter Long-Term Partnership to Reimagine the Fan Experience for Maryland Athletics

November 1, 2023

Wide-Ranging Collaboration Includes Build-Out of New Hospitality Area and Year-Round Membership Club in XFINITY Center

Legends to Manage Ticket Sales for Men’s and Women’s Basketball, Football

and Daily Hospitality and Operations for New Club Space

Maryland x Legends Announcement

University of Maryland and Legends, a data-intelligence fueled global premium experiences company, today announced a long-term partnership centered around reimagining the Maryland Athletics fan and alumni experience.

The comprehensive partnership includes the debut of a new premier hospitality club overlooking Gary Williams Court at XFINITY Center. This space will also serve as a membership club open 365 days a year with a premium culinary and beverage hospitality. The new 400-person event day hospitality club and membership club will be part of a renovation project at XFINITY Center designed to reflect the Terps spirit and offering a culinary experience with bold, local flavors.

The membership club will offer a tailored benefit and amenity program including access to members-only events, the ability to rent the club for private events, reserved meeting space, and more.

“Maryland Athletics is focused on building premier experiences, amenities and spaces for our Terps fans,” said Colleen Sorem, Maryland Deputy Athletics Director. “We are thrilled to be working with Legends, a worldwide leader in premium hospitality, sales and service. This represents a major investment in the overall fan experience and we can’t wait to bring these enhancements to our loyal fanbase.”

Legends research arm, CSL, has conducted a comprehensive market research and feasibility study providing analysis on the best approach and sales opportunity for the new premium spaces. The company’s industry-leading hospitality team will oversee operations and the culinary and beverage program for the membership club and event day hospitality club. In addition, as part of the overarching agreement, Legends will manage sales for the membership club and ticket sales and premium seating, marketing and business intelligence for men’s and women’s basketball and football.

“Legends is proud to continue to align with marquee universities and athletics programs like University of Maryland to serve as a trusted partner in evaluating complex problems and finding innovative solutions to reimagine the fan experience,” said Michael Behan, Chief Operating Officer, Collegiate Partnerships, Legends. “We are excited to work alongside the team at Maryland to develop a first-of-its-kind premium hospitality experience providing a unique opportunity for the university to create a deeper connection with fans and alumni.”

Legends has vast experience operating membership clubs and premium hospitality in professional, collegiate, and international venues, including at SoFi Stadium, AT&T Stadium, BMO Stadium, Cowboys Club at The Star, Spurs Club at The Rock at La Cantera, Doak Campbell Stadium (Florida State), Etihad Stadium, Santiago Bernabéu, and Yankee Stadium. As well, Legends’ is 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 Northwestern, University of Kansas, University of Notre Dame, University of Oklahoma, University of Southern California, University of Utah, University of Wisconsin-Madison, Villanova University, and San Diego State University, amongst others

See also: Press Release