The University of Wisconsin has signed a multi-year partnership with Legends in a move designed to streamline its general ticketing and other functions into one integrated platform.

The initiative will bring the US college’s athletic ticketing into the same platform as its premium seating, annual fundraising, marketing and business intelligence capabilities.

“Legends is proud to team with the University of Wisconsin,” said, Mike Ondrejko, president, Legends Global Sales. “Through close collaboration with the team at Wisconsin, Legends will leverage its unique partnership development strategy to help position Wisconsin’s program for long-term success.”

In 2015, a comprehensive study incorporating a survey and a series of focus groups to solicit direct market feedback from ticket holders, alumni and Badger fans on the future of Camp Randall Stadium was carried out by Legends’ U.S. research arm, CSL.

Legends will continue to assist Wisconsin with planning of the upcoming renovation of Camp Randall Stadium. In addition, Legends will be responsible for all sales and marketing, planning and premium seating strategy.

The firm will also integrate its technology, data and analytics structure to support the university across all elements of the partnership.

Mario Morris, senior associate athletic director for business operations and chief financial officer at Wisconsin, said: “Entering into partnership with Legends will help us to fulfil one of our most sacred duties, which is to ensure that we are building a sustainable financial infrastructure that will allow us to continue to provide educational opportunities for our student-athletes.

“I truly believe that this is a transformational moment for Wisconsin Athletics.”

Legends represents and manages many venues across professional sports, events and collegiate partners, including AT&T Stadium, Yankees Stadium, Banc of California Stadium, Los Angeles Stadium & Entertainment District, Las Vegas Raiders Stadium, University of Notre Dame, and nearly 40 Live Nation properties.

Image: University of Wisconsin