US college Georgia Tech has teamed up with premium experiences firm Legends to bring all its revenue streams, including ticketing, data analytics and corporate hospitality, under one umbrella.
The partnership, which will also cover multimedia rights, premium seating, annual fundraising, business intelligence, and e-commerce, will see Legends develop 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.
Georgia Tech athletics director Todd Stansbury said the two parties expect the partnership to generate more than $400m over the course of the deal, according to the Atlanta Business Chronicle. The newspaper also reported that the deal will run for 11 years from July.
Mike Behan, vice-president of collegiate partnerships for Legends, said: “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.
“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.”
In addition, CSL, Legends’ project planning consultancy, will conduct a market study to evaluate the overall fan experience at Bobby Dodd Stadium and McCamish Pavilion and assist with identifying opportunities. Data and technology will also help the athletic department to identify new revenue and partnership opportunities to deliver on.
Legends, a global leader in sports and entertainment founded by the New York Yankees and Dallas Cowboys, works with marquee clients across business verticals including professional sports, collegiate, attractions, entertainment, and conventions and leisure.
Georgia Tech competes at the highest level of intercollegiate athletics as a member of NCAA Division I and the Atlantic Coast Conference (ACC). The Yellow Jackets have won five national championships during their illustrious history across several sports including American football, basketball and baseball.