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Featured News

Northwestern University Athletics and Legends partner to manage ticket sales and marketing

Northwestern University Athletics and Legends have partnered to enhance the fan experience at sporting events and maximise revenue through a data-driven sales approach.

Legends will also manage the university’s premium seating, ticket sales, marketing and business intelligence across football, men’s and women’s basketball, volleyball and other ticketed events.

Dr Derrick Gragg, Northwestern’s Combe Family vice-president for athletics and recreation, said: “We are excited to launch this comprehensive partnership with an unparalleled industry leader as we expand our sales and marketing infrastructure.

“Our external team led by senior associate athletic director, Tyler Jones, along with Legends’ expertise will immediately position Northwestern Athletics to deliver an enhanced experience to our fans and allow us to generate critical additional resources to support the holistic development of Wildcats student-athletes.”

The premium experiences company will also support Northwestern Athletics in its approach to optimising revenue generation and experiences for fans, as part of the university’s rebuild of Ryan Field. This will be inclusive of premium product development and pricing, corporate hospitality, premium seating and ticket sales.

Northwestern Athletics originally utilised Legends’ services in 2021 through its research arm CSL to conduct a study on improving the overall fan experience. Legends Project Development and CSL are also supporting the exploratory project planning for the Ryan Field improvements.

It was announced in September last year that Ryan Field would undergo major renovation thanks in part to a significant donation.

Deputy director of athletics Jesse Marks said: “Legends has proven to be an invaluable partner since our collaboration began in 2021, and we are excited to introduce the Legends Way to the Wildcats community.

“Their robust sales, data analytics and proven facility development expertise will greatly enhance Northwestern Athletics’ reach within the university, Evanston and greater Chicagoland communities, providing an innovative experience and a first-class level of service throughout the sales and development process.”

Michael Behan, chief operating officer of collegiate partnerships at Legends, added: “The college athletics landscape is rapidly evolving, and Northwestern University has fully embraced what it takes to be on the leading edge of the sports fan experience today—and into the future.

“We are excited to partner with such a renowned university and athletics program and to leverage our expertise and development strategy to help invigorate and enhance the experience for the Wildcats’ community and supporters.”

Image: Courtesy of Legends