Georgia Tech, Legends Ace New Collegiate Sports Deal

The two are beginning a first-of-its-kind partnership to see what’s in store for collegiate athletics.
License Global

December 8, 2020

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The Georgia Tech Athletic Association and Legends have announced a first-of-its-kind partnership to combine opportunities across multimedia rights, premium seating, ticketing, annual fundraising, corporate hospitality, data analytics, business intelligence and e-commerce into one integrated relationship.

The partnership will take a customized and holistic approach for identifying new, engaging and entertaining platforms for corporate partners and Yellow Jacket fans to connect with Georgia Tech athletics and position the Institute for success and growth in the evolving collegiate athletics landscape.   

Legends will introduce a robust technology, data and analytics platform to support all revenue streams. The new business intelligence platform will provide Georgia Tech athletics with greater insights into Yellow Jacket fans, including a complete view of their relationship to the Institute and athletic department, specific interests, brand affinities, behaviors and how most effectively engage.

  

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 to identify innovative new revenue and partnership opportunities to deliver on this advanced vision as the collegiate landscape continues to shift.  

“This past year has introduced new challenges in the collegiate athletics landscape, and we believe the path forward will require a strong vision and modernized approach,” says Mike Behan, vice president, collegiate partnerships, Legends. “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 customized, long-term blueprint for growing the business and creating memorable experiences for Yellow Jacket fans.”  

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