The University of Wisconsin athletics department and Legends have announced a multi-year partnership.
The deal will see the duo partnering to streamline initiatives across general ticketing, premium seating, annual fundraising, marketing and business intelligence capabilities into one integrated platform.
Wisconsin engaged Legends through its US research arm, CSL, in 2015 to conduct a comprehensive study incorporating a survey and series of focus groups to solicit direct market feedback from ticket holders, alumni and Badger fans on the future of Camp Randall Stadium.
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. Legends will also implement its robust technology, data and analytics structure to complement and support across every element of the partnership.
Chris McIntosh, Wisconsin deputy athletics director, said:
There are a lot of opportunities to be embraced by our athletic department. Legends’ experience and innovative approach make them a great partner for us. We are excited about what lies ahead.
Legends is at the forefront in advising university athletic departments to identify opportunities to enhance fan experiences in venue and maximise initial capital and annual revenues on new and renovated facility projects, having partnered on more than $2Bn in projects over the last five-years.
An industry leader in developing and optimising unique platforms for its clients and partners, Legends represents and manages premier 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.