Army West Point Athletic Association and Legends announce new partnership

Army West Point Athletic Association and Legends have announced a comprehensive new partnership focused on creating an elevated experience for both fans and cadets, as part of the Michie Stadium Preservation Project at the U.S. Military Academy at West Point, home of the Army Black Knights football program.


The modernisation of Michie Stadium will include a complete transformation of the East Stands space, where cadets have watched games since 1962. The project will fully integrate the cadets into the reimagination process, to elevate the viewing experience in a way that is authentic to the “Duty, Honor, Country” ideals.


The project will introduce all-new premium areas for Michie Stadium guests with the addition of suite, loge and club level seating. Army West Point football is an unparalleled experience and these upgrades will further enhance the uniqueness of being able to experience a game at Michie Stadium.


Legends previously assisted Army by conducting a comprehensive market study, soliciting feedback from West Point alumni, A Club donors, ticket holders and Black Knight fans, to help determine the new seating experience and amenities within the East Stands. Additionally, Legends will manage sales and marketing, business intelligence and data analytics services across the integrated partnership.


Legends’ proprietary technology, data and analytics platform will be a critical driver in delivering customised solutions and unique innovations for Army.


Mike Buddie, Director of Athletics, Army West Point, said:

Army West Point is a historic and noble brand that we protect fiercely. Partnering with Legends makes all the sense in the world as they are an iconic brand in the hospitality business world and have a great reputation. We are excited to work with them to create the best game day experience in the nation and provide new and innovative opportunities for the alumni and public to experience the grandeur of the West Point Experience.


Army and Legends will also partner on an event hospitality program, that will allow guests from the greater tri-state area the opportunity to experience the storied history and traditions of the U.S. Military Academy. The program will be fully customisable and specially curated for the group and the length of the visit and will highlight West Point’s heritage, values and commitment to excellence, all set to the backdrop of West Point’s beautiful and historic campus on the western bank of the Hudson River.



Mike Behan, Legends Vice President, Collegiate Partnerships, said:

The experience at West Point is one unlike any other in collegiate athletics, and the opportunity to work alongside Army and completely reimagine the experience for Black Knight fans as part of the overall transformation of Michie Stadium, allows us to leverage our holistic acumen and develop a best-in-class hospitality program that celebrates the history and tradition of Army athletics. As an extension of this approach, we saw an enormous opportunity to create a year-round event hospitality program that will allow guests to participate in the distinct aspects of the West Point experience.


Legends has best-in-class experience in both sports and attractions, including working with some of the most visible teams and brands in the world, including ownership ties to the New York Yankees and the Dallas Cowboys, along with attractions experience all over the world.


The New York Yankees and Army have their own storied background, with Army playing exhibition games against the New York Yankees 22 times since 1927, including the most recent exhibition game in 2013 at West Point. The first meeting of these storied programs featured Babe Ruth and Lou Gehrig. Additionally, playing football games at the original Yankee Stadium was a staple of the Army football program throughout much of the last century. The Black Knights returned to their New York City heritage as Army agreed to play two of its home games at the new Yankee Stadium in 2011 and 2014.




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The 2020 edition of ALSD International – Europe’s leading event for the Premium Seat & Sports Hospitality sector, focusing on increasing revenue via new builds, renovations, service expansions & technology – is being hosted at the home of the newly crowned Premier League champions, Liverpool FC’s Anfield Stadium, October 12-13, with tours of our host venue, Everton’s Goodison Park and M&S Bank Arena. NB: The physical event will be complemented by a range of virtual elements to ensure no one misses out!



The 2020 edition of ALSD International – organised by the Association of Luxury Suite Directors and Sports Venue Business – will feature a high-level conference, an exhibition hall showcasing the latest products, services & solutions and numerous networking events, ensuring optimised opportunities to knowledge-share, network and do business, whether in person or virtually.


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#ALSD – Leading the Premium Seat sector for the last 30 years




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