Georgia Tech Athletic Association and Legends announce first-of-its-kind partnership

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 customised 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.

Georgia Tech Director of Athletics, Todd Stansbury, said:

Legends is the industry leader in sports experiences, having been founded by two of sports’ most recognisable and prestigious organisations — the New York Yankees and Dallas Cowboys. Georgia Tech fans and corporate partners will benefit from the expertise that Legends brings in designing, planning and implementing world-class experiences. I couldn’t be more excited to begin this first-of-its-kind partnership and for the bright future for Georgia Tech athletics, our fans and our corporate partners.

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, behaviours and how to most effectively engage.

Mike Behan, Vice President, Collegiate Partnerships, 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.

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.

Legends, a global leader in sports and entertainment founded by the New York Yankees and Dallas Cowboys, brings a wealth of knowledge and operating expertise to Atlanta, in addition to previous involvement at Mercedes-Benz Stadium.


The upcoming ‘hybrid’ edition of ALSD International will focus on increasing revenue via new builds, renovations, service expansions & technology, and reopening with confidence.

The event will feature a high-level conference, exhibition and networking events, as well as technical tours of Anfield, Goodison Park and M&S Bank Arena. NB: The microsite is going ‘live’ any day, enabling attendees to start networking, so make sure to secure your place at this industry-leading event.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

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


#sportsvenuebusiness – The leading platform for sector news, views & developments


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