University of Miami Athletics and Legends announce comprehensive partnership expansion

University of Miami Athletics and global premium experiences company, Legends, announced a significant expansion of their partnership. Initially focused on marketing partnerships and rights since April 2021, this collaboration has evolved to encompass all facets of revenue generation within Miami’s athletics programs.

The transformative partnership, the first of its kind in collegiate athletics, now includes overseeing athletics sponsorships, ticketing, annual fund initiatives, and an off-campus Hurricanes retail store. In addition to the expanded scope within athletics, Legends will help the University to enhance campus-wide partnerships that include both athletic and non-athletic assets.

As part of this expanded alliance, Jason Layton, currently the Senior Deputy Director of Athletics at Miami, will assume the role of Chief Revenue Officer of Hurricanes Sales and Partnerships within newly formed Legends College. Under his leadership, a dedicated staff will provide widespread support to drive the success of this multifaceted partnership.

Vice President/Director of Athletics Dan Radakovich said:

We are excited to expand our partnership with Legends. Their vision for the University of Miami is just as bold as ours and we look forward to working with Jason and his talented team to drive revenue across our entire enterprise.

In its pivotal role, Legends is poised to enhance the overall experience for fans, partners, and student-athletes. The current partnership has seen notable success, with substantial growth and progress, including achieving all-time highs in athletics sponsorship revenue.

Mike Behan, President of Legends College, said:

We are proud to deepen our relationship with Miami Athletics a true powerhouse in collegiate athletics. This expansion is a testament to the success we’ve achieved together and our shared commitment to revolutionising the overall experience for the Miami Hurricanes community in the rapidly evolving collegiate athletics landscape. We look forward to driving further growth and success in this game-changing partnership.

Layton added:

Having had the opportunity to work alongside Legends over the past few years, I’ve witnessed their commitment to elevating the college athletics experience. Their strategic approach, coupled with a track record of solving complex challenges, uniquely positions them to help us maintain our competitive stature. I’m excited to join the Legends team and about the possibilities this expanded partnership presents for Miami athletics and our entire community.

Legends announced in November 2023, the launch of Legends College, a new business unit that provides the company’s integrated 360-degree service solution to support leading universities, collegiate organisations, and events. Legends College offers an industry-leading, comprehensive service solution covering research, project development, premium ticket sales, sponsorships, food and beverage, merchandise, business intelligence, marketing, and philanthropic fundraising and engagement.

Legends’ college business has grown exponentially over the past 10-plus years and includes partnerships with countless marquee institutions. A core area of business has been advising leading athletic departments on major transformation facility projects to heighten fan experiences and maximise annual revenues.

Source & imagery, courtesy: Legends