Northwestern University athletics department has secured a multiyear partnership with premium experiences company Legends, which will manage premium seating, ticket sales, marketing and business intelligence for the college's leading varsity sports.Legends will also support the planned renovation of Ryan Field, Northwestern's college football stadium, inclusive of premium product development and pricing, corporate hospitality, premium seating and ticket sales.
Originally built in 1926, the football stadium in Evanston, Illinois, was last was renovated in 1997. Patrick and Shirley Ryan, after whom the venue is named, donated $480m (€470m) to Northwestern in 2021, funds from which will pay for the renovation.
“The college athletics landscape is rapidly evolving, and Northwestern University has fully embraced what it takes to be on the leading edge of the sports fan experience today – and into the future,” said Michael Behan, Legends chief operating officer of collegiate partnerships.
“We are excited to partner with such a renowned university and athletics program and to leverage our expertise and development strategy to help invigorate and enhance the experience for the Wildcats’ community and supporters," Behan said.It is Legends' latest move in the college athletics space, having secured a multiyear online and bricks-and-mortar merchandise partnership with Indiana University in July.