Georgia Tech athletics department signed an 11-year multimedia rights deal with sports hospitality management company Legends. The new agreement is set to begin in July, with Legends becoming Tech’s exclusive corporate partnership and multimedia rights partner.
Tech agreed to a multi-faceted partnership with Legends, where the company will be involved across a variety of business areas from ticketing (premium seating) and e-commerce, to assisting the association with fundraising efforts — which has become vital amid the ongoing pandemic.
Legends plans to integrate new technology and data analytics systems to bolster current revenue streams while finding other money-making opportunities. Georgia Tech Athletic Director
Todd Stansbury and Legends anticipate the deal will generate over $400 million over its lifespan.
This new agreement marks the end of Tech’s longtime partnership with Learfield IMG College, which has
reportedly sought to restructure deals during the pandemic. Tech’s current media rights deal with IMG expires at the end of next June. Several full-service firms sought Tech's multimedia rights despite budget shortfall across the industry, according to a source familiar with the situation. The association will lean on Legends to navigate the bevy of unknowns surrounding the college athletics landscape that ranges from the future of ticketing to
student-athlete compensation.
Legends was co-founded in 2008 in joint venture between Dallas Cowboys owner Jerry Jones and owners of the New York Yankees. The New York-based company in the last decade has transformed itself from stadium concessionaire to
a billion-dollar sports marketing business.
Legends has become more aggressive in college athletics — working in different capacities with high-profile programs including the University of Notre Dame and University of Oklahoma. Tech's deal is unique, though, with Legends overseeing virtually all aspects of business, allowing the program to sync its revenue streams under one umbrella.
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