Legends, the premium sporting experiences company, has expanded its partnership with the University of Miami’s athletics department.

Initially focused on marketing partnerships and rights since April 2021, the collaboration has been enhanced to encompass all facets of revenue generation within Miami’s athletics programs.

The tie-up, claimed to be 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 the expanded agreement, 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 the newly formed Legends College division.

Legends College was launched last month (November) to provide a holistic range of services to US college sports clients, including across sectors such as research, project development, premium ticket sales, sponsorships, food and beverage, merchandise, business intelligence, marketing and fundraising, and engagement.

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By GlobalData

Mike Behan was appointed as president to lead the new division.

Legends’ activities and partnerships across US college sports have increased substantially in recent years, with a core area of expansion being advising athletic departments around major facility transformation projects.

On the renewed Miami partnership, Behan 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 revolutionizing 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.”

Legends said it is “poised to enhance the overall experience for fans, partners, and student-athletes.” The company claims the current partnership has already seen notable success, including achieving record athletics sponsorship revenue.