Legends, the premium sporting experiences company, has today (November 13) formally launched a Legends College division, appointing Mike Behan as president of that new wing.

The firm has said that Legends College will “provide the company’s integrated 360-degree service solution to support leading universities, collegiate organizations, and events.”

The division has been established with the aim of providing 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.

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.

Behan joins as president of Legends College after a period as chief operating officer for collegiate partnerships at Legends (which he took up in June 2021). In that role, he oversaw the tying-up of partnerships with institutions such as the University of Notre Dame, University of Oklahoma, University of Southern California, University of Louisville, University of Wisconsin, University of Utah, and Villanova University.

Before joining Legends in 2011, he was the senior director of team marketing and business operations at the National Basketball Association.

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He said: "Legends College will bring together our best-in-class industry experts across our 360-degree service solution to create an unmatched platform to support our collegiate partners. The college athletics landscape is rapidly evolving, and we are excited to build upon the great work our team has done with leading institutions over the past decade to continue providing innovative solutions to deliver on our partners’ goals.”

Mike Tomon, co-president and chief executive at Legends, added: “To better serve our current and future collegiate partners, we are excited to form Legends College and appoint Mike Behan as president. Under Mike’s leadership our collegiate business has experienced unprecedented growth, overseeing transformational projects for marquee institutions.

“We are excited to continue working with our partners to provide our holistic service solution to enhance the fan experience across every touch point and optimize sustainable revenue streams for their business.”

Last week, Legends announced the acquisition of major venue management and events company ASM Global.