University of South Carolina Partners with Legends for Enhanced Fan Experience

Excited fans enjoying the game at Williams-Brice Stadium.

News Summary

The University of South Carolina has announced a multi-year partnership with Legends to improve fan experiences at Gamecock sporting events while boosting revenue. Legends will implement a data-driven sales strategy to modernize premium seating and support fundraising for Williams-Brice Stadium’s renovation. With extensive experience in collegiate athletics, Legends aims to create memorable experiences for fans as part of this strategic collaboration, enhancing community engagement around the university’s athletic programs.

Columbia, South Carolina – The University of South Carolina has initiated a significant multi-year partnership with Legends, a company specializing in creating premium experiences. The collaboration is aimed at enhancing the fan experience during Gamecocks’ sporting events while simultaneously maximizing revenue for the university’s athletics department.

As part of the agreement, Legends will implement a streamlined and data-driven sales strategy. This strategy is expected to modernize the approach toward premium seating, bolster ticket sales, and support philanthropic fundraising specifically for the renovated Williams-Brice Stadium.

This partnership is integral to the university’s ongoing initiative to reimagine the Williams-Brice Stadium, ensuring that it meets the evolving needs and expectations of its fans. The agreement entails numerous responsibilities, including the development and pricing of premium products, corporate hospitality arrangements, and enhanced fundraising efforts.

Legends is well-experienced in optimizing revenue generation for collegiate athletic programs, having collaborated with over 90% of Power Four university athletic departments in the past 15 years. This includes offering expertise in planning and revenue optimization for new and renovated facility projects.

Among the current projects Legends is involved with are stadium renovations at several prestigious institutions, including the University of Kansas, Northwestern University, and UNC Charlotte. The company has established a solid reputation with numerous past partnerships, such as those with the University of Maryland, the University of Notre Dame, the University of Oklahoma, the University of Southern California, the University of Wisconsin-Madison, the University of Utah, Villanova University, and San Diego State University.

It is important to note that the current deal with Legends does not encompass multimedia rights, which remain under the control of Learfield through a 10-year agreement that will continue until 2026. This distinction allows both parties to focus on their respective areas of expertise, further setting the stage for a successful partnership between the University of South Carolina and Legends.

As the university strives to enhance fan engagement and drive additional revenue, this partnership with Legends marks a strategic step forward. With Legends’ proven track record and experience in creating memorable experiences for fans, the Gamecocks’ athletic events are poised to become even more appealing to supporters, ensuring that both the university and its fans benefit from this collaboration.

The University of South Carolina looks forward to leveraging this partnership to not only improve the overall game-day experience but also to foster a stronger community around its athletic programs. As renovations at Williams-Brice Stadium continue, the attention to enhancing premium experiences is expected to play a crucial role in attracting and retaining Gamecock fans.