In today’s competitive landscape, enhancing fan experiences while optimizing revenue streams has become critical for sports and entertainment entities. Legends, a global premium experiences company, is at the forefront of this transformation.
By integrating data intelligence with comprehensive service platforms, Legends collaborates with top-tier organizations to modernize venues, expand merchandising, and revitalize partner engagement. This article explores how Legends’ multi-faceted partnerships are shaping the future of fan interaction and commercial success.
Expansive Strategic Partnerships and Venue Enhancements
Legends’ long-term collaboration with Kansas Athletics exemplifies their influence in venue transformation. The company is deeply involved in reimagining fan experiences at iconic sites such as Allen Fieldhouse and David Booth Kansas Memorial Stadium by developing upgraded amenities and premium hospitality spaces.
Similarly, the 15-year partnership with Getafe CF focuses on driving sustainable club growth through stadium modernization, premium hospitality sales, sponsorships, and technology enhancements. As Getafe seeks to elevate its Coliseum stadium to a 21st Century facility, Legends brings industry-leading expertise to ensure a fan-centric, revenue-optimized transformation.
Global Impact in Golf and Major Events
Legends Golf division has forged significant ties with major golf organizations including the LPGA and PGA of America. Their partnership with the LPGA enhances merchandise experiences and incorporates advanced data technology to drive both fan engagement and revenue growth across 12 countries and 11 U.S. states. The PGA of America’s expanded alliance with Legends aims to innovate sponsorships globally and enrich fan experiences in marquee events such as the PGA Championship.
Legends’ expertise extends to marquee events like the BNP Paribas Open and Super Bowl LVII, where their retail operations have driven record merchandise sales—achieving a 55% increase at BNP Paribas and a 14% overall rise during Super Bowl LVII, including a notable 38% surge in pregame sales as reported by Legends’ Global Merchandise President, Kirta Carroll.
Data-Driven Sponsorship and Fan Engagement Solutions
In partnerships like that with Georgia Aquarium, Legends applies a data-driven approach to unlock new sponsorship and revenue opportunities while enhancing visitor engagement. This strategic use of guest data to optimize commercialization reflects Legends’ holistic model combining business intelligence with fan experience enhancement.
Elevating Retail and Culinary Experiences
Legends significantly upgrades event retail and culinary offerings, demonstrated by their extended partnership with INDYCAR and Indianapolis Motor Speedway (IMS). Through multimodal retail operations including e-commerce, physical stores, and traveling shops, Legends has doubled retail revenue since 2014, enriching fan access and choice.
Moreover, their joint venture with food tech platform C3 aims to disrupt the food hall industry by introducing Citizens culinary markets. Launching at Phipps Plaza, these markets blend award-winning culinary concepts and innovative technology to create communal, high-quality dining environments for spectators and visitors.
Leadership in Communications and Corporate Growth
Integral to Legends’ success has been strategic leadership like the appointment of Stacey Escudero as Chief Communications Officer. With 15 years of expertise in major brands and managing large-scale transformations, Escudero develops global communication strategies that align with Legends’ expanding footprint in sports and entertainment industries.
Legends exemplifies a modern, integrated approach to enhancing sports, entertainment, and attraction experiences worldwide. Through comprehensive partnerships, data-driven insights, and operational excellence, they deliver measurable commercial growth and memorable fan engagement. Organizations seeking to modernize venues, expand merchandise sales, or deepen fan connections can look to Legends’ holistic model as a benchmark.
For further details, visit the Legends Newsroom.
