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UM Athletics Selects Legends to Lead Marketing Partnerships

UM Athletics Selects Legends to Lead Marketing Partnerships

CORAL GABLES, FL – The University of Miami athletics department today announced that it has selected Legends, a premium experiences company, to oversee marketing partnerships and rights for the Miami Hurricanes.

Through this new partnership, Legends will collaborate with Miami to develop a comprehensive sponsorship strategy and establish meaningful, integrated partnerships that connect brands and corporate partners with the Hurricanes’ passionate fanbase. Legends will bring new partnerships to the university that will celebrate Miami’s rich athletic traditions, its talented student-athletes, and the forward-thinking leadership and innovation of the athletics program.

“We are excited to partner with Legends on our corporate sponsorships and marketing rights,” said Blake James, University of Miami’s Director of Athletics. “Legends works with some of the most recognized brands in sports and we are confident that they can help us leverage both our iconic brand and location in one of the world’s most vibrant cities to drive value for our department, our fans and our partners. We are thrilled to see what the partnership will bring in the years to come.”

Legends will also lead a thorough analysis and valuation of sponsorship rights and introduce its proprietary, data and analytics-driven business intelligence platform to help identify new opportunities and provide greater insights into Hurricanes fans’ behaviors and interests.

“Miami has built one of the nation’s great athletics programs, and we see tremendous value in creating a customized sponsorship approach that celebrates the university’s unique history and rich athletics traditions, and particularity of the Miami market,” said Mike Behan, Legends Vice President, Collegiate Partnerships. “Our team at Legends will draw upon our vast experience working with the most creative and innovative brands across sports, media, and entertainment, to help expand the incredible opportunities available through this partnership.”

Legends, a global leader in sports and entertainment, was founded by the New York Yankees and Dallas Cowboys. Legends leads significant sponsorship sales efforts across professional and collegiate sports including for the Los Angeles Rams and Los Angeles Chargers, Las Vegas Raiders, Orlando Magic, University of Notre Dame, Georgia Tech, and LA28.

Legends will open a sales and engagement center in South Miami.

About the Miami Hurricanes

The University of Miami’s Department of Intercollegiate Athletics, a member of the National Collegiate Athletic Association (NCAA) and the Atlantic Coast Conference (ACC), supports more than 400 student-athletes across 18 sports. Miami has won 21 team national championships and 83 individual national championships in its storied history. UM Athletics is dedicated to developing and supporting its student-athletes in their efforts to achieve personal, academic and athletic excellence, resulting in the highest standards of achievement. For more information visit

About Legends

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. We are the industry leaders in designing, planning and realizing exceptional experiences in sports and entertainment. For more information, visit and follow Legends at Facebook, Twitter and Instagram @TheLegendsWay.