COLLEGE PARK, MD – University of Maryland and Legends, a data-intelligence fueled global premium experiences company, announced a long-term partnership centered around reimagining the Maryland Athletics fan and alumni experience.
The comprehensive partnership includes the debut of a premier hospitality club overlooking Gary Williams Court at XFINITY Center. This space will also serve as a membership club open 365 days a year with a premium culinary and beverage hospitality. The new 400-person event day hospitality club and membership club will be part of a renovation project at XFINITY Center designed to reflect the Terps spirit and offering a culinary experience with bold, local flavors.
The membership club will offer a tailored benefit and amenity program including access to members-only events, the ability to rent the club for private events, reserved meeting space, and more.
"Maryland Athletics is focused on building premier experiences, amenities and spaces for our Terps fans," said Colleen Sorem, Maryland Deputy Athletics Director. "We are thrilled to be working with Legends, a worldwide leader in premium hospitality, sales and service. This represents a major investment in the overall fan experience and we can't wait to bring these enhancements to our loyal fanbase and we are thrilled to be Legends' first collegiate partner in the hospitality and membership club space."
Legends research arm, CSL, has conducted a comprehensive market research and feasibility study providing analysis on the best approach and sales opportunity for the new premium spaces. The company's industry-leading hospitality team will oversee operations and the culinary and beverage program for the membership club and event day hospitality club. In addition, as part of the overarching agreement, Legends will manage sales for the membership club and ticket sales and premium seating, marketing and business intelligence for men's and women's basketball and football.
"Legends is proud to continue to align with marquee universities and athletics programs like University of Maryland to serve as a trusted partner in evaluating complex problems and finding innovative solutions to reimagine the fan experience," said Michael Behan, Chief Operating Officer, Collegiate Partnerships, Legends. "We are excited to work alongside the team at Maryland to develop a first-of-its-kind premium hospitality experience providing a unique opportunity for the university to create a deeper connection with fans and alumni."
Legends has vast experience operating membership clubs and premium hospitality in professional, collegiate, and international venues, including at SoFi Stadium, AT&T Stadium, BMO Stadium, Cowboys Club at The Star, Spurs Club at The Rock at La Cantera, Doak Campbell Stadium (Florida State), Etihad Stadium, Santiago Bernabéu, and Yankee Stadium. As well, Legends' is the leader in advising university athletic departments on identifying opportunities to enhance fan experiences and optimize revenue streams on new and renovated facility projects, having partnered on Northwestern, University of Kansas, University of Notre Dame, University of Oklahoma, University of Southern California, University of Utah, University of Wisconsin-Madison, Villanova University, and San Diego State University, amongst others.
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About Maryland Athletics
The University of Maryland Athletic Department sponsors 20 varsity sports and supports more than 500 student-athletes and more than 250 full-time staff members. Located in College Park, Maryland, the institution is a proud member of the Big Ten Conference, the oldest and most historic athletic conference in America. Five of Maryland's 47 national team championships have come since the Terrapins joined the Big Ten Conference in the 2014-15 season. In just nine seasons, Maryland has won or shared 49 regular-season or tournament championships in the Big Ten, third-most of any school in the conference. In those eight seasons, the Terrapins have produced eight national players of the year, 18 Big Ten Coaches of the Year, more than 50 Big Ten Players of the Year and more than 150 All-Americans. Maryland is one of four schools to win both men's and women's basketball NCAA Championships and one of only two to win men's basketball, women's basketball and football national titles. Visit umterps.com and Maryland's social media platforms for more information.
About Legends
Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics fueled 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. Legends is the industry leader in designing, planning and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow @TheLegendsWay on Twitter and Instagram.
