University of Miami and Legends Forge Unprecedented Partnership Across All Revenue Fronts

In a groundbreaking move, the University of Miami and Legends have elevated their collaboration to new heights by extending their partnership to encompass every facet of the athletic department’s revenue streams. This comprehensive agreement, which spans corporate sponsorships, ticketing, fundraising, and the establishment of an off-campus retail store (The Hurricanes Team Store located at 1340 S Dixie Highway, Suite 120, in Coral Gables, Florida), is touted as a pioneering venture in collegiate sports due to its all-encompassing nature.

The initial agreement between Legends and the University of Miami, inked in April 2021, primarily focused on marketing partnerships. However, this expanded deal marks a historic milestone, placing all revenue streams of the Hurricanes under the guidance of Legends. This strategic move is set to redefine the landscape of collegiate partnerships by seamlessly integrating various revenue-generating capabilities with campus-wide marketing initiatives that extend beyond the realms of athletics.

Notably, a significant personnel shift accompanies this expanded collaboration. Jason Layton, formerly serving as the Hurricanes’ senior deputy Athletic Director, assumes the role of Chief Revenue Officer within Legends College. Layton, a veteran of the Canes’ front office since 2014, has played pivotal roles in communications, sales, sponsorships, digital media, ACC Network communications, and licensing.

The driving forces behind this transformative collaboration are Legends College President Mike Behan, Jason Layton, and Miami Athletic Director and Vice President Dan Radakovich, who collectively spearheaded the development of this innovative partnership structure.

It is worth noting that Legends, a trailblazer in the industry, recently launched its new college division, further solidifying its commitment to shaping the future of collegiate sports partnerships. The move exemplifies Legends’ dedication to pioneering initiatives that redefine industry standards and elevate the overall experience for universities, student-athletes, fans, and partners alike.