The University of Wisconsin has signed a multi-year partnership with the Legends agency in a move designed to streamline its general ticketing and other functions into one integrated platform, while also overseeing the future of its Camp Randall Stadium.

The initiative will bring the US college’s athletic ticketing into the same platform as its premium seating, annual fundraising, marketing and business intelligence capabilities.

In 2015, a comprehensive study incorporating a survey and a series of focus groups to solicit direct market feedback from ticket holders, alumni and fans on the future of Camp Randall Stadium was carried out by Legends’ US research arm, CSL.

Legends will continue to assist Wisconsin with planning of the upcoming renovation of the 80,321-seat stadium, the oldest in the Big Ten Conference. In addition, Legends will be responsible for all sales and marketing, planning and premium seating strategy.

For more on this story, check out Ticketing Business News

Image: University of Wisconsin