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Army Athletics engages Legends on stadium project

Premium experiences company Legends has signed a wide-ranging partnership with New York’s Army West Point Athletic Association, through which it will seek to elevate the fan experience at Michie Stadium.

The 38,000-seat stadium, which serves as the home of the Army Black Knights American football team and sits on the campus of the US Military Academy, is to undergo significant development work. The modernisation of the stadium will include a complete transformation of its East Stands space.

All-new premium areas will be set up for stadium guests, with suite, loge and club-level seating to be added. Legends has previously worked with Army on a comprehensive marketing study to receive feedback from alumni, A Club donors, ticket holders and fans on new seating experiences and amenities in the East Stands.

Through the new partnership, Legends will manage sales and marketing, business intelligence, and data analytics services for Army. The two parties will also work together on an event hospitality programme that will be fully customisable and specially curated for groups of fans and the length of their visit.

Mike Buddie, director of athletics at Army West Point, said: “Partnering with Legends makes all the sense in the world as they are an iconic brand in the hospitality business world and have a great reputation. We are excited to work with them to create the best game-day experience in the nation and provide new and innovative opportunities for the alumni and public to experience the grandeur of the West Point Experience.”

Mike Behan, Legends’ vice-president of collegiate partnerships, said: “The experience at West Point is one unlike any other in collegiate athletics, and the opportunity to work alongside Army and completely reimagine the experience for Black Knight fans as part of the overall transformation of Michie Stadium allows us to leverage our holistic acumen and develop a best-in-class hospitality programme that celebrates the history and tradition of Army athletics.

“As an extension of this approach, we saw an enormous opportunity to create a year-round event hospitality programme that will allow guests to participate in the distinct aspects of the West Point experience.”

Army hopes to complete the Michie Stadium modernisation in time for the 2024 season.

Image: Army Athletics