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Design & Development

Learfield to roll out ‘next-level’ seating at college stadia

Nippert Stadium in Cincinnati, USA

Featured image credit: University of Cincinnati

The Learfield Amplify division of the Learfield agency has said it will introduce a first-of-its-kind, fully customisable, reclining mesh seat at 17 stadiums for the 2023 college football season.

The venture marks the first mesh product for Learfield Amplify, which works with more than 130 collegiate, NFL, NASCAR, high school and horse racing partners across the US. Its partners debuting the mesh seat for the college football season include Army, Air Force, Cincinnati, Hawaii, Houston, LA Tech, LSU, Michigan State, Ole Miss, Southern Mississippi, TCU, Texas Tech, Toledo, Vanderbilt, Washington State and Western Kentucky.

Learfield Amplify has partnered with BEMIS Manufacturing to create and perfect what it claims will be a revolutionary mesh stadium seat. The collaborative process between the parties has spanned two years and marks BEMIS’ first foray into college, while the mesh seat becomes Learfield’s first stadium seat back to be designed and built entirely in the United States.

“The frame, as well as the mesh, can reflect a school’s colours, and the seat itself sports a ‘hip’ design that we believe to be the most comfortable seat on the market,” said John Hite, Learfield Amplify vice-president.

“We’re excited to get our mesh seats inside college football stadiums, and they’re durable enough to remain installed all year. BEMIS has been a tremendous partner, and we’re proud of what we have to showcase for our partners – a next-level seating option for elevating the gameday experience.”

Both the frame and mesh can be custom colour matched to a respective school. Additionally, open slots on the back of the seats allow for corporate advertisements, individualised name plates, or direct communication with fans facing those chair backs.

The mesh seat also reclines, set to a school’s preference, offering a more comfortable experience for the fan. It returns upright when no one is in it, to avoid blocking the aisle. The seat can also fit any stadium bleachers, without leaving damage. In addition to the mesh seat being completely made in the US, it can be recycled for the next generation of seats and fans.

Jon Bemis, vice-president of sales and commercial development for BEMIS, said: “Injection moulding allows for unique freedom of design, which allowed Learfield to design a seat that does more for the fan than the previous generation of seating.

“Fans can expect a more comfortable shape, and the mesh seat and back means the seat is cooler when the weather is hot, and drier when the weather is wet.”