Northwestern Announces Future Partnership with Legends and JMI Sports on Multimedia Rights for the New Ryan Field, University Athletics and Campus Life Beginning in 2026

Partnership unites top sports marketing experts to strategically elevate the Northwestern brand and capitalize on a generational opportunity with the development of the new Ryan Field

CHICAGO, IL (APRIL 29, 2025) – Northwestern University today announced a partnership with Legends and JMI Sports for a new multi-year multimedia rights partnership supporting the new Ryan Field, Northwestern Athletics and the broader Northwestern University campus. The long-term agreement between Northwestern and two of the leading sports media rights companies reflects the shared vision of the three entities in elevating the Northwestern brand and Chicago’s position as a sports and entertainment epicenter for the Big Ten Conference.

Through this relationship, Legends and JMI Sports will maximize the value of the new Ryan Field and Northwestern’s multimedia rights, delivering innovative partnerships and enhancing experiences for Wildcat fans and the larger Chicagoland community.

“We’re thrilled to launch this partnership with Legends and JMI Sports to strengthen our connection with Northwestern’s passionate fanbase and the corporate community,” Combe Family Vice President for Athletics & Recreation Mark Jackson said. “This relationship with dedicated and proven partners will further accelerate the growth of the new Ryan Field, helping our mission of delivering a world-class venue for Northwestern University and the Chicago community.”

The partnership builds upon hard work between Northwestern, Legends and JMI Sports surrounding the implementation of the new Ryan Field. As the largest stadium investment in college football history, the new Ryan Field will deliver a world-class venue optimized for game days and civic events alike that ultimately redefine the traditional stadium model into a year-round community asset. This partnership showcases the growing influence of the Big Ten Conference and the Chicago market as a force in collegiate athletics.

Legends and JMI Sports will begin their multimedia rights efforts with the launch of a Founding Partnership plan for the new Ryan Field. Their full complement of multimedia rights efforts for Northwestern Athletics and Northwestern University’s campus will begin in July of 2026.

“Northwestern is proactively setting a course to address the new landscape of college athletics by investing in the new Ryan Field,” said Erik Judson, CEO of JMI Sports. “Coupled with Northwestern’s innovative approach to managing their athletics enterprise, this transformational strategy aligns perfectly with the combined strengths of JMI Sports and Legends. We look forward to deepening our relationship to help them realize their vision for the future of athletics.”

Since 2017, Legends and JMI Sports have occasionally partnered to optimize value for select collegiate properties by creating a joint venture to oversee and manage athletics sponsorships, hospitality, multimedia rights and branding services. This includes work with the University of Notre Dame and San Diego State University. This unique partnership with Northwestern will continue the two companies’ proven track record of success in combining their collective resources and expertise.

“Legends is honored to partner with Northwestern to enhance the value of their multimedia rights platform, including the new Ryan Field,” said Chris Hibbs, President of Global Partnerships at Legends. “Northwestern’s rich tradition of academic and athletic excellence, along with a passionate alumni and fan base, and the visionary new Ryan Field, create a compelling opportunity for strategic partnerships. We are excited to collaborate with JMI Sports and Northwestern to leverage our proven expertise in securing premier partnerships to unlock innovative opportunities and generate new revenue opportunities that align with Northwestern’s vision and values.”

Legends is a leader in driving transformative partnerships for sports and entertainment brands, venues and events around the world. The company is partnered with the Audi F1, Buffalo Bills, Georgia Tech, PGA of America, Real Madrid, San Diego FC, the University of Miami, the University of Notre Dame and the U.S. Olympic & Paralympic Properties for LA28, amongst others. Legends has been working with Northwestern since 2022, managing premium seating and ticket sales for Wildcat Athletics and the new Ryan Field.

Founded in 2006, JMI Sports has been at the forefront of creating innovative sports sponsorships and brings its extensive multimedia expertise to the partnership. The team currently represents a number of premier collegiate universities, including UCLA, University of Utah, University of Kentucky, University of Pittsburgh and University of Georgia, among others. 

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ABOUT NORTHWESTERN

Northwestern is a comprehensive research university that is deeply interdisciplinary across multiple schools and units. A founding member of the Big Ten Conference, Northwestern University sponsors 21 varsity sport programs with 500 participating student-athletes. If you are at Northwestern, you are part of an innovative, collaborative, and multidimensional community delivering an impact that is rare in higher education.

ABOUT LEGENDS

Legends is a global premium experiences company that works with some of the most iconic and innovative brands in sports and entertainment to deliver exceptional experiences for fans worldwide. The company offers partners a 360-degree data and analytics-fueled service solution platform to drive revenue, heighten their brand, and execute their vision. Founded in 2008, Legends works with marquee clients across professional sports, collegiate, attractions, entertainment, conventions, and leisure. Legends is the industry leader in designing, planning, and realizing exceptional experiences in sports and entertainment. Follow Legends on LinkedIn, Instagram, and X.

ABOUT JMI SPORTS

JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation, and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client’s economic potential through customized initiatives, from marketing and branding solutions to facility design strategies.

JMI Sports’ signature collegiate multimedia rights partnerships include the University of Kentucky, the University of Utah, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, DePaul University, Columbia University, San Diego State University, University of California at San Diego, and joint-venture properties of the University of Georgia (with Learfield), and University of Notre Dame (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues, and events including the Breeders’ Cup, Rupp Arena at Central Bank Center, the Rose Bowl, and the Penn Relays.

JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, please visit www.jmisports.com.