FSU Athletics terminates Legends concessions, hospitality contract early

Just two years after Florida State athletics and Legends — a global premium experiences company — announced a new 10-year multimedia rights partnership, FSU has ended its contract with the firm, the Tallahassee Democrat has learned.FSU is set to hire Aramark, a Philadelphia-based global provider of food services, facilities management and uniform services. University officials confirmed the decision to the Democrat on Friday, June 19.

Legends, co-founded by the New York Yankees and Dallas Cowboys owner Jerry Jones, was initially engaged by Seminole Boosters Inc. in 2019. Two years ago, FSU significantly expanded the partnership in an effort to maximize commercial platforms and drive revenue amid a rapidly evolving collegiate sports landscape.

The partnership was announced with much fanfare in July 2024."This partnership between Legends and Florida State Athletics creates a dynamic collaboration between like-minded organizations at a time when the importance of alignment has never been greater," said Vice President and Director of Athletics at FSU Michael Alford at the time."Together we can capitalize on a limitless array of new opportunities for revenue streams while also maximizing our potential in established avenues as well," he continued.

"This will enable us to meet the growing needs of our student-athletes while also maintaining financial stability for the services we provide in areas of fan engagement and experience."That expanded agreement covered multimedia rights, merchandise, hospitality, seating and business development. Legends had also assisted Seminole Boosters with strategic planning for the $264 million renovation of Doak Campbell Stadium, building on an earlier collaboration focused on premium hospitality and fan experiences.

Negative experiences at concession stands due to operational and staffing challenges, however, have long been a common criticism on social media following home football games, with fans often citing long lines, available food opt