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 options and poor service.
That same frustration surfaced after the Savannah Bananas’ sold-out game at Doak Campbell Stadium on Feb. 28, 2026. Some fans said lengthy concession lines caused them to miss multiple innings.
FSU’s Michael Alford updates BOT, cites season-ticket sales
The move comes days after Alford updated the Board of Trustees on the department’s financial outlook.
Despite reporting $437 million in athletics-related debt for fiscal year 2025, FSU’s revenue strategy is producing results, with football season-ticket sales holding steady for 2026.
Even amid the switch from Legends to Aramark, the Seminoles saw significant growth in game-day spending during the most recent athletic year.
Food and beverage sales totaled nearly $5.9 million, including $3.94 million from main concession stands and $1.95 million from premium areas. Per-capita spending jumped to $19.74, up from roughly $14.50 the previous year. The Alabama game marked a high point, with fans averaging $25.12 in food and beverage purchases.
The increase reflects enhancements to premium spaces and amenities inside Doak Campbell Stadium.
Merchandise revenue also surged, climbing from $1.78 million in 2024 to $2.47 million this past year — a 39% increase.
FSU also reported a program-record $22.835 million in ticket revenue. Booster contributions saw a major jump as well, with ticket and per-seat donations rising from $21.6 million to $30.5 million year over year.
Football season-ticket sales are tracking slightly behind last year’s pace but remain within the program’s typical range. As of mid-June, FSU had sold 25,027 season tickets — about 1,000 fewer than the 26,071 sold at the same point last year.
Alford said the department projects finishing just under 28,000 by the start of the season. FSU sold a record 34,060 season tickets in 2023.
Here is FSU’s football schedule in 2026
Aug. 29 vs. New Mexico at 7 p.m., CW Network
Sept. 7 vs. SMU at 7:30 p.m., ESPN
Sept. 19 at Alabama at 3:30 p.m., ABC
Sept. 26 vs. Central Arkansas
Oct. 3 vs. Virginia
Oct. 9 at Louisville at 7 p.m., ESPN
Oct. 17 at Miami
Oct. 31 vs. Clemson
Nov. 7 at Boston College
Nov. 13 at Pittsburgh at 7 p.m. ESPN
Nov. 21 vs. North Carolina State
Nov. 27 vs. Florida at 3:30 p.m., ABC
This article originally appeared on Tallahassee Democrat: FSU Athletics terminates Legends concessions, hospitality contract early
Reporting by Jim Henry, Tallahassee Democrat / Tallahassee Democrat
USA TODAY Network via Reuters Connect
By Jim Henry, Tallahassee Democrat | USA TODAY Network
