The Florida State University athletics department has terminated its hospitality and concessions contract with Legends only two years into its 10-year deal.
As reported by the Tallahassee Democrat, FSU is set to hire Philadelphia-based Aramark, while Legends, co-founded by the New York Yankees and Dallas Cowboys owner Jerry Jones, will continue to handle multimedia marketing.
Legends 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," Jim Henry of the Democrat reported. "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 FSU vice president and director of athletics 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," Alford 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."
According to Henry, that expanded agreement covered multimedia rights, merchandise, concessions and 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.
"Though FSU officials did not comment on why they are cutting the contract, negative experiences at concession stands due to operational and staffing challenges 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," Henry wrote Saturday, a day after FSU officials confirmed the decision with the Democrat. "That same frustration boiled over after the Savannah Bananas’ sold-out game at Doak Campbell Stadium on Feb. 28, 2026. Some fans said lengthy concession lines created an hour long line and caused them to miss multiple innings."
