Legends Appoints Tech Veteran Jim Scholefield As Chief Technology Officer

Legends and ASM Global announced the hiring of Jim Scholefield as chief technology officer, a role that includes the responsibility of leading the combined company’s technology strategy, innovation and execution across all platforms and systems.

Scholefield will “focus on enabling world-class performance and scalable growth” for Legends and its partners, according to a release.

“Jim is a world-class technology leader who has driven innovation and digital transformation at some of the most respected global brands,” Dan Levy, CEO of Legends, said in a statement. “His expertise across hospitality, retail, and consumer-facing industries will be instrumental as we continue to scale our business and execute at the highest level for our partners. As someone who spent over 25 years at the forefront of technology in Silicon Valley, I know the power technology can deliver to our clients and their fans. And at Legends, we plan to be at the forefront of it.”

With a career spanning over 35 years, Scholefield has worked with major brands like The Coca-Cola Company and Nike. He most recently served as global chief information and digital officer at Marriott International for five years, leading all aspects of the company’s global technology, digital engineering and development. He was essential to modernizing Marriott’s technology infrastructure, which would help the company’s future growth in its core business as well as new ventures.

His contributions to the companies he served earned him recognition from tech magazine CIO, which inducted him into its 2025 Hall of Fame class.

“I’m excited to join Legends at such a dynamic time in its growth,” said Scholefield, an alum of Florida State University and Georgia Institute of Technology. “There’s a tremendous opportunity to leverage data, automation, and emerging technologies to enhance the fan experience, streamline operations, and deliver smarter solutions for partners. I look forward to working alongside the talented Legends team to build scalable, modern platforms that support innovation, fuel long-term growth, and create exceptional experiences for our partners and their customers and fans worldwide.”