‘To Shape The Future Of Live Entertainment’: Legends & ASM Global Officially Unite As Legends Global

Legends and ASM Global have officially united as Legends Global. Building on Legends’ acquisition of ASM Global in August 2024, the merged company delivers a “fully integrated solution of premium services with a white-label approach,” and covers a venue or event’s entire lifecycle, from feasibility and consulting to owner’s rep, sales, partnerships, venue management, hospitality, merchandise, to content and booking, according to today’s press announcement.

The acquisition of ASM Global by Legends had been announced in November, but was pending regulatory approvals. VenuesNow broke the news of the blockbuster merger in July of 2023.

The Legends Global network, by the company’s own admission, encompasses more than 450 venues worldwide, hosting 20,000 events and entertaining over 165 million guests annually across sports, music, entertainment, attractions, and conventions and leisure.

“With a proven track record across premier sports, entertainment, and live events worldwide, Legends and ASM Global have consistently delivered industry-defining results, from securing billions in partnerships and ticketing revenue to shaping some of the largest stadium, arena, and convention projects in the world. Now united as Legends Global, its expertise spans every aspect of the fan experience, positioning the company as a trusted leader uniquely suited to drive innovation and growth in the global live entertainment industry,” the press release states.

Legends Global is partnered with some of the world’s most prominent venues, teams, and properties including Real Madrid, SoFi Stadium in Los Angeles, Dallas Cowboys, New York Yankees, FC Barcelona, Chelsea FC, University of Notre Dame, Ryder Cup, ICC Sydney Convention Center, Caesars Superdome in New Orleans, Avicii Arena in Stockholm, Coca-Cola Arena in Dubai, OVO Arena Wembley in London, Soldier Field in Chicago, AO Arena in Manchester, Moscone Convention Center in San Francisco, Kai Tak Sports Park in Hong Kong along with global leagues and properties including LA28 Olympics, NFL, MLB, NASCAR, and PGA of America.

Legends Global operates across Africa, Asia, Europe, Oceania, and North and South America. Harnessing the power of its global expertise, the company aims “to create next-generation fan experiences by leveraging emerging technologies, harnessing the power of its global expertise and experience. The company is committed to becoming the most tech-forward, data-rich business in the sports and entertainment industry.”

Legends Global boasts nearly 100,000 employees globally led by an executive team that includes Brett Parker, president and chief financial officer; Chris Bray, president of Europe; Chad Estis, executive vice president and chief revenue officer; Tom Funk, president of hospitality; Chris Hibbs, president of partnerships; Harvey Lister, chairman and CEO of APAC and MENA; Mike Ondrejko, president of sales; Doug Thornton, president of North American venues; and Ben Wrigley, president of CSL.

Global investment giant Sixth Street is the majority investor in Legends Global in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, a Jerry Jones family company.

Dan Levy, CEO of Legends Global, commented: “Legends Global is uniting with a shared commitment to excellence and with one clear focus: delivering world-class experiences at unmatched scale and quality for our partners. Our global network, expertise, and passion for bringing people together allow us to serve our partners and their guests with seamless execution and constant innovation. This new era positions us to shape the future of live entertainment across the world’s most iconic venues and events.”

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