Legends and ASM Global have officially united as Legends Global, creating the premier partner to the world’s greatest live events, venues, and brands. Building on Legends’ acquisition of ASM Global in August 2024, the combined company now delivers a fully integrated suite of premium services. This comes with a white-label approach that keeps partners front and center.
Integrated Services
Legends Global provides end-to-end solutions across the entire venue and event lifecycle: feasibility and consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Consequently, partners access one coordinated team. This team plans, launches, operates, and grows live experiences.
Global Scale and Reach
Together, the network spans more than 450 venues worldwide, hosts 20,000 events, and welcomes over 165 million guests annually. These events span sports, music, entertainment, attractions, conventions, and leisure. Moreover, this scale enables Legends Global to benchmark best practices and share insights across markets in real time.
CEO Statement
“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,” said Dan Levy, CEO of Legends Global. “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.”
Proven Track Record
Across premier sports and entertainment, Legends and ASM Global have delivered industry-defining results. They secured billions in partnerships and ticketing revenue. Together, they helped shape many of the world’s largest stadium, arena, and convention projects. Now united as Legends Global, the company extends that record across every step of the fan journey. Consequently, it is positioned to drive innovation and sustainable growth.
Flagship Partners and Properties
Legends Global partners with many of the world’s most prominent venues, teams, and properties. These include Real Madrid, SoFi Stadium (Los Angeles), Dallas Cowboys, New York Yankees, and FC Barcelona. They also partner with Chelsea FC, University of Notre Dame, Ryder Cup, ICC Sydney Convention Center, Caesars Superdome (New Orleans), Avicii Arena (Stockholm), Coca-Cola Arena (Dubai), OVO Arena Wembley (London), Soldier Field (Chicago), AO Arena (Manchester), Moscone Convention Center (San Francisco), and Kai Tak Sports Park (Hong Kong). In addition, Legends Global works with global properties such as LA28 Olympics, NFL, MLB, NASCAR, and PGA of America.
Technology and Fan Experience
The combined platform enables next-generation fan experiences. Legends Global will leverage emerging technologies and data-rich insights while applying global expertise with local execution. As a result, Legends Global aims to become the most tech-forward, data-driven business in sports and entertainment.
Leadership Team
Nearly 100,000 team members operate under a world-class leadership group: 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. With operations across Africa, Asia, Europe, Oceania, and North and South America, Legends Global combines global scale with local expertise.
Investment and Ownership
Sixth Street, a leading global investment firm with over $115 billion in assets under management, serves as the majority investor in Legends Global. Alongside YGE Holdings, LLC (an affiliate of the New York Yankees) and Jones Concessions LP (a Jerry Jones family company), Legends Global benefits from long-term capital that supports investment and innovation for partners worldwide.
Legends Global is the premier partner to the world’s greatest live events, venues, and brands. The company delivers an integrated solution of premium services—including feasibility and consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Its white-label approach ensures partners remain front and center. Meanwhile, Legends Global leverages the power of its network—over 450 venues, 20,000 events, and 165 million guests annually—to elevate business results and the guest experience. To learn more, visit www.LegendsGlobal.com and follow @LegendsGlobal on LinkedIn and Instagram.
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