Global Icon, Formerly Known as Legends, Announces New Identity Following ASM Global Acquisition
In a significant move, Legends, a leading provider of sports venues, events, and brands services, has announced its name change to Legends Global following its 2024 acquisition of ASM Global. This merger marks a significant expansion for Legends, as it takes on a global presence and becomes one of the largest players in the industry.
The executive team of Legends Global includes several members from ASM Global. Notable appointments include Chris Bray, who will lead Legends Global's work on the continent as the president of Europe, and Doug Thornton, who has been appointed as the president of North American venues. Brett Parker has joined the team as the president and CFO, while Tom Funk and Mike Ondrejko take on the roles of president of hospitality and president of sales, respectively.
The merger was first announced in 2023, following an investment by Sixth Street, a global investment firm, which acquired a majority stake in Legends, valuing the company at $1.35 billion. The transaction reportedly cost Legends more than $2.3 billion.
At the time of the acquisition, ASM Global managed more than 300 venues worldwide, making it the world's largest venue management company. Legends Global will employ over 100,000 people and offer services for a network of more than 450 venues.
Legends has been involved in various high-profile events, such as the Ryder Cup and the LA28 Olympics. The company is also currently working with MLB's Athletics and the NFL's Buffalo Bills on their new stadium projects.
The merger has not been without controversy. Legends paid a $3.5 million civil penalty as part of a settlement following Department of Justice accusations of illegal premerger coordination before receiving governmental approval on the deal with ASM Global. This summer, Legends also agreed to pay $1.5 million in penalties tied to a separate case involving Tim Leiweke, the co-founder and CEO of Oak View Group.
The first European office of Legends Global after the merger with ASM Global is located in Amsterdam. Harvey Lister is the chairman and CEO of APAC and MENA at Legends Global, while Dan Levy has been named CEO of the newly combined venture. Chris Hibbs has been appointed as the president of partnerships.
Ben Wrigley continues his role as the president of research arm CSL at Legends Global. Chad Estis has been appointed as executive vice president and chief revenue officer.
With this merger, Legends Global is poised to become a major player in the global sports and events industry, offering a wide range of services and a vast network of venues.
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