Legends completes ASM Global acquisition

Article posted by Coliseum, August 28^th, 2024

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Global experiences company Legends has completed its previously announced acquisition of leading venue management company ASM Global.

Legends said its combination with ASM Global creates the world’s pre-eminent premium live events company dedicated to providing fans with outstanding experiences globally.

New York (US)-based Legends is a global premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners.

The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention, and exhibition centers, and performing arts venues.

Now, when a brand or venue wants to enhance the fan experience and increase monetization, they will turn to the combined might of Legends and ASM Global.

Together, the companies provide a data-driven, customizable solution across all areas of venue operations and revenue generation focused on delivering exceptional fan and guest experiences in the sports, entertainment, attractions, conventions, and leisure industries.

The Legends solution now includes world-class venue planning, development, and management; content and event booking; partnerships and premium ticketing; and merchandise and hospitality services.

Dan Levy, CEO of Legends, said, “The next era of Legends starts now. Over the course of 15 years, we have developed an unmatched solution to deliver a superior fan experience and help our partners grow. We are proud to add ASM Global to deliver even better experiences and value for our global partners, setting the standard in sports and entertainment.”

Ron Bension, ASM Global President and CEO, said, “One of our ASM Global mantras for a number of years has been ‘the future is now.’ By joining Legends, that future has not only arrived, but it couldn’t be brighter. The opportunities created by our companies’ collective capabilities will elevate not only the success of our partners, clients, and projects worldwide, but the industry as a whole.”

Founded in 2008, Legends has grown organically and through acquisition from a hospitality business to a holistic, industry-leading service provider working with the most iconic and innovative brands in sports and entertainment.

Legends’ expanded geographic reach will now support partners across Africa, Asia, Europe, Oceania, and North and South America – providing the benefits of global scale with unparalleled local expertise.

Legends provides venue planning and project management, premium sales, sponsorship, hospitality, and merchandise services to many of the world’s most iconic sports, entertainment and attractions brands, including the LaLiga club Real Madrid CF (Spain), the 70,240-capacity SoFi Stadium in Inglewood, California, One World Observatory (tourist attraction in New York), the National Football League (NFL) team Dallas Cowboys, the LaLiga team FC Barcelona, University of Notre Dame (a private Catholic research university in Notre Dame, Indiana, US), the Major League Baseball (MLB) team New York Yankees, and the Ryder Cup (biennial men’s golf competition between teams from Europe and the United States).

It also covers leagues and properties such as the NFL, MLB, National Association for Stock Car Auto Racing (NASCAR), the Professional Golfers’ Association (PGA) of America, and the FIFA World Cup™.

Sixth Street, a leading global investment firm with more than $75 billion in assets under management, is the majority investor in Legends in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, a Jerry Jones family company.

ASM Global manages a portfolio of live event entertainment venues worldwide and provides best-in-class venue operation and content and event booking.

ASM Global operates venues that serve live events for more than 164 million guests annually including at the ICC Sydney Convention Center in Sydney, Australia, the 16,000-capacity Avicii Arena in Stockholm, Sweden, the 12,500-capacity OVO Arena Wembley in London (UK), the 17,000-capacity Coca-Cola Arena in Dubai, and the 63,400-capacity State Farm Stadium in Glendale, Arizona, among many others.

For the time being, ASM Global will continue to operate under its name.

As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their full ownership interests.

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