New York and Los Angeles (August 23, 2024) – Legends today announced
the completion of its previously announced acquisition of ASM Global.
The combination of Legends and ASM Global creates the world’s
preeminent premium live events company dedicated to providing fans with
outstanding experiences globally.
When a brand or venue wants to enhance the fan experience and increase
monetization, they will turn to the combined 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.
“The next era of Legends starts now,” said Dan Levy, CEO of Legends.
“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. For the time being, ASM Global will continue to operate
under its name.
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. As part
of the transaction, previous ASM Global equity holders Onex and AEG have
sold their full ownership interests.
Moelis & Company LLC and BofA Securities, Inc. served as financial
advisors to Legends, Ropes & Gray LLP, and Cleary Gottlieb Steen &
Hamilton LLP served as its legal counsel. Goldman Sachs and Jefferies
served as financial advisors to ASM Global and Latham & Watkins LLP,
Hogan Lovells and Arnold & Porter served as its legal counsel. Gibson,
Dunn & Crutcher LLP served as legal counsel to YGE Holdings, LLC and
Jones Concessions LP.
About Legends
Legends [1] is a global premium experiences company that works with some
of the most iconic and innovative brands in sports and entertainment to
deliver exceptional experiences for fans worldwide. The company offers
partners a 360-degree data and analytics-fueled service solution
platform to drive revenue, heighten their brand, and execute their
vision. Founded in 2008, Legends works with marquee clients across
professional sports, collegiate attractions, entertainment, conventions,
and leisure. Legends is the industry leader in designing, planning, and
realizing exceptional experiences in sports and entertainment. Follow
Legends on LinkedIn [2], Instagram [3], and X [4].
About ASM Global
Award-winning ASM Global is the world’s No. 1 development and
full-service venue company focused on client-first approaches for
driving significant financial success. The company’s elite network
spans five continents, featuring a portfolio of 400 of the world’s
most prestigious arenas, stadiums, convention/exhibition centers, and
performing arts venues.
ASM Global translates its unique visionary ownership experience into
innovative project development, planning, and execution, content
programming, curated guest-immersive experiences, locally tailored
solutions, and optimized revenue streams for our client’s properties
and surrounding communities. We cultivate strong, inclusive
relationships with the communities we work and live in while championing
the welfare and development of our employees and small business
partners, resulting in more cohesive, resilient, and vibrant
communities. Follow us on Facebook [5], [5] Instagram [6], [6] LinkedIn
[7] and X [8].
