The PGA of America and Legends Enter Strategic Partnership to Enhance Merchandising Services

The partnership includes an omnichannel e-commerce solution for the golf industry

The PGA of America today announced a strategic partnership agreement with Legends, a global premium experiences company specializing in data-intelligence fueled holistic solutions for sports and entertainment organizations and venues. Legends will operate and elevate on-site, online, licensing and corporate merchandising for the PGA’s spectator championships – PGA Championship, Ryder Cup, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship.

“Given Legends’ experience and expertise, this partnership is a great opportunity for the PGA of America to advance our merchandising strategy for spectator championships, where there is growing demand,” PGA of America President Jim Richerson said. “Bringing in Legends to handle this expanding area of our Association is a logical next step in these efforts.”

As part of the transition, the PGA’s merchandising and licensing department, led by Michael Quirk, will become part of the Legends Global Merchandise group. Quirk will continue to lead this team and serve as Senior Vice President, Golf and Strategic Growth. Coming off a record-setting sales experience at the Ryder Cup, the team will tap into Legends’ myriad resources to continue to innovate the on-site and online shopping experience for Championships and golf facilities alike.

The PGA’s new e-commerce solution allows fans to shop a larger online product selection than ever before. Additionally, in late 2022, PGA Members will be able to utilize the e-commerce feature by creating online stores for their golf facilities and pro shops.

Legends Global Merchandise is the premier event retail and merchandising company in the world, having worked with some of the top brands in sports and entertainment. With this partnership, Legends Global Merchandise will utilize its vertical capabilities, extensive data and analytics to accelerate the growth of the PGA’s merchandising.

“The PGA of America has an incredible platform of storied spectator championships and vast PGA Member facilities with passionate followings that will benefit from an elevated merchandise solution,” Legends Co-President and COO Mike Tomon said. “With PGA’s merchandise team integrating with Legends Global Merchandise, together we will deliver a seamless omnichannel experience on-site and through e-commerce to build a dynamic merchandise approach for the future.”

Syracuse Athletics, Legends Enter Multiyear Partnership Focused on Data Analytics and Enhancement of Fan Experience

10-year partnership incorporates data analytics, research, annual fundraising, premium seating, sales, and marketing into an integrated holistic program

Legends will also team with Syracuse University’s Falk College of Sport & Human Dynamics to provide education, mentorship, and career opportunities to students

SYRACUSE, N.Y. – Syracuse Athletics and Legends are launching a 10-year partnership to integrate data analytics, marketing, ‘Cuse Athletics Fund annual giving, premium seating, and general ticket sales initiatives into a single fan-focused approach. The partnership will also ensure that the Orange build upon their legacy of supporting student-athletes in the classroom and on the playing fields.

“We are committed to delivering a world class fan and student-athlete experience and Legends has proven to deliver world class ticket sales and philanthropic services among their notable partners within professional and collegiate athletics,” said Syracuse Director of Athletics John Wildhack. “The future is very bright for Syracuse Athletics.”

A central part of the relationship will be the integration of Legends’ robust technologies.

“We are incredibly excited to use these innovative platforms. They will allow Syracuse Athletics to better understand the needs of Orange fans,” said Syracuse Deputy Director of Athletics and CMO Andrew T. Goodrich.

Legends, through its U.S. research arm CSL, will also conduct ongoing market research to assist the department with making informed decisions on potential new seating experiences, fan enhancements, and optimal pricing strategies to maximize attendance.

“Syracuse University has always been an incredible unifying force across upstate New York, and as a native of the area and longtime supporter, I understand the value of Orange Athletics to the community,” said Legends Chief Operating Officer, College Partnerships Mike Behan. “We’re excited to support John and his team. We are especially excited to identify opportunities that will enhance the fan experience and sustain Syracuse’s reputation as one of the nation’s preeminent athletics programs.”

In September, Syracuse Athletics announced the rebranding of the Orange Club to the ‘Cuse Athletics Fund, which was done to in large part to help put a greater emphasis on philanthropic giving. The partnership with Legends will help the ‘Cuse Athletics Fund by identifying additional opportunities for annual fund growth. Legends’ unique fundraising platform, an essential service embraced by higher education, identifies effective fan and donor engagement strategies to amplify philanthropic giving and other opportunities.

Another unique aspect of the partnership is the collaboration with Syracuse University’s Falk College of Sport & Human Dynamics. The alliance between the school’s Department of Sport Management and Legends is committed to advocating for the inclusion of students in the sports entertainment industry. Current students will benefit from project-based and experiential learning, mentorship, and visibility into job openings through unprecedented opportunities for Falk Sports Management & Analytics students to intern with Legends and prepare them for full-time positions upon graduation.

“The Department of Sport Management is extremely excited to be part of this ground-breaking initiative with Legends and Syracuse Athletics.  I have immense respect for what Legends has achieved in the sport industry as an innovative leader and cutting-edge company,” said Falk College Sport Management founding director and chair Michael Veley.  “Our students will benefit greatly from this partnership and its real-world applications, and in turn will be able to provide valuable support in multiple sectors to enhance Syracuse Athletics’ mission to its stakeholders.”

Spurs Sports & Entertainment to Take Arena Naming Rights to Market for the First Time in 20 Years

– Arena is the Epicenter of Entertainment in One of the Fastest-Growing Regions in the U.S. – 

–  Legends Global Partnerships Selected to Represent SS&E in the Search –

SAN ANTONIO, TX – November 11, 2021 – Spurs Sports & Entertainment (SS&E) is taking the naming rights to the AT&T Center to market for the first time in the venue’s 20-year history. The partnership with AT&T is set to end following the 2021-22 NBA season, creating the rare opportunity for a brand to step in as the namesake for the epicenter of entertainment in one of the fastest-growing regions in the United States: the San Antonio-Austin corridor. Legends Global Partnerships has been selected to represent SS&E in securing a new naming rights partner for the arena to begin in Fall 2022.

“We are grateful to AT&T for their commitment to our organization and community over the last two decades,” said Brandon Gayle, Chief Operating Officer for SS&E. “Our next arena naming rights partner will have a unique opportunity to reach and engage one of the most passionate and diverse fan bases in all of professional sports. We look forward to working with Legends to welcome a new partner that helps us deliver on our purpose of creating moments that excite, memories that endure, and connections that strengthen our community.”

As home to the five-time NBA Champion San Antonio Spurs since November 2002, the arena has served as the backdrop for countless memorable moments that have built generations of fans around the world. Today, the arena is not only a community pillar in South Texas, but also reaches a global and diverse audience generating 10+ billion impressions annually (source: Meltwater News). With 115+ major events and attracting over 3.9 million attendees annually, the arena has hosted a multitude of concerts, family shows, special events over the years – including Harry Styles, Aerosmith, Justin Bieber, Bon Jovi, Lady Gaga, Tim McGraw, Rihanna, George Strait, WWE and the San Antonio Stock Show & Rodeo.

In 2015, the building underwent a $110+ million renovation, enhancing the overall fan experience on all levels. Renovations included new seating arena-wide, a new Fan Zone and premium spaces, a state-of-the-art center-hung video board, expanded and updated concourses, the addition of new interior and exterior LED signage, as well as several infrastructure and technology enhancements.

“We are excited to partner with SS&E to find a new partner for the future of their arena and community at large,” said Chris Hibbs, President, Legends Global Partnerships. “This is a rare opportunity for a brand to be embedded in the rapidly growing San Antonio-Austin region in a meaningful way, while also receiving a global spotlight by aligning with a legacy NBA franchise in the San Antonio Spurs.”

Legends Global Partnerships brings a depth of experience in the naming rights space, using a data and analytics-based approach from the search process through to creating unique, holistic partnerships that expand far beyond the name on the building. Most recently, Legends Global Partnerships represented the Los Angeles Rams’ and Chargers’ SoFi Stadium, the Las Vegas Raiders’ Allegiant Stadium, Hollywood Park’s YouTube Theater, Los Angeles Football Club’s Banc of California Stadium and the Columbus Crew’s Field. The slate of services from Legends Global Partnerships includes naming rights and other venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, and mixed-use real estate development.


PFL announces Legends as exclusive global e-commerce provider

Multi-year deal will see Legends produce PFL branded products and memorabilia available at

PFL wraps breakthrough third season with thrilling championship event

NEW YORK (November 4, 2021) – The Professional Fighters League (PFL), the fastest growing and most innovative sports league, today announced Legends Global Merchandise will become the exclusive e-commerce provider for the PFL. Under the multi-year agreement, LGM will operate the league’s online shopping experience and create an assortment of officially licensed products for all consumer segments, including shirts, sweatshirts, hats, hardlines and memorabilia.

Earlier this year, Legends made a strategic investment in the PFL. The partnership includes Legends supporting PFL’s growth and business operations across sponsorship, ticketing and hospitality and training facility development. The expanded partnership will give Legends exclusivity on PFL e-commerce.

Today’s announcement comes after a strategic partnership was announced between PFL and Legends in August to create and execute premium, unique experiences and opportunities for sponsors, partners, and fans. Legends will utilize all its internal data analytics capabilities to generate insights into the PFL consumer, allowing for personalized and targeted experiences. As part of the agreement, Legends made an investment in PFL for an ownership stake.

“As PFL continues to pioneer the future of the sport for fans around the world, we’re excited to expand our relationship with Legends as our exclusive e-commerce partner,” said PFL CEO, Peter Murray. “Together, we’ll collaborate on best-in-class branded products and memorabilia which will be available globally in a premium online shopping experience.”

“This is a very strategic initiative for us as Legends Global Merchandise is the leader in e-commerce and specifically MMA e-commerce and merchandising,” said Dave Moroknek, President, Legends Global Merchandise. “We are thrilled to be associated with the PFL as we expand our partnership throughout the entire Legends organization. We have set our sights on working closely with the PFL to deliver the best merchandise with the best customer experience to the fans of the PFL.”

PFL just concluded its tremendously successful third season last week as six fighters earned world championships and $6 million in prize money at MMA’s biggest event on October 27. The league has seen 100 percent audience growth in 2021 and added leading brands its blue-chip sponsorship portfolio, with more world-class talent and events coming to MMA fans across the globe next year.

Professional Fighters League has quickly established itself as the No. 2 MMA company in the world. With the addition of world-class talent – from elite fighters to established business exec-utives – and partnering with industry-leading brands such as Anheuser-Busch InBev, GEICO, DraftKings, BetMGM, Upper Deck, and Socios, the PFL continues to accelerate its global expansion.


– All-Encompassing Partnership with FSU Athletics and Seminole Boosters Includes Premium Seating, Ticketing, Fundraising, Hospitality, Food & Beverage, Marketing, and Business Intelligence –

TALLAHASSEE, FL – October 4, 2021 – Florida State University and Legends today announced details of a new 10-year partnership that will be far-reaching in scope and integrate strategic planning, business intelligence, data analytics, sales and marketing, annual fundraising, food & beverage and hospitality services into a single revenue-driven program across FSU Athletics and its fundraising arm, Seminole Boosters, Inc. The partnership also involves a 360º approach to drive engagement and enhance the overall fan experience at Doak Campbell Stadium.

Dan Smith, Legends Hospitality President: “We are incredibly excited for the work ahead, and the opportunity to co-author fresh experiences that mirror the passion, dedication and spirit of FSU Athletics.”

As a key part of the holistic relationship, Legends Hospitality was tapped to deliver on a new strategic vision for the food and beverage offers at FSU’s iconic stadium properties. The Legends Hospitality team will initially be operating the in-stadium concessions as well as providing a refreshed and innovative team dining experience for the student-athletes on campus. The partnership marks Legends Hospitality’s first on-campus operation and leverages its quickly growing portfolio of performance-based athlete dining to deliver on “Only at FSU” experiences for athletes, boosters, guests, and members of the FSU/Tallahassee community.

David Coburn, FSU Vice President and Director of Athletics: “Improving the experience for those attending our events continues to be critically import to our entire athletics program. We are partnering with the best in the business in a comprehensive effort to provide our fans and student-athletes with the facilities, amenities and atmosphere they deserve.”

Beginning in 2022, Legends will begin to lay the groundwork for re-imagined premium hospitality and suite experiences at the stadium venues, as well as identify new premium assets both in and out of the stadium to further curate the FSU Athletic Story. This includes Legends’ unique approach to affinity clubs by shaping the fan experience not just on game day but as year-round destination experiences through FSU offerings that fit the needs of its most passionate supporters. The goal of the Seminole membership club is to curate the best things about FSU, Tallahassee, and the region, coalesced into a well-curated member experience that surrounds gameday and non-gameday to keep fans connected to the FSU brand.

Legends was initially engaged by Seminole Boosters in 2019 through its U.S. research arm, CSL, to conduct a comprehensive market study of Doak Campbell Stadium to solicit direct market feedback from Seminole donors, ticket holders, alumni, fans, and supporters with a focus on enhancing the fan experience. Legends will continue to assist Seminole Boosters with strategic planning for the upcoming renovation of the stadium. In addition, Legends will be responsible for leading all donor engagement, marketing and sales campaigns for the transformational project.

Michael Alford, President & CEO of Seminole Boosters, Inc.: “The stadium redevelopment project is vital to the overall success of our athletic department, and it’s exciting to partner with Legends who will bring world-class experience and expertise to our organization. FSU athletics and Seminole Boosters will benefit greatly from the data-driven strategy and process, as well as their proven knowledge across the many areas of involvement within our program.”

Moreover, Legends will introduce robust data and analytics technologies to support all revenue drivers for the athletics department, including annual athletics fundraising. Legends’ unique and differentiated fundraising platform continues to be strongly embraced by the higher education vertical. The business intelligence fueled platform will also deliver deeper, more actionable insights into fan interests, brand affinities, and behaviors, along with how to further improve engagement to ultimately drive philanthropic giving and other revenue opportunities that support the program’s future-forward vision.

Mike Behan, COO, Legends Collegiate Partnerships: “Legends has enjoyed a great relationship with FSU Athletics and Seminole Boosters over the last two years, and we’re excited to continue our work with Michael and his team to introduce a modernized approach to fan engagement and revenue generation.”


— Comprehensive Omnichannel Partnership Spans E-Commerce and On-Site Retail European Tour Events — 

LONDON – 22 September 2021 – The European Tour today announced a partnership with Legends, a premium experiences company, to manage its expansive omnichannel retail programme, inclusive of an all-new official global online store and on-site merchandise stores at multiple events.

The partnership will utilise Legends’ global expertise across merchandising, sales, partnerships, planning, technology, and hospitality to manage the European Tour’s merchandise operations.

It will help the Tour to further develop relationships with golf and sports fans across the world, delivering a fully integrated retail experience across all digital and physical merchandise touchpoints.

That includes a new European Tour Official Online Store, which is available now via https://shop.europeantour.comfeaturing both premium and exclusive merchandise for fans of all ages.

The new e-commerce platform will feature an exceptional customer-centric user experience and innovative design elements. It will be supported by Legends Global Merchandise’s integrated strategy and digital marketing, which will help drive engagement.

Furthermore, Legends Global Merchandise will also deliver the onsite retail programme for fans attending European Tour events in person, promoting new product launches, capsule collections and exciting collaborations.

Tom Johnson, the European Tour’s Marketing & Consumer Director, said: “Our partnership with Legends will offer a true omnichannel experience, which is a fundamental part of our strategy for supporting the continued growth of the European Tour Brand and driving engagement among a dedicated and passionate following.

“The aim is to offer a seamless purchase experience at every step of our fans’ journey, whether that’s from the comfort of their home or on-site at an event.”

Victoria Hawksley, Legends’ Vice President of International Retail, said. “The launch of the European Tour e-commerce site is just the beginning of what will be a long and prosperous partnership with the European Tour, and we are extremely excited for what the future holds,” “Our shared vision brings together a dynamic approach to product, retailing and customer experience where we will deliver a seamless omnichannel journey and European Tour brand experience.”


SOUTH BEND, IN and SCOTTSDALE, Ariz.– September 16, 2021 – Notre Dame Global Partnerships has entered into a new partnership with connected communications company Nextiva. As a new Official Partner of Notre Dame Athletics, Nextiva branding will adorn the headsets of the Fighting Irish football coaching staff and appear on the football communications box on the Notre Dame sideline.

“Notre Dame Athletics is excited to help Nextiva promote its connected communications solution as the newest partner of our Athletics program” said President of Notre Dame Global Partnerships Theodore Loehrke. “We look forward to working closely with Nextiva over the coming season.”

“Nextiva’s business communications are the foundation of winning teams in business and on the football field,” said Al Campa, CMO of Nextiva. “The best teams are excellent communicators, whether they’re communicating internally, speaking to customers, or selling a new prospect. Partnering with Notre Dame, a program synonymous with excellence, winning and bringing people together, is a natural fit for Nextiva.”

This marketing partnership was secured through Notre Dame Global Partnerships, the joint venture company formed in 2018 between Legends and JMI Sports to oversee Notre Dame’s athletics sales, marketing, sponsorship, hospitality, multimedia rights and branding services on a local and national level.


– Premium experiences company bringing its 360º suite of services and world-class attractions experience to College Football’s shrine–

ATLANTA, GA – September 15, 2021 – The Chick-fil-A College Football Hall of Fame today announced a multiyear partnership with Legends – a premium experiences company specializing in holistic solutions for sports and entertainment organizations and venues – to manage operations and the fan experience at the interactive and immersive Hall of Fame in the heart of downtown Atlanta.

Through this all-inclusive partnership, Legends will implement its 360º services platform across every major facet of the attraction’s business to build upon the Hall of Fame’s success and keep the Hall at the forefront of the next evolution of fan experience. Leveraging its deep-rooted operational and experiential acumen, Legends will manage a range of services for college football’s shrine including sponsorship sales, ticketing, hospitality services, merchandise, and activation of its global tourism network.

“We are thrilled to join forces with Legends to continue to elevate all aspects of our business and the memorable experiences we create for college football fans across the country,” says Kimberly Beaudin, President and CEO of the Chick-fil-A College Football Hall of Fame. “This partnership will strengthen and expand resources ensuring our ability to fulfill our mission and deliver an unparalleled destination as the national home of college football.”

“Legends is honored to represent this iconic Hall of Fame in the great city of Atlanta, and through our 360 approach and attractions expertise we are excited to deliver unforgettable experiences that celebrate the immortals of the game that we all love,” said Mike Tomon, Co-President and COO of Legends.

Including today’s news, Legends’ focus and commitment to Atlanta’s sports, entertainment and tourism business continues to grow and includes an impressive list of other notable teams, venues and attractions, including Georgia Tech. Additionally, Legends has represented the Atlanta Falcons and Mercedes-Benz Stadium as well as State Farm Arena and the Atlanta Hawks’ Emory Sports Medicine Complex. The company’s global attractions business also includes operating several experiential attractions including the One World Observatory in New York City and The View from The Shard in London.


South Bend, IN — September 15, 2021 — Tourism Ireland is delighted to announce it has entered into a partnership with Notre Dame Global Partnerships, which will launch before the Notre Dame football game against Purdue on Saturday, September 18th, with a sweepstakes for the chance to win a trip to Ireland for two.

“Ireland has always been a destination vacation for Notre Dame fans around the World due to its culture and incredible history,” said University vice president and James E. Rohr Director of Athletics Jack Swarbrick. “Our new partnership with Tourism Ireland fits perfectly within the fabric of Notre Dame and our deep Irish heritage.”

“Tourism Ireland is excited to join forces with Notre Dame Athletics to launch this new brand partnership,” said Alison Metcalfe, Executive Vice President, Tourism Ireland U.S. and Canada. “An initiative such as this allows us to further strengthen the long-established links between Notre Dame and the island of Ireland and to encourage fans and alumni alike to keep Ireland front of mind.”

Metcalfe continued, “We look forward to being part of the special Ireland promotion at Notre Dame Stadium on September 18th and hope that by showcasing the best of Ireland’s unique experiences throughout this integrated campaign that any Notre Dame fans and alumni will start planning a vacation to Ireland in the near future.”

The campaign will run through April of 2022 and throughout the partnership, Tourism Ireland will bring the “Best of Ireland” to Notre Dame’s loyal nationwide following across a variety of digital and in-person platforms as well as through game day promotions, radio and print media.

The partnership kicks off on campus on September 18th with a special game day promotion where Fighting Irish fans can visit the Tourism Ireland booth near the Hammes Notre Dame Bookstore to enter for the chance to win a trip for two to Ireland. More information can be found at

Additionally, fans of the Fighting Irish can look forward to video storytelling and stunning photography from Notre Dame alumni and former sports stars on-location in Ireland. The ambassadors will travel to Ireland in Spring 2022 and share highlights from their journey as well as from their time at the University across Tourism Ireland and Notre Dame Athletics social channels.

The partnership with Notre Dame Athletics is part of Tourism Ireland’s strategy to engage with non-travel brands to bring the island of Ireland travel vacation story to life and reach targeted audiences in new and innovative ways. Notre Dame Global Partnerships, a joint venture between Legends Global Partnerships and JMI Sports, facilitated the partnership.

Tourism Ireland: Official International Travel Destination of Notre Dame Athletics


Square and SoFi Stadium Exclusively Partner to Welcome Back Fans with Omnichannel, Contact-Free Commerce

Powerful ecosystem of software, payments, and hardware products makes Square an ideal technology partner for large organizations like stadiums

Los Angeles, Calif. – September 9, 2021 – In a first-of-its-kind, 10-year partnership, Square has been selected as the exclusive point-of-sale (POS), payments, software, and merchant services provider for the new SoFi Stadium, home to the Los Angeles Chargers and Los Angeles Rams, and Hollywood Park, the 300-acre mixed-use development being built by Los Angeles Rams Owner/Chairman and SoFi Stadium developer E. Stanley Kroenke. Together, Square, SoFi Stadium and Hollywood Park, and Legends are ushering in a new standard for fan experience and commerce that enables seamless commerce centered around delighting and engaging sports fans and concert-goers, while rising to meet the new challenges, needs, and opportunities facing the entertainment and sporting industry.

By leveraging all that Square’s ecosystem has to offer, SoFi Stadium is creating a multifaceted and dynamic approach to the game-day commerce experience that will delight and engage fans from pregame through overtimeAs a fully cashless venue, SoFi Stadium selected Square’s ecosystem of products and services to power commerce and contactless payments across every checkout and purchase point, spanning hundreds of concession stands, bars, roving hawkers, and merchandise retail stores. Square’s integrated POS software and hardware enable fast, reliable, and convenient transactions and create safe, streamlined payment experiences for fans, including fast check-out speeds and reduced lines.

“SoFi Stadium is a world-class facility and the largest stadium in the NFL. Maintaining that level of service requires selecting technology partners who can match that scale,” said SoFi Stadium and Hollywood Park Chief Technology Officer Skarpi Hedinsson. “Square is at the forefront of innovation across payment and transactions and shares our passion for incredible customer service. As a cashless venue, our partnership will offer fast, reliable and secure contactless payments for guests that helps to create a safe and streamlined experience at SoFi Stadium.”

Here’s how SoFi Stadium uses Square’s powerful ecosystem of services to create compelling, omnichannel commerce experiences across the venue:

  • Commerce and Operations Software: Integrated Square software solutions including Point of Sale and Team Management offer rich data and sales insights in real-time, enabling stadium managers to better understand trends. This includes information like top-selling items and busiest purchasing times for all concessions, bars, and hawkers, which empowers the stadium to make smart decisions, on the fly, to optimize staffing, inventory, and promotions. Square for Retail powers merchandise locations with business analytics features like inventory and sales reports to maximize revenue opportunities throughout each game or event, while Square Team Management supports the employee experience, enabling quick and easy access to Square’s POS, with unique permission sets that ensure enterprise-scale access controls throughout the system. Both are simple to learn and use, which makes hiring and training large stadium staffs easy for operators.
  • Square Hardware: The stadium uses more than 1,000 Square Register and Square Terminal units to power sales throughout the NFL’s largest venue. With separate seller- and buyer-facing displays, Square Register enables smoother, faster payment experiences for employees and fans alike. Additionally, Square Terminal’s handheld, all-in-one payment processing capabilities enable stadium hawkers to take card and contactless payments directly at fans’ seats. All hardware devices are completely integrated and allow the stadium to flexibly power special food and merchandise pop-ups at any location, for any type of event. Square Register and Square Terminal enable fans to pay in any way they prefer, including contactless transactions through tap credit cards or mobile wallets on smartphones and smartwatches, with payment transactions covered by Square’s best-of-breed PCI compliance, privacy protection, and security.
  • API Integrations: Square’s APIs enable operators to integrate Square into any front-end fan experience or back-end data system, working seamlessly with any technology vision or enterprise architecture. For example, SoFi Stadium is leveraging Square’s Catalog API to manage inventory and product availability and inform mobile application and digital signage of menus at each concession stand. SoFi Stadium is also enlisting Square’s Orders API to transmit order details from Square POS directly to the kitchen, and Square’s Payments API to provide further business analytics.

Square’s platform also integrates with SoFi Stadium’s best-in-class partners for mobile application development, inventory management, kitchen display systems (KDS), and digital signage for a complete tech-advanced stadium. All in all, Square’s platform enables powerful system integrations between back-end and front-end user experiences across in-person, mobile, and online.

“Square’s integrated products and platform enable sellers of all sizes to run their businesses, and as a proud partner of SoFi Stadium – the biggest and most advanced stadium in the country – we’re eager to continue to show what’s possible for stadiums and retail districts,” said Ashley Grech, Global Head of Sales at Square. “Fan experience, fan safety, and long-term fan engagement will remain top of mind for every sports and entertainment venue for many seasons to come. Square’s continued commitment to providing seamless, reliable, and safe contactless commerce, as well as the data insights operators need to optimize their sales, makes us ideally suited to help organizations modernize and future-proof their operations.”

“SoFi Stadium is the most technologically advanced venue in the world, and we’re committed to keep it that way, which means we only wanted to work with partners who are thought leaders and committed to pushing the envelope with innovation,” said Denise Taylor, President, Global Technology Solutions for Legends Entertainment. “With Square, we were really excited about their commitment to continuous improvement and forward thinking development of their platform. Square is able to help us scale into the future, as the guest experience continues to evolve and we look to offer more mobile commerce solutions. We want fans to be able to enjoy a seamless guest engagement in a secure manner, and Square is the partner that enables Sofi Stadium to do that and change the way we all think about sports technology.”

Along with powering operations and payments for SoFi Stadium, Square is also the exclusive Point of Sale and Merchant Services partner for Hollywood Park and YouTube Theater. This expansive agreement showcases Square’s ability and flexibility to build out stadiums and their surrounding districts and create first-class consumer commerce experiences. Partnering with SoFi Stadium and Hollywood Park builds upon Square’s prior expertise powering experiential commerce for venues and organizations, including the Washington Nationals, Ogden Raptors, Speedway Motorsports, the Indianapolis Motor Speedway, and more. To learn more about Square’s stadium and enterprise capabilities, visit

SoFi Stadium and Hollywood Park partnered with Legends, a premium experiences company, in securing this partnership. In addition to operating SoFi Stadium Tours, Legends has been engaged throughout SoFi Stadium on hospitality, premium sales, retail, partnerships and naming rights, technology solutions, and project development.


– Regional, on-the-ground organizational structure signifies continued investment in the European market and global growth –

Legends International today announced continued and further investment in the ever-growing international division exemplified by two leaders in their respective European regions. As part of the company’s long-term approach to territory centered, on-the-ground structure, Martin Jennings has been promoted to Managing Director of the UK and Head of Global Planning for the International business, with former Sportfive executive Jens König joining Legends International as Managing Director of Central Europe.

“We have established a world class foundation in the international market and are poised for extraordinary growth. To accelerate this growth, and to continue to deliver at the highest level for our clients, we are excited to launch an enhanced operations model led by two native-born world-class experts in Martin and Jens,” said Mike Tomon, Co-President and COO, Legends. “This strategic approach not only represents the recognition of the uniqueness of each regional business environment, but also highlights our commitment to continue to invest in significant infrastructure across our unique 360-degree platform.”

To support Legends’ thriving business in Europe, Jennings and König will oversee the development and implementation of the company’s 360º services platform in their respective territories. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including Real Madrid CF, Liverpool FC, The Shard, Rugby World Cup 2019 and 2021, UFC, The European Tour and Ryder Cup. Clients benefit from comprehensive services through six global operating divisions – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise and Global Technology Solutions – which offer best-in-class leadership and integrated 360º solutions.

Additionally, Andrew Hampel has decided to step back as President of Legends International and will transition to a new role as Senior Advisor in October 2021.

The Managing Directors will collectively comprise an International Operating Committee, working in partnership to further drive business success. Positions will be announced for France, Italy and Spain in the coming months.

Jennings joined Legends International in 2018 as Senior Vice President, Project Development and has been instrumental in the strong foundation Legends has established internationally, managing a wide range of prominent stadium and arena/exhibition centre development projects across Europe. Jennings has been central to Legends’ work for many European clients, including Real Madrid CF, Liverpool FC and Fulham FC. His arena/exhibition centre experience covers several major new venues in the UK and both new and renovated venues across Scandinavia.

A versatile and proven leader with experience across league, club and agency sectors, König most recently served as Senior Vice President and Head of Global Business Development at Sportfive. During his nearly 10 years with the international sports rights marketing agency, he managed multiple top international stadium and club projects from development and commercialization to operations. Throughout the European market, König has overseen partnerships, premium ticketing, marketing, customer experience and digitalization. He will manage operations from Hamburg, Germany.