LAFC ANNOUNCES FLEX POWER TOOLS AS OFFICIAL JERSEY SPONSOR

The Los Angeles Football Club (LAFC) today announced a multi-year partnership with FLEX. FLEX, a brand division of global power tool manufacturer Chervon, will serve as the Club’s “Official Jersey Sponsor” and feature branding included on all Club, Community and specialty jerseys. Additionally, FLEX is the “Official Power Tool Partner of LAFC” and the “Official Construction Tools” of the Club.

The new partnership includes exclusive content pieces, media, signage and a co-branded retail promotion.

“We are proud to have FLEX Power Tools on the front of our jersey,” LAFC Co-President Larry Freedman said. “FLEX is an exciting and ambitious brand that will work with us to be a force for good in our community.”

LAFC becomes the first sports organization to partner with Chervon N.A.

“FLEX is thrilled to partner with such an inspiring team, organization and fan base and we look forward to standing shoulder to shoulder with the Black and Gold” said Joe Turoff CMO at FLEX’s parent company Chervon. “Supporting LAFC and the greater Los Angeles community will be our core goal.  We look forward to winning together in the years ahead.”

FLEX, a line of cutting-edge, cordless power tools, accessories, batteries and chargers, will launch nationwide this May. The all-new FLEX 24V line-up features industry-leading Lithium-Ion and brushless motor technologies with 20 percent more power than competitors and up to 50 percent faster charging.

On April 12, FLEX will host the “FLEX Face Off,” a launch event at 8pm ET/5pm PT. Viewers can learn more about the brand and see FLEX tools go head-to-head against some of the industry’s top pro brands and hear how to enter to win a full lineup of FLEX 24V power tools and a brand-new Ford F-150. Sign up for the event at www.FLEXPowerTools.com/faceoff.

FLEX joins Delta Air Lines, Heineken, Toyota, Youtube TV, Kaiser Permanente, Target and Estrella TV as LAFC’s Golden Boot Club Partners. The Golden Boot Club provides exclusive access, visibility and experiences for LAFC’s most elite level of partnership.

LAFC partnered with Legends Global Partnerships, who previously advised LAFC on both its inaugural jersey deal with YouTube TV and stadium naming rights deal with Banc of California.

COLUMBUS CREW SC ANNOUNCES PARTNERSHIP WITH DONATOS PIZZA

Columbus Crew SC today announced that the Club has entered into a multi-year partnership with Donatos Pizza, a Columbus staple since 1963. Donatos becomes an official partner ahead of the opening of the Club’s new downtown stadium, set for July of this year, and becomes the Official Pizza of Columbus Crew SC, with Donatos’ products being sold at Crew SC home matches at both historic Crew Stadium and the New Crew Stadium.

“Today is another exciting day for Crew SC as companies continue to choose Columbus and the Crew.  We are proud to be associated with such a respected locally-based family brand in Donatos Pizza and to bring them under our new roof as the Official Pizza Partner beginning with the 2021 season,” said Crew SC Executive Vice President and Chief Business Officer Steve Lyons. “By partnering with Donatos we bring together two organizations committed to our city and committed to delivering a world-class customer and fan experience.”

Continued Lyons: “Over the coming months, we look forward to sharing the new Crew Stadium’s approach to food and beverage, reflecting the Crew’s commitment to creating the best match day experience for our supporters and fans. We look forward to celebrating the diverse, authentic, local cuisine that will blend classic offerings with an elevated approach that is distinctly Columbus.”

“When I think about the Columbus Crew, you talk about enthusiasm, the spirit of this team, the fans in the stands at the New Crew Stadium – Donatos has the same kind of energy,” said Donatos President and Chief Executive Officer Tom Krouse.

“We love to be associated with world class brands and that is exactly what the Crew is,” added Donatos Executive Chairwoman of the Board Jane Grote Abell.

A family-owned company, Donatos remains a favorite in Columbus and well beyond, with more than 150 locations in 10 states. The partnership will include entitlement rights to two New Crew Stadium concession stands, presenting partner rights to the Crew SC match ball delivery program and to the Crew SC match day pizza promotion, associate partner rights to Crew SC youth camps and clinics, in-stadium digital signage, and opportunities for Donatos to further engage with Crew SC supporters and fans through digital, social and retail activation.

The Black & Gold’s New Crew Stadium is slated to open in July of this year. Supporters interested in learning more about purchasing 2021 Season Ticket Memberships at Crew SC’s new world-class facility should visit CrewStadium.com to book an appointment.

Columbus Crew SC was represented by Legends Global Partnerships in this wide-ranging partnership with Donatos.

LEGENDS ANNOUNCES CLOSING OF MAJORITY INVESTMENT FROM SIXTH STREET

Legends (“Legends” or the “Company”) today announced the closing of its previously announced majority investment from Sixth Street, a leading global investment firm.

Sixth Street leads the Legends partnership group alongside co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys.

The new majority investment from Sixth Street will support its current management team in its long-term growth of the Company’s global client relationships and further enhancements to its innovative 360-degree platform of premium experience offerings for the most iconic global brands in sports, entertainment, and attractions.

The transaction was originally announced on January 12, 2021.

LEGENDS ANNOUNCES MAJORITY INVESTMENT FROM SIXTH STREET TO ACCELERATE LONG-TERM GROWTH

Legends (“Legends” or the “Company”) today announced that it signed an agreement to receive a majority investment from Sixth Street, a leading global investment firm. Sixth Street will lead the Legends partnership group alongside co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys. The new investment from Sixth Street will support the long-term growth of the Company’s global client relationships and further enhancements to its innovative 360-degree platform of premium experience offerings for the most iconic global brands in sports, entertainment, and attractions.

“The Legends commitment to excellence, instilled from its inception, enabled it to grow a new category of holistic sports and entertainment services, and we are excited to be joining their culture of ‘winning together’,” said Alan Waxman, Co-Founder and CEO of Sixth Street. “Legends will continue to stay on offense with an industry-leading management team doing what it does best: delivering value-creating projects and operations, innovating new technology-enabled service offerings, and creating immersive customer experiences.”

“We love the energy, vision, and business-building experience that Sixth Street brings and how they plan to accelerate our long-term growth plans,” said Jerry Jones. “Sixth Street’s culture focused on teamwork and creative solutions is a perfect fit as we continue to build on our strong foundation and set our sights on creating even more engaging experiences for customers.”

“Premier global brands in sports, entertainment, and attractions choose Legends because they recognize the unparalleled power of our integrated suite of services,” said Hal Steinbrenner. “Since its founding, Legends has benefited from a series of committed investment partners, each critical to a particular stage of development. We thank New Mountain Capital for its strategic support these past several years, and we look forward to embarking on this exciting new chapter with Sixth Street.”

“The desire to live, play, and experience has never been greater. Sixth Street’s transformational investment is going to help drive our next phase as the comprehensive partner of choice for the world’s leading sports and entertainment organizations,” said Shervin Mirhashemi, President and CEO of Legends. “While this has been a challenging year for the sports and live entertainment industry, we passed the test and are now positioned for stronger, even more resilient growth due to our unmatched 360-degree platform across planning, sales, partnerships, hospitality, merchandise, and technology solutions.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including the New York Yankees, Dallas Cowboys, Real Madrid CF, SoFi Stadium, University of Notre Dame, The Ohio State University, Manchester City FC, LA Clippers, One World Observatory, and Live Nation. Legends’ clients benefit from comprehensive services through the Company’s six global divisions, each of which provide award-winning, best-in-class leadership from conception to execution.

The transaction is expected to close in the first quarter. Additional terms were not disclosed.

Moelis & Company LLC acted as lead financial advisor, BofA Securities, Inc. and Wells Fargo Securities, LLC acted as financial advisors, and Herrick & Feinstein LLP acted as legal advisor to Legends. Goldman Sachs & Co. LLC acted as sole financial advisor and Ropes & Gray LLP acted as legal advisor to Sixth Street.  Gibson, Dunn & Crutcher LLP acted as legal advisor to certain members of the Legends partnership group.

About Legends

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. Legends is the industry leader in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow Legends at Facebook, Twitter and Instagram @TheLegendsWay.

About Sixth Street

Sixth Street is a global investment firm with over $50 billion in assets under management and committed capital. Sixth Street operates nine diversified, collaborative investment platforms: TAO, Growth, Specialty Lending, Fundamental Strategies, Infrastructure, Opportunities, Insurance, Agriculture, and Credit Market Strategies. Our long-term oriented, highly flexible capital base and “One Team” cultural philosophy allow us to invest thematically across sectors, geographies and asset classes. Founded in 2009, Sixth Street has more than 320 team members including over 145 investment professionals operating from nine locations around the world. For more information, visit www.sixthstreet.com or follow us on LinkedIn.

GEORGIA TECH AND LEGENDS ANNOUNCE COMPREHENSIVE PARTNERSHIP ACROSS KEY ATHLETICS REVENUE STREAMS

— Partnership Includes Yellow Jackets Multimedia Rights, Premium Seating, Ticketing, Annual Fundraising, Corporate Hospitality, and E-Commerce —

ATLANTA, GA – December 7, 2020 – The Georgia Tech Athletic Association (GTAA) and Legends today announced a first-of-its-kind partnership to combine opportunities across multimedia rights, premium seating, ticketing, annual fundraising, corporate hospitality, data analytics, business intelligence, and e-commerce into one integrated relationship. The partnership will take a customized and holistic approach for identifying new, engaging, and entertaining platforms for corporate partners and Yellow Jacket fans to connect with Georgia Tech athletics and position the Institute for success and growth in the evolving collegiate athletics landscape.

“Legends is the industry leader in sports experiences, having been founded by two of sports’ most recognizable and prestigious organizations — the New York Yankees and Dallas Cowboys. Georgia Tech fans and corporate partners will benefit from the expertise that Legends brings in designing, planning, and implementing world-class experiences. I couldn’t be more excited to begin this first-of-its-kind partnership and for the bright future for Georgia Tech athletics, our fans, and our corporate partners.”

Legends will introduce a robust technology, data, and analytics platform to support all revenue streams. The new business intelligence platform will provide Georgia Tech athletics with greater insights into Yellow Jacket fans, including a complete view of their relationship to the Institute and athletic department, specific interests, brand affinities, behaviors, and how to most effectively engage.

“This past year has introduced new challenges in the collegiate athletics landscape, and we believe the path forward will require a strong vision and modernized approach,” said Mike Behan, Vice President, Collegiate Partnerships, Legends. “In collaboration with the Athletic Department’s innovative leadership team, Legends will engage our entire 360-degree platform – with deep acumen across partnerships, ticketing and premium seating, fundraising, corporate hospitality, retail, and technology – to create a customized, long-term blueprint for growing the business and creating memorable experiences for Yellow Jacket fans.”

CSL, Legends’ project planning consultancy, will conduct a market study to evaluate the overall fan experience at Bobby Dodd Stadium and McCamish Pavilion and assist with identifying opportunities. Data and technology will also help to identify innovative new revenue and partnership opportunities to deliver on this advanced vision as the collegiate landscape continues to shift.

Legends, a global leader in sports and entertainment founded by the New York Yankees and Dallas Cowboys, brings a wealth of knowledge and operating expertise to Atlanta, in addition to previous involvement at Mercedes-Benz Stadium.

LEGENDS, DETROIT PISTONS ANNOUNCE MERCHANDISING PARTNERSHIP AND PISTONS313SHOP.COM

The Detroit Pistons announced today a partnership with Legends to operate e-commerce merchandising for the organization. Pistons313shop.com launched today and will serve as the official team merchandise website for the organization. Featuring designer men’s, women’s and youth apparel, official NBA team-licensed on-court team gear such as player jerseys, warm-ups, shooting shirts and novelty items for Pistons fans of all ages, the new online destination will also serve as the merchandise home for the Pistons’ NBA G League affiliate, the Motor City Cruise and the club’s NBA 2K League eSports team, Pistons Gaming Team.

In conjunction with the launch of Pistons313shop.com, the organization unveiled new “313” and “DET” logo treatments that reinforce the franchise’s love for the city and embodies the culture and collective understanding that those numbers and letters serve as more than just an area code or location. The marks are included as part of a new fashionable lifestyle-inspired line of off the court apparel tabbed DETail Threads. The private label offering focuses on unique silhouettes and designs that celebrate the city, team and history of the franchise, with product available for diehard fans and casual fans alike. DETail Threads merchandise will be sold exclusively at Pistons313shop.com.

“We are pleased to partner with Legends on the creation of a new merchandising partnership that will deliver fans unparalleled selection with an easy and reliable online shopping experience,” said Mike Zavodsky, Chief Business Officer for the Detroit Pistons. “Our DETail Threads private label and new ‘313’ and ‘DET’ logo treatments provide fans a directional glimpse of our merchandising future and how we intend to utilize the power of Legends’ global expertise to diversify the look and feel of our team apparel offerings.”

Operated by Legends Global Merchandise, the new Pistons313shop infrastructure allows visitors and fans to shop from anywhere and anytime. Legends’ strategic relationships with high quality and boutique vendors will broaden selection and increase value for the consumer.

“It was important for us to deliver exclusive merchandise that is true to Detroit, which offers a unique way for fans to support their teams,” said Dave Moroknek, President, Legends Global Merchandise. “We put an emphasis on making the site easy to navigate and are thrilled with the end product. It’s been rewarding to work with the Pistons organization and can’t wait to tip-off this partnership.”

LEGENDS NAMES TOM TREGELLES, VICE PRESIDENT, INTERNATIONAL E-COMMERCE

Legends today announced the appointment of Tom Tregelles to the new role of Vice President, International E-Commerce, where he will develop customized global e-commerce solutions and strategies for Legends’ roster of world-class merchandise clients.

Tregelles will be responsible for oversight of the end-to-end customer journey for Legends’ rapidly expanding global e-commerce platform including the seamless customer journey, targeted digital marketing, real time data segmentation and strategies, as well as key e-commerce partnerships to support the omnichannel visions for partners. Specializing in customer-centric digital transformation, Tregelles brings a holistic view to Legends’ growing global retail team.

An industry leader with more than a decade of experience, Tregelles joins Legends from Frasers Group PLC, formerly Sports Direct International PLC, the largest sports goods retailer in the United Kingdom. He was most recently Group Head of Digital. During his time with Frasers Group, Tregelles worked across several brands including Sports Direct, Flannels, and House of Fraser, where he achieved triple digit growth and record online revenues. Earlier in his career, Tregelles held a variety of digital and marketing roles with Orlebar Brown, Arcadia Group’s Topshop Topman brand, and Jack Wills.

Tregelles is a graduate of Oxford Brookes University. Based in Legends’ corporate office in London, he will report to Victoria Hawksley, Vice President, International Retail.

WILLOW TO DELIVER DIGITAL TWIN TECHNOLOGY SOLUTIONS AT NEW SOFI STADIUM AND HOLLYWOOD PARK

Willow, the world’s leading provider of digital twin technology, is partnering with Hollywood Park, a new, nearly 300-acre sports and entertainment destination in Inglewood, California, being developed by Rams Owner/Chairman E. Stanley Kroenke. The agreement stretches across SoFi Stadium, which will be the first major stadium to implement digital twin technology in the U.S. Using big data gathered from every aspect of the stadium and surrounding development, Willow will create a virtual copy of the facility to deliver an unprecedented level of analytical insight to create a truly world-class fan, resident and guest experience along with optimized levels of sustainability and future-proofing.

Digital twins, first developed by NASA for space exploration, are a bleeding-edge technology that converts all quantifiable aspects of physical buildings into living, learning and evolving virtual replicas. It is the most intuitive way to store, organize and access the incredible amount of data generated by complex smart buildings, allowing owners, facility managers and built environment professionals real-time insights to strategize and optimize every aspect of a building’s operations. Importantly, the system becomes more robust over time with the addition of new data.

“Our goal is to deliver a new type of fan and visitor experience, and to do that, we need a comprehensive, data-driven view into how all the pieces of this project connect,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “For such a large-scale and complex asset like a stadium, this is a pivotal undertaking. Willow’s Digital Twin will enable us to collect and analyze real-time big data across the lifecycle of the development, from construction to ongoing operations.”

SoFi Stadium is setting a new bar for smart buildings in the sports and entertainment sector. Designed to be a sustainable, future-forward facility for years to come, the venue will be the new, joint home of the NFL’s Los Angeles Chargers and Los Angeles Rams and will also host a variety of events throughout the year. Willow’s comprehensive solution, used by some of the world’s most prominent real estate owners, will enable SoFi Stadium and Hollywood Park’s operators to gain complete transparency and a single source of truth on data from across the facility’s complex systems. By accessing this data, SoFi Stadium and Hollywood Park will be able to solve problems before they happen, manage risk and identify previously impossible integrated strategies.

“By accessing data that was once lost between project phases or in multiple systems, Willow can assist SoFi Stadium and Hollywood Park in identifying opportunities they never knew they had,” said Shaun Klann, President and Global Head of Real Estate at Willow. “Stadiums are an amazing opportunity to apply the lessons we have learned in commercial real estate, but on a much larger scale. It’s an incredibly exciting project and we are honored to partner with the ambitious and innovative team at SoFi Stadium.”

At present, SoFi Stadium is slated to host Super Bowl LVI in 2022, the College Football Championship Game in 2023 and the Opening and Closing Ceremonies of the 2028 Summer Olympics. Located on the site of a former racetrack, the approximately 70,000-seat stadium will serve as the centerpiece of the state-of-the-art, reimagined Hollywood Park, featuring a full live-work-play experience, from retail, offices, hospitality, residential units and outdoor park spaces.

SoFi Stadium and Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented SoFi Stadium and Hollywood Park in securing this partnership.

ARISTOCRAT TECHNOLOGIES, INC NAMED AN OFFICIAL PARTNER OF THE LAS VEGAS RAIDERS AND ALLEGIANT STADIUM

Aristocrat Technologies and the Las Vegas Raiders have snapped the ball on a new partnership, making Aristocrat an Official Partner of the Raiders and Allegiant Stadium. Aristocrat’s category includes land-based gaming machines and certain digital social casino games.

As an Official Partner of the Las Vegas Raiders, Aristocrat will have prominent signage throughout Allegiant Stadium year-round, including in-stadium and in-game branding and naming rights to the Owners East Club. The partnership features entitlement of the Aristocrat Club at Allegiant Stadium, an ultra-exclusive experience with a full-service premium bar, luxury lounge and upgraded stadium seating for game-viewing.

Additionally, Aristocrat will serve as the presenting sponsor of the Raiders 50/50 Raffle. Through this exciting joint effort, Aristocrat and the Raiders will join forces in giving back to the community.

“We are thrilled to welcome the Raiders to Las Vegas and to score an exclusive casino gaming supplier partnership with the team,” said Hector Fernandez, president of Aristocrat Americas. “Las Vegas is the entertainment capital of the world, and as an exclusive partner to one of the most iconic teams in the NFL, we look forward to providing playful experiences for Raiders fans.”

“The Raiders are excited to welcome Aristocrat Technologies as our newest partner,” said Raiders President Marc Badain. “Aristocrat is a great match as evidenced by their innovative technology and commitment to team up with the Raiders in giving back to the community.”

Legends Global Partnerships represented the Raiders to secure the partnership with Aristocrat as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.

MLB FLAGSHIP STORE IN NYC OPENS TODAY

— Widest In-Store Assortment of MLB Product Anywhere in the World, Featuring More Than 10,000 Caps —

— Memorabilia Collection Features Items From Recent Jewel Events and An Exclusive Derek Jeter Hall of Fame Collection —

— Store Includes Exclusive Products, Jersey Customization Station, Along with Merchandise for the 2020 Postseason and World Series —

Major League Baseball (MLB) today opens the MLB Flagship Store, located at 1271 Avenue of the Americas in midtown Manhattan. MLB partnered with Legends, a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology, and hospitality, to build and operate the first permanent MLB retail store in the United States.

The state-of-the-art retail destination features the widest in-store assortment of MLB products anywhere in the world, spanning two floors and approximately 10,000 square feet, and housing 100 different apparel styles. The main floor of the store features Nike jerseys from stars of all 30 MLB Clubs, plus an extensive New Era Cap Wall, showcasing Authentic Collection fitted caps for each team.  In total, the store maintains more than 10,000 total authentic and lifestyle MLB caps.

The one-of-a-kind store features a large customization station, allowing fans the option to personalize MLB replica jerseys and Stance socks. A jersey carousel, visible from the street, displays customizable jerseys that represent each MLB Club.

The lower level of the store includes a Cooperstown area and a memorabilia section with game-used and autographed merchandise. The area includes game-used bases from historic games such as Game 7 of the 2016 World Series and Game 7 of the 2019 World Series; game-used items from recent All-Star Games, Home Run Derbies, and World Series featuring MLB stars; and exclusive Derek Jeter autographed items from the 2020 Hall of Fame collection.

“With a wide assortment of merchandise and showcasing products from all 30 Clubs, the MLB Flagship Store offers something for all of our fans,” said Noah Garden, MLB Chief Revenue Officer.  “We expect the MLB Flagship Store to be more than a retail location. Over time, we plan to host MLB player appearances, special events, product unveilings and more as the location establishes itself as a new way for fans to celebrate all things Major League Baseball.”

In addition, the lower level houses authentic Mitchell & Ness throwback jerseys as well as an MLB-themed photo booth, where fans can print or upload photos to social media.

The MLB Flagship Store will host the Commissioner’s Trophy, given to the winner of the World Series each year, from October 5th – 8th for fan photos. Following its appearance, the trophy will travel to Arlington, Texas for the 2020 World Series.

The interactive store features products for all 30 MLB Clubs, including items exclusive to the MLB Flagship Store featuring the new MLB NYC logo. The store includes products for fans of all ages and sizes, with an extensive assortment of items for men, women, and kids such as jerseys, t-shirts, fan gear, headwear, training gear, houseware, and accessories.

“Legends has worked closely with Major League Baseball to create an immersive retail experience that brings baseball fans closer to the game they love with a vast selection of products for fans of all ages, across all 30 MLB Clubs, including exclusive items that cannot be found elsewhere,” said Dan Smith, Legends President, Hospitality. “In addition, the store is home to an extensive memorabilia collection, including game-used and autographed items from some of the biggest moments in MLB’s history. Throughout the year, we’ll have special in-store events and appearances – our very first appearance will be next week when the Commissioner’s Trophy visits the MLB Flagship Store before traveling to Arlington for the 2020 World Series.”

The MLB Flagship Store, which will be open daily from 11 a.m. – 7 p.m., will feature a wide product assortment from fan favorites like Nike, New Era Cap, ‘47, Topps, Mitchell & Ness, Rawlings, and Stance. The store will also feature a variety of premium lifestyle brands such as Vineyard Vines, Peter Millar, Johnnie-O, DKNY and Herschel.

The MLB Flagship Store will operate in accordance with local health and social distancing guidelines to ensure the health and safety of our guests and staff. For more information about our COVID-19 protocols, please visit https://www.mlb.com/shop/nyc-retail-store.

In addition to operating the MLB Flagship Store, Legends’ Project Development division oversaw the design and construction of the new space.

HOLLYWOOD PARK AND SAMSUNG PARTNER IN COMPREHENSIVE, MULTI-YEAR AGREEMENT DEDICATED TO ENHANCING THE FAN EXPERIENCE

Samsung has been named the Official Mobile, TV and Display partner of Hollywood Park, a 298-acre sports and entertainment destination, inclusive of SoFi Stadium and a 6,000-seat performance venue. Samsung’s outdoor LED products were exclusively used to build SoFi Stadium’s 70,000 square-foot dual-sided, center-hung videoboard. Moreover, the videoboard is the first and only 4K end-to-end video production in a stadium. The agreement showcases Samsung’s commitment to enhancing the fan experience at live events through technology.

“Samsung is a company built on foundation of excellence, which is also a cornerstone of the Hollywood Park experience. Our display technology in SoFi Stadium and throughout the entire space will offer fans a truly immersive and state-of-the-art experience,” said Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America. “Los Angeles is a vibrant city with a rich history, filled with passionate fans. It is a great honor to be a part of creating the city’s next landmark.”

Built for the future, the videoboard has the largest LED content playback system ever deployed. With nearly 80 million pixels spaced 8 millimeters from center to center, each panel can be uniquely or congruently programmed with statistics, live and/or animated content. The largest panel is about 40 feet or four stories tall; its smallest panel is nearly 20 feet or two stories tall. Further, its unique size and shape make it wider than the field of play and offer fans a spectacular view from anywhere in the stadium, enhancing the action taking place on the field.

“Our partnership with Samsung is an industry game-changer and has allowed us to create a unique and one-of-a-kind product that will impact the way our industry thinks about live event content,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “With our Samsung videoboard, we continue to elevate the experience for fan entertainment on game days and across events.”

Built into the videoboard is a state-of-the-art audio system with more than 260 individual speakers embedded into its frame. With more than seven miles of loudspeaker cable wound throughout, it is equal to 1,500 home theater systems.

To offer fans and guests a consistently dynamic experience, Samsung is excited to work with Hollywood Park to enhance, improve and develop display technology to innovate and improve the guest experience for years to come. This cutting-edge technology will set a new standard for the fan experience, with SoFi Stadium and Hollywood Park representing the future of sports and live entertainment.

“At Samsung, we are so proud of our partnership with Hollywood Park and excited to be a part of what will soon be a crown jewel for the city of Los Angeles,” says Mark Quiroz, Vice President of Marketing, Display Division, Samsung Electronics America. “From the unique use of display technology in the videoboard to the use of outdoor LED displays in the American Airlines Plaza, Samsung technology is changing the way fans experience game day.”

Beyond SoFi Stadium, Samsung’s LED display technology will be represented throughout Hollywood Park, reaching fans across the development’s residential, office and retail areas and through the Hollywood Park connected mobile app. Samsung Members will experience exclusive in-app features, including a dedicated Samsung Members section with benefits including exclusive content, offers and in-stadium discounts.

SoFi Stadium and Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented SoFi Stadium and Hollywood Park in securing this partnership.