Google Cloud is named exclusive cloud partner, providing core technologies for Los Angeles Rams, Los Angeles Chargers, and new SoFi Stadium

YouTube named official video streaming sponsor of the Rams, Chargers, SoFi Stadium, and Hollywood Park

As fans eagerly await the return of NFL football, Google and Hollywood Park today announced a multi-year partnership for Google Cloud to power SoFi Stadium and Hollywood Park’s digital innovation experiences—and YouTube to become the official video streaming sponsor of the Rams, Chargers, SoFi Stadium, and Hollywood Park, with more details to be announced later this year.

“Google is a world-class company, leading the way in technology,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “Their innovation and services are a critical component to deliver Stan Kroenke’s vision to create the ultimate sports and entertainment destination, SoFi Stadium and Hollywood Park.”

Google will drive both business operations and consumer experiences at the 298-acre sports and entertainment destination, which is being developed by Rams Owner/Chairman E. Stanley Kroenke. SoFi Stadium will host the Super Bowl in 2022, the Opening and Closing Ceremonies of the Olympics in 2028, and many other marquee events. Google Cloud technology will help transform the site into a premier entertainment destination in several key ways:

  • A “personal concierge” app, powered by Google Cloud and built by Deloitte, will help fans discover SoFi Stadium events; wayfind within the stadium; locate parking; optimize transportation for game day (including up-to-the-minute Google Maps routing); provide digital credentials for building, club, and suite entry; and present personalized offers for tickets, food, shopping, and more.
  • Cloud-based media workflow and optimization will power the largest video board in sports. Working with Google Cloud engineers and using the latest in cloud technologies, Hollywood Park will be able to efficiently store digital content, as well as prep, transfer, and present groundbreaking video on game day.
  • Advanced data analytics will track business performance and enable Hollywood Park to offer unique and personal recommendations to fans and guests. Using Google Cloud products such as Cloud Scheduler, App Engine, Dataflow, BigQuery, and more, Hollywood Park will be able to store and analyze data from multiple sources; create operational dashboards with real-time data; track key performance indicators after events; and better forecast attendance, revenue by product, and other important business metrics.
  • Modern collaboration tools from Google Cloud’s G Suite software—including Gmail for business, Docs, Drive, Calendar, and Meet—will help Hollywood Park employees work faster and smarter, and meet safely and securely from anywhere.
  • In the future, Google and SoFi Stadium will explore media streaming and high-speed wireless solutions to enable visitors to get replays, unique angles, and exclusive 4K coverage on their mobile phones while attending events at SoFi Stadium. In addition, SoFi Stadium will have the world’s first 4K/HDR live production capabilities within a sports facility.

“It’s an incredible honor to work with SoFi Stadium and Hollywood Park as they create an interactive, smart experience destination enjoyed by sports and entertainment fans, residents and shoppers alike,” said Rob Enslin, global president, Google Cloud. “This partnership shows the world what’s possible when you combine the power of data with the excitement of entertainment and sports, and we’re excited that Google Cloud will underpin the visitor experience.”

“We couldn’t have picked a better partner to manage our technology needs,” said Skarpi Hedinsson, chief technology officer, SoFi Stadium and Hollywood Park. “Incorporating Google’s solutions into critical areas of our business ensures we can usher in a new era of innovation in sports and entertainment, raising the bar on what the ultimate fan experience looks like globally.”

“A special thank you to our partner Legends, and their Global Partnerships group, which sourced, negotiated, and represented SoFi Stadium and Hollywood Park in securing this comprehensive technology and marketing partnership. They continue to work as best-in-class partners to bring innovation and unique brand engagements,” said Gannon.


Legends today announced the appointment of Victoria Hawksley to the new role of Vice President, International Retail, where she will oversee all merchandise operations and strategy for Legends’ rapidly expanding business. Working closely with Legends’ corporate headquarters in London, Hawksley will lead Legends’ comprehensive event retail and merchandising vertical solution, across e-commerce, in-venue retail, large scale live events, brick and mortar store operations, and custom merchandise. She will be responsible for developing innovative merchandising strategies for Legends’ roster of world-class clients, including the newly launched omnichannel retail program for Real Madrid.

An industry leader, Hawksley joins Legends after 14 years with Tottenham Hotspur Football Club, a fan-first organization known for its success both on and off the pitch. For Tottenham, she most recently served as the Head of Retail and Visitor Attractions. In this role, she was responsible for all retail operations for the club, including global e-commerce, The Tottenham Experience, all retail stores, buying and merchandising, and licensing efforts. She also led the development, launch, and operations for Tottenham Hotspur Stadium’s comprehensive visitor attractions at their much-acclaimed new stadium, including the Stadium Tour Experience, The Dare Skywalk, and The Tottenham Hotspur Archive.

“Legends has significantly grown our international footprint during the past few years, and we are fortunate to add Victoria to our leadership team in Europe as we continue to invest in our global merchandise vertical,” said Andrew Hampel, President Legends International. “She brings an incredible depth of knowledge and experience to Legends from her previous role and will be critical as we develop long term merchandising and retail strategies to support our roster of blue-chip partners on a global stage.”

“I’m excited to build upon all the recent momentum at Legends, as we think about the future of merchandising and how we can create innovative and customized programs and solutions for clients,” said Hawksley. “I see a huge opportunity to merge the expertise and capabilities of Legends Global Merchandise division, with the insights and local expertise that Legends has in markets across Europe and Asia, to develop customized strategies.”

Previously, Hawksley served as a General Manager at World Duty Free, leading the business at Terminal 4 London Heathrow Airport. She also worked for The John Lewis Partnership for seven years, from a Graduate trainee to a Merchandise Manager, before moving to Airport retailing.

Hawksley will be based out of Legends’ operations in Madrid.


– Legends Global Merchandise Will Operate the Retail Stores Throughout Gila River Arena —

The Arizona Coyotes announced today that the team has partnered with Legends Global Merchandise to operate the retail stores throughout Gila River Arena. The team store at Gila River Arena will re-open on October 1 and will feature brands including Sportique, State Forty Eight, New Era, 47 Brand, and Lululemon, as well as an expanded Adidas authentic offering.

“We are thrilled to partner with Legends Global Merchandise to enhance our fan experience,” said Coyotes President & CEO Xavier Gutierrez. “Legends is committed to offering our fans a wide variety of new products including an enhanced selection for women and youth. We look forward to our fans enjoying the new shopping experience at Gila River Arena very soon.”

“Legends Global Merchandise has partnered with the Coyotes to create an innovative and unique merchandise program for fans, with comprehensive offerings from a variety of premium brands,” said Legends Global Merchandise President Dave Moroknek. “The Coyotes vision and commitment to the fan experience is second to none and we could not be more excited to bring this vision to life.”

The Coyotes and Legends will launch curbside pickup and mobile ordering at Gila River Arena in the coming weeks.


— Planning and Strategy of the Cadet Seating and Premium Experience, as Part of the Comprehensive Michie Stadium Preservation Project at West Point —

— Partnership with Legends will Also Include a New Year-Round Event Hospitality Program —

Army West Point Athletic Association and Legends today announced a comprehensive new partnership focused on creating an elevated experience for both fans and cadets, as part of the Michie Stadium Preservation Project at the U.S. Military Academy at West Point, home of the Army Black Knights football program. The modernization of Michie Stadium will include a complete transformation of the East Stands space, where cadets have watched games since 1962. The project will fully integrate the cadets into the reimagination process, to elevate the viewing experience in a way that is authentic to the “Duty, Honor, Country” ideals.

The project will introduce all-new premium areas for Michie Stadium guests with the addition of suite, loge, and club level seating. Army West Point football is an unparalleled experience and these upgrades will further enhance the uniqueness of being able to experience a game at Michie Stadium.

Legends previously assisted Army by conducting a comprehensive market study, soliciting feedback from West Point alumni, A Club donors, ticket holders, and Black Knight fans, to help determine the new seating experience and amenities within the East Stands. Additionally, Legends will manage sales and marketing, business intelligence, and data analytics services across the integrated partnership. Legends’ proprietary technology, data, and analytics platform will be a critical driver in delivering customized solutions and unique innovations for Army.

“Army West Point is a historic and noble brand that we protect fiercely,” said Mike Buddie, Director of Athletics, Army West Point. “Partnering with Legends makes all the sense in the world as they are an iconic brand in the hospitality business world and have a great reputation. We are excited to work with them to create the best game day experience in the nation and provide new and innovative opportunities for the alumni and public to experience the grandeur of the West Point Experience.”

Army and Legends will also partner on an event hospitality program, that will allow guests from the greater tri-state area the opportunity to experience the storied history and traditions of the U.S. Military Academy. The program will be fully customizable and specially curated for the group and the length of the visit and will highlight West Point’s heritage, values, and commitment to excellence, all set to the backdrop of West Point’s beautiful and historic campus on the western bank of the Hudson River.

“The experience at West Point is one unlike any other in collegiate athletics, and the opportunity to work alongside Army and completely reimagine the experience for Black Knight fans as part of the overall transformation of Michie Stadium, allows us to leverage our holistic acumen and develop a best-in-class hospitality program that celebrates the history and tradition of Army athletics,” said Mike Behan, Legends Vice President, Collegiate Partnerships. “As an extension of this approach, we saw an enormous opportunity to create a year-round event hospitality program that will allow guests to participate in the distinct aspects of the West Point experience.”

Legends has best-in-class experience in both sports and attractions, including working with some of the most visible teams and brands in the world, including ownership ties to the New York Yankees and the Dallas Cowboys, along with attractions experience all over the world.

The New York Yankees and Army have their own storied background, with Army playing exhibition games against the New York Yankees 22 times since 1927, including the most recent exhibition game in 2013 at West Point. The first meeting of these storied programs featured Babe Ruth and Lou Gehrig. Additionally, playing football games at the original Yankee Stadium was a staple of the Army football program throughout much of the last century. The Black Knights returned to their New York City heritage as Army agreed to play two of its home games at the new Yankee Stadium in 2011 and 2014.


Shift4 also Named a Sponsor of Allegiant Stadium 

Shift4 Payments, a leading provider of integrated payment processing solutions, is proud to announce today its designation as the Official Credit Card Processing Company of the Las Vegas Raiders and Allegiant Stadium and a sponsor of the stadium.

All payment transactions at Allegiant Stadium will utilize Shift4’s innovative, fully integrated suite of secure payment technologies including QR Pay and SkyTab mobile devices. These solutions are uniquely adapted to changing consumer preferences, including a new focus on contactless technologies, and are designed to provide a seamless experience for both customers and businesses. Shift4 Payments’ end-to-end processing solution makes the company uniquely situated to fulfill a streamlined experience for stadium sports and entertainment venues by connecting numerous revenue centers across a complex environment through a single payment processing vendor.

“We are excited to be the Official Credit Card Processing Company of the Las Vegas Raiders,” said Jared Isaacman, CEO of Shift4. “As a Las Vegas-based company that processes over 3.5 billion transactions annually, including for many of the largest casinos on the Las Vegas strip, we cannot wait for the inaugural season to kick off, and to show off how seamlessly our payment solutions work for customers and businesses alike.”

The partnership agreement provides Shift4 extensive branding and signage throughout Allegiant Stadium including digital advertising and prominent logo placement around the venue, television, print and radio advertising, and promotional events supporting the local business community. In addition, the partnership features an exclusive club space, the “Shift4 Club,” within the stadium.

“Because Allegiant Stadium has been designed to be an unparalleled, state-of-the-art facility, we need to bring in reliable partners who can help us deliver an incredibly fun and easy experience to our fans and Shift4 certainly fits that bill,” said Raiders President Marc Badain. “We hope our visitors and valued merchants will be especially impressed with Shift4’s contactless and mobile payment technology that makes stadium purchases so fast and easy. Additionally, the fact that Shift4 Payments is Las Vegas-based is certainly a plus.”

Legends Global Partnerships represented the Raiders to secure the partnership with Shift4 Payments as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.


— Comprehensive Partnership Spans E-Commerce, Retail at Santiago Bernabéu Stadium, and Official Real Madrid Stores —

— Real Madrid and Legends will Unveil a New Flagship Megastore at the Transformed Estadio Santiago Bernabéu —

— Expanded Retail Experience will Also Include the Launch of a New Official Online Store and the Reopening of Official Real Madrid Stores —

Real Madrid CF today announced an expansive omnichannel retail program, inclusive of an all-new official online store, the relaunch of three official stores in Madrid, and a new Flagship Megastore at the Estadio Santiago Bernabéu. Real Madrid has partnered with Legends, a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology, and hospitality, to manage all merchandise operations.

This new partnership between Legends and Real Madrid will further develop relationships with fans and deliver a seamless and integrated experience that truly represents the Real Madrid brand across all online and retail physical touchpoints. It will also play an important role in the commercial growth and brand development strategy of the club, where Legends and Real Madrid share the same vision for delivering a modern omnichannel experience.

As part of the Club’s international growth strategy, the new official online store will include premium and exclusive Real Madrid merchandise for fans of all ages. The e-commerce platform will be available in eight different languages and features innovative design elements, an exceptional user experience, and will serve fans around the world. The new official online store is innovative, leveraging modern technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels.

The official online store is a key pillar in Real Madrid’s digital strategy that puts the fan experience squarely at the center of the business. A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a major step toward the vision of a comprehensive shopping experience, online and in stores, for all Socios, Madridistas, and fans around the world to find their favorite official products. The comprehensive retail program will promote relevant offers in a seamless purchase experience, whenever and where ever fans go to engage with the team.

The Real Madrid Flagship Megastore will open its doors as part of the ongoing state-of-the-art transformation of the Estadio Santiago Bernabéu, and will be a revolutionary shopping experience for Socios, Madridistas, local, and international fans visiting the stadium. Later this year, Real Madrid will open an interim Megastore at the stadium, which boasts two floors on the south side of the stadium. With exclusive product assortments, customization stations, and a new range of leisurewear and team products, accessories, and the widest selection of Real Madrid technical product, the Megastore will provide a one-of-a-kind experience for fans. Further details about the interim Real Madrid Megastore will be released in the coming weeks.

Additionally, Legends will reopen three Real Madrid official stores in downtown Madrid, with the latest Real Madrid kit and training wear, adult and kids’ apparel, footballs, scarves, gifts, and more. The official team stores are in El Carmen, Gran Via, and Arenal, with additional official stores located in Barcelona and Mexico.

The comprehensive retail platforms will offer the latest assortment of fan gear, kits, headwear, customized products, authenticated memorabilia, and accessories at the stadium, online, and at official stores. Legends International and Legend Global Merchandise will leverage the Legends comprehensive service solution platform to deliver this omnichannel retail experience on a global basis.

Legends has worked with Real Madrid since 2018 when the company was appointed to provide strategic insight and guidance into optimizing commercial opportunities in the redevelopment of the Santiago Bernabéu Stadium. Using its holistic approach, Legends worked in partnership with Real Madrid to review the existing operations and create innovative, profitable, and fan-led experiences to drive the business of the stadium 365 days per year. The detailed findings of this work were then integrated into the designs and construction program to create a robust, deliverable business model. Legends continues to work with Real Madrid through the construction process to ensure the delivery of the business plan.


In partnership with the Sacramento Kings, California Governor’s Office of Emergency Services and other State Agencies, Legends has joined the efforts at the Sleep Train Arena alternate care facility, a field hospital set up at the former basketball venue to support the growing medical needs of the COVID-19 crisis. The Kings, who own the property, have made the site available to the California Department of Public Health to serve as a surge hospital to support COVID-19 patient overflow for the Sacramento region.

As part of the effort, Legends is managing the food production of healthy meals for more than 500 staff and patients. All food will be created at Golden 1 Center and delivered to a specified “clean zone” at the facility. In addition, 90 percent of the ingredients served will be sourced from within 150 miles of the arena and support regional farmers in line with Golden 1 Center’s Food & Sustainability Charter.

Click here to view photos of the Legends team preparing food at Golden 1 Center and delivering the meals to the Sleep Train Arena.

Legends is the hospitality partner of the Sacramento Kings, with a talented culinary team at Golden 1 Center. Last month, Legends and the Kings joined forces to donate nearly 5,000 pounds of prepared and perishable food on hand at Golden 1 Center to the Sacramento Food Bank and the Sacramento County Office of Education to help feed individuals in need and families impacted by school closures.

Legends Hospitality is the industry-leading sports and entertainment hospitality division within Legends, with partners such as the New York Yankees, Dallas Cowboys, LA Memorial Coliseum, Los Angeles Football Club, and Live Nation. The company has operational expertise in a variety of markets and venue types.


— Legends Features Industry Leaders with Partnership Sales Experience Across

Teams, Venues, Leagues, Broadcast Partners, Agencies, and Brands —

— Legends Senior Executive Chris Hibbs Tapped to Lead Division —

Legends today announced the launch of Legends Global Partnerships, a new unit that will centralize and expand Legends’ existing partnership solutions into a fully dedicated division that connects leading properties and venues with premier brands to create exceptional programming and experiences across sports and entertainment.

Legends Global Partnerships offers a comprehensive slate of commercial consulting services, including naming rights and venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, universities, and mixed-use real estate developments. Legends’ services now span six divisions operating worldwide – Global Partnerships, Global Planning, Global Sales, Hospitality, Global Merchandise, and Global Technology Solutions – to offer integrated 360-degree solutions for clients.

Industry veteran Chris Hibbs has been appointed President of the new Legends Global Partnerships division. Hibbs joined Legends in 2016 and has most recently served as Chief Commercial Officer for Legends’ representation of SoFi Stadium and Hollywood Park. SoFi Stadium, the future home of the Los Angeles Chargers and the Los Angeles Rams, will open July 2020. Legends and Hibbs will continue to work on the expansive project, which is being developed by Rams Owner/Chairman E. Stanley Kroenke, into early 2021.

“As the industry continues to evolve and teams, properties, and venues are being challenged to innovate and find creative new sources of revenue, we saw a huge opportunity to build out Legends’ existing partnerships business into a standalone division,” said Legends President and CEO Shervin Mirhashemi. “The combination of Legends’ comprehensive full-service custom solutions, and our deep expertise in ground-up construction projects and stadia, makes us uniquely positioned to be a best-in-class holistic solution.

We’ve seen first-hand how Chris’ leadership has resulted in transformational partnerships at SoFi Stadium and Hollywood Park, and we’re confident he will continue finding innovative ways to represent our partners and create meaningful relationships.”

“Legends Global Partnerships will leverage our best-in-class industry experts and acumen across all aspects of the industry to create a truly unique and premium partnership service for new and existing clients,” said Hibbs. “Legends’ experience with recent partnership executions at SoFi Stadium, Banc of California Stadium/LAFC, and Allegiant Stadium are a good preview of where we see this division headed. We pride ourselves on delivering against the biggest and most complex projects in the industry, and ensuring that our clients are set up for long term success and growth as a result of our work.”

The new Legends Global Partnerships team includes a broad array of talent from various partnership disciplines, including existing top talent from Legends, along with several key new hires. Among the many accomplished team members joining the group, key executives include Legends Global Partnerships Senior Vice President Matt Pope, who will provide leadership across the global partnership portfolio, with an emphasis on U.S. Olympic & Paralympic Properties (USOPP). Legends Global Partnerships Senior Vice Presidents Doug Smoyer and Jamie Guin will lead the east and central partnerships teams, respectively. Guin and Pope join the new division from the Legends Global Sales team, and Smoyer joined Legends in late 2019 after successful leadership tenures with the New York Giants and National Football League (NFL). Ben Martin, Legends Vice President, EMEA, will lead partnership efforts from London. In addition, Kristen Condo, formerly of Legends Globals Sales, has been promoted into the new role of Director, Legends Global Partnerships. Last month, Legends and LA28 announced the appointment of Katy Chambers Mollica as the Head of Partnership Sales for U.S. Olympic and Paralympic Properties. Mollica will lead sales efforts for the LA 2028 and Team USA properties for the Legends Global Partnerships team, as part of Legends’ sponsorship representation of LA 2028.

The new Legends Global Partnerships division will further expand upon Legends’ partnership capabilities during a time of unprecedented growth for the company. Legends represents partnership efforts for a variety of clients such as the University of Notre Dame, Las Vegas Raiders, Columbus Crew, AT&T Stadium, and San Diego State University, among others.