ALUM Launches in Partnership with Legends

The ALUM Brand will feature Luxury Residences and Member’s Clubs Designed to Elevate the College Town Experience

New real estate brand to deliver high-end hospitality, in partnership with premium experiences company Legends, to college towns with a strong sports culture

Alum x Legends

LAUNCHING TODAY — ALUM is an elevated stomping ground for discerning alumni. A reimagined home base away from home, the luxury residences and exclusive member’s club is a celebration of school spirit, built as a refined evolution of college town accommodation. With thoughtfully designed hospitality, private residences, and fan-focused programming, ALUM strengthens community ties to renowned institutions with legendary fan and alumni culture

A real estate brand focused on college town markets, ALUM redefines home game stays, offering owners world-class residences, award-winning food and beverage, a private club for socializing, and the option to have their properties expertly managed, maintained, and rented nightly when not in use. ALUM has partnered with global premium experiences company Legends, which has extensive experience in collegiate athletics and provides hospitality at some of the most well-known venues in the world. The partnership with Legends allows ALUM to tap into Legends’ strong relationships with university and athletic leadership and their industry-leading experience in assisting colleges and universities with identifying incremental revenue opportunities.

David Vialli, Co-Founder of ALUM, says,

“College towns are special places that hold immeasurable value in our hearts, and countless people travel to these cities every year for sports games and other events. ALUM was founded to celebrate these unique destinations and foster a deeper sense of camaraderie within them. We’re hopeful that ALUM will become a beloved institution embraced and enjoyed by the community, whether they’re alumni, faculty, students, family members, or visitors.”

Catered to alumni and parents of students and athletes who frequently visit, ALUM meets the increasing demand for luxury accommodation and enriched lifestyles often missing from college town experiences. Each ALUM will offer apartments with flexible layouts, site-specific architecture, and elevated design, combining state-of-the-art amenities and five-star service with the comforts of a private residence.

Additionally, ALUM will launch a short-term rental program, allowing owners to rent their condominiums when they are not occupied. From seamless online booking and check-in to housekeeping and maintenance, ALUM will oversee the entire process, ensuring owners peace of mind while earning additional income.

Legends will operate a year-round private member’s club and restaurant at each ALUM location and develop and execute a fundraising strategy to activate the local community. Legends will also provide market feasibility studies to identify new markets and support ALUM’s strategic expansion.

Mike Behan, President, Legends College, says,

“There is a white space in college markets for contemporary and flexible living solutions. ALUM answers to a growing segment of sophisticated consumers who want the best in hospitality, no matter where they are. We are excited to partner with ALUM to deliver an exceptional private membership and dining experience at each location that brings people together around their shared passion for the local university. This partnership is a natural extension of Legends’ focus for the past decade-plus on introducing new premium experiences across college campuses.”

ALUM will break ground this summer with its inaugural building in Tuscaloosa, Alabama home to The University of Alabama’s legendary sports teams. Expected to open in early 2026, the project will include luxury private residences, a private member’s club, award-winning food and drink, a coffee shop, meeting spaces, a pool, and event space. ALUM has plans to launch in additional markets, including:

Eugene, Oregon
College Station, Texas
Columbia, South Carolina
Knoxville, Tennessee
Columbus, Ohio
Athens, Georgia
Auburn, Alabama
Ann Arbor, Michigan
Norman, Oklahoma

In addition to these cities, Legends will support the exploration of future markets for ALUM throughout the United States. For more news on ALUM, including updates on sales launches and the development pipeline, please visit

2024 NFL Draft In Detroit Scores 45% Merchandise Sales Increase

Legends Operated Eight Retail Locations in Detroit Including a 5,115 Sq. Ft. Shop 

NFL Draft Merchandise Sales

The NFL Shop presented by Visa at the 2024 NFL Draft in Detroit proved to be the ultimate destination for fans during the week of the Draft. Legends, the official on-site retail merchandise concessionaire for the 2024 NFL Draft, announced a dramatic increase in merchandise sales for the Draft with a 45% overall revenue bump from 2023 in Kansas City. 

New in 2024, Legends rented a 5,115 square foot pop-up storefront in the heart of the Draft activities (Woodward Avenue, Detroit MI) to serve as the main NFL Shop presented by Visa. The store, which accounted for half of the merchandise sales for the week, was open for a full week – Friday, April 19 through Saturday, April 27 – to give fans lots of time to pick up their favorite team gear.  

In addition to the main NFL Shop, there were seven more NFL Shop pop-up shops – six within the NFL Draft Experience footprint and one location at the Draft. The Shops offered the largest collection of NFL Draft merchandise available anywhere, featuring products from 23 different licensees, including apparel, headwear, mini helmets, and pennants from all 32 NFL teams as well as exclusive Draft x Detroit Lions product. 

Merchandise centered around the hometown and home team were the biggest sellers, including Detroit and state of Michigan-themed t-shirts, hats, and novelties, as well as the Detroit Lions new look jersey (launched the week before the Draft) and hats. A Legends-designed and produced t-shirt featuring all 32 NFL teams’ unique NFL Draft logos was another hot item, as well as the Lions Draft logo tee and novelties. Special collection products included exclusive 47 Brand Draft Hats, Hugo Boss Draft and team branded merchandise, limited edition G-III Detroit Lions Varsity Jacket, and Rock ‘Em Socks Detroit-themed 3-pk of socks. 

The NFL Shop presented by Visa at the NFL Draft is managed by Legends, the NFL’s official on-site retail merchandise concessionaire for the 2024 NFL Draft. Legends also manage on-site retail at NFL tent pole events, including the Super Bowl, Pro Bowl Games, NFL Draft, and NFL Combine.

New York City FC Selects Legends to Lead Premium Sales for New York City’s First-Ever Soccer Stadium

NYCFC x Legends Announcement

New York City FC today announced it has selected global premium experiences company Legends to manage all sales efforts for suites and premium seating for its new stadium being constructed at Willets Point in Queens, New York.

From now through the stadium’s opening in 2027, Legends will provide the Club with strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, initial valuation work, and valuable marketplace insights. Additionally, Legends will hire and build a dedicated team for New York City FC based in New York to focus on all sales and service execution.

“Our goal is to build and create the best stadium and fan experience in all of Major League Soccer, and we’re confident that Legends’ unmatched expertise in this space will help us accomplish this objective,” said Brad Sims, New York City FC CEO. “We’re excited to bring them on board as we work to build New York City’s first-ever soccer-specific stadium.”

“Our team is excited for this incredible opportunity to combine our deep knowledge in the New York market and experience in global football to bring New York City FC’s vision to life in their new stadium,” said Mike Ondrejko, President, Legends Global Sales. “It is a privilege to work alongside Brad and his team at New York City FC to imagine the possibilities in the first-ever soccer-specific stadium in New York City and serve their supporters by delivering a best-in-class experience.”

Earlier this month, the New York City Council voted overwhelmingly to approve the next phase of the Willets Point Redevelopment project, including New York City FC’s stadium. The new stadium will be 100% privately financed, seat approximately 25,000 people, and be the first fully electric sports stadium in New York City and all Major League Soccer.

New York City FC’s stadium will also be part of a new, 23-acre neighborhood at Willets Point, Queens developed by Queens Development Group — a joint venture of Related Companies and Sterling Equities. The neighborhood will be anchored by 2,500 new 100% affordable housing units, a new 650-seat public school, a brand-new hotel, and more than 150,000 square feet of public open space.

The Willets Point redevelopment project is estimated to generate $6.1 billion in economic activity, create 1,550 permanent jobs, and 14,200 construction jobs. To learn more about the project, visit

SPORTS BUSINESS JOURNAL: Legends appoints Levy as CEO, Mirhashemi moves to Vice Chair role

Via Sports Business Journal

By Bret McCormick

Dan Levy

Levy spent 14 years at Meta (formerly Facebook), where he led, among several efforts, the company’s $100B-plus advertising business before exiting in May 2023

DAN LEVY is the new CEO of Legends as former CEO SHERVIN MIRHASHEMI transitions into a new full-time role as the company’s Vice Chair, according to an internal email shared with SBJ this morning. Mirhashemi, who has served as CEO of Legends since 2017 after initially joining the company from AEG in mid-2013, will remain a Legends board member and actively involved at the company’s helm. Former Facebook exec Levy joined Legends in March as interim president of the company. No other Legends executives were impacted by the move.

Mirhashemi has been centrally involved in the company’s growth from a couple hundred employees in 2013 to more than 3,000 today, with its hands in a slew of sports industry service verticals, including premium and sponsorship sales, project management, and food and beverage and hospitality provision and the newest, a college-focused business encompassing all its offerings. Legends, whose revenues have grown tenfold during Mirhashemi’s time, is currently awaiting DOJ approval to greenlight its reported $2.4B-plus acquisition of venue management giant ASM Global. 

Levy spent 14 years at Meta (formerly Facebook), where he led, among several efforts, the company’s $100B-plus advertising business before exiting in May 2023. His arrival at Legends coincided with the exit of several Legends executives, including CURT MCCLELLAN, former co-president and Chief Corporate Officer, and DAN SMITH, former longtime Legends Hospitality President, who transitioned to an advisory role in early 2024.

“You have my commitment that this next chapter of Legends’ growth trajectory will be the most impressive yet,” Mirhashemi wrote in an email to employees announcing the news. “With Dan as CEO, together with [co-President and COO] MIKE TOMON and the rest of our seasoned management team, we are poised to take Legends to new horizons at the forefront of sports and entertainment. “So, keep bringing the focus and passion that makes Legends so very special and ‘Lets gooooooooo!!!!’”    

UFL Names Legends as the Exclusive Event and eCommerce Merchandise Partner for the League

UFL x Legends

The United Football League (UFL) today announced that Legends, a global premium experiences company and leading provider of innovative merchandise solutions, will serve as the Official Event and eCommerce Partner of the UFL.

Under this partnership, Legends’ Global Merchandise division will oversee event merchandise sales, including in-stadium shopping experiences for fans attending UFL events and eCommerce operations, including the League’s online retail platform,

“We are thrilled to collaborate with Legends as our exclusive event and eCommerce partner,” said Ryan Segers, Vice President of Consumer Products at the UFL. “Their proven track record of delivering high-quality merchandise and creating engaging fan experiences aligns perfectly with our vision for the UFL. Together, we aim to elevate the fan experience both online and in-person, setting a new standard for excellence in sports merchandise.”

Legends brings extensive experience in the sports and entertainment industry, specializing in creating unique merchandise programs that resonate with fans across the globe. Their expertise in eCommerce and event merchandise operations will be vital in enhancing the UFL fan experience and driving revenue growth for both parties.

The partnership between Legends and UFL will also see the company design and produce merchandise for the League.

“We are excited to partner with UFL to offer fans of all ages comprehensive merchandise offerings to sport their fandom and celebrate their favorite teams,” said Kirta Carroll, President, Legends Global Merchandise. “In addition to handling the league’s omnichannel merchandise, we are looking forward to partnering with the UFL to design and produce exclusive products for fans as a licensee partner.”

Click here for the 2024 schedule and broadcast details.

A’s Hire Legends to Lead Sales for New Ballpark in Las Vegas

A's x Legends

The Athletics and Legends today announced a partnership in which the global premium experiences company will manage premium seating and ticket sales for the Club’s new ballpark in Las Vegas. 

“We are excited to embark on this long-term partnership that will lead to the opening of our transformational ballpark in Las Vegas,” said A’s president Dave Kaval. “Legends’ extensive industry experience and intricate knowledge of the local market will help us create products that meet the needs of our fans while building a successful ballpark experience.”

Legends will deliver strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, initial valuation work, staffing, and valuable marketplace insights. Additionally, Legends will build a dedicated team for the A’s based in Las Vegas to focus on sales execution. 

“We are honored for the opportunity to partner with the A’s and help bring their bold vision of delivering a first-class hospitality experience to their fans and the Las Vegas community,” said Mike Ondrejko, President of Legends Global Sales. “From the moment we started working with Dave and his team on our initial feasibility study, there has been alignment in our data-driven approach in optimizing design and marketing strategy. We are excited to build on this collaboration by applying our global experience and expertise to serve the A’s on the sales execution of their new stadium.”  

The A’s initially engaged Legends in 2021 through its research arm, CSL, to conduct a comprehensive study on the opportunity for the Club to establish a new permanent home in Las Vegas. Legends’ Global Sales team has extensive experience partnering on the most ambitious sports projects, including the opening of Allegiant Stadium, SoFi Stadium, and Notre Dame Stadium, to deliver record-breaking results. Legends is also currently partnered with FC Barcelona, San Diego FC, and the Buffalo Bills in developing the financial model, stadium design, data capture and analysis, and strategic planning to support the sales execution efforts of their respective stadium development projects.

Legends and Blueprint Sports Announce a Strategic Partnership to Combine and Enhance Industry-Leading NIL Solutions

Blueprint Sports and Legends bring an enhanced professional solution for NIL collectives at Power Five universities nationwide.

Legends, a global premium experiences company, and Blueprint Sports (BPSE), the industry leader in full-service name, image, and likeness (NIL) collectives, have formed a strategic partnership that will provide NIL collectives and Power Five universities with an unmatched NIL infrastructure, bolstering professional operational capacities, service offerings, and NIL industry expertise. The result will be the industry-leading NIL (Name, Image, and Likeness) solution, setting the standard for NIL and student-athlete sports marketing.

Legends College and Blueprint Sports will collaborate to support student-athletes and the rapidly evolving college athletics NIL landscape. Together, they will amplify and build sustainable revenue opportunities for NIL collectives under the BPSE umbrella, focusing on philanthropic fundraising, student-athlete sponsorships, memberships, exclusive events, and merchandise fulfillment.

“The college athletics landscape has undergone rapid transformation,” stated Mike Behan, President of Legends College. “Through our close collaboration with partners during this dynamic period, Legends is acutely aware of the significant opportunities stemming from NIL, as well as the challenge in establishing sustainable revenue models for NIL collectives. Our partnership with Blueprint Sports is positioned to address this challenge, offering an unparalleled solution for universities and NIL collectives to generate long-term revenue in support of student-athletes.”

“Balancing the traditional institutional legacy of college athletics with the new era of Name, Image, and Likeness (NIL) can be a delicate task,” said Rob Sine, CEO of Blueprint Sports. “Our collaboration with Legends enables our teams to combine their extensive knowledge, proven track records, and resources to provide the most comprehensive and forward-facing solution to an industry undergoing tremendous change. Our goal is to continue guiding the college sports industry, athletic departments, conferences, and collectives in the right direction while maximizing the impact of NIL on student-athletes and their programs.”

Both companies have partnerships involving the University of Kansas, the University of Maryland, the University of Utah, and Villanova University. BPSE powers collectives that support student-athletes at each university, and Legends College’s partnerships with each span multiple services across the company’s holistic solution. These universities will be the first to benefit from Legends and BPSE’s new strategic partnership. Across its portfolio, BPSE powers collectives at more than 25 universities nationwide, including twelve Power-Five universities, presenting an incredible opportunity for both companies to grow and expand within the industry together.   

Legends’ college business has grown exponentially over the past 10-plus years and includes partnerships with leading universities, collegiate organizations, and events. Born out of the impact Legends continues to have across the collegiate landscape, Legends College was launched in November 2023 and provides a 360-degree service solution including research, project development, premium ticket sales, sponsorships, food and beverage, merchandise, business intelligence, marketing and philanthropic fundraising and engagement. The partnership with BPSE expands and enhances Legends’ NIL proficiency across its services.   

BVB und Legends gehen langfristige Partnerschaft ein

Borussia Dortmund x Legends

Borussia Dortmund und Legends, ein globales Unternehmen für E-Commerce-Plattformen, geben ihre langfristige Partnerschaft bekannt. Die beiden Partner konzentrieren sich auf den Aufbau einer innovativen E-Commerce-Plattform, die den BVB-Fans ein verbessertes, erstklassiges globales Einkaufserlebnis bietet.

„Die Zusammenarbeit mit Legends ist ein wichtiger Meilenstein auf dem Weg, unseren Fans weltweit das bestmögliche E-Commerce-Erlebnis zu bieten. Die internationale Expertise von Legends in den Bereichen E-Commerce und Marketing sowie die Möglichkeit, internationale Fulfillment-Center zu nutzen, um die Lieferzeiten und -kosten für unsere Fans weltweit zu reduzieren, waren Schlüsselfaktoren für unsere Entscheidung, mit ihnen zusammenzuarbeiten“, sagt BVB-Geschäftsführer Carsten Cramer.

Die globale Merchandising-Abteilung von Legends wird eng mit den Merchandising-, IT- und E-Commerce-Teams des BVB zusammenarbeiten, um ein stärker integriertes und nahtloses internationales E-Commerce-Erlebnis mit neuen und umfassenderen Merchandising-Angeboten zu entwickeln, damit Fans auf der ganzen Welt offizielle Borussia-Dortmund-Produkte finden können. Das Team von Legends wird auch das Marketing des BVB unterstützen und sich auf ein nachhaltiges Wachstum des Online-Shops in den internationalen Märkten konzentrieren.

„Der BVB ist eine ikonische Marke mit einer der leidenschaftlichsten Fangemeinden im Fußball. Legends ist stolz darauf, Teil der unglaublichen schwarzgelben Familie zu werden, um das ultimative Online-Einkaufserlebnis für BVB-Fans auf der ganzen Welt bieten zu können“, erklärt Nick von Doetinchem, Geschäftsführer Zentraleuropa bei Legends.

Borussia Dortmund and Legends Enter Long-Term Partnership to Deliver a World-Class eCommerce Experience for BVB Fans

Borussia Dortmund x Legends

Borussia Dortmund (BVB) and Legends, a global premium experiences company, announced today a new, long-term partnership focused on building an innovative eCommerce platform offering an enhanced, best-in-class global shopping experience for BVB fans.

“Partnering with Legends represents a significant milestone in our journey to offer the best possible eCommerce experience to our Borussia Dortmund fans worldwide. Legends’ international expertise in eCommerce and Marketing coupled with the possibility of using an international fulfillment center to reduce shipping lead times and costs for fans worldwide were key factors in our decision to work with them,” said BVB Managing Director Carsten Cramer.

Legends’ global merchandise division will work closely with the BVB Merchandising, IT, and eCommerce teams to develop a more integrated, seamless international eCommerce experience with new and more comprehensive merchandise offerings for fans around the world to find their official Borussia Dortmund products. The team at Legends will also support BVB’s marketing focusing on sustainable growth in all international markets for the online shop.  

“BVB is an iconic brand with one of the most passionate fan bases in football. Legends is proud to become part of the incredible black and yellow family to help deliver the ultimate online shopping experience for BVB fans globally,” said Nick von Doetinchem, Managing Director of Central Europe, Legends

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across eCommerce, in-venue retail, large-scale live events, brick-and-mortar store operations, licensing, and customer merchandise. This includes vast experience developing and operating omnichannel retail experiences for some of the world’s largest sporting events and organizations, including 2024 Paris Olympics and Paralympics, 2023 Rugby World Cup, FIFA Women’s World Cup 2023 and FIFA Online Store, 2023 Ryder Cup, Dallas Cowboys, New York Yankees, and Real Madrid.

German Press Release

Big 12 Conference Announces Launch of “Basketball All-Access Pass”, an Exclusive Membership Program for Big 12 Men’s Basketball Championships

Big 12 x Legends

Today, the Big 12 Conference announced the launch of the Basketball All-Access Pass, a new membership program for fans at the Big 12 Men’s Basketball Championship. This membership – which includes a Premium and Priority option – will provide fans the opportunity to purchase the same seat location for the Basketball Championship each year through 2031. The All-Access Pass will only apply to 12% of venue seating, with the remainder being unchanged.

The program will debut for the 2025 Basketball Championship, the Conference’s first-ever 16-team tournament that will see Arizona, Arizona State, Colorado, and Utah make their Championship debut. The All-Access Pass program is being executed in partnership with global premium experiences company Legends.

“We are thrilled to be the home of the best basketball in college athletics. As the Big 12 continues to grow, we are committed to elevating fan experience and access,” said Commissioner Yormark. “The Basketball All-Access Pass program provides our fans with a unique opportunity to purchase preferred seats for years to come, as well as exclusive benefits and second-to-none access throughout our Basketball Championships.”

In 2023, Legends began conducting a fan survey of 12,000 Big 12 basketball fans, collecting feedback on a variety of elements surrounding the Big 12 Basketball Championship, including ticketing, seating, and fan experience. A key takeaway was fans’ desire for more premium seating opportunities, serving as a driving factor in the creation of the All-Access Pass.

Membership will be offered in two tiers – Premium Membership and Priority Membership. Premium Membership will provide access to a floor seat or premium lower level seats each year for all sessions, as well as access to premium clubs. The Priority Membership will provide fans access to premium lower level seats for only the sessions their team is participating in, as well as loaded tickets for concessions.

For further information, please visit

Legends Announces Record-Breaking Merchandise Sales for Super Bowl LVIII in Las Vegas

Legends, a global premium experiences company, today announced record-breaking merchandise sales for Super Bowl LVIII in Las Vegas, Nevada. Overall merchandise sales surpassed the previous record at Super Bowl 50 in San Francisco and were an 18% increase over Super Bowl LVII in Arizona. This includes merchandise revenue at Allegiant Stadium, Super Bowl Experience, hotels and pop-up locations throughout Las Vegas, and the NFL Las Vegas presented by Visa Store at The Forum Shops at Caesars Palace. Legends was the NFL’s official retail merchandise concessionaire for Super Bowl LVIII.

NFL Shop presented by Visa at the Super Bowl Experience presented by Toyota, which was open Wednesday through Saturday this year, outperformed last year by 24% when compared to equivalent days. Super Bowl retail pop-up, hotel locations, and the NFL Las Vegas Store saw a 135% increase in merchandise sales over 2023 in Phoenix.

For the first time this Super Bowl, the NFL Shop at the Super Bowl Experience featured a first-of-its-kind self-checkout solution for fans. Half of the registers at the Shop were self-checkout, 20 out of 40, and fans chose self-checkout 46% of the time. The average transaction time was a speedy 49 seconds.

The merchandise per cap for Super Bowl LVIII game day sales at Allegiant Stadium saw a 2% increase over last year in Phoenix. There were 13 merchandise locations inside Allegiant Stadium and nine portable retail locations outside the stadium.

“Fans showed up ready to shop in Las Vegas, and our team was ready at locations around the city with an expanded assortment of merchandise offerings from more than 50 partners, including more lifestyle and women’s apparel, the exciting capsule collection co-designed by Usher and the NFL, and unique designs celebrating Las Vegas,” said Kirta Carroll, President, Legends Global Merchandise. “We also helped fans shop faster with self-checkout for the first time at the NFL Shop at Super Bowl Experience. Our team is incredibly proud to partner with the NFL to deliver a first-class experience for fans at Super Bowl looking to rep their favorite team or take home a memory from the big game.”

Legends had more than 500 employees in Las Vegas, leveraging resources from across the country, working to provide a first-class experience for fans across all Super Bowl merchandise operations. The NFL Shop at the Super Bowl Experience was open for four days from Wednesday, February 7 through Saturday, February 10 and covered 30,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with 500 styles available for fans of all ages, including offerings from more than 50 different licensees. In addition to the main NFL Shop, there was a pop-up location at Verizon Activation at the Jimmy Kimmel Comedy Club on the Linq Promenade and 17 hotels carrying merchandise, all operated by Legends. 

Legends manages on-site retail at NFL tentpole events, including the Super Bowl, Pro Bowl Games, NFL Draft and NFL Combine. In addition, Legends operates the NFL Las Vegas presented by Visa, an innovative NFL-themed store located in the renowned Forum Shops at Caesars Palace in Las Vegas.