Author: Ryan Schroder

TrailRunner-Legends joint venture to provide strategic business advisory and communications support to global sports clients spanning leagues, teams, educational institutions, investors, ownership groups, and more

TrailRunner Sports complements and extends TrailRunner International’s global strategic communications advisory business focused on corporate reputation, financial communications, crisis communications, and issues management

Strategic communications firm TrailRunner International and global premium experiences company Legends today announced the formation of a new joint venture, TrailRunner Sports.

TrailRunner International has worked on many of the most recent significant sports transactions and the firm has a significant and growing roster of high-profile sports clients, including professional teams, conferences, investors, educational institutions, non-profits, and others. Founded in 2016, TrailRunner International is headquartered in Dallas/Fort Worth, Texas with offices in Dallas/Fort Worth, New York, Abu Dhabi, Dubai, London, Nashville, Shanghai, and Northern California. TrailRunner is part of McLarty Diversified Holdings, a strategic business partnership between Jim Wilkinson and Franklin McLarty. Wilkinson and McLarty earlier this year announced their purchase of the Dutch professional football team MVV Maastricht. Wilkinson also serves on the Board of Trustees for the Women’s Sports Foundation.

TrailRunner Sports will operate as an integrated business unit of TrailRunner International, focused on delivering communications and business strategy support to clients including sports leagues, professional teams, educational institutions, owners, investors, and brands. Both TrailRunner International and Legends have proven, longstanding, and trusted relationships with the world’s most well-known sports brands and leaders globally.

“We are very excited to join with Legends, the world’s premier sports and entertainment experiences company, to launch TrailRunner Sports and expand our joint businesses further into the global sports industry,” said Jim Wilkinson, Executive Chairman of TrailRunner International. “Decisionmakers in sports today face an unprecedented set of reputational and strategic challenges. These challenges no longer fit into neat categories and strategic communications plays a more important role than ever in business success. TrailRunner has a strong and proven track record of delivering results for our sports clients, and this new joint venture will allow our firm to expand our core offerings into new areas of exciting service and growth.”

Legends supports leading sports and entertainment organizations, venues, and attractions with a data-driven 360-degree service solution including feasibility and research, venue development, premium ticket sales, global partnerships, food and beverage, and omnichannel merchandise, supported by business intelligence to drive commercial revenue, fan engagement, and brand value. The company is partnered with many of the world’s most iconic and innovative brands, including Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees, and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, and PGA of America.

“The power of communications has never been more important than today. We are proud to bring new expertise with TrailRunner Sports to our clients who will benefit significantly from our complementary offerings to help them drive revenue, enhance the fan experience, and build a diverse and inclusive future for sports,” said Stacey Escudero, Chief Communications Officer, Legends. “The business of sports is an increasingly complex industry, and we are excited to partner with TrailRunner International in serving our clients around the world.”

TrailRunner has recently begun an executive search for a new leader for the joint venture who will serve as President for TrailRunner Sports, and report to TrailRunner International CEO Jim Hughes.

For more information on TrailRunner Sports, including career opportunities, visit www.TrailRunnerSports.com.  

Unprecedented Deal Encompasses All Hurricanes Revenue Streams, Including Partnerships, Ticketing, Annual Fund, and a New Off-Campus Retail Store

Jason Layton Assumes the Role of Chief Revenue Officer of Hurricanes Sales and Partnerships 

within Legends College

University of Miami Athletics and global premium experiences company, Legends, announced a significant expansion of their partnership. Initially focused on marketing partnerships and rights since April 2021, this collaboration has evolved to encompass all facets of revenue generation within Miami’s athletics programs. The transformative partnership, the first of its kind in collegiate athletics, now includes overseeing athletics sponsorships, ticketing, annual fund initiatives, and an off-campus Hurricanes retail store. In addition to the expanded scope within athletics, Legends will help the University to enhance campuswide partnerships that include both athletic and non-athletic assets.  

As part of this expanded alliance, Jason Layton, currently the Senior Deputy Director of Athletics at Miami, will assume the role of Chief Revenue Officer of Hurricanes Sales and Partnerships within newly formed Legends College. Under his leadership, a dedicated staff will provide widespread support to drive the success of this multifaceted partnership.

“We are excited to expand our partnership with Legends,” Vice President/Director of Athletics Dan Radakovich said. “Their vision for the University of Miami is just as bold as ours and we look forward to working with Jason and his talented team to drive revenue across our entire enterprise.”

In its pivotal role, Legends is poised to enhance the overall experience for fans, partners, and student-athletes. The current partnership has seen notable success, with substantial growth and progress, including achieving all-time highs in athletics sponsorship revenue.  

“We are proud to deepen our relationship with Miami Athletics a true powerhouse in collegiate athletics,” said Mike Behan, President of Legends College. “This expansion is a testament to the success we’ve achieved together and our shared commitment to revolutionizing the overall experience for the Miami Hurricanes community in the rapidly evolving collegiate athletics landscape. We look forward to driving further growth and success in this game-changing partnership.”

Added Layton: “Having had the opportunity to work alongside Legends over the past few years, I’ve witnessed their commitment to elevating the college athletics experience. Their strategic approach, coupled with a track record of solving complex challenges, uniquely positions them to help us maintain our competitive stature. I’m excited to join the Legends team and about the possibilities this expanded partnership presents for Miami athletics and our entire community.”

Legends announced in November 2023, the launch of Legends College, a new business unit that provides the company’s integrated 360-degree service solution to support leading universities, collegiate organizations, and events. Legends College offers an industry-leading, comprehensive service solution covering research, project development, premium ticket sales, sponsorships, food and beverage, merchandise, business intelligence, marketing, and philanthropic fundraising and engagement. Legends’ college business has grown exponentially over the past 10-plus years and includes partnerships with countless marquee institutions. A core area of business has been advising leading athletic departments on major transformation facility projects to heighten fan experiences and maximize annual revenues.

LEGENDS TURBO CHARGES SUPER RUGBY SHOPPING EXPERIENCE

New Zealand Super Rugby fans can look forward to a world-class merchandise offering for 2024 and beyond after the five Kiwi Super clubs signed a collective agreement with sports and entertainment premium experiences company Legends.

Legends is a globally recognised retail and merchandising company that delivers the retail experience for some of the most iconic brands in sport such as Real Madrid and the New York Yankees. 

Most recently, Legends managed the on-site merchandise offering for the FIFA Women’s World Cup held in New Zealand and Australia, the Rugby World Cup in France, and golf’s Ryder Cup in Italy.

As part of this new collective agreement, Legends will take over the management of the New Zealand SuperRugby club’s online and in-venue merchandise programmes. Legends will also work with each club to deliver improved merchandise infrastructure and sales support tools.

Highlanders CEO, Roger Clark, said the partnership is a positive step forward for Super Rugby.

“We’re thrilled to have Legends on-board; they will bring a level of consistency to the merchandise offering throughout the country,” Clark said.

“As Super Rugby clubs we’re getting significant investment from Legends to improve the retail experience in our stadiums so we can expect to see larger retail spaces in more prominent positions throughout the country.

“Legends have worked with some of the biggest names including the Yankees, Real Madrid and the Dallas Cowboys so to have them partnering with Super Rugby is a real coup from a business perspective.” 

The online experience is set to be smoother as well with a uniform look across all e-commerce sites and easy access from superrugby.co.nz.

Victoria Hawksley, Executive Vice President of International Retail, Legends said: 

“Legends is proud to partner with the New Zealand Super Rugby clubs to deliver an exciting new merchandise offering and enhanced shopping experience online and in-venue for their passionate fans.”  

Super Rugby fans can look forward to hearing more about the new retail experience in-venue and online in the New Year.

FC Porto and global premium experiences company Legends announced today a 15-year strategic partnership focused on transforming the fan experience. Legends will support global partnerships, the food and beverage experience at Estádio do Dragão, and collaborate with FC Porto to explore opportunities to improve the overall fan experience at the stadium and enhance commercial opportunities for the club.

“On the day that the Dragão turns 20 years old, we continue to be at the forefront, as one of the most beautiful stadiums in Europe with the best atmosphere. This partnership with Legends makes us look forward to the future, because we are linking with a group that is involved with the most modern stadiums, such as the new Santiago Bernabéu and the future Camp Nou, and the most important competitions, such as the football and rugby World Cups. After the pitch with the latest technology, which has shown great quality, we continue to invest in modernization,” said Jorge Nuno Pinto da Costa, President of FC Porto.

The holistic partnership aims to drive long-term success for FC Porto leveraging Legends’ unique 360-degree service solution. As part of the partnership, Legends will oversee global partnerships for the club as well as naming rights and sponsorship assets for Estádio do Dragão. FC Porto and Legends will evaluate new opportunities to deliver a premier matchday experience for fans. Legends will utilize its hospitality expertise to reimagine the culinary and beverage experience at the stadium, namely in FC Porto Partner’s Club VIP boxes and seats.

“Legends is proud to partner with FC Porto to help the club innovate the fan experience at Estádio do Dragão and deliver world-class results for partners,” said Jesus Bueno, Managing Director of Iberia, Legends. “FC Porto has an incredibly passionate fan base and the organization is committed to excellence.  We are excited to collaborate with their team and provide our expertise delivering exceptional experiences and driving sustainable commercial revenue to ensure long-term success for the club.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. Throughout Europe, Legends also counts Real Madrid CF, FC Barcelona, Arsenal FC, Manchester City FC, FIFA World Cup, Rugby World Cup 2023, and Ryder Cup as clients.

Portuguese Press Release

Focus on Leveraging Legends’ Holistic Service Solution for Leading Universities,Collegiate Organizations, and Events

Mike Behan Appointed President, Legends College

Legends, a global premium experiences company, announced today the launch of Legends College, a new business unit that will provide the company’s integrated 360-degree service solution to support leading universities, collegiate organizations, and events. Mike Behan has been appointed as President, Legends College and will oversee the development and implementation of Legends’ services in the collegiate industry.  

“Over the past decade-plus, Legends has built a robust business in the collegiate space across all our service divisions that continues to grow,” said Mike Tomon, Co-President and COO, Legends. “To better serve our current and future collegiate partners, we are excited to form Legends College and appoint Mike Behan as President. Under Mike’s leadership our collegiate business has experienced unprecedented growth, overseeing transformational projects for marquee institutions. We are excited to continue working with our partners to provide our holistic service solution to enhance the fan experience across every touch point and optimize sustainable revenue streams for their business.”

Added Behan: “Legends College will bring together our best-in-class industry experts across our 360-degree service solution to create an unmatched platform to support our collegiate partners. The college athletics landscape is rapidly evolving, and we are excited to build upon the great work our team has done with leading institutions over the past decade to continue providing innovative solutions to deliver on our partners’ goals.”  

Born out of the impact Legends continues to have across the collegiate landscape, Legends College provides a holistic service solution unrivaled in the industry including research, project development, premium ticket sales, sponsorships, food and beverage, merchandise, business intelligence, marketing and philanthropic fundraising and engagement.

Legends’ college business has grown exponentially over the past 10-plus years and includes partnerships with countless marquee institutions. A core area of business has been advising leading athletic departments on major transformation facility projects to heighten fan experiences and maximize annual revenues. This list includes renovation and new facility projects at Northwestern University, University of Kansas, University of Maryland, University of Notre Dame, University of Oklahoma, University of Southern California, University of Wisconsin-Madison, University of Utah, Villanova University, and San Diego State University, amongst many others.

Behan previously served as COO, Collegiate Partnerships, where he was responsible for expanding Legends collegiate athletics business. Under his leadership Legends secured partnerships with leading institutions such as University of Notre Dame, University of Oklahoma, University of Southern California, University of Louisville, University of Wisconsin, University of Utah, Villanova University, and the Rose Bowl, to assist in maximizing revenue associated with over $2.0B in new and renovated facility projects. Behan joined Legends in October 2011 as Vice President, Collegiate Partnerships and was promoted to COO, Collegiate Partnerships in June 2021. Prior to Legends, he served as Sr. Director of Team Marketing & Business Operations (TMBO) at the National Basketball Association (NBA). In this role he was responsible for advising NBA, WNBA, and NBA-Development League franchises on all aspects of business operations, including ticket sales, sponsorship development, premium seating, customer retention, digital sales, and marketing to drive revenue through sharing of best practices. Earlier in his career, Behan was the Director of Business Development for the Cleveland Cavaliers.

Combination Creates Global Live Events Company Dedicated to Serving the Most Iconic and Innovative Brands in Sports and Entertainment

Legends and ASM Global today announced the signing of a definitive agreement under which Legends will acquire ASM Global to create a premium live events company dedicated to providing outstanding experiences for fans around the world.

The acquisition of ASM Global’s venue management capabilities will enhance Legends’ services portfolio, positioning Legends to meet the expanding needs of sports organizations, entertainment venues, convention centers, and attractions globally while supporting its vision to deliver exceptional live experiences for fans in the digital age.

“Legends and ASM Global are both deeply client-centric and fan-focused and together we will deliver maximum value for our global client roster with even greater support and service options,” said Shervin Mirhashemi, CEO of Legends. “Welcoming ASM Global to Legends is a capstone achievement in our 15-year journey toward becoming the world’s trusted partner for connecting people with the brands and communities that matter most to them, and for helping our clients create memorable moments that keep their fans and patrons returning time and again.”

Ron Bension, President and CEO of ASM Global, said: “We’re thrilled to join Legends, which shares our client-first approach and advances our goal of offering our partner organizations a truly seamless experience while driving the growth of their businesses. Our clients will benefit from Legends’ robust services, innovation, technology, and global partnerships which, combined with ASM Global’s venue management and content and event booking expertise, will provide our clients with locally tailored solutions and cutting-edge technologies to achieve outstanding fan experiences and improved venue owner results.”

Legends provides venue planning and project management, premium sales, sponsorship, hospitality, and merchandise services to many of the world’s most iconic sports, entertainment, and attractions brands, including Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees, and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America, and FIFA World Cup. Sixth Street, a leading global investment firm with over $74 billion in assets under management, is the majority investor in Legends in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and the Jerry Jones family, owners of the Dallas Cowboys.

ASM Global manages a portfolio of live event entertainment venues worldwide and provides best-in-class venue operation and content and event booking. With clients spanning five continents, ASM Global operates venues that serve live events for more than 164 million guests annually including at ICC Sydney Convention Center, Avicii Arena in Stockholm, OVO Arena Wembley in London, Coca-Cola Arena in Dubai, and State Farm Stadium, among many others.

Through this acquisition, Legends will expand its geographic reach and range of services as it continues to innovate and create data-driven solutions tailored to the needs of each individual client. By adding ASM Global’s complementary capabilities, Legends will be able to support its clients from project conception and planning to venue development and management, content and event booking, revenue strategy and sales execution, as well as omnichannel merchandising and hospitality services.

As part of the transaction, current ASM Global equity holders Onex and AEG will sell their ownership interests. ASM Global will continue to serve existing and in-development AEG venues.

Financial terms of the transaction were not disclosed. Moelis & Company LLC and BofA Securities, Inc. are serving as financial advisors to Legends, and Ropes & Gray LLP is serving as its legal counsel. ASM Global’s financial advisors are Goldman Sachs and Jefferies, and its legal advisors are Latham & Watkins LLP, Hogan Lovells, and Arnold & Porter.

 Legends to innovate entire food & beverage program to support renovation goal of delivering a modernized fan experience

The Toronto Blue Jays and Legends today announce a long-term partnership in which the global premium experiences company will deliver a new food and beverage program as part of an enhanced hospitality experience for fans at Rogers Centre. Legends will oversee all food and beverage at the ballpark beginning this season, including general concessions, premium clubs and suites, and catering.

Legends has an established connection to the Blue Jays business, having consulted on both phases of Rogers Centre renovations and executing on the Blue Jays’ vision to elevate the culinary experience for fans.

“We know that bringing Toronto’s incredible food and beverage scene into the ballpark is an important part of the Blue Jays experience for our fans, and we are committed to continuing to expand our offerings while providing exceptional hospitality service,” said Marnie Starkman, Executive Vice President of Business Operations, Toronto Blue Jays.  “Legends helped us design many of the positive changes fans saw last season, and those offerings – traditional ballpark fares and fan-favourite foods and beverages – will continue with more new items this season.”

Rogers Centre is currently undergoing a more than $300 million privately funded renovation to transform the stadium into a ballpark and modernize the fan experience. The first phase of the renovations unveiled the popular Outfield District last season, with a reimagined 100 level seating bowl and three new premium clubs opening during the 2024 season. Legends’ global planning division serves as the owner’s representative on the renovation project, working closely with the Blue Jays. In addition, Legends’ hospitality division provided valuable consultation on the Outfield District and the new premium clubs. 

“The Toronto Blue Jays are delivering a first-class destination for sports and entertainment fans at Rogers Centre, and we are proud to build upon our relationship with them to offer attendees an innovative and delicious culinary experience throughout the ballpark,” said Mike Tomon, Co-President and COO, Legends. “Together with the Blue Jays, we will leverage our operations and hospitality expertise to ensure the fan experience continues to be memorable for every game and event.”

In 2024, the Blue Jays will debut all-new menus from Legends in the TD Executive Suites and the three new premium clubs, which will each have their own unique hospitality experience. Fan-favourite food and beverage offerings at concession stands will continue alongside new offerings ensuring there is something for everyone. More details on the new menus will be revealed ahead of the 2024 season.  

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands,and provides first-class hospitality experiences at venues globally, including Budweiser Stage in Canada. For more information on Legends, please visit Legends.net.

Wide-Ranging Collaboration Includes Build-Out of New Hospitality Area and Year-Round Membership Club in XFINITY Center

Legends to Manage Ticket Sales for Men’s and Women’s Basketball, Football

and Daily Hospitality and Operations for New Club Space

University of Maryland and Legends, a data-intelligence fueled global premium experiences company, today announced a long-term partnership centered around reimagining the Maryland Athletics fan and alumni experience.

The comprehensive partnership includes the debut of a new premier hospitality club overlooking Gary Williams Court at XFINITY Center. This space will also serve as a membership club open 365 days a year with a premium culinary and beverage hospitality. The new 400-person event day hospitality club and membership club will be part of a renovation project at XFINITY Center designed to reflect the Terps spirit and offering a culinary experience with bold, local flavors.

The membership club will offer a tailored benefit and amenity program including access to members-only events, the ability to rent the club for private events, reserved meeting space, and more.

“Maryland Athletics is focused on building premier experiences, amenities and spaces for our Terps fans,” said Colleen Sorem, Maryland Deputy Athletics Director. “We are thrilled to be working with Legends, a worldwide leader in premium hospitality, sales and service. This represents a major investment in the overall fan experience and we can’t wait to bring these enhancements to our loyal fanbase.”

Legends research arm, CSL, has conducted a comprehensive market research and feasibility study providing analysis on the best approach and sales opportunity for the new premium spaces. The company’s industry-leading hospitality team will oversee operations and the culinary and beverage program for the membership club and event day hospitality club. In addition, as part of the overarching agreement, Legends will manage sales for the membership club and ticket sales and premium seating, marketing and business intelligence for men’s and women’s basketball and football.

“Legends is proud to continue to align with marquee universities and athletics programs like University of Maryland to serve as a trusted partner in evaluating complex problems and finding innovative solutions to reimagine the fan experience,” said Michael Behan, Chief Operating Officer, Collegiate Partnerships, Legends. “We are excited to work alongside the team at Maryland to develop a first-of-its-kind premium hospitality experience providing a unique opportunity for the university to create a deeper connection with fans and alumni.”

Legends has vast experience operating membership clubs and premium hospitality in professional, collegiate, and international venues, including at SoFi Stadium, AT&T Stadium, BMO Stadium, Cowboys Club at The Star, Spurs Club at The Rock at La Cantera, Doak Campbell Stadium (Florida State), Etihad Stadium, Santiago Bernabéu, and Yankee Stadium. As well, Legends’ is the leader in advising university athletic departments on identifying opportunities to enhance fan experiences and optimize revenue streams on new and renovated facility projects, having partnered on Northwestern, University of Kansas, University of Notre Dame, University of Oklahoma, University of Southern California, University of Utah, University of Wisconsin-Madison, Villanova University, and San Diego State University, amongst others

NICK VON DOETINCHEM APPOINTED MANAGING DIRECTOR, CENTRAL EUROPE

Additional Central Europe New Hires Include Jens Bräunig as Vice President, Merchandise

and Florian Schuetz as Director, Food & Beverage

Legends, a global premium experiences company, is continuing its worldwide growth with several key leadership appointments in Central Europe. Today, the company announced the arrival of well-respected industry executive Nick von Doetinchem as Managing Director of Central Europe. Von Doetinchem has more than 20 years of experience in the sports marketing industry working in a wide array of business verticals, including media, sponsorship, consulting, representation, and venues.

Von Doetinchem will oversee the development and implementation of Legends’ data-intelligence fueled 360-degree services platform throughout Central Europe. Legends holistic solution for sports and entertainment organizations, venues, and attractions is comprised of feasibility and research, venue development, premium ticket sales, global partnerships, food and beverage, omnichannel merchandise, supported by business intelligence to drive commercial revenue, fan engagement, and brand value.

Legends has also hired experienced merchandising executive Jens Bräunig as Vice President, Merchandise for Central Europe. As well, Florian Schuetz has joined Legends as Director, Food & Beverage for Central Europe. Von Doetinchem, Bräunig and Schuetz will all be based in Legends’ Hamburg, Germany office.    

“Legends’ is privileged to work with some of the biggest brands on the global stage, and as we continue to expand our business, we remain committed to a territory-centered approach with high-level, credible leadership on the ground to deliver for our partners,” said Mike Tomon, Co-President and COO, Legends. “Our investment and commitment to Central Europe is underscored with the hiring of Nick, Jens, and Florian, all well-respected executives experienced in the region. Under Nick’s expertise and leadership, we will accelerate our position in Central Europe to deliver our holistic service solution tailored to help our partners achieve their business goals.”

Von Doetinchem has worked with and represented a wide portfolio of blue-chip rights-holders during his career, including UEFA, La Liga, Bundesliga, Serie A, FIFA, IOC, among others. Most recently, he was Vice President of OTT Streaming and Media Rights at digital media company OneFootball responsible for building the company’s award-winning streaming business, which is the largest global digital football platform with 100m+ monthly active users. Von Doetinchem started his career at Sportfive and went on to become Managing Director of the agency’s Polish operation. In 2008, he left to co-found UFA Sports, a Hamburg-based sports marketing agency subsequently acquired by Sportfive eight years later. Over the course of the next five years, he rose through the agency eventually assuming the role of Global President of Media.

As Vice President of Merchandise, Central Europe, Bräunig will oversee Legends current business and work to secure new merchandise partners throughout Central Europe. Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across e-commerce, in-venue retail, large-scale live event, brick-and-mortar store operations, licensing, and customer merchandise. Bräunig has more than two decades of experience in the club business and joins Legends from Bundesliga club VfB Stuttgart where he spent more than 10 years most recently serving as Director B2C overseeing merchandising, licensing, e-commerce, as well as ticketing, memberships, and sustainability, among other responsibilities.

Schuetz joined Legends earlier this summer and stepped into his new role as Director of Food & Beverage, Central Europe with more than 20 years of hospitality experience, including co-founding and co-owning several restaurants in New York City and Frankfurt. He was most recently Managing Director of Supreme Sports Hospitality in Frankfurt. Prior to that position, he was General Manager for Sofitel Frankfurt Opera and held leadership roles at SIXTY Hotels and Sofitel in New York City. Schuetz will work with Legends’ partners throughout Central Europe to deliver exceptional culinary experiences at every level in their venues, including concessions, premium clubs, suites, and catering.

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees, and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America, and FIFA World Cup.

German Press Release