Author: Ryan Schroder

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

Legends to Manage Premium Seating, Ticket Sales, Digital Marketing,

Omnichannel Merchandise and Global Strategic Partnerships as Bay FC Launches

Bay FC, the new women’s professional soccer franchise representing the Bay Area, has joined forces with Legends, a global premium experiences company, in a multi-year partnership to drive commercial revenue and global brand partnerships for the club. This collaboration seeks to provide the club’s passionate fans with exceptional experiences and propel Bay FC to unprecedented heights in women’s soccer. Leveraging its extensive range of services in premium seating, ticket sales, digital marketing, merchandising, and partnerships, Legends will ensure that both fans and partners enjoy a world-class experience.

Bay FC was established in April 2023 and co-founded by USWNT legends Brandi Chastain, Leslie Osborne, Danielle Slaton, and Aly Wagner in partnership with global investment firm Sixth Street and an investor group of leading tech, business, and sports executives. The club is the 14th team to join the National Women’s Soccer League (NWSL) as women’s soccer continues to experience unprecedented growth globally.

“We are evaluating long-term partners that share our vision and support our ambition to change perspectives on the commercial potential of a globally recognized professional women’s sports franchise,” said Brady Stewart, CEO of Bay FC. “That’s the kind of partner we have in Legends, and we’re excited to begin working with their world-class team that has successfully executed growth strategies on behalf of some of the most iconic brands in global sports.” 

“Legends is proud to partner with Bay FC to deliver a world-class experience for fans and position the club for long-term, sustainable success,” said Mike Tomon, Co-President and COO, Legends. “With our data-led strategy and comprehensive suite of services, we aim to enhance fan engagement, drive commercial success, and propel Bay FC to new heights not just as a women’s sports team, but as a premier global brand.”

Legends will leverage a data-led and locally tailored strategy to shape strategic premium seating and ticket pricing coupled with a targeted digital marketing campaign to drive sales for the inaugural season.

Legends will also play a key role in shaping the Bay FC lifestyle brand through the development, execution, and expansion of a comprehensive global omnichannel merchandising and retail strategy. A global partnerships strategy and execution will include establishing founding partners for Bay FC along with the premium kit sponsorship opportunity.

As part of the Bay FC partnership, Legends has built a dedicated sales team for Bay FC to focus solely on premium seating, ticket sales, and partnerships to propel the long-term growth of the club.  

As Bay FC prepares to make its mark on the soccer world, the partnership with Legends adds another layer of excitement for the team. Ticket deposits are now open for Bay FC’s inaugural season at PayPal Park kicking off in March 2024 and can be purchased at BayFC.com.

Legends has an impressive track record in worldwide football, including with Real Madrid, FC Barcelona, Arsenal, Manchester United, and Liverpool FC, among many other prominent football clubs. It also has partnerships with MLS clubs the Columbus Crew, Los Angeles FC, and the recently announced San Diego MLS. In summer 2023, Legends led sales for the inaugural Soccer Champions Tour which featured six of the most well-known clubs in men’s global football. In 2024, Soccer Champions Tour will expand to include the world’s best women’s clubs.

Comprehensive Collaboration Includes Global Partnerships,

Digital Marketing, and Business Intelligence

Major League Rugby (MLR) and Legends, a global premium experiences company, have announced a long-term partnership to drive commercial revenue and accelerate growth for the North American professional rugby league. Through this comprehensive partnership, Legends will manage global partnerships, digital marketing, and business intelligence to drive fan engagement and optimize revenue generation.

“We are thrilled to announce this partnership with Legends.  This collaboration will help drive engagement and value for our fans and our partners, which will always be our highest priority as we continue to grow the game,” said MLR CEO, Nic Benson. “Major League Rugby has had great success with partnerships in our first six seasons and deploying these additional best-in-class resources will allow us to supercharge our growth in the years ahead.”

To support the partnership, Legends will build a dedicated sponsorship sales team for MLR that will guide sponsorship valuation, go-to-market strategy, and partnership execution. Legends also will implement a data-led digital marketing strategy to drive revenue across every fan touchpoint for MLR, from the ticket purchase through the gameday experience. Additionally, Legends’ technology solutions division will deliver innovative, data-driven actionable insights and solutions to support MLR across all commercial aspects of the league.

“This is an exciting time for the sport of rugby in North America as interest is growing at a dramatic pace and Rugby World Cup is coming to the US in 2031,” said Mike Tomon, Co-President and COO, Legends. “Major League Rugby’s commitment to community and growing the game of rugby is admirable, and we are proud to now call them partners.”

Entering its seventh season, Major League Rugby is a professional sports league representing the highest rugby competition in North America. The League has evolved from seven teams in 2018 to 13 teams in the coming 2024 season, featuring 12 from the United States and one from Canada. 

MLR gameplay is fast, hard-hitting, and thrilling, a distinctly American interpretation of the international game. The league’s matches are televised on Fox Sports, among other national and local market platforms, and it also owns the over-the-top (OTT) platform, The Rugby Network, for streaming viewership of MLR, Gallagher Premiership, and other content in the U.S. and internationally. As the league continues to grow and best position itself in the professional sports landscape, the goal remains the same: to grow the game of rugby.

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. The company has a strong track record in rugby including work with the 2019 and 2023 Rugby World Cup Irish Rugby Football Union, New Zealand Rugby, and Rugby Australia.

Legends to Lead Search for Partner Aligned with Towson’s Commitment to Community and Delivering a Best-in-Class Experience for Students, Student-Athletes, Alumni and TU Fans 

Towson University Director of Athletics Steve Eigenbrot today announced that Legends, a global premium experiences company, has been selected to oversee a search to secure a new naming rights partner for the Tigers’ arena.

This announcement follows a mutual agreement between Towson University and SECU to end the current arena naming rights agreement when the contract expired on September 30, 2023. SECU has been the arena naming rights partner since the facility opened in Fall 2013. In the interim, the arena will be called TU Arena. 

“TU Arena naming rights presents a unique opportunity for a brand to send a message about its commitment to the state of Maryland and beyond,” Eigenbrot said.  “From hosting 24 high local school graduations all the way to the national CBS Sports broadcast of our basketball games, our new naming partner will have a truly unique opportunity to send a loud message about its commitment to the local community, our 20,000+ Towson students on campus and the millions that view our brand on national and regional television each year.”

“Legends is excited to partner with Towson to find an arena naming rights partner who aligns with the university’s strong values, commitment to community, and investment in creating opportunities for TU students and student-athletes,” said Michael Behan, COO, Collegiate Partnerships at Legends. “With more than 150 years of history, this is a unique opportunity for a brand looking to connect with greater Baltimore.”

The 5,200-seat multi-purpose TU Arena is home to four Towson Tiger athletics teams – men’s and women’s basketball, volleyball, and gymnastics. During the first 10 years of the arena, the teams have a combined home record of 313-146, a .682 winning percentage.

The 117,000-square-foot venue has 340 club seats, four private suites and nearly 100courtside seats. Upon opening, the arena was awarded LEED Gold certification for energy use, lighting, water and material use, and other sustainable features.

The arena is the current home of the Baltimore Blast of the Major Arena Soccer League and hosts more than 100 events annually, ranging from concerts to commencements.

“As one of the top-50 public institutions in the nation, and with the largest incoming student class in university history, TU is also uniquely poised as an anchor institution with growing momentum,” added Eigenbrot. “I am confident a new arena naming partner will benefit from that partnership.”

Legends brings a depth of experience in the naming rights space, using a data and analytics-based approach from the search process through to creating unique, holistic partnerships that expand far beyond the name on the building. Most recently, Legends secured the San Diego State University’s Snapdragon Stadium, Georgia Tech’s Bobby Dodd Stadium at Hyundai Field as well as Los Angeles Rams’ and Chargers’ SoFi Stadium, the Las Vegas Raiders’ Allegiant Stadium, Hollywood Park’s YouTube Theater and the Columbus Crew’s Lower.com Field.