Soccer Champions Tour Announces DIRECTV as Presenting Sponsor

Inaugural 2023 Tour Features Eight Matches Between Global Soccer Giants in

Major U.S. Markets from July 22 – August 2

Soccer Champions Tour presented by DIRECTV

Soccer Champions Tour announced today that DIRECTV will be the presenting sponsor of the first-time summer series of games, now officially “Soccer Champions Tour presented by DIRECTV.” The tour includes eight matches between Real Madrid, FC Barcelona, Juventus Football Club, AC Milan, Arsenal, and Manchester United to be played in major markets across the United States between Sat., July 22 and Wed., Aug. 2, 2023.

This is a significant moment in continuing DIRECTV’s legacy of bringing the best sports and entertainment to fans across the U.S. and doing it in a way that is unmatched in the pay-TV industry. The 2023 Soccer Champions Tour presented by DIRECTV is the first time the six participating clubs, which hold among them 31 European trophies, will participate together in a U.S. series.

DIRECTV brings a long legacy of being a leader in sports and marquee sponsorships to the Soccer Champions Tour, having worked hand in hand with teams, leagues, and events across the entire U.S. sporting landscape in its nearly 30 years as a content distributor. In addition, it currently provides carriage of 17 soccer leagues from 14 countries across its various platforms.

As part of the agreement, DIRECTV receives integration into the primary and secondary Soccer Champions Tour logos and marks, category exclusivity for the Tour, inclusion in each of the broadcasts, in-stadium logo exposure, VIP hospitality at each match, an on-site VIP area within the Fan Zone, and social and digital media exposure from the event and its participating teams, among several other activations.   

“DIRECTV believes in putting the best in sports and entertainment in the hands of audiences from coast to coast. The Soccer Champions Tour is arguably the best collection of European clubs ever assembled for one event in the United States,” said Vince Torres, chief marketing officer of DIRECTV. “Our presenting sponsorship of the Soccer Champions Tour delivers on that promise, and we’re excited to showcase some of the best soccer players in the world to fans in stadiums, their homes and local establishments across the nation.”

“On behalf of the Soccer Champions Tour, we are excited to have DIRECTV join as the presenting sponsor for the 2023 tour,” said Chris Hibbs, President, Legends Global Partnerships. “DIRECTV’s long-standing commitment to delivering high-quality soccer matches to the American soccer fan makes them the perfect partner to bring this incredible tour featuring eight matchups with the biggest names in global soccer over the span of 12 days to soccer fans in the U.S. this summer.”

Soccer Champions Tour was created by a newly formed company of global investment firm Sixth Street to support the continued global growth of top-tier sports franchises by organizing high-profile, competitive events for the millions of fans that live outside the domestic markets of the biggest clubs. The 2024 tour will be expanded to include the world’s biggest women’s clubs.

Soccer Champions Tour is working closely with global premium experiences company Legends to bring these marquee matchups and elevated in-match experiences to local fans of the game. Legends represented the Tour in securing the presenting sponsorship with DIRECTV. The 2023 Soccer Champions Tour is being produced in partnership with AEG, the world’s leading sports and live entertainment company.

San Diego MLS and Legends Announce Multi-Year Partnership

Legends to Drive Commercial Revenue through Partnerships, Premium Seating, and Ticket Sales

San Diego MLS x Legends

San Diego MLS, the newest team in Major League Soccer, and Legends, a global premium experiences company, today announced a new multi-year partnership focused on delivering a first-class experience for fans and partners with Legends managing global partnerships, premium seating, and season ticket sales for the club.

Legends is working with San Diego MLS ownership and CEO Tom Penn to create lasting partnerships and season ticket memberships for the club as it enters the next phase of its journey towards a 2025 kickoff. This partnership will place an increased focus on expanding the club’s reach not only in San Diego, but across the nation, beyond the Mexican border, and throughout the world.

“Legends brings an incredible amount of sport and soccer expertise that will help us in our journey to build a successful club for San Diego and the legions of dedicated fans,” said Penn. “Legends’ data-driven approach coupled with the leadership and local market knowledge, will maximize our partnerships opportunities and help create the best experience for fans.”

“We are proud to partner with San Diego MLS to help deliver an exceptional experience for San Diego soccer fans when the club takes the field at Snapdragon Stadium in less than two years,” said Shervin Mirhashemi, CEO, Legends. “Our team has extensive experience working on sales campaigns, premium programs, and founding partner engagements with global soccer entities and in the Southern California market. We will deliver an experience that is unique to San Diego and positions the club for long-term, sustainable success.”

San Diego MLS is a partnership between Right to Dream (RTD), the global soccer community of world-class academies, clubs and educational partners and the Sycuan Band of the Kumeyaay Nation, the first Native American tribe to have an ownership stake in professional soccer in the United States. RTD is owned by distinguished entrepreneur, investor and philanthropist Mohamed Mansour who will serve at San Diego MLS Chairman. Also joining the investor group is club partner and San Diego Padres player, Manny Machado.

Legends’ expansive experience in worldwide football includes supporting MLS clubs the Columbus Crew with the ground-up development and operation of Lower.com Stadium, and Los Angeles FC similarly with Banc of California Stadium (now BMO Stadium). Legends oversaw planning, project development, premium seating, ticket sales, global partnerships, and naming rights for both highly successful projects. Recently, in San Diego, Legends led commercial sales, including premium ticketing, global partnerships, and naming rights, for the opening of Snapdragon Stadium, the new home of San Diego MLS and one of the premier soccer venues in the country and across the world.

Soccer fans can reserve their place on the priority selection list for season tickets to San Diego’s inaugural MLS season by paying $18 at SanDiegoFC.com. All proceeds will be donated to San Diego Foundation to fund non-profits investing in the development of youth soccer across San Diego County. For the latest news and club updates, follow @SanDiegoMLS2025 on social media across all platforms and use the hashtags #SanDiegoMLS and #LetsKickItSD.

BUFFALO NEWS: Legends wins Bills stadium food and beverage contract

Via Buffalo News

Buffalo Bills Stadium

The sports consulting firm Legends has already been shaping the new Buffalo Bills stadium on the inside and out, from concept to design to sales.

Now the company is entering a long-term partnership with the Bills, one that will make Legends, which was co-founded by Dallas Cowboys owner Jerry Jones, a significant and ongoing player in Western New York.

Legends Hospitality has been awarded the food and beverage rights for the new stadium, which is scheduled to open in 2026.

Legends was selected from a field of four bidders, which included Sodexo, Levy Restaurants and the Buffalo-based Delaware North Cos., which has held the Bills stadium contract since 1992.

“They clearly have shown the ability to understand our marketplace at a very high level,” said Ron Raccuia, the Bills’ executive vice president and chief operating officer. “Overall, we felt they offered us the best opportunity to deliver the type of food and beverage experience that we know our fans want in the new stadium.”

Terms of the deal, which Raccuia describes as a “long-term agreement,” were not disclosed.

“The Bills have a great vision, great understanding of the business and great knowledge of the market and their fans,” Tomon said. “When the fans approach this, they’ll sit back and think, ‘they thought of everything.’ “

Landing the contract, which Bills officials revealed Tuesday night to The Buffalo News, is a major win – if an unsurprising one – for Legends. The company is already working with the Bills and the architectural firm Populous on the design of the new stadium. Legends is also overseeing sales for the $1.54 billion facility, including the marketing of personal seat licenses and naming rights, and has conducted multiple studies of the Buffalo market and the Bills fan base.

“They’ve spent a lot of time with our fans on surveys, in small group settings, in Western New York,” Raccuia said. “We feel very confident in their knowledge of our fan base and what we’re trying to deliver for an unbelievable Bills fan experience.”

Each of the bidders responded to an RFP (request for proposal) last year with a written document that Raccuia describes as a “vision statement.” That was followed by a series of interviews that probed into their philosophies on food and menu development, pricing strategy and approach to catering on non-game days. They discussed finances, leadership structure and sales strategies. Bills officials also visited venues run by each of the four finalists – sometimes officially, other times unannounced.

Following a trend in sports arenas, the Bills’ menu will have what Raccuia calls a “hyperlocal” focus that celebrates Western New York cuisine. He noted that all the finalists’ proposals “really nailed the local aspect of it,” and added, “Where I believe Legends was perhaps a little better than the rest on there was understanding how that fit into all the other things that we’re doing: How it fit into beverage service. How it fit into pre-game. How it fit into a postgame type of environment. It was one step different than some of the others.”

Legends handles food and beverage for several venues, including Yankee Stadium in the Bronx, AT&T Stadium in Dallas and SoFi Stadium in Los Angeles, where it integrates local cuisine into both everyday concessions and high-end, restaurant-style clubs.

In an email to The News on Tuesday night, Dan Smith, the president of Legends Hospitality, said, “Legends is proud to expand our long-term partnership with the Buffalo Bills to deliver a best-in-class hospitality experience for Bills Mafia at games, showcasing the very best Buffalo has to offer and beyond.”

Delaware North will continue running the food and beverage program at Highmark through the 2025 season. The decision puts a dent in Delaware North’s portfolio, although with $3.8 billion in revenues last year and operations around the world, it’s likely one the company can absorb. Delaware North officials couldn’t immediately be reached for comment.

“Delaware North has been a great partner of ours,” Raccuia said. “I can’t say anything but great things about what they’ve done for us and what they will continue to do over the next three years, their professionalism in this process, and their commitment to Western New York.”

The new stadium, which will be located across the street from the current venue, will have significantly more food offerings than Highmark. The Bills also hope to host non-football events “a couple hundred times a year,” Raccuia said, noting that the hiring Legends will likely expand local hiring to meet that need.

This spring, Legends also took over operations of the current Buffalo Bills store, a year-round retail shop located at Highmark Stadium, from Delaware North Cos. Raccuia noted that the former Delaware North employees have joined Legends, which has “expanded that business. We feel the same thing will happen with food and beverage.”

Soccer Champions Tour Anuncia Nueva Serie de Verano en EE. UU. con los Clubes de Fútbol Real Madrid CF, FC Barcelona, Juventus, AC Milan, Arsenal y Manchester United

 Gigantes del fútbol mundial se enfrentarán en mercados principales de EE. UU. del 22 de julio al 2 de agostoLa serie está respaldada por la nueva empresa de cartera financiera Sixth Street creada para proveer enfrentamientos de fútbol épicos a los aficionados de todo el mundo

Soccer Champions Tour anunció hoy el lanzamiento y el calendario de una nueva serie de partidos con seis de los clubes de fútbol más emblemáticos del mundo que se jugará este verano en varios mercados principales de los Estados Unidos. Real Madrid y FC Barcelona de España, Juventus y AC Milan de Italia, y Arsenal y Manchester United de Inglaterra competirán en siete partidos entre el sábado, 22 de julio al miércoles, 2 de agosto de 2023.

El Soccer Champions Tour es la primera vez que estos seis clubes, que tienen entre ellos 31 trofeos europeos, participan juntos en una serie estadounidense. Los ocho partidos se llevarán a cabo en mercados anfitriones de Dallas, Houston, Las Vegas, Los Ángeles, Orlando y San Francisco.

Los enfrentamientos más destacados del Soccer Champions Tour 2023 incluyen el encuentro de los gigantes españoles Real Madrid y FC Barcelona por primera vez en Texas en el estadio de los Dallas Cowboys AT&T Stadium; Manchester United y Real Madrid se enfrentan por primera vez desde el 2018; FC Barcelona y Arsenal compitiendo en la revancha de la final europea del 2006; y los rivales italianos AC Milan y Juventus enfrentándose en California por primera vez en sus más de 120 años de historia.

Soccer Champions Tour fue creado por la empresa de cartera financiera recién formada Sixth Street para respaldar el crecimiento global continuo de las franquicias deportivas de primer nivel mediante la organización de eventos competitivos de alto perfil para los millones de fanáticos que viven fuera de los mercados de los clubes más grandes del mundo.

“Estamos orgullosos de asociarnos con los clubes con más historia del mundo, que cuentan con los fanáticos más apasionados del mundo, para brindar esta rara oportunidad a los seguidores estadounidenses la experiencia del juego al más alto nivel”, dijo Alan Waxman, cofundador y director ejecutivo de Sixth Street. “Si bien la gira de este año solo cuenta con clubes masculinos, esperamos expandirnos el próximo verano para traer los mejores clubes femeninos del mundo a audiencias locales de todo el mundo y en el futuro, convertir esta serie en un formato con partidos de importancia real”.

Además de los partidos de clubes profesionales masculinos y femeninos, la gira también tiene la intención de organizar competiciones de academias juveniles élite en los próximos años.

Soccer Champions Tour está trabajando en estrecha colaboración con la empresa global de experiencias premium Legends para brindar estos partidos destacados y experiencias elevadas durante los partidos para los fanáticos locales del fútbol.

Agregó Shervin Mirhashemi, CEO de Legends: “Legends se enorgullece en brindarles a los fanáticos del deporte rey una experiencia inolvidable este verano que coincidirá con el fútbol de clase mundial en la cancha. Nos emociona el pensar en ver los estadios de los Estados Unidos llenos de fanáticos animando a los mejores clubes del mundo mientras compiten en el Soccer Champions Tour.”

El Soccer Champions Tour 2023 se produce en asociación con AEG, la empresa líder mundial en deportes y entretenimiento en vivo.

“AEG está entusiasmado con la asociación con Sixth Street y Legends para llevar los clubes de fútbol más exitosos del mundo a los fanáticos de los EE. UU.”, dijo Tom Braun, vicepresidente de operaciones de fútbol y negocios y desarrollo comercial de AEG. “Cada enfrentamiento en esta serie es del más alto calibre y estamos encantados de que los aficionados del fútbol estadounidense tengan la oportunidad de ver estos partidos épicos con equipos legendarios en vivo y en persona”.

Calendario de Soccer Champions Tour 2023
Sábado, 22 de julio
FC Barcelona vs. Juventus en Levi’s Stadium, Santa Clara, CA
Domingo, 23 de julio
Real Madrid vs. AC Milan en Rose Bowl Stadium, Pasadena, CA
 
Miércoles, 26 de julio
FC Barcelona vs. Arsenal en SoFi Stadium, Inglewood, CA

Miércoles, 26 de juilo

Real Madrid vs. Manchester United en NRG Stadium, Houston, TX

Jueves, 27 de julio

Juventus vs. AC Milan en Dignity Health Sports Park, Los Angeles, CA

Sábado, 29 de julio

Real Madrid vs. FC Barcelona en AT&T Stadium, Arlington, TX

Martes, 1 de agosto
AC Milan vs. FC Barcelona en Allegiant Stadium, Las Vegas, NV
Miércoles, 2 de agosto

Juventus vs. Real Madrid en Camping World Stadium, Orlando FL

Boletos exclusivos de preventa estarán disponibles a partir del martes,16 de mayo, y el acceso general a boletos en venta comienza el viernes, 9 de mayo. Para acceder la preventa, todos los fanáticos están invitados a registrarse en www.SoccerChampionsTour.com. Toda la información específica del partido individual y del estadio también está disponible en el sitio web de la gira y los aficionados pueden seguir las cuentas de redes sociales de @TheSCTour en Facebook, Instagram, TikTok y Twitter para obtener actualizaciones.

Los partidos quedan sujetos a la aprobación de las autoridades futbolísticas pertinentes.

Soccer Champions Tour Announces New U.S. Summer Series Featuring Real Madrid CF, FC Barcelona, Juventus, AC Milan, Arsenal, and Manchester United

Global soccer giants set to face off in major U.S. markets from July 22 – August 2

Series backed by new Sixth Street portfolio company built to bring epic soccer matchups to local fans around the world

Soccer Champions Tour presented by DIRECTV

Soccer Champions Tour today announced the launch and schedule for a new series of games featuring six of the world’s most iconic soccer clubs to be played this summer in major markets across the United States. Spain’s Real Madrid and FC Barcelona, Italy’s Juventus Football Club and AC Milan, and England’s Arsenal and Manchester United will compete in eight matches between Saturday, July 22, and Wednesday, August 2, 2023.

The 2023 Soccer Champions Tour is the first time these six clubs, which hold among them 31 European trophies, have participated together in a U.S. series. The eight fixtures will take place in host market stadiums in Dallas, Houston, Las Vegas, Los Angeles, Orlando, and San Francisco.

Highlights of the 2023 Soccer Champions Tour include Spanish giants Real Madrid and FC Barcelona meeting in Texas for the first time ever at AT&T Stadium, home of the Dallas Cowboys; Manchester United and Real Madrid facing off for the first time since 2018; FC Barcelona and Arsenal competing in a rematch of the 2006 European final; and Italian rivals AC Milan and Juventus playing each other in California for the first time in their more than 120-year histories.

Soccer Champions Tour was created by a newly formed company of global investment firm Sixth Street to support the continued global growth of top-tier sports franchises by organizing high-profile, competitive events for the millions of fans that live outside the domestic markets of the biggest clubs.

“We are proud to be partnering with the world’s most storied clubs, which have the world’s strongest and most passionate supporters, to provide this rare opportunity for American fans to experience the game at the highest level,” said Alan Waxman, Co-Founder and CEO at Sixth Street. “While this year’s tour consists of men’s clubs, we look forward to expanding next summer to bring the world’s best women’s clubs to local audiences around the globe, and in the future to evolve this series into a format with real games of consequence.”

In addition to men’s and women’s professional club matches, the tour also intends to organize elite youth academy competitions in the years to come.

Soccer Champions Tour is working closely with global premium experiences company Legends to bring these marquee matchups and elevated in-game experiences to local fans of the game.

Added Shervin Mirhashemi, CEO, Legends: “Legends is proud to bring fans of the beautiful game this unforgettable experience this summer and deliver a fan experience that will match the world-class soccer on the pitch. We can’t wait to see stadiums filled across the United States with fans cheering on some of the best clubs in the world as they compete in the Soccer Champions Tour.”

The 2023 Soccer Champions Tour is being produced in partnership with AEG, the world’s leading sports and live entertainment company.

“AEG is excited about the partnership with Soccer Champions Tour and Legends to bring the most successful soccer clubs in the world to fans across the U.S.,” said Tom Braun, Sr. Vice President, Soccer & Business Operations and Business Development at AEG. “Every matchup in this series is of the highest caliber and we’re thrilled that American soccer fans will have the opportunity to see these epic games featuring legendary teams live and in person.”

Soccer Champions Tour Schedule
Saturday, July 22
FC Barcelona vs. Juventus at Levi’s Stadium, Santa Clara, CA


Sunday, July 23
Real Madrid vs. AC Milan at The Rose Bowl Stadium, Pasadena, CA
 
Wednesday, July 26
Arsenal vs. FC Barcelona at SoFi Stadium, Inglewood, CA

Wednesday, July 26

Real Madrid vs. Manchester United at NRG Stadium, Houston, TX

Thursday, July 27

Juventus vs. AC Milan at Dignity Health Sports Park, Carson, CA

Saturday, July 29

FC Barcelona vs. Real Madrid at AT&T Stadium, Arlington, TX

Tuesday, August 1

AC Milan vs. FC Barcelona at Allegiant Stadium, Las Vegas, NV

Wednesday, August 2

Juventus vs. Real Madrid at Camping World Stadium, Orlando, FL

Exclusive pre-sale tickets will be available starting Tuesday, May 16, with the general on-sale ticket access beginning on Friday, May 19. For access to the pre-sale, all fans are invited to sign up at www.SoccerChampionsTour.com. All individual game and venue-specific information is also available at the tour website and fans can follow @TheSCTour on Facebook, Instagram, TikTok and Twitter for updates.

The matches remain subject to approval by the relevant football authorities.

Spanish Press Release

Kansas Athletics and Legends Announce Comprehensive New Partnership

Long-Term Collaboration Includes Planning, Sales Strategy, and Sales of Seating and Premium Experience as Part of Major Projects at Allen Fieldhouse and David Booth Kansas Memorial Stadium

Legends x Kansas

Kansas Athletics and Legends, a global premium experiences company, have announced a comprehensive, long-term partnership focused on reimagining the fan experience as part of the expansive renovation of the iconic Allen Fieldhouse and the transformation of David Booth Kansas Memorial Stadium.

Allen Fieldhouse, the premier venue in college basketball, will soon undergo a series of renovations that will include upgraded fan experience amenities and reimagined and expanded premium hospitality spaces. David Booth Kansas Memorial Stadium is part of a transformational multi-use development project to create a north gateway entrance to the University of Kansas campus.

“In this critical moment of time for Kansas Athletics with significant projects in front of us, we are incredibly excited to work with Michael Behan and the talented Legends team,” said Jason Booker, KU’s Deputy Athletics Director for External Affairs and Revenue Generation. “We are thrilled at the level of innovation and expertise they will bring to our sales team and process. We are really looking forward to the Legends team impacting our overall fan experience in a positive manner.”

As part of the overarching agreement, Legends will work in partnership with Kansas Athletics to optimize revenue generation and curate experiences for all Jayhawk fans. With a data-driven approach, Legends will oversee premium product development, pricing, and sales as part of the projects, as well as manage overall premium seating, ticket sales, annual fund donations, marketing strategy, and business intelligence for all ticketed sporting events.

“Legends is proud to partner with Kansas Athletics to identify new ways to innovate and enhance the fan experience and optimize sustainable revenue streams as part of the University’s exciting and expansive plans for Allen Fieldhouse and David Booth Kansas Memorial Stadium,” said Michael Behan, Chief Operating Officer, Collegiate Partnerships, Legends.  

Legends is the leader in advising university athletic departments on major transformational facility projects to enhance fan experiences and maximize initial capital and annual revenues. The company has partnered with Northwestern University, 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 others.

Legends Appoints Stacey Escudero as Chief Communications Officer

Legends Appoints Stacey Escudero as Chief Communications Officer

Legends, a global premium experiences company, announced today the appointment of Stacey Escudero to the position of Chief Communications Officer. In her role, Escudero will be responsible for leading global communications for the company, which works with many of the world’s most iconic sports, entertainment, and attractions brands.

Escudero is a seasoned communications professional with more than 15 years of experience working with top-level executives and world-class brands. She joined Legends as Senior Vice President, Communications in January 2022 and has since played an integral role in developing, scaling, and evolving the company’s global communications strategy and driven employee communications to extend the company’s mission.

As Chief Communications Officer, Escudero will lead corporate business and brand communications and oversee public relations strategies across the company’s service divisions, which include planning, sales, partnerships, hospitality, merchandise, and technology solutions. In addition, she will oversee Legends’ digital media platforms and serve as a key leader for the company’s global internal employee communications and events.

“With the rapid expansion of Legends business, having an experienced and effective communications expert like Stacey has been, and remains, critical to our business success. She has quickly made an impact on our organization since joining us just over a year ago,” said Mike Tomon, Co-President and COO, Legends. “In this new role, Stacey will continue to work closely with leadership across the company to deliver effective communications strategies aligned with business objectives for Legends and our partners in the media worldwide.”

Escudero brings a wealth of experience in sports, entertainment, media, and technology to her new role as Chief Communications Officer at Legends. She previously served in leadership roles at strategic communications firm Hiltzik Strategies, where she handled corporate communications, media relations, and crisis management for clients across a broad spectrum of industries, as well as Madison Square Garden Sports Corp. (then The Madison Square Garden Company), where she oversaw corporate communications and publicity for the New York Knicks (NBA), New York Rangers (NHL), New York Liberty (WNBA), the Garden of Dreams Foundation, and managed the communications strategy for the three-year, $1 billion transformation of Madison Square Garden. She has also held public relations positions at MSG Media and AMC Networks, and prior to joining Legends Escudero ran her own communications consulting agency, managing corporate communications for sports agencies, teams, and brands.

LPGA and Legends Announce Broad Partnership

Legends Golf to Deliver Enhanced Merchandise Experience and

Provide Data Technology Solutions to Drive Innovation and Growth for the LPGA

LPGA x Legends

The LPGA, one of the longest-running women’s professional sports associations in the world, today announced an expansive partnership with Legends, a data-intelligence-fueled global premium experiences company, to drive fan engagement and growth. Legends Golf, a division of Legends that leverages the company’s holistic services for partners in the golf industry, will lead the partnership utilizing the expertise of the company’s global merchandise and technology solutions services.  

As part of the partnership, Legends’ global merchandise team will oversee e-commerce, licensing, and select on-site event retail for the LPGA. Further, Legends will work together with the LPGA to develop and produce product lines and expand merchandise offerings for fans worldwide on the official LPGA e-commerce shop. Event retail operations will include the Drive On Championship, Cognizant Founders Cup, CME Group Tour Championship, Solheim Cup and Hanwha LifePlus International Crown. Legends’ global technology solutions team will also provide a comprehensive, custom fan DNA study and event sponsorship valuation and solutions to support further fan and revenue growth. 

“This year, the LPGA will host events spanning 12 countries and regions and 11 U.S. states, and our tournaments will be broadcast to 500-millon households spanning 175 countries,” said Matt Chmura, LPGA Chief Marketing, Communications and Brand Officer. “The innovative and data-driven approach that Legends brings to this partnership is critical to our continued fan growth. Together with Legends, we will enhance our merchandise experience, deepen our connection with current fans, and reach even more fans all over the world.”

“We are proud to partner with the LPGA to support innovation and growth for the organization through an enhanced, global e-commerce offering and comprehensive, data-driven fan and sponsorship studies to provide solutions that can drive commercial revenue,” said Kevin Ring, President, Legends Golf. “This new partnership with LPGA further strengthens our Legends Golf portfolio of clients and provides another incredible opportunity to leverage our expertise to help drive the golf industry into a new era.” 

The LPGA joins Legends Golf’s growing roster of world-class partners, including PGA of America, Ryder Cup, USGA for the 2023 U.S. Open, and DP World Tour. Legends Golf provides Legends’ comprehensive 360-degree service solution across planning, sales, partnerships, hospitality, merchandise, and technology solutions to support leading organizations, events, and brands in the golf industry globally.

Georgia Aquarium and Legends Partnering to Deliver Enhanced Sponsorships and Data Insights Platform

GA Aquarium x Legends

Georgia Aquarium and Legends, a global premium experiences company, today announced a new partnership focused on a data-driven approach to identifying and igniting new revenue opportunities, and driving guest engagement and growth for the downtown Atlanta attraction that currently welcomes more than 3 million visitors annually.

Georgia Aquarium is the largest aquarium in the United States and a recognized leader in aquatic research and ocean preservation. Through this comprehensive partnership, Legend will deliver and execute data-driven actionable insights and solutions for sponsorships. The Aquarium joins a growing list of partners for Legends’ Global Attractions business, which operates attractions and experiences worldwide utilizing the company’s holistic service solution.

“We are very impressed with Legends’ data-driven approach to unlocking new revenue opportunities for Georgia Aquarium,” said Dan Dipiazzo, Chief Marketing and Experience Officer at Georgia Aquarium. “We are excited to bring Legends in as an extension of our team, looking for innovative ways to engage partners and enhance the guest experience at the Aquarium.”

Leveraging connectivity to its global partnerships network, Legends will provide a go-to-market strategy and execution, focused on unlocking the value of existing Aquarium partner assets and identifying and creating new assets and activation opportunities for regional, national, and global brands. In addition, Legends’ global technology solutions team will analyze Georgia Aquarium’s guest data to identify strategies to maximize the commercialization of ticket sales and other revenue streams.

“Legends is proud to partner with Georgia Aquarium, a truly iconic attraction, acclaimed globally and beloved by the millions that visit each year. We look forward to sharing our expertise and collaborating with our Aquarium colleagues to continue its remarkable growth and develop new ways to enhance the experience across every touchpoint,” said John Urban, Senior Vice President, Legends Global Attractions. 

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. The company’s Global Attractions business provides business planning and project development, as well as managing all operations across ticketing, special events, sponsorship, food and beverage, and retail for its partners. Legends Global Attractions partners include One World Observatory (New York, NY), Illuminarium (Atlanta, GA and Las Vegas, NV), College Football Hall of Fame (Atlanta, GA), The View from the Shard (London, UK), SoFi Stadium Tour (Inglewood, CA) and Santiago Bernabéu Stadium Tour (Madrid, Spain).

Legends Announces Record-Breaking Merchandise Sales at 2023 BNP Paribas Open

The 2023 BNP Paribas Open achieved record-breaking retail sales in the first year under operations by global premium experiences company Legends. Tournament attendees were excited by the enhanced on-site retail experience and expanded product offerings at the tournament, which ran from March 6-19 at the Indian Wells Tennis Garden. Overall spanning 14 days, merchandise revenue was 55% higher than last year and marked a tournament record. 

“We are thrilled at the response 2023 BNP Paribas Open attendees had to the revamped retail experience and expanded merchandise offerings our Legends Global Merchandise team was able to provide this year,” said Kirta Carroll, President, Legends Global Merchandise. “Our team is excited to continue evolving and growing the retail presence to give attendees the ultimate shopping experience in Tennis Paradise.”

Announced in December 2022, Legends is the official on-site merchandise provider for the BNP Paribas Open. For the 2023 tournament, Legends constructed an expansive retail shop spanning 25,000 square feet featuring the largest collection of BNP Paribas Open and tennis merchandise in the history of the tournament. Over 1,000 items from more than 40 brands and vendors were available for fans of all ages. 

Click the following link to view a video of the Tennis Paradise Shop at the 2023 BNP Paribas Open: https://youtu.be/2L68f4vPSfw

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. This includes vast experience developing and operating on-site retail at some of the world’s largest sporting events and premier venues including the Super Bowl, PGA Championship, SoFi Stadium and more.

PGA of America Selects Legends to Drive Global Partnerships

Legends Golf to Spearhead Go-To-Market Strategy and Sales Execution
for the PGA of America in New Partnership

The PGA of America today announced a partnership with Legends, a data-intelligence fueled global premium experiences company, to drive innovation and growth in the golf industry. Legends Golf, a division of Legends that leverages the company’s holistic services for partners in the golf industry, will lead the partnership and be responsible for driving innovative sponsorships, as well as delivering unparalleled experiences and value to PGA of America fans and partners around the world.  

Legends Golf will utilize the expertise of the Legends Global Partnerships team in selling partnerships for PGA of America, an organization dedicated to helping its nearly 28,000 PGA Members grow interest and participation in the game of golf. This includes high-profile events, such as the PGA Championship, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship, as well as amateur championships. In addition, Legends will support partnership sales for PGA Frisco, which hosts the new “Home of the PGA of America,” and an expansive surrounding entertainment district and golf courses.

Through this partnership, the PGA of America aims to reach new heights in its go-to-market strategy and sales execution, working closely with Legends Golf to transform the golf industry and engage fans worldwide.

“This expanded partnership with Legends Golf further positions the PGA of America to align with new, best-of-class partners for our championships, grassroots initiatives and PGA Frisco,” said PGA of America CEO Seth Waugh. “The opportunity we will have to expand our reach across the world to new partners through this relationship will enable us to reach new audiences and elevate the PGA Member, as well as the game of golf.”

“PGA of America has been an important partner for Legends since 2021, and we are excited to expand our relationship and continue working together to drive the golf industry into a new era,” said Kevin Ring, President, Legends Golf. “Together, we look forward to building innovative, impactful partnerships that showcase PGA of America’s incredible events and facilities and enhance the overall golf experience for fans around the world.”

Launched in 2022, Legends Golf provides the premium experiences company’s comprehensive 360-degree service solution to support leading organizations, events and brands in the golf industry globally. Legends Golf currently also works with PGA of America overseeing on-site, online, licensing and corporate merchandising for the PGA’s spectator championships. In addition, Legends Golf’s notable list of world-class golf industry clients includes Ryder Cup, USGA for the 2023 U.S. Open, and DP World Tour.