Author: Ryan Schroder

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

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.

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 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

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

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, 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.

Legends Golf to Deliver Enhanced Merchandise Experience and

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

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, 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).

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.

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. 

Legends Global Merchandise Has Served as the Official Retail Partner of

INDYCAR and IMS Since 2014

INDYCAR and Indianapolis Motor Speedway (IMS) have renewed their multiyear agreement with Legends to serve as their official retail partner inclusive of e-commerce, brick and mortar store operations and live events. As part of the extended relationship, Legends is increasing its investment and commitment to fans of both entities with new and expanded merchandise offerings, store upgrades and a new traveling INDYCAR store.

Legends Global Merchandise, a division of global premium experiences company Legends, has served as the official retail partner of INDYCAR and IMS since 2014. The company operates over 50 stores on-site at IMS during the Indianapolis 500 presented by Gainbridge and the Month of May, a year-round store at the Indianapolis Motor Speedway Museum, a walk-in store that travels to all NTT INDYCAR SERIES event weekends and the online retail shop for INDYCAR and IMS.

Since taking over operations in 2014, Legends has helped INDYCAR and IMS achieve record-breaking sales and revenue for retail. This includes more than doubling retail revenue for INDYCAR, Indianapolis 500 and at shop.ims.com, as well as an over 50% increase in overall revenue for IMS at venue.

“The extension of this partnership with Legends is great news for our loyal fans,” Mark Miles, President  and CEO of Penske Entertainment said. “Our retail offerings have increased in quality and quantity over the last eight years with Legends, and we will work together to provide an even wider variety of all categories of apparel and collectibles in the years to come.”

Legends is deepening its partnership with INDYCAR and IMS by investing in an all-new traveling INDYCAR store, modernizing the seasonal and year-round stores at IMS, and hiring additional staff as the popularity of the NTT INDYCAR SERIES, INDY NXT by Firestone and IMS events continues to grow.

In addition, Legends will continue to expand retail offerings, adding a wider assortment of products and new brands, including Holderness & Borne, Tommy Bahama, Levelwear, Johnnie O, Columbia, Zephyr, Blue 84 and more. A new, enhanced INDYCAR and IMS online store will also launch in March.

“INDYCAR and IMS have incredible fans that Legends has proudly served since 2014 and we are thrilled to be continuing our partnership with both entities,” said Kirta Carroll, President, Legends Global Merchandise. “We are always looking to work with our partners to find new and exciting ways to connect with their consumers. The new traveling INDYCAR store and modernization of the retail shops will provide an elevated experience for fans that we are excited to unveil in the next year.”

The NTT INDYCAR SERIES and INDYNXT by Firestone seasons start March 3-5 at the Firestone Grand Prix of St. Petersburg at St. Petersburg, Florida. The Month of May at IMS features the INDY NXT by Firestone Grand Prix on Friday, May 12, the GMR Grand Prix for the NTT INDYCAR SERIES on Saturday, May 13 and the 107th Indianapolis 500 presented by Gainbridge on Sunday, May 28.

Fans also can shop for INDYCAR and IMS gear any time at shop.ims.com.