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

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

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

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

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

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

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

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

Legends Appoints Tom Funk as President, Hospitality

Accomplished Industry Innovator Funk to Join Legends in New Role on February 1

Longtime Legends Hospitality Leader Dan Smith to Transition to Senior Advisor

Welcome to Legends Tom Funk

Legends announced today the appointment of accomplished industry innovator Tom Funk as President, Hospitality for the global premium experiences company. Funk will commence his new role on February 1, 2024, overseeing the company’s hospitality businesses. Funk has over 20 years of experience in the hospitality industry building and leading high-performing teams focused on innovation and growth.

Legends’ longtime President of Hospitality, Dan Smith, will move into a new role as a Senior Advisor for the business. Smith was the first employee at Legends and has stewarded the hospitality business over the past 15 years working with some of the most iconic sports, entertainment, and attractions brands worldwide. 

“The incredible growth and success of Legends’ hospitality business is attributed to Dan’s leadership and guidance since day one. We are grateful for his immeasurable contributions over the past 15 years,” said Shervin Mirhashemi, CEO, Legends. “As we continue to focus on growing the business and delivering first-class hospitality experiences for our partners, we are fortunate to have Tom take the reins and lead this next phase. Tom’s stellar reputation as an innovator and operator and his experience growing global platforms ensures he is the right leader for the future.”

“I am thrilled and humbled to be joining the incredibly talented team at Legends. I have been very fortunate in my career to work with many of the best in the hospitality and sports & entertainment industry, Dan Smith and the entire Legends organization sit firmly in that group. They have built an amazing business poised for growth,” said Funk. “Food & beverage and merchandise play a critical role in delivering an exceptional fan and guest experience, and we have a significant responsibility to represent our partners’ brands in the best way possible. I’m excited to continue to evolve and grow our capabilities to ensure we do this, while also providing innovative concepts and solutions that will deliver great outcomes for our partners.”

“For 15 years I have loved coming to work every day at Legends to stand alongside the most talented people in the business and have the pleasure of seeing them develop and deliver innovative and exciting culinary and merchandise experiences for our partners,” said Smith. “I am excited for Tom to inherit this incredible team and our roster of world-class partners and lead them to new heights. I look forward to wearing a new hat and supporting Legends’ continued growth.” 

Legends’ food & beverage business works with world-class clients around the globe and includes venue concessions, premium clubs and suites, and catering; restaurants, private membership clubs, and food hall operations; and private events catering. The company’s fully integrated retail and merchandising vertical solution spans e-commerce, in-venue retail, large-scale live events, brick-and-mortar store operations, licensing, and customer merchandise.

Funk brings extensive experience in the hospitality industry to his new role at Legends, having operated within every venue type and held leadership roles with Levy, Aramark, and Delaware North. He joins Legends from Compass Group, where since 2021 he has been Executive Vice President, Compass One Healthcare, Compass Group’s largest sector. Previously he spent nearly a decade at Levy, including six years serving as Executive Vice President and Chief Operating Officer for the global hospitality business. Before his time at Levy, he rose through the ranks at Aramark culminating in serving as General Manager for Citi Field. Funk started his career in hospitality at Delaware North.

College Football Playoff & Legends Announce Record-Breaking Merchandise Sales for 2024 National Championship

The 10th anniversary of the College Football Playoff (CFP) National Championship achieved historic highs for merchandise sales on-site and online. Sales surpassed the previous high achieved in the first year of the national championship game by 28% overall. Legends has managed omnichannel merchandise for College Football Playoff since the 2021-22 season. 

Compared to the 2023 CFP National Championship weekend in Los Angeles, merchandise sales in Houston increased across the board, including stadium game day sales on-site up 6%, Playoff Fan Central sales up 62%, and hotel sales up 36%. 

eCommerce sales saw a 70% jump over the previous high driven by a new shop-in-shop promotion helping fans on-site avoid lines by offering the same products on https://shop.collegefootballplayoff.com/. As Michigan clinched its first national championship in the College Football Playoff era, the website spiked and initial quantities of the Michigan 2024 National Champions hat and hoodie sold out within three minutes, and most other national championship products went in under 10 minutes. 

Fans were excited by an expanded product offering this year, including a wider selection of school-specific products and new clothing, headwear, accessories, and novelty items, including premium products from nationally-known apparel brands, athleisure wear, big oversized hats, and College Football Playoff mascot merchandise featuring Perry the Pylon. Collectibles were also popular this year with Michigan and Washington both vying for their first College Football Playoff National Championship. 

A portion of the proceeds from the CFP Shop benefit the College Football Playoff Foundation in support of PK-12 teachers nationwide. The CFP Foundation’s primary cause platform, Extra Yard for Teachers, is dedicated to elevating the teaching profession by inspiring and empowering teachers in four focus areas: resources, recognition, recruitment and retention, and professional development, all in order to prepare our nation’s students for success. 

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 events, brick-and-mortar store operations, licensing, and customer merchandise.

Vue Orleans Partners with Legends to Manage the One-Of-A-Kind Experience Celebrating New Orleans

Worldwide Company Brings Its Strategic Operating Platform to the Crescent City

Vue Orleans x Legends

Vue Orleans has announced that Legends, a global premium experiences company, has partnered with the observation deck and interactive experience that opened at the top of the Four Seasons Hotel and Residences in the spring of 2022. Legends will oversee all operations, sales, special events, and food and beverage for the New Orleans venue. Michael Lienert has been hired as the new General Manager for Legends at Vue Orleans.

“We are thrilled to partner with Legends to bring Vue to the next level,” said Paul Flower, Co-Developer, Vue Orleans. “Leveraging an extensive range of services, Legends will help drive visitors to the New Orleans Riverfront for a one-of-a-kind experience that celebrates New Orleans like never before.”

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 One World Observatory in New York, View Boston in Boston, and The View from The Shard in London.

Legends’ Global Attractions business provides business planning and project development, as well as managing all operations across ticketing, tourism and group sales, special events, sponsorship, food and beverage, and retail for its partners worldwide.

Lienert brings vast experience, including sales and events management, to Vue Orleans. He was most recently the Vice President of Premium Sales and Private Events for the Detroit Tigers and Detroit Red Wings, Major League Baseball and National Hockey League teams, respectively.

“Vue Orleans has created a first-class observation deck and cultural destination here in New Orleans,” said Lienert. “I am excited to work within this innovative, interactive experience and share it with a larger, global visitor market.”

Vue Orleans is located at 2 Canal Street in New Orleans and features spectacular 360° indoor and outdoor observation decks and a multi-level interactive cultural experience celebrating New Orleans.
For more information about Vue Orleans, including hours of operation, private event rentals, and more, please visit www.VueOrleans.com. Stay up to date on the latest news and happenings by following along on Facebook and Instagram.

TrailRunner International and Legends Launch New Sports Industry Advisory Group

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

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

TrailRunner Sports Announcement

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

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

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

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

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

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

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

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

University of Miami Athletics and Legends Announce Comprehensive Partnership Expansion

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

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

within Legends College

University of Miami x Legends

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

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

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

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

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

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

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

New Zealand Super Rugby Selects Legends for Online and In-Venue Merchandise

LEGENDS TURBO CHARGES SUPER RUGBY SHOPPING EXPERIENCE

Super Rugby x Legends

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

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

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

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

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

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

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

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

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

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

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

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

FC Porto and Legends Announce 15-Year Strategic Partnership

Porto x Legends

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

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

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

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

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

Portuguese Press Release

Legends Launches New College Division

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

Mike Behan Appointed President, Legends College

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.

Legends Announces Acquisition of ASM Global

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

Legends x ASM Global

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.

Toronto Blue Jays Select Legends as New Hospitality Partner at Rogers Centre

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

Toronto Blue Jays x Legends

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.