Getafe CF and Legends Announce 15-Year Strategic Partnership

Legends to Support the Club on Improving the Commercial Offering and Fan Experience

Agreement Incorporates Legends Holistic Service Platform to Drive Club Revenue

Getafe FC x Legends

Getafe CF and Legends, a data-fueled global premium experiences company, announced today a 15-year strategic partnership centered around maximizing the club’s commercial offering and enhancing the fan experience.

Getafe CF will utilize Legends’ unique 360-degree service platform as part of the expansive, long-term partnership, including stadium planning and project management, premium hospitality sales, sponsorships, food and beverage operations and technology solutions. A collaborative, strategic approach will focus on driving long-term, sustainable growth across key revenue generating areas of the club’s business.

¨The Club’s evolution in recent years in the sporting, economic and social areas has led us to compete alongside some of the most important teams in European soccer. This agreement allows us to continue developing our business areas and make the Coliseum a 21st Century stadium. We are very pleased to partner with a company of such magnitude,” said Angel Torres, President, Getafe CF.

The initial phase of the partnership will focus on the planning and management to transform and modernize the stadium experience for fans at match and non-match days. Legends’ experienced team will conduct an in-depth market and feasibility study to guide a recommended approach for the stadium.

“Getafe has embraced what it takes to be on the leading edge of the sports fan experience. We are proud to partner with them to leverage our holistic expertise to accelerate the growth of the club across a number of fan and partner experiences, beginning with the development of a transformed Stadium for the future,” said Jesus Bueno, Managing Director of Iberia, Legends. “Our team will work side by side with the Getafe organization to ensure we are developing a stadium and sales strategy focused on long-term, sustainable growth for the club and delivering a first-class experience for their fans.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. The company has a well-established presence in Madrid and will create a new team to guide and deliver the project alongside Legends’ team of global and national experts.

Throughout Europe, Legends also counts Real Madrid CF, Manchester City FC, Rugby World Cup 2023, UFC, The European Tour, and Ryder Cup as clients. The company has advised on numerous stadium development projects for clients including Real Madrid CF, FC Barcelona, Seville FC, Tottenham Hotspur FC, Liverpool FC, Everton FC, Leicester City FC, Feyenoord, Inter Milan, and Club America, among many others.

Spanish Press Release

BNP Paribas Open Partners with Legends for New and Improved On-Site Retail Experience

The BNP Paribas Open announced a new partnership with global premium experiences company Legends to operate an enhanced on-site retail experience at the tournament, which will next be held at the Indian Wells Tennis Garden on March 6-19, 2023. The announcement was made as part of an unveiling of a number of upgraded amenities, partners and new events ahead of the 2023 tournament.

“Legends is proud to partner with the BNP Paribas Open to provide an unparalleled retail experience with expanded merchandise offerings to all fans visiting the Indian Wells Tennis Garden,” said Kirta Carroll, President, Legends Global Merchandise.

“The 2023 edition of Tennis Paradise is shaping up to be the best one yet,” said Tournament Director Tommy Haas. “With a completely revamped retail experience, a host of new fan activations and events, and of course – the best tennis players in the world competing for the title, we couldn’t be more excited to welcome fans to the Indian Wells Tennis Garden this March.”

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.

The Academy of Country Music and Legends Announce Multi-Year Partnership

Legends to Help Build Year-Round Global Partnership Portfolio for Acclaimed Country Music Organization, From Flagship Events to Original Content and more 

The Academy of Country Music ® (ACM) and Legends, a data-fueled global premium experiences company, announced today a new, exclusive multi-year partnership focused on driving 360º sponsorship portfolio growth for the Academy, including developing and launching high-impact opportunities tied to the organization’s tentpole annual live events, as well as new programs and initiatives celebrating and honoring Country Music. The alliance marks a historic union, bringing together the powerhouse forces behind many of the world’s biggest sports franchises with the innovative and celebrated Country Music organization behind the first major awards show to stream live around the globe. 

Through the agreement, Legends will lead a strategic, data-driven approach to brand partnerships for the Academy, ranging from on-site activations, original content commissions, and digital activations around ACM signature events, including the iconic Academy of Country Music Awards and surrounding events, and ACM Honors, known as the “Country Music industry’s favorite night,” as well as ACM Party for a Cause and other events benefiting ACM Lifting Lives, the philanthropic partner of the Academy. 

Legends will also work with the Academy to develop unique, new brand opportunities incorporating the Academy’s new state-of-the-art world headquarters in Nashville, Tennessee, as well as branded content franchises, social media campaigns, and dynamic new activations to engage the ever-growing global Country Music fan base. A dedicated business development team will be established by Legends to focus solely on the Academy partnership. 

“Legends has a proven track record of championing the largest and most successful brands in the world, and we’re thrilled to be able to collaborate with them, at this potent moment for the ACM, to bring new and exciting opportunities to the Academy, our industry, and our partners,” said Jen Heaton, ACM Vice President of Strategic Partnerships. “Coming off a triumphant 2022 for the Academy, we are eager to continue blazing a bright new path, particularly with the 58th ACM Awards’ return to Texas this spring, and working hand-in-hand with Legends will deliver the vigorous, multi-faceted, and mutually beneficial programs to maintain our exceptional momentum forward.” 

“Legends is excited to work alongside the great team at the Academy of Country Music to execute a brand partnership strategy that will celebrate and help grow their unique, year-round Country Music Lifestyle platform that reaches fans around the world,” said Chris Hibbs, President, Legends Global Partnerships.  

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including The New York Yankees, Dallas Cowboys, One World Observatory, and Real Madrid. It is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Summer Games in Los Angeles.  

The 58th Academy of Country Music Awards™ is produced by dick clark productions and will livestream exclusively on Prime Video for a global audience on Thursday, May 11, 2023, live from Ford Center at The Star in Frisco, Texas. 

Legends Partners with Cirque Du Soleil Entertainment Group to Drive Global Enterprise Sponsorships

Legends, a data-fueled global premium experiences company, and Cirque du Soleil Entertainment Group (“Cirque du Soleil”), a world leader in live entertainment, announced today a new business partnership centered around driving worldwide enterprise sponsorships for Cirque du Soleil Entertainment Group.

Through a strategic, data-first approach, Legends will manage the global partnership strategy for Cirque du Soleil Entertainment Group, whose portfolio includes 38 unique active shows with more than 5,000 performances globally each year. Legends has established a dedicated sales team for Cirque du Soleil that will focus solely on securing new partnership opportunities to propel the long-term growth of the organization. Ian Partilla, a veteran entertainment, sports and media industry sales executive, will lead the team as Vice President, Global Partnerships – Cirque du Soleil. 

The appointment of Legends follows Cirque du Soleil’s hiring of Nickole Tara as Chief Growth Officer, a newly created position focused on leading growth initiatives for the future of the brand, go-to-market strategy and value creation opportunities across Sponsorships, Consumer Products, Branded Content and Filmed/Immersive Entertainment.

“We are enthusiastic about partnering with Legends to expand our reach and explore new business ventures. With the support of their team of experts, we will be able to secure new exciting partnership opportunities for the brand and propel the business to the next level,” said Nickole Tara, Chief Growth Officer, Cirque du Soleil Entertainment Group.

“Cirque du Soleil is an incredible storied brand with massive appeal around the world. Legends is proud to work alongside Nickole and her team to create innovative new sponsorship platforms for partners that want to align with a truly global entity in Cirque du Soleil,” said Chris Hibbs, President, Legends Global Partnerships.

Cirque du Soleil has a global reach that includes more than 365 million attendees to date with performances in over 1,450 cities worldwide across six different continents. This includes selling more than 10.2 million tickets in 110 plus cities annually. In addition, the brand reaches hundreds of millions of fans across its digital and social media platforms.

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including New York Yankees, Dallas Cowboys, One World Observatory, Real Madrid, and is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Games in Los Angeles.

U.S. Soccer Federation and Legends Announce Long, Term, Omnichannel Retail Partnership Extension

The Partnership will Elevate National Team Event and Digital Retail Experiences for U.S. Soccer Fans; Legends will Continue Providing the Broadest Selection of U.S. Soccer Merchandise Available

The U.S. Soccer Federation (USSF) and Legends today announced a long term, multi-year agreement, building on four years of partnership to keep Legends as the provider for all U.S. Soccer Store experiences both online and at events.

“We’re incredibly excited and energized to extend our partnership with Legends,” said Maribeth Towers, U.S. Soccer Vice President of Consumer Products. “Providing our fans with the best possible shopping experiences at our events and online is a priority for us, and Legends has a proven record of doing just that while also helping us provide an amazing range of merchandise. We’re excited to continue building on the foundation we’ve established over the past few years.”

Legends recently executed a complete best-in-class redesign of the online U.S. Soccer Store, presented by Visa. The redesign was implemented with a customer-first approach including the broadest product assortment available anywhere and features that will help U.S. Soccer further understand fan need and enhance communication with them. Legends and U.S. Soccer will continue to evolve the digital shopping experience to serve fans.

In addition, Legends will continue to operate retail experiences at all official USSF events including Visa Fan Studio, a mobile unit that can be deployed at U.S. Men’s and Women’s National Team matches.

Future plans include implementing an elevated and interactive version of the Visa Fan Studio that will feature exclusive fan engagement experiences, first-look product drops and the largest product selection available yet.

“Legends is proud to continue our partnership with U.S. Soccer both digitally and via physical footprint at all USSF events. There is so much momentum behind the sport within our nation and we are thrilled to help the federation best serve their growing fanbase through great product and custom, incredible experiences,” said Kirta Carroll, President, Legends Global Merchandise.  

U.S. Soccer and Legends first partnered in 2018. Since then, their successful collaboration has resulted in two record-setting U.S. Soccer jersey launches, with 2022 sales doubling the previous best in 2021, as well as breaking multiple merchandise per cap records for the Men’s and Women’s National Teams events.

In addition to U.S. Soccer, Legends provides its services to an array of sports organizations at the highest levels including the NFL, NBA, WNBA, MLB, WWE, UFC, PGA and more.

3ICE and Legends Enter Strategic Partnership to Support and Accelerate Growth of new 3-on-3 Hockey League

Legends to Manage Sponsorships, Merchandise and Make Strategic Investment in 3ICE

3ICE, a three-on-three professional ice hockey league, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic partnership to support and accelerate the growth of the new independent North American hockey league. In addition to managing several lines of revenue generating operations for 3ICE, Legends will make a minority investment in the league.

3ICE concluded its successful inaugural season in August with a nationally televised championship tournament live from Las Vegas on CBS. The league will return for its second season in summer 2023. As part of the comprehensive new partnership, Legends will manage sponsorships, omnichannel merchandise, media strategy and buying for 3ICE, leveraging the company’s technology solutions division to deliver innovative, data-driven actionable insights and solutions across each service. In addition, 3ICE will have access to all areas of Legends’ intelligence-fueled 360-degree service solution, including planning, sales, and hospitality, as the league expands.

“We are overjoyed to partner with Legends across so many of their skillsets, it is a large step forward that continues our rapid growth and further validates our business and will translate into better experiences for all of our fans, sponsors, players, investors and every division within 3ICE,” said E.J. Johnson, CEO of 3ICE.

“E.J. and his team at 3ICE have created an exhilarating new take on a classic sport, giving the built-in fan base more of the speed, skill and thrill they love. We are excited to work alongside them to accelerate the growth of the league following an impressive inaugural season,” said Gabby Roe, President, Legends Growth Enterprises.

In the first season, 3ICE featured six teams with professional hockey pedigree players who traveled to eight tour-stops to compete in a tournament where each game consists of two, eight-minute halves using a running clock on a full-sized rink. Craig Patrick is League Commissioner and he was joined by six NHL Hall of Fame players as team coaches: Guy Carbonneau, Grant Fuhr, John LeClair, Joe Mullen, Larry Murphy and Bryan Trottier. The inaugural season of 3ICE aired on CBS Sports in the United States, TSN in Canada and ESPN for international rights. Players competed for more than $2 million in prize money throughout the season.

3ICE joins a growing list of Legends Growth Enterprises partners, the company’s division focused on leveraging its 360° service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

Tampa Bay Buccaneers Partner with Legends for Sponsorship Sales in Germany

The Tampa Bay Buccaneers and Legends announced today a new partnership focused on commercialization for the team in Germany. As part of the agreement, the global premium experiences company will manage a data-driven sponsorship sales strategy for the Buccaneers to assist the team’s brand building efforts in Germany.

The Buccaneers were one of four teams awarded international marketing rights in Germany as part of the NFL’s International Home Marketing Area (IHMA) initiative. Tampa Bay, led by seven-time Super Bowl champion Tom Brady, will take on the Seattle Seahawks in a groundbreaking game in Munich, Germany on Sunday, November 13, 2022, at Allianz Arena, a 75,000-seat stadium that is home to FC Bayern Munich of the Bundesliga. This first-ever NFL regular season game in Germany is sold out.

“Buccaneers fans in Germany have quickly embraced our team and there is a genuine excitement for the historic game that will be played in Munich in the coming weeks,” said Buccaneers Chief Operating Officer Brian Ford. “Our partners at Legends will play a crucial role in helping us build off this initial wave of enthusiasm as we focus on building long-term corporate relationships and establishing the Buccaneers brand throughout Germany. As leaders in the global premium experiences industry, Legends has all of the expertise required to help us maximize our opportunities as we focus on elevating and expanding our presence in Germany.”     

Legends’ Germany team based out of Hamburg will lead the engagement with the Buccaneers, which runs through the end of the team’s IHMA rights in 2026. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands and has extensive experience leading global partnership sales for premier professional sports teams. The company’s Hospitality division is currently also partnered with the Buccaneers, overseeing food and beverage operations at Raymond James Stadium.

“Legends is proud to partner with the Buccaneers to help the team establish a lasting brand presence in Germany through strategic marketing partnerships and activations,” said Jens König, Managing Director of Central Europe, Legends International. “Germany has a strong NFL fan base, and we look forward to working with the Buccaneers to find the right partners in Germany to build on the excitement in the market surrounding the upcoming sold-out game in Munich.”   

The Buccaneers have fans around the world and have consistently been featured in the global spotlight for the NFL. This is the fourth time the Buccaneers will take part in the NFL’s International Series of games, having previously played in London, England three times (2009, 2011 and 2019), twice at Wembley Stadium and once at Tottenham Hotspur Stadium.

German Press Release

Legends Accelerates Global Expansion


Continued Investment in Infrastructure Supports European Growth of the Business

Legends, a data-intelligence fueled global premium experiences company, is accelerating its worldwide growth with continued investment and expansion in the company’s burgeoning International business. Today, the company announced the appointment of well-respected industry executive Jesus Bueno as Managing Director of Iberia. Bueno joins Legends after 12 years at the NBA, most recently serving as Vice President for Europe, Middle East and Africa.

Bueno will oversee the development and implementation of Legends’ unique 360-degree services platform in Spain and Portugal. Legends holistic data-driven solution for sports and entertainment organizations, venues and attractions is comprised of Planning, Sales, Partnerships, Hospitality, Merchandise and Technology Solutions service divisions.

“Legends global business is rapidly expanding, and we are humbled by the incredible brands we have the privilege of supporting on the world stage,” said Mike Tomon, Co-President and COO, Legends. “With our established business in Spain and well-found confidence in the market, the time is right for a further investment in infrastructure to underpin our commitment to the dynamic sporting landscape in Spain. Chus’ market expertise and deep industry experience will help us drive continued growth and lead a local team in Iberia that will provide world-class results leveraging our unique 360° service solution.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. In Spain this includes an expansive partnership with Real Madrid CF leveraging the company’s 360° platform to optimize the management of the renowned Santiago Bernabéu stadium. As well, Legends is working closely with several La Liga first division clubs providing wide-ranging feasibility work to assist the clubs in infrastructure investment decisions. Throughout Europe, Legends also counts Liverpool FC, Manchester United FC, The Shard, Rugby World Cup 2023, UFC, The European Tour and Ryder Cup as clients.

Bueno has more than 25 years of global experience in professional sports management and entertainment across all business disciplines. Before joining Legends, he held executive positions at the NBA for 12 years, last serving as Vice President for Europe, Middle East and Africa. Prior to the NBA, Bueno was the Managing Director of the Spanish Basketball Federation in Spain, organizing the Eurobasket 2007 in Spain, as well as the Managing Director of SPAIN 2014 BID that won the FIBA WC2014 in 2009. Bueno started his career as a professional basketball player in Spain. After retiring as a player, he began his executive career in 1995 running the Basketball Players Association in Spain and Europe for 10 years.

Spanish Press Release

American Cornhole League and Legends Announce Multi-Year Strategic Partnership

Legends to manage partnerships and business intelligence for the growing league

The American Cornhole League (ACL), the worldwide governing body for professional, competitive, and recreational cornhole, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic multi-year partnership centered around driving commercial growth for the league. As part of the new partnership, Legends will manage a global, data-driven partnership strategy for ACL and provide business intelligence with actionable insights to drive revenue across all areas of the burgeoning league.

The ACL will tap into multiple areas of Legends’ intelligence-fueled 360-degree service solutions as part of the comprehensive partnership. As such, the ACL joins a growing list of partners for Legends Growth Enterprises division, which launched earlier this year. Legends Growth Enterprises focuses on leveraging the company’s 360-degree service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

Since launching in 2016 the ACL has become one of the fastest growing sports in the world, with broadcast deals with ESPN and CBS / CBS Sports. The league’s tagline “Anyone can play and anyone can win” along with its ability to be played anywhere has the league on a fast track for success.  The ACL hosts a variety of pro and amateur events, including its popular “SuperHole” series which pairs ACL Pros alongside celebrities for a made-for-TV experience.

“As our sport and league continues to grow across the country and the globe we’re aiming to scale up and expand our revenue base and are excited to partner with Legends to drive insights that will allow us to do just that,” said Stacey Moore, Founder of American Cornhole League. “Their expertise and assistance will help us to take the ACL to the next level and beyond.”

“What Stacey and his team have built with the American Cornhole League is impressive – taking it from the backyard to major television networks and now into the global spotlight in a relatively short time,” said Gabby Roe, President of Legends Growth Enterprises. “Cornhole is forging a legacy as the world’s favorite new pastime accessible to all audiences. We are excited to work closely with the ACL to deliver solutions and expertise to support the league’s continued growth.”

Citi Becomes Championship Partner of Notre Dame Athletics and Title Partner of Citi Shamrock Classic

– The Inaugural Citi Shamrock Classic Basketball Game will be Held in St. Louis on Saturday, Nov. 12, Featuring the Fighting Irish vs. the California Golden Bears; Airing as the First Ever Live Broadcast of Women’s College Basketball on NBC and Peacock –

Notre Dame Global Partnerships (NDGP), the multimedia rightsholder for the University of Notre Dame Athletics Department, today announced Citi as a new Championship Partner. As part of the sponsorship, Citi will also be the title partner of the first annual Citi Shamrock Classic basketball game airing live on NBC and Peacock on Saturday, Nov. 12, at 4:00 p.m. ET.

The Citi Shamrock Classic will include a weekend of basketball and thought leadership conversations on gender equity and women’s athletics. The day before the game, Citi and Notre Dame will host a luncheon infused with marquee speakers from the realm of business and women’s athletics. Citi’s new collaboration with Notre Dame will also create avenues throughout the year to amplify the joint commitment to elevate women’s athletics. Some of the promotional opportunities include digital content; television and radio promotion; and Citi’s participation in programs designed to close the gender gap in collegiate sports and across industries through workshops, speaker series and comprehensive mentorship of women student-athletes.

Held in St. Louis at the Enterprise Center, the Citi Shamrock Classic will see the Fighting Irish, who made the 2022 Sweet Sixteen under Karen & Kevin Keyes Family head coach Niele Ivey, face off against the California Golden Bears, led by Coach Charmin Smith. The showdown will mark the first live broadcast of a women’s college basketball game on NBC. The game is a homecoming for both head coaches as they both grew up in St. Louis. As a junior, Ivey led Cor Jesu Academy to its first state title before going on to play for Notre Dame and winning the 2001 National Championship in St. Louis. Cal’s Smith dominated the hardwood at Ladue Horton Watkins before appearing in three consecutive Final Fours with the Stanford Cardinal.

“I would like to thank Citi for the opportunity to showcase our women’s basketball program on this major stage in the inaugural Citi Shamrock Classic,” Ivey said. “This is a full circle moment to come back home to St. Louis where my basketball journey began. It’s an overwhelming feeling to think about the positive impact this will have in my community and for our sport. I hope to continue to inspire and empower the next generation of young leaders and athletes.”

“Citi has a proud history of working with partners who share our commitment to advance gender equity, so the opportunity to work with an institution shaping the next generation makes this even more rewarding,” said Ed Skyler, Head of Global Public Affairs, Citi. “We are excited about this new partnership with Notre Dame Athletics, and we will continue to support programs, like women’s basketball, that have been underrepresented for far too long.”

“We look forward to presenting the inaugural Citi Shamrock Classic and showcasing to a national audience on NBC and Peacock Notre Dame’s storied women’s basketball program in their game against Cal,” said Gary Quinn, Vice President, Programming, NBC Sports.

Game tickets for the Citi Shamrock Classic will go on sale to the general public on Friday, Sept. 23, at

Legends Names Kirta Carroll as President of Global Merchandise

Legends, a global data-intelligence fueled premium experiences company, announced today the appointment of Kirta Carroll as President of the company’s Global Merchandise division.  Carroll brings a strong retail and marketing background, joining Legends after more than a decade at Foot Locker.

Carroll will lead Legends’ growing Global Merchandise division, which is a fully integrated vertical solution operating brick and mortar, pop-ups, e-commerce, and in-venue retail experiences for renowned brands such as the NFL, MLB, PGA, NASCAR, UFC, Activision Blizzard and global tentpole events including Super Bowl LVI, 2019 Rugby World Cup, and 2016 Olympics.

“Kirta is a strategic leader with a great depth of omnichannel retail and merchandise experience,” said Mike Tomon, Co-President and COO, Legends. “She brings a successful track record developing and leading merchandising, vendor, and consumer strategy to drive long term sustainability, growth, and scale. We are excited for her to join Legends and lead our Global Merchandise team as we continue to build upon the incredible business success of this past year.”

Legends Global Merchandise has grown substantially in the last 12 months, netting more than 20 new clients, including PGA, PFL, Cirque du Soleil, Madison Square Garden, Indiana University, Century 21 and setting merchandise per cap and sales records for 2022 Indianapolis 500, PGA Championship, Super Bowl LVI, UFC International Fight Week, MLB at Field of Dreams and more.

“I am thrilled to join the team of leaders at Legends and to continue to advance and accelerate our bespoke premium retail offerings while serving fans and consumers where they shop, buy, and intersect with our clients’ brands,” said Carroll.

Prior to joining Legends, Carroll spent 11 years at Foot Locker in increasingly broader roles. She most recently served as Vice President and Global General Merchandising Manager for the women’s division where she led the global footwear and apparel business across Foot Locker’s portfolio of brands. Before her product leadership role, Carroll led marketing for women’s focused retail concepts at Foot Locker, including strategic positioning and brand development, social media and ecommerce strategies, in-store merchandising and visuals. Carroll has a strong marketing background, having spent time working at marketing agencies across multiple industries as well as holding a position in public relations and marketing at Saks Fifth Avenue earlier in her career.