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.