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ASM Global Acquired by Legends

The premium live experiences company now owns 350 ASM Global venues across five continents

By Madeline Fuerstenberg

More than 350 venues will now fall under Legends’ purview with the acquisition of ASM Global. || Photo by Jacob Lund, courtesy of Adobe Stock

It was announced on Nov. 7 that Legends, a premium live experiences company, has acquired ASM Global in an effort to expand its geographic reach and services portfolio. ASM Global manages a portfolio of more than 350 venues in five continents.

Through the acquisition, a Legends statement reads, the company will “meet the expanding needs of sports organizations, entertainment venues, convention centers, and attractions globally while supporting its vision to deliver exceptional live experiences in the digital age.” U.S. venues managed by ASM Global include the Los Angeles Convention Center in California; Huntington Place in Detroit, Michigan; Boeing Center at Tech Port in San Antonio, Texas; the Mobile Civic Center Theater in Alabama; Pier Six Pavilion in Baltimore, Maryland; and State Farm Stadium in Glendale, Arizona.

“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,” says Shervin Mirhashemi, CEO of Legends, in a statement. “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, adds, “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 sports, entertainment, and attraction brands, including SoFi Stadium in Inglewood, California; One World Observatory in New York, New York; the NFL’s Dallas Cowboys in Colorado; University of Notre Dame in Indiana; the MLB’s New York Yankees; and more.