Legends, an event company based in New York City, has acquired ASM Global of Los Angeles, California, finalizing an acquisition announced last fall. The combination of Legends and ASM Global creates a major live events company providing fans with what Legends describes as “outstanding experiences globally.”
Together, the companies provide a data-driven, customizable solution across all areas of venue operations and revenue generation focused on delivering exceptional fan and guest experiences in the sports, entertainment, attractions, conventions, and leisure industries. The Legends solution now includes world-class venue planning, development, and management; content- and event-booking; partnerships and premium ticketing; and merchandise and hospitality services.
“The next era of Legends starts now,” says Dan Levy, CEO of Legends, in a prepared statement. “Over the course of 15 years, we have developed an unmatched solution to deliver a superior fan experience and help our partners grow. We are proud to add ASM Global to deliver even better experiences and value for our global partners, setting the standard in sports and entertainment.”
Ron Bension, ASM Global president and CEO, says, “One of our ASM Global mantras for a number of years has been ‘the future is now.’ By joining Legends, that future has not only arrived, but it couldn’t be brighter. The opportunities created by our companies’ collective capabilities will elevate not only the success of our partners, clients, and projects worldwide, but the industry as a whole.”
Founded in 2008, Legends has grown organically and through acquisition from a hospitality business to a holistic service provider working with some of the most iconic and innovative brands in sports and entertainment. Legends’ expanded geographic reach will now support partners across Africa, Asia, Europe, Oceania, and North and South America—providing the benefits of global scale with unparalleled local expertise. For the time being, ASM Global will continue to operate under its name.
Sixth Street, a global investment firm with more than $75 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 Jones Concessions LP, a Jerry Jones family company. As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their full ownership interests.
