Legends has gone global. The services provider for sports venues, events and brands founded by Dallas Cowboys and New York Yankees ownership in 2008 will now be known as Legends Global, it announced Wednesday, following its 2024 acquisition of ASM Global.
Investment firm Sixth Street acquired a majority stake in Legends in 2021, valuing the company at $1.35 billion. Legends initially announced its acquisition of ASM in 2023. At the time, ASM managed more than 300 venues from London to Hong Kong, making it the world’s largest venue management company. Legends reportedly paid more than $2.3 billion in the transaction.
CEO Dan Levy will lead the newly combined venture after being named to the position in April 2024. With more than 100,000 employees, Legends Global will offer services from early-stage feasibility studies through event booking roles and food/beverage management for a network of more than 450 venues. The company has also done work with the Ryder Cup and the LA28 Olympics, among other events. It is working with MLB’s Athletics and the NFL’s Buffalo Bills on their new stadium projects.
The ASM acquisition closed after Legends paid a $3.5 million civil penalty as part of a settlement following Department of Justice accusations that it conducted “illegal premerger coordination” before receiving governmental approval on the deal. This summer, the DOJ announced that Legends would also pay $1.5 million in penalties tied to a separate case involving Tim Leiweke, the co-founder and CEO of Oak View Group.
Brett Parker will serve as Legends Global president and CFO after joining the company in March. Former ASM Global president of Europe Chris Bray will lead Legends Global’s work on that continent as the company’s president of Europe. Other members of the newly constituted executive team include Chad Estis, executive vice president and chief revenue officer; Tom Funk, president of hospitality; Chris Hibbs, president of partnerships; Harvey Lister, chairman and CEO of APAC and MENA; Mike Ondrejko, president of sales; Doug Thornton, president of North American venues; and Ben Wrigley, president of research arm CSL.