Legends bring into the fold ASM Global

Article posted by Coliseum, November 8^th, 2023

Image: Legends and ASM Global

The global premium experiences company Legends and the leading venue management company ASM Global announced on November 7^th the signing of a definitive agreement under which Legends will acquire ASM Global to create a premium live events company dedicated to providing outstanding experiences for fans around the world.

‘LEGENDS’ stated that the acquisition of ASM Global’s venue management capabilities will enhance Legends’ services portfolio, positioning Legends to meet the expanding needs of sports organizations, entertainment venues, convention centers, and attractions globally while supporting its vision to deliver exceptional live experiences for fans in the digital age.

New York (US)-based Legends are a global premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues. We approach each project with our data-intelligence fueled 360-degree service solution comprising planning, sales, partnerships, hospitality, merchandise, and technology solutions. Our global, multidisciplinary service solutions collaborate on every project to ensure success across each of our verticals.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention, and exhibition centers, and performing arts venues.

‘LEGENDS’ quoted Shervin Mirhashemi, head honcho of Legends, as stating, “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. 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.”

Remarked Ron Bension, President and Chief Executive Officer (CEO) of ASM Global, “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 of the world’s most iconic sports, entertainment and attractions brands, including the LaLiga club Real Madrid CF (Spain), the 70,240-capacity SoFi Stadium in Inglewood, California, One World Observatory (tourist attraction in New York), the National Football League (NFL) team Dallas Cowboys, the LaLiga team FC Barcelona, University of Notre Dame (a private Catholic research university in Notre Dame, Indiana, US), the Major League Baseball (MLB) team New York Yankees, and the Ryder Cup (biennial men’s golf competition between teams from Europe and the United States), as well as leagues and properties such as the NFL, MLB, National Association for Stock Car Auto Racing (NASCAR), the Professional Golfers’ Association (PGA) of America, and the FIFA World Cup™. The Sixth Street, a leading global investment firm with over $74 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 the Jerry Jones family, owners of the Dallas Cowboys.

The ASM Global manages a portfolio of live event entertainment venues worldwide and provides best-in-class venue operation and content and event booking. With clients spanning five continents, the ASM Global operates venues that serve live events for more than 164 million guests annually including at the ICC Sydney Convention Center in Sydney, Australia, the 16,000-capacity Avicii Arena in Stockholm, Sweden, the 12,500-capacity OVO Arena Wembley in London (UK), the 17,000-capacity Coca-Cola Arena in Dubai, and the 63,400-capacity State Farm Stadium in Glendale, Arizona, among many others.

Through this acquisition, Legends will expand its geographic reach and range of services as it continues to innovate and create data-driven solutions tailored to the needs of each individual client. By adding ASM Global’s complementary capabilities, Legends will be able to support its clients from project conception and planning to venue development and management, content and event booking, revenue strategy and sales execution, as well as omnichannel merchandizing and hospitality services.

As part of the transaction, the current ASM Global equity holders Onex (private equity firm) and AEG will sell their ownership interests. The ASM Global will continue to serve existing and in-development AEG venues.

Los Angeles (US)-based the Anschutz Entertainment Group, also known as AEG Worldwide, is an American global sporting and music entertainment presenter and a subsidiary of The Anschutz Corporation. It is the world’s largest owner of sports teams and sports events.

Financial terms of the transaction were not disclosed.

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