Legends/ASM pick Jim Scholefield as CTO

Article posted by Coliseum, July 2^nd, 2025

Image: Legends and ASM Global

Legends has chosen Jim Scholefield as Chief Technology Officer of the combined Legends and ASM Global business.

Legends said Scholefield has a distinguished career spanning over 35 years in technology leadership, marked by contributions across multiple industries and roles at some of the world’s most iconic brands.

These include Nike, The Coca-Cola Company, while most recently Scholefield served as Global Chief Information & Digital Officer at Marriott International.

New York (US)-based Legends is the pre-eminent premium live events company dedicated to delivering exceptional fan and guest experiences globally.

Legends provide a data-driven, customizable solution across all areas of venue operations and revenue generation for many of the world’s most iconic brands and venues in the sports, entertainment, attractions, conventions, and leisure industries.

Los Angeles (US)-based ASM Global is the leading venue management company and producer of live event experiences.

Acquired by Legends in 2024 and with over 400 premier venues worldwide, ASM Global operates and invests in the world’s most important stadiums, arenas, convention centers and theaters, including entertainment districts and mixed-use developments.

Dan Levy, CEO of Legends, said, “Jim is a world-class technology leader who has driven innovation and digital transformation at some of the most respected global brands.

“His expertise across hospitality, retail, and consumer-facing industries will be instrumental as we continue to scale our business and execute at the highest level for our partners.

“As someone who spent over 25 years at the forefront of technology in Silicon Valley, I know the power technology can deliver to our clients and their fans. And at Legends, we plan to be at the forefront of it.”

In his new role, Scholefield will lead the combined company’s technology strategy, innovation, and execution across all digital platforms and systems. He will focus on enabling world-class performance and scalable growth for both Legends and its global portfolio of partners.

Scholefield said: “I’m excited to join Legends at such a dynamic time in its growth. There’s a tremendous opportunity to leverage data, automation, and emerging technologies to enhance the fan experience, streamline operations, and deliver smarter solutions for partners.

“I look forward to working alongside the talented Legends team to build scalable, modern platforms that support innovation, fuel long-term growth, and create exceptional experiences for our partners and their customers and fans worldwide.”

Scholefield joins Legends after serving as the Global Chief Information & Digital Officer at Marriott International, where he led all aspects of global technology, digital engineering, and development.

During his five-year tenure, he played a key role in modernizing Marriott’s technology infrastructure to support future growth across both its core lodging business and new ventures.

He has also held executive technology roles at Merck & Co., Nike, and The Coca-Cola Company, driving large-scale digital transformation and enterprise modernization, while implementing new technologies, infrastructure, cybersecurity, and digital capabilities that support business scalability and growth.

He holds degrees from Florida State University and the Georgia Institute of Technology and was recently inducted into CIO Magazine’s 2025 CIO Hall of Fame.

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