Basketball pro Bueno Legends Iberia ops head


Legends accelerate global expansion Image: Legends

Legends (US), a data-intelligence fueled global premium experiences company, are accelerating its worldwide growth with continued investment and expansion in the company’s burgeoning international business.

‘Legends’ stated that on October 11th, the company announced the appointment of well-respected industry executive Jesus Bueno as Managing Director of Iberia (a peninsula in southwestern Europe). Bueno joins Legends after 12 years at the National Basketball Association (NBA), most recently serving as the Vice-President for Europe, Middle East and Africa.

The Iberian Peninsula, also known as Iberia, is a peninsula in Southwestern Europe, defining the Westernmost edge of Eurasia. It is principally divided between Spain and Portugal.

Founded in 2008, New York (US)-based Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics-fueled service solution platform to elevate their brand and execute their vision.

Currently, Legends works with marquee clients across business verticals including professional sports, collegiate, attractions, entertainment, and conventions and leisure. They are the industry leaders in designing, planning and realizing exceptional experiences in sports and entertainment.

‘Legends’ further stated that Bueno will oversee the development and implementation of Legends’ unique 360-degree services platform in Spain and Portugal. Legends holistic data-driven solution for sports and entertainment organizations, venues and attractions comprises Planning, Sales, Partnerships, Hospitality, Merchandise, and Technology Solutions service divisions.

Maintained Mike Tomon, Co-President and Chief Operating Officer (COO), Legends, “Legends global business is rapidly expanding, and we are humbled by the incredible brands we have the privilege of supporting on the world stage. With our established business in Spain and well-found confidence in the market, the time is right for a further investment in infrastructure to underpin our commitment to the dynamic sporting landscape in Spain. Chus’ (read Bueno) market expertise and deep industry experience will help us drive continued growth and lead a local team in Iberia that will provide world-class results leveraging our unique 360 degree service solution.”

Legends are partnered with many of the world’s most iconic sports, entertainment and attractions brands. In Spain, this includes an expansive partnership with LaLiga team Real Madrid CF leveraging the company’s 360 degree platform to optimize the management of the renowned 81,044-capacity Santiago Bernabéu Stadium in Madrid, Spain. As well, Legends is working closely with several LaLiga first division clubs providing wide-ranging feasibility work to assist the clubs in infrastructure investment decisions.

Throughout Europe, Legends also counts Premier League (UK) clubs Liverpool F.C., Manchester United F.C., The Shard (skyscraper in London, England, UK), Rugby World Cup 2023, Ultimate Fighting Championship (UFC), The European Tour (golf), and Ryder Cup (golf) as clients.

Bueno has more than 25 years of global experience in professional sports management and entertainment across all business disciplines. Before joining Legends, he held executive positions at the NBA for 12 years. Prior to the NBA, Bueno was the Managing Director of the Spanish Basketball Federation in Spain, organizing the Eurobasket 2007 in Spain, as well as the Managing Director of SPAIN 2014 BID that won the International Basketball Federation (FIBA) WC2014 in 2009.

Bueno started his career as a professional basketball player in Spain. After retiring as a player, he began his executive career in 1995 running the Basketball Players Association in Spain and Europe for 10 years.

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