Legends appoint Bray as Europe President

Article posted by Coliseum, February 27^th, 2025

Image: ASM Global

Legends has appointed Chris Bray as President of Europe for the combined Legends and ASM Global business.

ASM Global said that in his expanded role, Bray will oversee the company’s business operations throughout the UK and Europe, which includes all areas of venue operation and revenue generation for a prominent portfolio of brands and venues in sports, entertainment, attractions, conventions, and leisure industries.

Bray, who previously served as President of Europe for ASM Global, will take on his new role immediately and will be based at the company’s office in Manchester.

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

Dan Levy, CEO of Legends, remarked, “The combination of Legends and ASM Global means we can take fan and guest experiences to the next level while creating even greater value for our partners worldwide.

“With a strong presence across the UK and Europe—spanning iconic venues, premier events, and world-class hospitality—we’re in an incredible position to set new standards in sports and entertainment. The growth opportunities in this region are exciting, and with Chris’s deep expertise and leadership, we’re confident in the road ahead.”

Bray has over 30 years of experience in commercial operations, entertainment, and strategic development within the high-street retail, leisure, and hospitality industries.

He joined ASM Global in January 2022 and has successfully developed and expanded the company’s world-class portfolio and offerings.

Bray said, “This is an incredible opportunity as we accelerate our growth ambitions globally. Over the past few years, we’ve witnessed significant expansion in Legends and ASM Global in Europe.

“This reflects the exceptional capabilities of our European teams and the trust our clients have in our ability to deliver world-class experiences for their guests and fans. I’m truly looking forward to collaborating with the teams to build on the outstanding work we’ve accomplished.”

With a major focus on reimagining the guest experience, the company has achieved significant success and growth under Bray’s leadership, securing new contracts with Utilita Arena and Sheffield City Hall, LX Factory in Portugal, and Olympia London.

Bray has also overseen the company’s investment in its existing venues – this includes the major £70 million redevelopment of AO Arena in Manchester, a multimillion-pound reimagining of Utilita Arena Newcastle, and a year-long transformation of Sweden’s Avicii Arena, among others.

Before joining ASM Global, Bray spent 15 years at Sodexo, where he held various executive board positions nationally and internationally.

For six years, as CEO of their Sports and Leisure division, he oversaw the business growth strategy and designed exceptional experiences for a portfolio of prestigious partners. He was also responsible for the inception, development, and management of the company’s Global Airline Lounges division, which spans five continents.

Legends, which acquired ASM Global in August 2024, is partnered with many of the world’s most innovative and iconic sports, entertainment, and attractions brands and venues.

Throughout Europe, the combined company’s portfolio includes AO Arena, Arsenal FC, Avicii Arena, FC Barcelona, Liverpool FC, London Stadium, Manchester United, OVO Arena Wembley, OVO Hydro Glasgow, Real Madrid CF, Ryder Cup, Strawberry Arena, and York Racecourse, among others.

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