Matt marketing mantra boost to Legends-ASM

Article posted by Coliseum, May 22^nd, 2025

Image: Legends

The global premium experiences company Legends (US) announced recently that Matt O’Neil has been appointed the Chief Marketing Officer (CMO) of the combined Legends and ASM Global business.

‘Legends’ stated that a seasoned sports and entertainment executive O’Neil brings a wealth of branding, content and marketing experience from leading professional sports teams and leagues, brands and university Athletic Departments. Having been with Legends since August 2022 O’Neil previously served as the Chief Content and Experience Officer.

New York (US)-based Legends is a global premium experiences company that works with some of the most iconic and innovative brands in sports and entertainment to deliver exceptional experiences for the fans worldwide. The company offers its partners a 360-degree data and analytics-fueled service solution platform to drive revenue, heighten their brand and execute their vision. Founded in 2008, Legends works with marquee clients across professional sports, collegiate, attractions, entertainment, conventions, and leisure. Legends are the industry leader in designing, planning and realizing exceptional experiences in sports and entertainment.

Los Angeles (US)-based ASM Global is a development and full-service venue company focused on client-first approaches for driving significant financial success. Acquired by Legends in 2024 the company’s elite network spans five continents featuring a portfolio of more than 400 of the world’s most prestigious arenas, stadiums, convention/exhibition centers, and performing arts venues.

Maintained Dan Levy, head honcho, Legends, “Matt’s appointment as the CMO comes at a pivotal time as we combine Legends and ASM Global into one integrated business uniting our brand and marketing strategies. His deep understanding of fan experience, storytelling and marketing innovation across sports and entertainment makes him the right person to shape our unified identity and help our clients thrive in an increasingly competitive landscape.”

‘Legends’ further stated that in his new role O’Neil will oversee marketing, creative, content, communications, and events for the integrated Legends and ASM Global business focusing on driving growth and revenue across all areas. He will closely collaborate with Legends’ clients to provide marketing and branding consulting that enhances the customer experience and develop revenue-generating strategies to optimize awareness and sales.

Added O’Neil, “Bringing together the capabilities of Legends and ASM Global unlocks incredible opportunity for us to shape the future of live experiences. I’m energized by the opportunity to build a unified marketing approach that not only supports our world-class clients but also improves the way the fans and the guests engage with every venue, team and event.”

In his role at Legends over the past three years O’Neil has supported dramatic growth across every business area for the company leading marketing strategies to secure new clients and optimize revenue. Before his tenure with Legends he managed all facets of marketing, media, content creation, and game entertainment for the National Football League (NFL) team Dallas Cowboys and the Major League Soccer (MLS) team New York Red Bulls and founded his own content and marketing agency, Ichi Go, where he collaborated with the NFL team New York Jets, the National Basketball Association (NBA) team Boston Celtics, the National Hockey League (NHL) team New Jersey Devils, Ohio State, and the automobile company Genesis Motor America, among others.

As the Vice-President of Brand and Media for the Dallas Cowboys he was responsible for all aspects of the Cowboys brand including branding, marketing and advertising, media and content creation, encompassing TV production, radio, Internet, social media, mobile, and print publications, and Event Presentation/GameDay Entertainment at the Cowboys games and third-party events at the Cowboys home ground – the 80,000-capacity AT&T Stadium in Arlington, Texas (US). In his capacity as the Vice-President of Marketing at the New York Red Bulls he led all marketing initiatives and ensured that the Red Bull brand was infused throughout the fan experience. His career in sports began with the launch of the Dime Magazine (American basketball magazine) followed by a successful stint in Hollywood producing sports content and screenwriting.

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