- November 8, 2023
- Posted by: SportsV
- Categories: Featured Articles, Features, Home News, Industry News, News, Press Releases
Legends and ASM Global have announced 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.
The acquisition of ASM Global’s venue management capabilities will enhance Legends’ services portfolio, positioning Legends to meet the expanding needs of sports organisations, entertainment venues, convention centres and attractions globally while supporting its vision to deliver exceptional live experiences for fans in the digital age.
Shervin Mirhashemi, CEO of Legends, said:
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.
Ron Bension, President and CEO of ASM Global, said:
We’re thrilled to join Legends, which shares our client-first approach and advances our goal of offering our partner organisations 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 Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America and FIFA World Cup.
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.
Legends was a sponsor for the 2023 ALSD International Conference & Exhibition, hosted at The Etihad Stadium last month, with Ted Glick, David Garth and Tom Doyle sharing insights with the 400+ C-Suite executives in attendance. ASM Global sent a large delegation, with speakers from AO Arena, as well as from AEG.
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, ASM Global operates venues that serve live events for more than 164 million guests annually including at ICC Sydney Convention Centre, Avicii Arena in Stockholm, OVO Arena Wembley in London, Coca-Cola Arena in Dubai, and State Farm Stadium, 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 merchandising and hospitality services.
As part of the transaction, current ASM Global equity holders Onex and AEG will sell their ownership interests. ASM Global will continue to serve existing and in-development AEG venues.
Financial terms of the transaction were not disclosed. Moelis & Company LLC and BofA Securities, Inc. are serving as financial advisors to Legends, and Ropes & Gray LLP is serving as its legal counsel. ASM Global’s financial advisors are Goldman Sachs and Jefferies, and its legal advisors are Latham & Watkins LLP, Hogan Lovells and Arnold & Porter.
Founded in 2008, 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 fuelled 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 leisure. It is an industry leader in designing, planning and realising exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow @TheLegendsWay on Twitter and Instagram.
About ASM Global
ASM Global is a leading global producer of entertainment experiences. It is a 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. Follow ASM Global on Facebook, Instagram, LinkedIn and Twitter. asmglobal.com