Legends completes acquisition of ASM Global

Legends has announced the completion of its previously announced acquisition of ASM Global. The combination of Legends and ASM Global creates the world’s preeminent premium live events company dedicated to providing fans with outstanding experiences globally.

When a brand or venue wants to enhance the fan experience and increase monetisation, they will turn to the combined Legends and ASM Global. Together, the companies provide a data-driven, customisable solution across all areas of venue operations and revenue generation focused on delivering exceptional fan and guest experiences in the sports, entertainment, attractions, conventions, and leisure industries.

The Legends solution now includes world-class venue planning, development, and management; content and event booking; partnerships and premium ticketing; and merchandise and hospitality services.

Dan Levy, CEO of Legends, said:

The next era of Legends starts now. Over the course of 15 years, we have developed an unmatched solution to deliver a superior fan experience and help our partners grow. We are proud to add ASM Global to deliver even better experiences and value for our global partners, setting the standard in sports and entertainment.

Ron Bension, ASM Global President and CEO, said:

One of our ASM Global mantras for a number of years has been ‘the future is now.’ By joining Legends, that future has not only arrived, but it couldn’t be brighter. The opportunities created by our companies’ collective capabilities will elevate not only the success of our partners, clients, and projects worldwide, but the industry as a whole.

ASM Global and Legends are among those that will be in attendance at the 2024 SVB LIVE Conference & Exhibition. The main focus of all SVB LIVE events is to elevate and innovate the live experience through architecture & design, customer journey, fan experience, hospitality, premium sales & service, technology, sustainability and venue commercialisation.

Founded in 2008, Legends has grown organically and through acquisition from a hospitality business to a holistic, industry-leading service provider working with the most iconic and innovative brands in sports and entertainment. Legends’ expanded geographic reach will now support partners across Africa, Asia, Europe, Oceania, and North and South America – providing the benefits of global scale with unparalleled local expertise. For the time being, ASM Global will continue to operate under its name.

Sixth Street, a leading global investment firm with more than $75 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 Jones Concessions LP, a Jerry Jones family company. As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their full ownership interests.

Moelis & Company LLC and BofA Securities, Inc. served as financial advisors to Legends, and Ropes & Gray LLP and Cleary Gottlieb Steen & Hamilton LLP served as its legal counsel. Goldman Sachs and Jefferies served as financial advisors to ASM Global, and Latham & Watkins LLP, Hogan Lovells, and Arnold & Porter served as its legal counsel. Gibson, Dunn & Crutcher LLP served as legal counsel to YGE Holdings, LLC and Jones Concessions LP.

Source & imagery, courtesy: Legends

Sports Venue Business has launched a raft of new offerings under the SVB LIVE banner, including Networking Events & a Webinar Series, culminating in the annual SVB LIVE Conference & Exhibition, being held at Croke Park in Dublin, Ireland, on October 9th and 10th, with an Opening Night Icebreaker at Aviva Stadium on October 8th, 2024.