- September 10, 2025
- Posted by: SportsV
- Categories: Featured Articles, Features, Home News, Industry News, News, Press Releases
Legends and ASM Global have officially united as Legends Global, creating the premier partner to the world’s greatest live events, venues and brands. Building on Legends’ acquisition of ASM Global in August 2024, the company delivers an unrivalled, fully integrated solution of premium services with a white-label approach.
The comprehensive services of Legends Global cover the entire lifecycle of venues and events: feasibility and consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise and content and booking. Together, its network encompasses more than 450 venues worldwide, hosting 20,000 events and entertaining over 165 million guests annually across sports, music, entertainment, attractions and conventions and leisure.
Dan Levy, CEO of Legends Global, said:
“Legends Global is uniting with a shared commitment to excellence and with one clear focus: delivering world-class experiences at unmatched scale and quality for our partners. Our global network, expertise, and passion for bringing people together allow us to serve our partners and their guests with seamless execution and constant innovation. This new era positions us to shape the future of live entertainment across the world’s most iconic venues and events.”
With a proven track record across premier sports, entertainment and live events worldwide, Legends and ASM Global have consistently delivered industry-defining results, from securing billions in partnerships and ticketing revenue to shaping some of the largest stadium, arena and convention projects in the world. Now united as Legends Global, its expertise spans every aspect of the fan experience, positioning the company as a trusted leader uniquely suited to drive innovation and growth in the global live entertainment industry.
The 2025 SVB LIVE Conference & Exhibition – focused on elevating the live experience – is being held at Villa Park, October 6th and 7th. An Opening Night Icebreaker will kick things off in style at bp pulse LIVE on October 5th, and the event will close with a tour of Birmingham City FC stadium on October 7th. Aston Villa and Legends Global are both sending delegations. Vicky Jaycock, VP Global Sales at Legends Global, sits on the SVB LIVE Advisory Board.
Legends Global is partnered with many of the world’s most prominent venues, teams and properties including Real Madrid, SoFi Stadium in Los Angeles, Dallas Cowboys, New York Yankees, FC Barcelona, Chelsea FC, University of Notre Dame, Ryder Cup, ICC Sydney Convention Center, Caesars Superdome in New Orleans, Avicii Arena in Stockholm, Coca-Cola Arena in Dubai, OVO Arena Wembley in London, Soldier Field in Chicago, AO Arena in Manchester, Moscone Convention Center in San Francisco, Kai Tak Sports Park in Hong Kong along with global leagues and properties including LA28 Olympics, NFL, MLB, NASCAR and PGA of America.
The expansive network of the newly combined entity enables Legends Global to create next-generation fan experiences by leveraging emerging technologies, harnessing the power of its global expertise and experience. The company is committed to becoming the most tech-forward, data-rich business in the sports and entertainment industry.
The company boasts nearly 100,000 employees globally led by a world-class executive team with unmatched experience, including Brett Parker, president and chief financial officer; Chris Bray, president of Europe; Chad Estis, executive vice president and chief revenue officer; Tom Funk, president of hospitality; Chris Hibbs, president of partnerships; Harvey Lister, chairman and CEO of APAC and MENA; Mike Ondrejko, president of sales; Doug Thornton, president of North American venues; and Ben Wrigley, president of CSL.
With operations across Africa, Asia, Europe, Oceania, and North and South America, Legends Global delivers the benefits of global scale with unparalleled local expertise.
Sixth Street, a leading global investment firm with over $115 billion in assets under management, is the majority investor in Legends Global in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, a Jerry Jones family company.
To learn more, visit www.LegendsGlobal.com
SVB LIVE events focus on elevating the ‘live experience’ through the key pillars of Architecture & Design, Commercialisation, Customer Journey, Fan Experience, Hospitality, Interiors & Fit-Out, Premium & VIP, Sustainability and Technology.
Check out the latest sports and entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
