Legends Expands Analytics Capabilities With 4Front Acquisition

Via SportTechie

Global sports and entertainment advisory company Legends has bought data analytics and digital media company 4Front. Legends’ Global Technology Solutions division will now be headed by 4Front co-founders Josh Kritzler as its new co-president and COO, and Dan Migala as co-president and CRO.

4Front brings with it a long list of customers in the sports world, having consulted with Chelsea FC, the Chicago Bears, New York Mets, Oklahoma City Thunder and the NCAA. Legends has provided technical solutions for major venues across the sports world, including SoFi Stadium, Yankee Stadium and AT&T Stadium. The company’s solutions span venue management, ticket sales and fan experiences.

Legends partnered with the Professional Fighters League last year and received an equity stake in the league. Legends will oversee sponsorship, ticketing sales and venue operations for the league, as well as help develop a training venue.

Legends Acquires 4FRONT

Josh Kritzler and Dan Migala Named Co-Presidents  of Legends Global Technology Solutions

Legends announced today the acquisition of 4FRONT, a global data and analytics, innovation, and digital media agency. 4FRONT will retain its company name and operate as part of Legends Global Technology Solutions division, building on Legends’ expertise in data consulting and digital activation. Co-founders Josh Kritzler and Dan Migala will now oversee Legends Global Technology Solutions. Kritzler will serve as Co-President and Chief Operating Officer and Migala will be Co-President and Chief Revenue Officer of the division.

“Legends provides a holistic solution for clients that is powered by data and analytics,” said Shervin Mirhashemi, CEO, Legends. “4FRONT has developed a strong position as a leader in data driven solutions and delivery of actionable insights that drive increased revenues and enhanced experiences. With 4FRONT joining our Global Technology Solutions portfolio, we are further amplifying our already robust technology, analytics and digital service offerings for all our clients across Legends’ integrated 360-degree service solution platform.”

4FRONT was founded in 2007 and over the last 15 years has grown to become an innovation-fueled sports and entertainment marketing company working with organizations, properties, teams and leagues around the globe. The company is focused on using its actionable insights and data-driven solutions to drive revenue for a global roster of clients, which has included Chelsea FC, Chicago Bears, Cricket Australia, Colorado Rapids, Evil Geniuses, Minnesota Wild, NCAA, New York Mets, Oklahoma City Thunder, Space Center Houston and UFC.

“We have collaborated with the team at 4FRONT on several clients over the years and always been impressed with their innovative, data-driven approach,” said Mike Tomon, Co-President and COO, Legends. “Josh and Dan have built a company that not only delivers results for properties around the globe, but also is full of creative, forward-thinking people that love what they do. With Josh and Dan’s leadership, we will continue to invest in and expand Legends Global Technology Solutions to further enrich the services and experience we provide clients.”

Added Kritzler: “4FRONT’s growth is born out of a world-class team of incredibly passionate people that has fueled our culture and it’s fitting that the origin of this partnership is the chemistry of our team and the Legends team. As we start this new chapter, this connection will be the heartbeat to the growth of our company and the personal development opportunities for our team as we ignite Legends’ 360-degree platform.”

Migala further stated: “4FRONT has been on the frontline of helping world-class organizations embrace an innovative mindset through our suite of analytics, digital and technology solutions. This new partnership with Legends will allow us to provide the industry with an unprecedented solution to drive results from actionable insights.”

Legends Global Technology Solutions is an industry leading sports and entertainment digital, technology and experiential advisory with the deepest experience in some of the largest, most complex projects in the world of sports and entertainment. The division is keenly focused on the digital space of technology, analytics, and data services, and curating the latest innovations in the world. They work to enable value and revenue for clients through technology by leveraging data and analytics, insights, innovation, and digital solutions. Integrated across all of Legends’ 360-degree platform of services and its clients, Legends Global Technology Solutions offers tech-forward solutions and actionable insights to help solve any problem.

Migala has worked for or advised virtually every level of sports franchises throughout his career. This includes organizations in MLB, NHL, NFL, NBA, NCAA, MLS, the LPGA, Cricket Australia, New Zealand Rugby and more on issues related to marketing, non-traditional revenue generation, sponsorship, technology, ticket sales and using analytics to drive revenue growth.

Kritzler’s business pursuits as an entrepreneur and sponsorship executive have taken him to the Green Monster, Melbourne Cricket Ground and the pits of Las Vegas Motor Speedway. Prior to launching 4FRONT, he was a founder of InStadium, a Chicago-based alternative sports media company. Leading a national team of sponsorship executives, Kritzler secured media rights to more than 25 MLB and NFL stadiums; including Fenway Park, Yankee Stadium and Dodger Stadium.

DIRECTV to Present the Chairman’s Party at SoFi Stadium, with Special Performance by 8-Time Grammy Winner Usher, on the BET Stage

Anticipated Invite-Only Celebration to Take Place Immediately Following

NFL Honors Show Inside SoFi Stadium on Thursday, February 10


The Los Angeles Sports & Entertainment Commission (LASEC) announced today that DIRECTV will serve as Presenting Sponsor of The Chairman’s Party, the exclusive after-party following the NFL Honors Show inside SoFi Stadium at The Canyons, an open-air location within the SoFi Stadium footprint. The invitation-only celebration on Thursday, February 10 will include a special performance by eight-time Grammy winner Usher on the BET Network Stage.


The Chairman’s Party will be the most exclusive event of Super Bowl weekend, with a star-studded invitation list that includes current sports icons, Hollywood celebrities, Pro Football Hall of Famers, and NFL team owners. Guests will enter SoFi Stadium via the DIRECTV “Blue Carpet” and receive an early look at the site of Super Bowl LVI. Once inside guests will enjoy creative food and drink offerings and photo opportunities near the SoFi Stadium field.


“We look forward to welcoming fans to Los Angeles and officially kicking off Super Bowl weekend with the Los Angeles Sports & Entertainment Commission at The Chairman’s Party Presented by DIRECTV,” said Bill Morrow, CEO, DIRECTV. “Our company has been synonymous with world-class Super Bowl festivities in years past, and this event will continue that long tradition.”


One of the world’s most successful artists in recent decades, Usher has earned some of the music industry’s top accolades. He has been nominated for more than 600 awards, winning 320 of them, including eight Grammys; 18 Billboard Music Awards; and nine American Music Awards. Usher has sold more than 43 million albums worldwide, repeatedly earning Diamond, Multi-Platinum and Platinum status. He has had 18 Billboard Top 10 singles, including nine No. 1 singles. He recently served as a coach on TV’s No. 1 reality competition, NBC’s “The Voice,” as well delivering a sold-out residency in Las Vegas.


“The Chairman’s Party Presented by DIRECTV is a culmination of hard work and perseverance on behalf of all the Super Bowl stakeholders. We appreciate the artists and other supporters who are contributing the success of the weekend,” said Casey Wasserman, Chairman, Los Angeles Super Bowl Host Committee.


In addition to the announcement of The Chairman’s Party presented by DIRECTV, as an extension of the Super Bowl LVI Legacy Program, DIRECTV will award one of the 56 community organizations an additional $25,000 grant award, for the tremendous work they are doing in the community. Two additional organizations, also focused on empowering youth through storytelling, will receive $5,000 each.


“Thanks to the support of DIRECTV, we are excited to host the official post-NFL Honors party at SoFi Stadium and give our guests an exclusive kickoff to Super Bowl weekend,” said Kathryn Schloessman, President & CEO, Los Angeles Sports & Entertainment Commission. “The Chairman’s Party presented by DIRECTV, will celebrate the return of Super Bowl to the Los Angeles region, for the first time in nearly 30 years, and shine a light on a deserving Super Bowl LVI Legacy organization with the DIRECTVxChampionLA Award.”


Additional upcoming events supported by LASEC and ChampionLA include the 2022 MLB All-Star Game, 2023 College Football Playoff National Championship, 123rd U.S. Open Championship, 2024 NCAA Division I Men’s Basketball West Region Championship, 2026 U.S. Women’s Open, and the 2028 Summer Olympic & Paralympic Games. Los Angeles is also a Candidate Host City for the 2026 FIFA World Cup™.


Legends Global Partnerships division represented LASEC in establishing this strategic relationship with DIRECTV.

DIRECTV Makes Long-Term Commitment to Support ChampionLA

ChampionLA helps Los Angeles host 

the world’s top sports and entertainment events

The Los Angeles Sports & Entertainment Commission (LASEC) announced today that DIRECTV has made a long-term commitment to support ChampionLA, LASEC’s initiative created to host the world’s highest profile sports and entertainment events in Los Angeles.  As a part of the multi-year engagement, DIRECTV will make a charitable donation to ChampionLA, to support its mission to create community impact surrounding major events in Los Angeles. DIRECTV joins the ChampionLA Legacy Circle. 

The Los Angeles Sports & Entertainment Commission and ChampionLA are committed to creating lasting and positive economic, cultural and social impact for the region by attracting and securing high-profile sports and entertainment events to Los Angeles,” said Kathryn Schloessman, President & CEO, Los Angeles Sports & Entertainment Commission. “With that goal in mind, we are excited to work alongside DIRECTV, long considered a leader in sports and entertainment, to support this effort and make a difference in our city while telling a powerful story along the way.”

“DIRECTV is working with the Los Angeles Sports & Entertainment Commission to continue to position our hometown as a go-to destination for the best events in sports and entertainment. Their community impact aligns perfectly with our cultural values to Care, Challenge and Deliver where it matters most,” said Bill Morrow, CEO, DIRECTV.

The support from DIRECTV will kick off with Super Bowl LVI next month at SoFi Stadium in Los Angeles. DIRECTV will launch the DIRECTVxChampionLA Award that will recognize select organizations with a unique focus on empowering today’s youth for tomorrow’s career opportunities based on the 56 Champion organizations chosen for the Super Bowl LVI Legacy Program. After Super Bowl LVI, DIRECTV will continue to collaborate with LASEC and ChampionLA to create and highlight philanthropic and legacy efforts surrounding these major high-profile events, throughout the greater Los Angeles community. 

Additional upcoming events supported by LASEC and ChampionLA include the 2022 MLB All-Star Game, 2023 College Football Playoff National Championship, 123rd U.S. Open Championship, 2024 NCAA Division I Men’s Basketball West Region Championship, 2026 U.S. Women’s Open, and the 2028 Summer Olympic & Paralympic Games. Los Angeles is also a Candidate Host City for the 2026 FIFA World Cup™.

Legends Global Partnerships division represented LASEC in establishing this strategic relationship with DIRECTV.

National Football League and Legends to Open ‘NFL Las Vegas presented by Visa’ Store at The Forum Shops at Caesars Palace

Las Vegas Store to become a top retail destination for fans across all 32 clubs and tentpole events

NFL and Visa to deliver unique commerce experiences through innovative payment technology

The National Football League (NFL) and Legends, announced today the opening of NFL Las Vegas presented by Visa, an innovative NFL-themed store located in the renowned Forum Shops at Caesars Palace in Las Vegas, Nevada. A first for the League, NFL Las Vegas presented by Visa will offer a unique assortment of exclusive fan gear across all 32 clubs, the League, NFL events and special collaborations with celebrities and local designers. NFL Las Vegas presented by Visa will also become a leading destination for unique fan experiences including special product launch events and NFL player and talent appearances.

“Home to the Raiders and the state-of-the-art Allegiant Stadium, Las Vegas continues to be a premier location for the League to expand our presence and grow our fanbase,” said Ryan Samuelson, VP of Consumer Products at the NFL. “NFL Las Vegas presented by Visa will add to the vibrancy of the city while providing fans with a modern retail experience in collaboration with Legends and Visa against the backdrop of the upcoming Pro Bowl, the 2022 NFL Draft, and the recently announced Super Bowl LVIII in Vegas.”

NFL Las Vegas presented by Visa is an extension to the ongoing partnership between NFL and Legends, building on Legends strong on-site retail executions at NFL tentpole events including new per cap records at Super Bowl LV.

“Legends is proud to continue our partnership with the NFL to create a unique, immersive retail experience in Las Vegas that is sure to become a destination for football fans,” said Dan Smith, President, Legends Hospitality. “We have designed a store with the fan in mind, offering exclusive products and customization options as well as special in-store events that will provide something for fans of all ages.”

Visa, the Official Payment Services Technology Partner of the NFL, will provide seamless, safe, and secure digital payments at the store, making way for an enhanced shopping experience. When using a Visa contactless card, fans will also be able to utilize a first-of-its-kind RFID-enabled check-out solution. 

“From day one, this retail experience will offer a seamless and secure payment environment while providing future real estate to trial or launch even newer payment experiences,” said Mary Ann Reilly, Senior Vice President and Head of North America Marketing, Visa. “As more retailers recognize the value that payment technology can bring to their businesses, we are proud to have such a strong partnership with the NFL that enables us to provide fans with the latest in payments, whether in a stadium or a new retail environment like this one.”

NFL Las Vegas presented by Visa is set to open on January 15, 2022 at The Forum Shops at Caesars Palace. Caesars Entertainment is the League’s “Official Casino Sponsor” and is an “Official Sports Betting Partner” of the NFL through its newly launched sports betting offering, Caesars Sportsbook.