LEGENDS NOMBRA A JOAQUIN MARTINEZ CHIEF REVENUE OFFICER DE IBERIA

Martínez apoyará el crecimiento internacional de Legends en España y Portugal

Legends, la compañía de experiencias premium globales alimentada por la inteligencia de datos, ha anunciado hoy el nombramiento de Joaquín Martínez como Chief Revenue Officer, Iberia, reforzando aún más el equipo de liderazgo de Legends en la región. Martínez cuenta con más de 15 años de experiencia en la comercialización de deportes y eventos, centrándose estratégicamente en la maximización de ingresos de los estadios, sus eventos y experiencias tanto en los días de partido, como los eventos en días de no partido, contando con la participación de los aficionados y las aplicaciones innovadoras de tecnología deportiva para la generación de ingresos.

En su nuevo cargo, Martínez supervisará la generación de ingresos tradicionales y no tradicionales de los estadios y clubes deportivos utilizando la plataforma única de servicios de 360 grados de Legends en España y Portugal. Legends está asociada con muchas de las grandes marcas deportivas, de entretenimiento y de atracciones más emblemáticas del mundo. La solución holística basada en datos de la compañía para organizaciones deportivas y de entretenimiento, recintos y atracciones, está compuesta por las divisiones de servicios de Planificación de estadios, Ingresos globales, Global Partnerships, VIP y Hospitaly, Merchandising y Soluciones Tecnológicas.

“En Legends, nuestro talento y experiencia ayuda a impulsar un cambio transformador para que nuestros socios alcancen sus objetivos. Joaquín aporta una gran experiencia en la comercialización de eventos y experiencias en estadios tanto en ingresos tradicionales como no tradicionales para ayudar a Legends a hacer crecer nuestra base de clientes en España y Portugal, así como ofrecer resultados de alta calidad a nuestros socios”, dijo Chus Bueno, Director General de Iberia, Legends International.

A lo largo de su carrera, Martínez ha ocupado puestos de responsabilidad en KPMG, Deloitte y Sportfive. En los mismos, ha trabajado en proyectos de más de 20 estadios y numerosas entidades deportivas líderes a nivel mundial, como el FC Barcelona, el Manchester City, el Real Madrid CF, la FIFA y La Liga, donde sus esfuerzos se han centrado en la planificación y el desarrollo de nuevas oportunidades de ingresos para los estadios y otros activos disponibles del titular de los derechos. En la última etapa de su carrera, Martínez fundó Bstadium, el mercado de experiencias futbolísticas. Toda esta experiencia ha permitido a Martínez construir un amplio conocimiento de las mejores prácticas en las áreas clave de ingresos en los estadios, tales como asientos premium, experiencia de los aficionados, conciertos y eventos y patrocinios para los clubes de fútbol,  organizando grandes eventos deportivos y con organismos de gobierno del deporte.

Legends Appoints Joaquin Martinez as Chief Revenue Officer, Iberia

Martinez to Support Continued International Growth of Legends in Spain and Portugal

Legends, a data-intelligence fueled global premium experiences company, announced today the appointment of Joaquin Martinez as Chief Revenue Officer, Iberia further bolstering Legends’ leadership team in the region. Martinez has more than 15 years of experience in sport and event commercialization, strategically focused on stadia commercial maximization, match and non-match day events and experiences, fan engagement and innovative sport tech applications for revenue generation.

In his new role, Martinez will oversee the generation of traditional and non-traditional revenues of sports stadia and clubs utilizing Legends’ unique 360-degree services platform in Spain and Portugal. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. The company’s holistic data-driven solution for sports and entertainment organizations, venues and attractions is comprised of Planning, Sales, Partnerships, Hospitality, Merchandise and Technology Solutions service divisions.

“At Legends, our best-in-class talent helps us drive transformational change for our partners to achieve their goals. Joaquin brings strong expertise in commercialization across traditional and non-traditional stadia events and experiences to help Legends grow our client base in Spain and Portugal and deliver world-class results for our partners,” said Jesus Bueno, Managing Director of Iberia, Legends International. Throughout his career, Martinez has held senior positions at KPMG, Deloitte and Sportfive. In those roles, he worked with +20 stadia projects and numerous leading global sport entities, such as FC Barcelona, Manchester City, Real Madrid CF, FIFA and LaLiga, where his efforts have focused on planning and developing new revenue opportunities for stadia and other available assets of the rightsholder. In the last phase of his career, Martinez founded Bstadium, the marketplace of football experiences. All this experience allowed Martinez to build an extensive knowledge of best practices in key revenue areas of stadia such as premium seating, fan experience, hospitality, concerts and events and sponsorships for football clubs, large sport events and sport governing bodies

Spanish Press Release

2Playbook: One-on-One: Mike Tomon, Legends

Via 2 Playbook

Mike Tomon (Legends): “Maintaining authenticity is key to connecting with the local market”

The co-president and director of operations of the consulting giant assures that some of the main clubs in the world are in Spain and that the new Iberian subsidiary will be supported by the parent company in its projects and investments.

By Alvaro Carter

That a giant like Legends lands in Spain has many implications, but also many readings. The country enjoys a mature and strong sports sector that presents notable growth opportunities. This is also the view of Mike Tomon, co-president and COO of Legends worldwide. The executive joined the company in 2014 to lead global operations from AEG, where he served as director of global sponsorships and managed $500 million in deals. He now assures in a conversation with 2Playbook that “we are in a unique moment in which sport is becoming more global, and maintaining authenticity to connect with the local market is one of the current keys”.

 

In 2021 Sitxh Street took over the majority shareholding of Legends. How has the business changed since then and after the pandemic?

The focus is the same, to be a 360 platform for sports properties. We have more than 2,500 employees around the world and when Covid-19 hit we already had a strong company to resist it. Then Sixth Street came along to give a new impetus, but we already had the main deals tied up, like the one with Real Madrid.

 

How is the relationship with the club?

Real Madrid is one of the best examples when it comes to working. We were already their retail partner before signing the agreement for the Bernabéu. They have a vision very marked by their president, with a very global vocation, but with the best local experience and in the stadium.

 

How do you see the future of the sports property business? Currently they are still very dependent on television income, which is beyond their control.

That is precisely the discourse that we must maintain. There is a huge opportunity for clubs to improve the income they can generate for themselves. And we’re not just talking about matchday , but about the entire experience for the fan, engagement , providing insights with data, merchandising , hospitality areas … It’s a whole new 360 marketing approach.

 

In what aspects are you working more with sports properties at the moment?

It depends on the type of agreement and needs of the property. What we do seek is long-term partnership agreements , adding value to the business, not short-termism. What we now see as more relevant is improving the experience outside of matchday and how to reach the fan.

 

What are the main differences you have found between the American and European markets?

There is a cultural leap, but it is shrinking because the sport is becoming more global. From a commercial point of view, there are global practices that we can replicate in each territory. In addition, we are in a unique moment in which globalization also forces us to maintain authenticity in order to reach local markets. And that is one of the keys to how the sector is evolving and what we have to contribute. The differences between the United States and Europe will always be, but also between England and Portugal, because European countries are also very different from each other.

 

At what point do you see Spain in relation to other markets?

The Iberian market is at the fore right now due to the opportunities it presents. The British is the most established and the one that continues to lead, it is where we have more confidence and a higher level of development. We have also focused on Central Europe, mainly Germany, and Paris, where there are a large number of opportunities. The most imminent with the Rugby World Cup. In fact, in France and Italy we will have big announcements soon.

 

Why did you choose Chus Bueno to lead the project in Spain and Portugal?

We needed someone who was capable of accelerating the business, but above all who had credibility in the world of sports in the region. In addition, he had to have it at the highest level. Chus ticks all the boxes, when we talked to him we knew he was the person we were looking for. In addition, he has a background in the NBA, which is very important for us, because what we are looking for are first-rate talent.

 

 

Mike Tomon (Legends): “Maintaining authenticity is key to connecting with the local market”

The co-president and director of operations of the consulting giant assures that some of the main clubs in the world are in Spain and that the new Iberian subsidiary will be supported by the parent company in its projects and investments.

By Alvaro Carter

 

That a giant like Legends lands in Spain has many implications, but also many readings. The country enjoys a mature and strong sports sector that presents notable growth opportunities. This is also the view of Mike Tomon, co-president and COO of Legends worldwide. The executive joined the company in 2014 to lead global operations from AEG, where he served as director of global sponsorships and managed $500 million in deals. He now assures in a conversation with 2Playbook that “we are in a unique moment in which sport is becoming more global, and maintaining authenticity to connect with the local market is one of the current keys”.

 

In 2021 Sitxh Street took over the majority shareholding of Legends. How has the business changed since then and after the pandemic?

 

The focus is the same, to be a 360 platform for sports properties. We have more than 2,500 employees around the world and when Covid-19 hit we already had a strong company to resist it. Then Sixth Street came along to give a new impetus, but we already had the main deals tied up, like the one with Real Madrid.

 

How is the relationship with the club?

 

Real Madrid is one of the best examples when it comes to working. We were already their retail partner before signing the agreement for the Bernabéu. They have a vision very marked by their president, with a very global vocation, but with the best local experience and in the stadium.

 

How do you see the future of the sports property business? Currently they are still very dependent on television income, which is beyond their control.

 

That is precisely the discourse that we must maintain. There is a huge opportunity for clubs to improve the income they can generate for themselves. And we’re not just talking about matchday , but about the entire experience for the fan, engagement , providing insights with data, merchandising , hospitality areas … It’s a whole new 360 marketing approach.

 

In what aspects are you working more with sports properties at the moment?

 

It depends on the type of agreement and needs of the property. What we do seek is long-term partnership agreements , adding value to the business, not short-termism. What we now see as more relevant is improving the experience outside of matchday and how to reach the fan.

 

What are the main differences you have found between the American and European markets?

 

There is a cultural leap, but it is shrinking because the sport is becoming more global. From a commercial point of view, there are global practices that we can replicate in each territory. In addition, we are in a unique moment in which globalization also forces us to maintain authenticity in order to reach local markets. And that is one of the keys to how the sector is evolving and what we have to contribute. The differences between the United States and Europe will always be, but also between England and Portugal, because European countries are also very different from each other.

 

At what point do you see Spain in relation to other markets?

 

The Iberian market is at the fore right now due to the opportunities it presents. The British is the most established and the one that continues to lead, it is where we have more confidence and a higher level of development. We have also focused on Central Europe, mainly Germany, and Paris, where there are a large number of opportunities. The most imminent with the Rugby World Cup. In fact, in France and Italy we will have big announcements soon.

 

Why did you choose Chus Bueno to lead the project in Spain and Portugal?

 

We needed someone who was capable of accelerating the business, but above all who had credibility in the world of sports in the region. In addition, he had to have it at the highest level. Chus ticks all the boxes, when we talked to him we knew he was the person we were looking for. In addition, he has a background in the NBA, which is very important for us, because what we are looking for are first-rate talent.

 

2Playbook: Legends assembles a team of 80 people with an office in front of the Bernabéu for its offensive in Spain

Via 2 Playbook

The consultancy will open its new headquarters in Paseo de la Castellana and aims to diversify beyond sports. Chus Bueno, who has been at the forefront of the Iberian market since this month, assures that “he does not have many restrictions” to make strategic investments.

By Alvaro Carter

The Spanish sports industry has come out of the pandemic affected, but strengthened. Not only have fans returned to the center of the conversation, but the interest of giants in the sector that perceive great opportunities in a phase of need for funds and, above all, of strategic partners that help push new lines of business where sports properties do not have that knowledge. That role is what Legends wants to play, which already has a team of 80 people in its subsidiary for Spain and Portugal and next month it will be installed in new offices next to the Santiago Bernabéu.

“Iberia is one of the markets where we see more growth opportunities. The time is right for further investment,” Mike Tomon , co-president and COO of Legends, tells 2Playbook. To this end, they have carried out a strong offensive, culminating in the signing of Chus Bueno as general director to pilot the business in the Iberian Peninsula, a potential center for large investments if the 2030 World Cup is awarded.

“A great bet has been made with a strong investment, but Legends already had a structure in Spain, which is now expanding,” Bueno tells this medium. “The idea is to have our own team because of the market volume and opportunities, but with the support of the parent company to be able to develop the 360 ​​project idea that we want to work on with our partners,” he adds.

The new offices will be located on Paseo de la Castellana, close to the home of its main partner in Spain, Real Madrid. The offensive comes after Sixth Street took over the majority shareholding in the consultancy created by the Dallas Cowboys and the New York Yankees. Their entry was key to being able to close what is their biggest deal in Spain so far, for which they will pay up to 360 million euros to keep 30% of the profit generated by the company created to commercially exploit the Bernabéu during the next twenty years.

“Entering a market hand in hand with Real Madrid is the best possible letter of introduction because you don’t have to do a go to market ; the marketing is already done, but Legends already had a huge reputation that spoke for itself of the company”, affirms Bueno. The director, incorporated this summer from the NBA, assures that “there are more interested clubs”, but for now no proposal has gone beyond preliminary conversations.

The consultant also advises Sevilla FC to project a new Sánchez Pizjuán open 365 days a year. FC Barcelona and Atleti also had their services to carry out a study on Espai Barça and Civitas Metropolitano, respectively. In addition, Legends also has the operation of the Real Madrid retail business, a project independent of the Bernabéu and for which its structure in Spain has already been reinforced to pilot it.

“There are different projects, but above all we are looking for partnership agreements , not a one off ”, Bueno points out. “We want to be a strategic partner to help properties accelerate their business and organically improve not only their revenue, but other key issues in today’s industry like their brand exposure.”

The manager does not rule out that there are more investments like the one made in the white club. “We are not going to have many restrictions to invest, but it will only be done when it makes strategic sense and adds value.” Regarding billing forecasts, he maintains that “we are still making the numbers for next year.”

In what coincides with Tomon is in the opportunity detected in the Spanish and Portuguese markets. “Context always helps. That there are stadiums that have to undertake reforms as part of a World Cup bid is important. Also that LaLiga obliges to allocate a part of the CVC funds to the facilities ”.

And he points out: “The fact that funds like CVC or Sixth Street enter the business is the best news for Spanish sport, because that means that they perceive a solid, mature industry with potential, but the right investment must be made, because when invest so much money there is no more room for maneuver to go back into debt. That is why choosing the partner , as in this case Legends, that helps develop the business, is essential”.

Finally, the consultant sees fewer opportunities outside of football in Spanish sport. It does appreciate them in other sectors within large facilities. “We think of amusement parks, aquariums, museums… All those large venues that ultimately share common characteristics with football, such as the sale of merchandising , hospitality , ticket sales and the management of a venue”. “We have a global expertise that we want to bring to Spain and that is not limited to sport, although for now the center of attention is the Bernabéu”.

WHO IS LEGENDS

The company defines itself as “a premium experience company specializing in providing holistic solutions for sports and entertainment organizations and venues.” Among its business lines, six verticals stand out: sales, retail (both e-commerce and stores), technological solutions for sports venues, hospitality, consulting and strategic planning with clubs.

It was created in 2008 by the New York Yankees and the Dallas Cowboys of the NFL, with the idea of ​​managing the sponsorship and hospitality sales of both franchises. In 2021, Sixth Street took over the majority shareholding in an operation that valued 100% of the capital at 1,350 million dollars (1,281 million euros), which was a boost at the worst moment for the company in the midst of the health crisis of the Covid-19 that led to the closure of the stadiums and the brake on investments in new sports venues.

Until the signing of his agreement with Madrid, the jewel in the crown in the world of football was the Tottenham Hostpur stadium. The home of the Spurs since 2019 has become a venue capable of generating experiences for fans throughout the year beyond football games. It also has agreements at the Etihad Stadium in Manchester City and Old Trafford with United, and other venues in the United States for teams such as the NBA’s San Antonio Spurs, the University of Notre Dame and other organizations such as Wimbledon and the UFC.

3ICE and Legends Enter Strategic Partnership to Support and Accelerate Growth of new 3-on-3 Hockey League

Legends to Manage Sponsorships, Merchandise and Make Strategic Investment in 3ICE

3ICE, a three-on-three professional ice hockey league, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic partnership to support and accelerate the growth of the new independent North American hockey league. In addition to managing several lines of revenue generating operations for 3ICE, Legends will make a minority investment in the league.

3ICE concluded its successful inaugural season in August with a nationally televised championship tournament live from Las Vegas on CBS. The league will return for its second season in summer 2023. As part of the comprehensive new partnership, Legends will manage sponsorships, omnichannel merchandise, media strategy and buying for 3ICE, leveraging the company’s technology solutions division to deliver innovative, data-driven actionable insights and solutions across each service. In addition, 3ICE will have access to all areas of Legends’ intelligence-fueled 360-degree service solution, including planning, sales, and hospitality, as the league expands.

“We are overjoyed to partner with Legends across so many of their skillsets, it is a large step forward that continues our rapid growth and further validates our business and will translate into better experiences for all of our fans, sponsors, players, investors and every division within 3ICE,” said E.J. Johnson, CEO of 3ICE.

“E.J. and his team at 3ICE have created an exhilarating new take on a classic sport, giving the built-in fan base more of the speed, skill and thrill they love. We are excited to work alongside them to accelerate the growth of the league following an impressive inaugural season,” said Gabby Roe, President, Legends Growth Enterprises.

In the first season, 3ICE featured six teams with professional hockey pedigree players who traveled to eight tour-stops to compete in a tournament where each game consists of two, eight-minute halves using a running clock on a full-sized rink. Craig Patrick is League Commissioner and he was joined by six NHL Hall of Fame players as team coaches: Guy Carbonneau, Grant Fuhr, John LeClair, Joe Mullen, Larry Murphy and Bryan Trottier. The inaugural season of 3ICE aired on CBS Sports in the United States, TSN in Canada and ESPN for international rights. Players competed for more than $2 million in prize money throughout the season.

3ICE joins a growing list of Legends Growth Enterprises partners, the company’s division focused on leveraging its 360° service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

Tampa Bay Buccaneers Partner with Legends for Sponsorship Sales in Germany

The Tampa Bay Buccaneers and Legends announced today a new partnership focused on commercialization for the team in Germany. As part of the agreement, the global premium experiences company will manage a data-driven sponsorship sales strategy for the Buccaneers to assist the team’s brand building efforts in Germany.

The Buccaneers were one of four teams awarded international marketing rights in Germany as part of the NFL’s International Home Marketing Area (IHMA) initiative. Tampa Bay, led by seven-time Super Bowl champion Tom Brady, will take on the Seattle Seahawks in a groundbreaking game in Munich, Germany on Sunday, November 13, 2022, at Allianz Arena, a 75,000-seat stadium that is home to FC Bayern Munich of the Bundesliga. This first-ever NFL regular season game in Germany is sold out.

“Buccaneers fans in Germany have quickly embraced our team and there is a genuine excitement for the historic game that will be played in Munich in the coming weeks,” said Buccaneers Chief Operating Officer Brian Ford. “Our partners at Legends will play a crucial role in helping us build off this initial wave of enthusiasm as we focus on building long-term corporate relationships and establishing the Buccaneers brand throughout Germany. As leaders in the global premium experiences industry, Legends has all of the expertise required to help us maximize our opportunities as we focus on elevating and expanding our presence in Germany.”     

Legends’ Germany team based out of Hamburg will lead the engagement with the Buccaneers, which runs through the end of the team’s IHMA rights in 2026. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands and has extensive experience leading global partnership sales for premier professional sports teams. The company’s Hospitality division is currently also partnered with the Buccaneers, overseeing food and beverage operations at Raymond James Stadium.

“Legends is proud to partner with the Buccaneers to help the team establish a lasting brand presence in Germany through strategic marketing partnerships and activations,” said Jens König, Managing Director of Central Europe, Legends International. “Germany has a strong NFL fan base, and we look forward to working with the Buccaneers to find the right partners in Germany to build on the excitement in the market surrounding the upcoming sold-out game in Munich.”   

The Buccaneers have fans around the world and have consistently been featured in the global spotlight for the NFL. This is the fourth time the Buccaneers will take part in the NFL’s International Series of games, having previously played in London, England three times (2009, 2011 and 2019), twice at Wembley Stadium and once at Tottenham Hotspur Stadium.

German Press Release

TAMPA BAY BUCCANEERS SCHLIEßEN PARTNERSCHAFT MIT LEGENDS FÜR SPONSORSHIPVERMARKTUNG IN DEUTSCHLAND

Die Tampa Bay Buccaneers und Legends haben heute eine langfristige Partnerschaft zur Vermarktung des Teams in Deutschland bekannt gegeben. Das globale Sportmarketingunternehmen wird die Sponsoringvermarktung des Superbowl Siegers von 2021 verantworten. Dafür greift Legends auf seine datengetriebene Vertriebsexpertise zurück.

Als eines von vier Teams erhielten die Buccaneers im Rahmen der NFL-Initiative International Home Marketing Area (IHMA) internationale Vermarktungsrechte in Deutschland. Tampa Bay, angeführt vom siebenfachen Super Bowl-Champion Tom Brady, wird am Sonntag, den 13. November 2022, im ersten NFL Regular Season Game in der ausverkauften Allianz Arena in München gegen die Seattle Seahawks antreten.

„Die Buccaneers-Fans in Deutschland haben unser Team schnell ins Herz geschlossen, und es herrscht eine riesige Begeisterung für das historische Spiel, das im November in München ausgetragen wird“, sagte Brian Ford, Chief Operating Officer der Buccaneers. „Unser Partner Legends wird uns maßgeblich dabei unterstützen, auf Basis dieser Begeisterung langfristige Unternehmensbeziehungen aufzubauen und die Marke Buccaneers in Deutschland zu etablieren. Als führendes Unternehmen im globalen Sportmarketing verfügt Legends über die richtige Expertise, uns dabei zu unterstützen, unsere Ziele in Deutschland zu erreichen.“

Das in Hamburg ansässige Legends Team wird die Partnerschaft mit den Buccaneers, die bis zum Ende der IHMA-Rechte des Teams im Jahr 2026 vereinbart ist, verantworten. Legends arbeitet mit den weltweit bekanntesten Sport-, Unterhaltungs- und Entertainmentmarken zusammen und verfügt über umfangreiche Expertise in der globalen Sponsorshipvermarktung. Die Hospitalitysparte des Unternehmens ist bereits Partner der Buccaneers und betreut den Cateringbetrieb im Raymond James Stadium.

„Millionen von Fans fiebern bereits dem ersten Regular Season Game der NFL in Deutschland entgegen. Legends ist stolz darauf, mit den Buccaneers zusammenzuarbeiten, und bei der Entwicklung von strategischen Partnerschaften zu unterstützen, um die Präsenz in Deutschland weiter nachhaltig auszubauen“, sagt Jens König, Managing Director Central Europe von Legends.

Die erfolgreichste Sportliga der Welt, NFL und die Buccaneers haben eine weltweite, begeisterte Fangemeinde. Es ist das vierte Mal, dass die Buccaneers am NFL International Game teilnehmen. Zuvor spielten sie dreimal in London, England, (2009, 2011 und 2019), zweimal im Wembley-Stadion und einmal im Tottenham Hotspur Stadium.

Legends Accelerates Global Expansion

RESPECTED INDUSTRY EXECUTIVE JESUS BUENO APPOINTED MANAGING DIRECTOR OF IBERIA

Continued Investment in Infrastructure Supports European Growth of the Business

Legends, a data-intelligence fueled global premium experiences company, is accelerating its worldwide growth with continued investment and expansion in the company’s burgeoning International business. Today, the company announced the appointment of well-respected industry executive Jesus Bueno as Managing Director of Iberia. Bueno joins Legends after 12 years at the NBA, most recently serving as Vice President for Europe, Middle East and Africa.

Bueno will oversee the development and implementation of Legends’ unique 360-degree services platform in Spain and Portugal. Legends holistic data-driven solution for sports and entertainment organizations, venues and attractions is comprised of Planning, Sales, Partnerships, Hospitality, Merchandise and Technology Solutions service divisions.

“Legends global business is rapidly expanding, and we are humbled by the incredible brands we have the privilege of supporting on the world stage,” said Mike Tomon, Co-President and COO, Legends. “With our established business in Spain and well-found confidence in the market, the time is right for a further investment in infrastructure to underpin our commitment to the dynamic sporting landscape in Spain. Chus’ market expertise and deep industry experience will help us drive continued growth and lead a local team in Iberia that will provide world-class results leveraging our unique 360° service solution.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. In Spain this includes an expansive partnership with Real Madrid CF leveraging the company’s 360° platform to optimize the management of the renowned Santiago Bernabéu stadium. As well, Legends is working closely with several La Liga first division clubs providing wide-ranging feasibility work to assist the clubs in infrastructure investment decisions. Throughout Europe, Legends also counts Liverpool FC, Manchester United FC, The Shard, Rugby World Cup 2023, UFC, The European Tour and Ryder Cup as clients.

Bueno has more than 25 years of global experience in professional sports management and entertainment across all business disciplines. Before joining Legends, he held executive positions at the NBA for 12 years, last serving as Vice President for Europe, Middle East and Africa. Prior to the NBA, Bueno was the Managing Director of the Spanish Basketball Federation in Spain, organizing the Eurobasket 2007 in Spain, as well as the Managing Director of SPAIN 2014 BID that won the FIBA WC2014 in 2009. Bueno started his career as a professional basketball player in Spain. After retiring as a player, he began his executive career in 1995 running the Basketball Players Association in Spain and Europe for 10 years.

Spanish Press Release

LEGENDS ACELERA SU EXPANSIÓN INTERNACIONAL

EL RESPETADO EJECUTIVO DEL SECTOR JESÚS BUENO ES NOMBRADO DIRECTOR GENERAL DE IBERIA

La inversión continua en infraestructuras apoya el crecimiento europeo de la empresa

Legends, una empresa de experiencias premium alimentada por la inteligencia de datos, está acelerando su crecimiento mundial con inversión y expansión continua en el negocio internacional. Hoy, la compañía ha anunciado el nombramiento del respetado ejecutivo del sector Jesús Bueno como Director General de Iberia. Bueno se une a Legends después de 12 años en la NBA, y más recientemente como Vicepresidente de Europa, Oriente Medio y África.

Bueno supervisará el desarrollo y la implementación de la plataforma única de servicios 360 grados de Legends en España y Portugal, haciendo crecer el negocio y apoyando la asociación de Legends con el Real Madrid CF. La solución holística basada en datos de Legends para organizaciones deportivas y de entretenimiento, recintos y atracciones está compuesta por las divisiones de servicios de Planificación, Ventas, Partnerships, Hospitality, Merchandise y Soluciones Tecnológicas.

“El negocio global de Legends se está expandiendo rápidamente, y nos sentimos humildes por las increíbles marcas que tenemos el privilegio de apoyar en el escenario mundial,” dijo Mike Tomon, Co-Presidente y COO de Legends. “Con nuestro negocio establecido en España y una confianza bien fundada en el mercado, es el momento adecuado para una mayor inversión en infraestructura que respalde nuestro compromiso con el dinámico panorama deportivo en España. El conocimiento del mercado y la profunda experiencia de Chus en la industria nos ayudarán a impulsar el crecimiento continuo y a liderar un equipo local en Iberia que proporcionará resultados de clase mundial aprovechando nuestra solución única de servicio 360.”

Legends está asociada con muchas de las marcas deportivas, de entretenimiento y de atracciones más emblemáticas del mundo. En España, esto incluye una asociación integral con el Real Madrid CF que aprovecha la plataforma 360º de la empresa para optimizar la gestión del famoso estadio Santiago Bernabéu. Además, Legends está trabajando estrechamente con varios clubes de primera división de La Liga proporcionando un amplio trabajo de viabilidad para ayudar a los clubes en las decisiones de inversión en infraestructuras. En toda Europa, Legends también cuenta con el Liverpool FC, el Manchester United FC, The Shard, la Copa del Mundo de Rugby 2023, la UFC, el European Tour y la Ryder Cup como clientes.

Bueno cuenta con más de 25 años de experiencia global en la gestión del deporte profesional y el entretenimiento en todas las disciplinas empresariales. Antes de incorporarse a Legends, ocupó cargos ejecutivos en la NBA durante 12 años, el último como Vicepresidente para Europa, Oriente Medio y África. Antes de la NBA, Bueno fue Director General de la Federación Española de Baloncesto en España, organizando el Eurobasket 2007 en España, así como Director General del BID ESPAÑA 2014 que ganó la FIBA WC2014 en 2009. Bueno comenzó su carrera como jugador profesional de baloncesto en España. Tras retirarse como jugador, comenzó su carrera ejecutiva en 1995 dirigiendo la Asociación de Jugadores de Baloncesto en España y Europa durante 10 años.