BNP Paribas Open Partners with Legends for New and Improved On-Site Retail Experience

The BNP Paribas Open announced a new partnership with global premium experiences company Legends to operate an enhanced on-site retail experience at the tournament, which will next be held at the Indian Wells Tennis Garden on March 6-19, 2023. The announcement was made as part of an unveiling of a number of upgraded amenities, partners and new events ahead of the 2023 tournament.

“Legends is proud to partner with the BNP Paribas Open to provide an unparalleled retail experience with expanded merchandise offerings to all fans visiting the Indian Wells Tennis Garden,” said Kirta Carroll, President, Legends Global Merchandise.

“The 2023 edition of Tennis Paradise is shaping up to be the best one yet,” said Tournament Director Tommy Haas. “With a completely revamped retail experience, a host of new fan activations and events, and of course – the best tennis players in the world competing for the title, we couldn’t be more excited to welcome fans to the Indian Wells Tennis Garden this March.”

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across e-commerce, in-venue retail, large scale live event, brick and mortar store operations, licensing, and customer merchandise. This includes vast experience developing and operating on-site retail at some of the world’s largest sporting events and premier venues including the Super Bowl, PGA Championship, SoFi Stadium and more.

The Academy of Country Music and Legends Announce Multi-Year Partnership

Legends to Help Build Year-Round Global Partnership Portfolio for Acclaimed Country Music Organization, From Flagship Events to Original Content and more 

The Academy of Country Music® (ACM) and Legends, a data-fueled global premium experiences company, announced today a new, exclusive multi-year partnership focused on driving 360º sponsorship portfolio growth for the Academy, including developing and launching high-impact opportunities tied to the organization’s tentpole annual live events, as well as new programs and initiatives celebrating and honoring Country Music. The alliance marks a historic union, bringing together the powerhouse forces behind many of the world’s biggest sports franchises with the innovative and celebrated Country Music organization behind the first major awards show to stream live around the globe. 

Through the agreement, Legends will lead a strategic, data-driven approach to brand partnerships for the Academy, ranging from on-site activations, original content commissions, and digital activations around ACM signature events, including the iconic Academy of Country Music Awards and surrounding events, and ACM Honors, known as the “Country Music industry’s favorite night,” as well as ACM Party for a Cause and other events benefiting ACM Lifting Lives, the philanthropic partner of the Academy. 

Legends will also work with the Academy to develop unique, new brand opportunities incorporating the Academy’s new state-of-the-art world headquarters in Nashville, Tennessee, as well as branded content franchises, social media campaigns, and dynamic new activations to engage the ever-growing global Country Music fan base. A dedicated business development team will be established by Legends to focus solely on the Academy partnership. 

“Legends has a proven track record of championing the largest and most successful brands in the world, and we’re thrilled to be able to collaborate with them, at this potent moment for the ACM, to bring new and exciting opportunities to the Academy, our industry, and our partners,” said Jen Heaton, ACM Vice President of Strategic Partnerships. “Coming off a triumphant 2022 for the Academy, we are eager to continue blazing a bright new path, particularly with the 58th ACM Awards’ return to Texas this spring, and working hand-in-hand with Legends will deliver the vigorous, multi-faceted, and mutually beneficial programs to maintain our exceptional momentum forward.” 

“Legends is excited to work alongside the great team at the Academy of Country Music to execute a brand partnership strategy that will celebrate and help grow their unique, year-round Country Music Lifestyle platform that reaches fans around the world,” said Chris Hibbs, President, Legends Global Partnerships.  

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including The New York Yankees, Dallas Cowboys, One World Observatory, and Real Madrid. It is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Summer Games in Los Angeles.  

The 58th Academy of Country Music Awards™ is produced by dick clark productions and will livestream exclusively on Prime Video for a global audience on Thursday, May 11, 2023, live from Ford Center at The Star in Frisco, Texas. 

Legends Partners with Cirque Du Soleil Entertainment Group to Drive Global Enterprise Sponsorships

Legends, a data-fueled global premium experiences company, and Cirque du Soleil Entertainment Group (“Cirque du Soleil”), a world leader in live entertainment, announced today a new business partnership centered around driving worldwide enterprise sponsorships for Cirque du Soleil Entertainment Group.

Through a strategic, data-first approach, Legends will manage the global partnership strategy for Cirque du Soleil Entertainment Group, whose portfolio includes 38 unique active shows with more than 5,000 performances globally each year. Legends has established a dedicated sales team for Cirque du Soleil that will focus solely on securing new partnership opportunities to propel the long-term growth of the organization. Ian Partilla, a veteran entertainment, sports and media industry sales executive, will lead the team as Vice President, Global Partnerships – Cirque du Soleil. 

The appointment of Legends follows Cirque du Soleil’s hiring of Nickole Tara as Chief Growth Officer, a newly created position focused on leading growth initiatives for the future of the brand, go-to-market strategy and value creation opportunities across Sponsorships, Consumer Products, Branded Content and Filmed/Immersive Entertainment.

“We are enthusiastic about partnering with Legends to expand our reach and explore new business ventures. With the support of their team of experts, we will be able to secure new exciting partnership opportunities for the brand and propel the business to the next level,” said Nickole Tara, Chief Growth Officer, Cirque du Soleil Entertainment Group.

“Cirque du Soleil is an incredible storied brand with massive appeal around the world. Legends is proud to work alongside Nickole and her team to create innovative new sponsorship platforms for partners that want to align with a truly global entity in Cirque du Soleil,” said Chris Hibbs, President, Legends Global Partnerships.

Cirque du Soleil has a global reach that includes more than 365 million attendees to date with performances in over 1,450 cities worldwide across six different continents. This includes selling more than 10.2 million tickets in 110 plus cities annually. In addition, the brand reaches hundreds of millions of fans across its digital and social media platforms.

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including New York Yankees, Dallas Cowboys, One World Observatory, Real Madrid, and is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Games in Los Angeles.