American Ultimate Disc League & Legends Enter Long-Term Strategic Partnership Across Sales, Sponsorship, Merchandise and Technology Solutions

The American Ultimate Disc League (AUDL), the largest professional Ultimate disc league in the world, and Legends, a data-intelligence fueled global premium experiences company, announced today a long-term strategic partnership that will accelerate the growth of the AUDL. As part of this partnership, Legends has aligned its interests with the owners of the AUDL by making a minority investment in the league.

Through this comprehensive service partnership, Legends will manage sponsorships, omnichannel merchandise, media strategy and buying for the AUDL by leveraging the company’s technology solutions division to deliver innovative, data-driven actionable insights and solutions across each service. In addition, the AUDL will have access to all areas of Legends’ intelligence-fueled 360-degree service solutions, including planning, sales and hospitality, as the league expands.

“This partnership with Legends significantly accelerates our business plan and increases the trajectory of our awareness by the general community,” said Steve Hall, CEO of the AUDL. “Legends brings a broad set of expert services and a network in the professional sports world that will allow us to deliver a better experience for our fans and to compete for more attention.”

The AUDL is Legends’ latest partnership with a high-growth property since launching its Growth Enterprises division in February. Legends Growth Enterprises focuses on leveraging the company’s 360° service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

“The leadership at the AUDL is incredibly passionate and has established a strong foundation and vision for the future of the league,” said Gabby Roe, President, Legends Growth Enterprises. “Legends will work closely with the AUDL to drive business and enhance the sponsor and fan experience, while also creating new revenue-generating opportunities that will help accelerate growth and further the league’s long-term goals.”

The AUDL was formed in 2012 with eight teams, and in the following 10 seasons, the league has grown to 25 teams across the United States and Canada. The AUDL is innovating solutions for the modern pro sports experience through its majority-owned entity, UltiX Technology (UltiX). UltiX was created in 2019 to create a platform that creates new revenue streams through the gamification of data and NIL.

Real Madrid strikes €360mn events deal for revamped stadium

Via Financial Times

Club announces partnership with investment group Sixth Street as part of efforts to diversify revenues

Real Madrid has struck a €360mn deal with investment group Sixth Street and US sports entertainment group Legends to develop concerts and other events at its Santiago Bernabéu stadium and diversify its revenues.


The deal, which will be announced on Thursday, injects fresh cash into Spain’s best known football club as it recovers from the financial damage inflicted by the pandemic.


It also demonstrates the ways football clubs are attempting to increase revenues as the cost of buying and paying top players continues to rise.


Real Madrid is in the process of installing a retractable roof and pitch in its 81,000 capacity stadium. This will be completed next year and allow it to host concerts and other events at the venue.


Legends was formed in 2008 by owners of the New York Yankees professional baseball team and the Dallas Cowboys American football team to help venues develop live events. Sixth Street, which manages more than $60bn in assets, took a majority stake in the business last year.


The Bernabéu stadium lags major US sporting venues for the amount that fans spend per visit. Legends will work with Real Madrid to try to improve this, including by enhancing its VIP hospitality and the club museum.


As part of the deal, a new company will be set up to manage the stadium and the proceeds from the new business will be split 70 per cent for Real Madrid and the rest to Sixth Street. The agreement will run for 20 years.


“The transformation of the Santiago Bernabéu stadium will be a turning point in the history of Real Madrid. This alliance . . . will be fundamental in providing unique experiences in a stadium where multiple events can be hosted throughout the year,” said Florentino Pérez, the billionaire tycoon who is president of Real Madrid.


Real Madrid weathered the pandemic better than many of its European rivals, posting combined net profits of around €1.2mn across the 2019/20 and 20/21 seasons.


Next weekend, it will play England’s Liverpool football club in the Uefa Champions League final, the most prestigious club competition in Europe, with €15.5mn guaranteed regardless of the outcome and a further €4.5mn at least for the winner. Overall, each club stands to earn in the region of at least €100mn from the tournament as a whole.


Real Madrid has already won the Spanish league this year.


The club has clashed repeatedly with Spain’s top domestic league La Liga over the sport’s financial future. Pérez is among the main advocates of a new European Super League for the region’s top teams, although the project rapidly collapsed after its unveiling in April 2021, because of opposition from rivals, fans and politicians.


Pérez also tried to derail a deal between CVC Capital and La Liga, under which La Liga handed the private equity group a slice of its future broadcast and media rights over 50 years in exchange for €2bn.


Real Madrid is being advised by Key Capital and Sixth Street is working with JPMorgan.

Strategic partnership between Real Madrid, Sixth Street and Legends


The Board of Directors of Real Madrid C.F. at its meeting yesterday ratified an agreement with Sixth Street, an investment firm with extensive experience in sports and infrastructure, and Legends, a premium experiences company for sports and live venue organizations, with the objective of elevating the Santiago Bernabéu Stadium as a unique venue and a worldwide benchmark for leisure and entertainment.

As part of the long-term partnership, Real Madrid will receive approximately €360m to be invested across any of the Club’s activities. Through this alliance, Sixth Street acquires the right to participate in the operation of certain new businesses of the Santiago Bernabéu stadium for twenty years. In addition, Legends will contribute its experience in the operation of large stadiums, attractions and event spaces to optimize the management of the Santiago Bernabeu stadium.

“The transformation of the Santiago Bernabéu stadium will be a turning point in the history of Real Madrid. This alliance with Sixth Street and Legends, world leaders in their respective disciplines, will be fundamental in providing unique experiences in a stadium where multiple events can be hosted throughout the year,” according to Florentino Perez, President of Real Madrid. “This agreement strengthens the Club’s goal of continuing to significantly increase the stadium’s revenues from both sporting and other types of events.”

“Real Madrid’s Santiago Bernabéu is hallowed ground in the world of football, and we are honored to be joining this partnership to invest in the innovative, long-term strategic vision that has guided the Club’s consistent success over its storied history,” said Alan Waxman, Co-Founder and CEO of Sixth Street. “The flexible, solutions-oriented capital and comprehensive capabilities provided by our team at Sixth Street, combined with the deep expertise Legends offers in venue and sports brand operations, will support Real Madrid in its mission to compete and remain a leader in global sports for many years to come.”

Sixth Street, which manages over $60 billion in assets, brings extensive investment experience with leading companies in the world of sports and in sectors such as real estate, infrastructure, and consumer, including the San Antonio Spurs basketball team, Airbnb, and Spotify.

“We are proud to expand our existing relationship with Real Madrid,” said Shervin Mirhashemi, CEO of Legends. “Legends’ operational and sales acumen and experience, across match day and non-match day, combined with the iconic Real Madrid brand and Sixth Street’s flexible capital deployment is a new and innovative approach to modernizing the Bernabéu, one of the world’s greatest sports, entertainment, and cultural venues. With this long-term management relationship, Legends continues to grow its global footprint, while investing in regional expertise with best-in-class brands worldwide.”

Legends was formed in 2008 by affiliates of the New York Yankees and the Dallas Cowboys. Sixth Street invested in a majority stake in Legends in January 2021. Legends provides holistic, data driven revenue solutions for some of the world’s most iconic brands and boasts an expansive client portfolio in sports, entertainment, live events and attractions.

Century 21 Announces a Return to the Big Apple in Spring 2023

NEW YORK, NY – Once a New Yorker, always a New Yorker. Century 21 today announced it is making a New York City comeback, relaunching the beloved institution in Spring 2023 at its flagship location downtown across from the World Trade Center. The iconic retailer and purveyor of off-price luxury fashion has teamed with global premium experiences company Legends to introduce a revitalized shopping experience to Century 21’s faithful local – and global – fans.

Through this next evolution, Century 21 will remain true to its DNA – one synonymous with value and luxury – continuing to thrill New Yorkers and tourists alike with an exceptional assortment of designer brands at the unbeatable prices the brand has delivered for over 60 years. With an emphasis on their Big Apple roots, Century 21 will be adding NYC to their iconic logo.

Complementing Century 21’s long-standing legacy as a New York City icon, Legends boasts a prominent footprint in the New York City market, overseeing retail and hospitality operations at landmark establishments including Yankee Stadium (New York Yankees and NYCFC), One World Observatory and the MLB Flagship Store. As a global, data-driven holistic sales service provider, Legends has operated brick and mortar, pop-ups, e-commerce and in-venue retail experiences for renowned brands such as the NFL, MLB, PGA, NASCAR, Real Madrid, Dallas Cowboys, and the 2012 and 2016 Olympics, among many others.

This partnership will couple Legends omnichannel operating expertise with Century 21’s expert curation of designer brands at amazing prices, to bring fans of the iconic brand an enhanced shopping experience in-store and online.


“Century 21 is, and always will be, a New York City brand,” says Raymond Gindi, Century 21 Co-Chief Executive Officer, “Our flagship store has been a long-time symbol of this city’s resilience and unwavering spirit. In our 60 year history we have only closed our doors twice, once after the devastation of 9/11 and then again during the COVID-19 pandemic. But like the true New Yorkers we are, we have persevered. We could not be more excited to bring Century 21 back home, delivering the same products and value to customers, in partnership with Legends.”


“Legends is proud to partner with Century 21 to bring the beloved retail experience back to New York City,” said Dan Smith, President, Legends Hospitality. “Working side by side with the Century 21 team, we have enhanced the in-store and e-commerce experience and are excited to ‘open the doors’ to a global audience in 2023.”


As a result of this partnership, Century 21 will be introducing a more streamlined customer shopping experience through in-store upgrades and an elevated, e-commerce presence, which will debut at the same time the brick and mortar store opens its doors. The re-opened Cortlandt Street location will span the four main floors of the original downtown space and will offer men’s, women’s and children’s designer apparel, footwear, outerwear, handbags, accessories, and fragrances.

Buffalo Bills Hire Legends to Help Plan and Market New Stadium

Via Sportico

The Buffalo Bills have hired Legends to lead project management, sales and partnerships for the new NFL stadium to be constructed in Orchard Park, N.Y. Legends started working with the Bills a year ago to help the team explore stadium feasibility and has been handling e-commerce for the team for about the same period of time.

“Why are we working with Legends? They’re the best,” said Ron Raccuia, Bills executive vice president, in a phone call. “We interviewed everyone, left no stone unturned. At the end of the day we felt best about their technical expertise, their strategic vision and a personality that fit best with us.”

The Bills are planning to replace their 48-year old stadium with a new facility nearby that will be jointly financed by the team, Erie County and New York state. Taxpayers will kick in at least $850 million toward the stadium, probably two-thirds of the total cost.

Legends has been involved with the planning of numerous arenas since its founding in 2008, including recent NFL facilities in Los Angeles and Las Vegas. “We’re proud of the fact we’re the go-to for these very important projects for one of the most important leagues the world,” said Legends CEO Shervin Mirhashemi, in a phone interview. “There’s a reason for that: There’s expertise and an acumen that we bring to the table about how these projects work, what their life cycles are and how you monetize them.”

The Bills and Legends have already held focus groups with fans and conducted surveys to help in planning, according to a release scheduled to go out later this morning. In addition to arena design, Legends will assist the team in selling seat licenses, naming rights and “founding partner” arrangements. “It’s been a data-driven approach, using our feasibility business and our data analytics business to help them formulate what is consumer demand—what are they looking for?” added Mirhashemi.

Since it’s early in the design process, there aren’t a lot of decisions yet settled about the stadium, but the club hopes to incorporate some features that work well in other NFL venues as well as elsewhere, said Raccuia, citing London’s Tottenham Hotspur Stadium and LAFC’s MLS stadium as examples.

“We have a unique opportunity to build a football stadium for the Buffalo Bills and for our community, without having to worry about everything else,” Raccuia said. “We’re not hosting Super Bowl in our stadium, we’re not looking to be the driver for economic revitalization—we’re looking for the best football experience we can create. The best thing we can do for western New York is to win football games and create an unbelievable atmosphere in our community.”

The Bills, purchased by Kim and Terry Pegula in 2014, play in one of the smallest markets in the NFL, and Raccuia hopes the new bowl can provide an example for other small market NFL franchises. The team won’t pursue mixed use real estate development, as other teams have done (in part because New York will own the land and facility), but the team will support any related efforts, he added.

Legends was founded as a joint venture of the New York Yankees and Jones Concessions LP, an affiliate of the Dallas Cowboys. The business has evolved to incorporate strategic planning, marketing, commerce, branding and technology solutions for sports teams and non-sports businesses, such as Freedom Tower’s One World Observatory. Last year, Sixth Street Management bought control of Legends at a valuation of $1.35 billion, with the founding teams retaining sizable minority stakes. More recently Legends has been increasing its business outside the U.S., recently being named part of a redevelopment team for Manchester United’s Old Trafford.

“We’ve really been true to who we are,” Mirhashemi said, “humbly being an expert to help these projects achieving what they’re fully capable of achieving, and doing it in a white-label way, putting the client brand at the forefront.”

Buffalo Bills and Legends Announce Expansive Partnership for New Bills Stadium Project

Legends to Lead Planning, Project Management, Sales and Partnerships for New Stadium

The Buffalo Bills and Legends announced today an expansive partnership for the data-intelligence fueled global premium experiences company to lead planning, project management, sales and partnerships for the new Bills stadium project. The Bills recently secured a signed Memorandum of Understanding with New York State and received NFL approval for G-4 funding, significant steps towards final approval of the stadium.

Legends has been involved in the Bills new stadium project for the past year, working closely with the team and Pegula Sports & Entertainment on the feasibility study for the project and more recently, conducting valuable initial focus groups and surveys to help inform stadium design and sales. In addition to its work on the new stadium project, Legends currently handles e-commerce for the Bills.

“As we continue toward our goal of constructing a new stadium for our team, our fans and the Western New York community, having the right partners in place is critical to our success,” said Ron Raccuia, Bills executive vice president. “As we have seen in recent years at SoFi Stadium and Allegiant Stadium, the team at Legends brings an incredible level of expertise, success and understanding around NFL stadium development as well as sales and partnerships. We are proud to partner and get to work with them on our new stadium project.”

“Legends is proud to partner with the Buffalo Bills and Pegula Sports & Entertainment to apply our data-intelligence fueled 360-degree service solution to bring their fans a new, modern stadium that will dramatically enhance the game day experience,” said Shervin Mirhashemi, CEO, Legends. “Our seasoned execution team will apply their vast experience and institutional knowledge working with NFL teams on project development, sales campaigns, PSL programs, naming rights and founding partner engagements to deliver a stadium that is unique to Buffalo.”

Legends has provided its holistic solution powered by data and analytics to a number of high-profile stadium and venue projects that have opened in the past few years. Most recently, Legends provided planning, project management, sales and partnerships, including naming rights, for the Los Angeles Rams’ and Chargers’ SoFi Stadium, the Las Vegas Raiders’ Allegiant Stadium, Hollywood Park’s YouTube Theater, Los Angeles Football Club’s Banc of California Stadium and the Columbus Crew’s Field.

Manchester United Appoints Old Trafford Masterplanners

Manchester United has appointed a team of leading consultants to begin work on creating a Masterplan for the redevelopment of Old Trafford.

The team will be led by Legends International and Populous, both of which have a wealth of stadium development experience from across the globe.

Work will begin immediately on developing options for Old Trafford and studying their feasibility, with the aim of significantly enhancing the fan experience.

Fans will be at the heart of the process, starting with a meeting between the consultants and the Manchester United Fans’ Advisory Board later this month.

A similar process is already under way in relation to the club’s training facilities, with KSS appointed to develop a Masterplan for an expanded, state-of-the-art facility for the Men’s, Women’s and Academy teams.

Legends International and team selected to help modernise Avicii Arena, Stockholm, Sweden

Legends International appointed as Project Manager

Stockholm Globe Arena Fastigheter AB (SGAF) have announced a best-in-class team, led by the premium experiences company Legends International, has been appointed to support them in reimagining the performance space of Avicii Arena, Stockholm, Sweden, in accordance with preliminary decisions made by Stockholm City Council.

Legends International has been appointed to deliver project management services, and to lead a team of experts in supporting SGAF, creating a concept design and contributing to the business case, with the focus on enhancing the fan and guest experience and additional revenue generation.

“It has been a long and rewarding process, and we feel confident that we, together with our tenant Stockholm Live among others, have procured a very competent team in Legends International. We are looking forward to working up proposals for the Stockholm City Council and begin the development of Avicii Arena“, says Mats Viker, CEO, SGAF.

“Avicii Arena is an iconic venue, which our team are privileged to be helping SGAF reimagine,” Martin Jennings, Managing Director UK & Head of Global Planning for Legends International, said. “We believe we have brought together a great combination of international design and project expertise, combined with local knowhow, to help SGAF make Avicii Arena a landmark venue for live entertainment and top-tier Ice Hockey for years to come”

“Avicii Arena is such a significant and wonderful landmark in Stockholm and has a long and storied history as a premier destination for concerts, entertainment and hockey,” said John Rhodes, director of Sports + Entertainment at HOK. “We are honoured to have the opportunity to collaborate with Legends International and SGAF to infuse the arena with new offerings and energy that will elevate the spectator, athlete and performer experience.”

  • Legends International (project managers): is a premium experiences company that specialises in delivering holistic solutions for legendary brands. Our Global, multi-disciplinary service solutions collaborate on every project to ensure success across each of our verticals. Headquartered in London, together with our US colleagues, our experts have delivered over 1,800 innovative solutions across our six verticals. From creating a robust financial model for Tottenham Hotspur Football Club, developing retail strategies for the Rio 2016 Olympics, providing award-winning catering at Manchester City, and 360-degree services for The View From The Shard – Legends International deliver it all.
  • HOK (architects): HOK’s Sports + Entertainment practice specialises in the design of arenas, stadiums, ballparks, training facilities and entertainment centres. The group plans and designs world-class sports complexes that are centrepieces of successful, vibrant entertainment districts and communities. Current and recent arena projects include FC Barcelona’s New Palau Blaugrana in Barcelona, Spain; Casal España Arena in Valencia, Spain; Etihad Arena in Abu Dhabi; the Footprint Center modernization in Phoenix, Arizona; the renovation of State Farm Arena in Atlanta; and Little Caesars Arena in Detroit.
  • schlaich bergermann partner (structures): is an internationally renowned structural engineering and consulting firm based in Stuttgart, Germany with expertise in large-scale, long-span, high-rise, sports and entertainment projects which are architecturally and aesthetically pleasing, but also innovative, efficient and lightweight. With a multidisciplinary team of more than 200 members designing and delivering holistic and sustainable solutions, projects of note include many stadium projects for the FIFA World Cups in Korea and Japan, Germany, South Africa, Brazil, and the first fully demountable container stadium for the 2022 World Cup, several club stadiums throughout the world, and various multipurpose arena projects in Europe. The rehabilitation of BC Place Stadium (Canada) or Stadium Maracanã (Brazil), and more recent projects such as Wanda Metropolitano Stadium (Spain), or Tottenham Hotspur Stadium (Great Britain), are just a few of these highlights.
  • Ramboll (engineering): Across the world, Ramboll’s 16,000 experts combine local experience with a global knowledge base to create sustainable cities and societies. In this project, Ramboll are leading building services engineers, including, for example, MEP, fire safety, sustainability, and 3D scanning expertise. Ramboll Sweden and Ramboll UK collaborate on this project, delivering enduring and resource-efficient solutions. Previous experience for the Ramboll team include work on the Royal Arena in Copenhagen, Denmark, and Tampere Arena, Finland.
  • Efterklang (acoustics): Based in Europe with a team of over 130 engineers with architectural, musical and physics backgrounds, Efterklang is appointed to design the acoustics for the arena.  With a long running track record designing sports arenas and live performance venues, they work to optimise the sonic experience of live events by careful design of architectural form, materials and sound systems.  Their recent work includes the new Bratislava Congress Center and they have provided acoustic designs for several sports arenas in the Nordics including the Swedish Hockey Stadiums in Skellefteå, Karlstad, and Umeå.
  • Light Bureau (lighting): Having recently completed award-winning lighting projects such as The Twist at Kistefos Museum in Norway, Maggie’s Cancer Care Center in Leeds, and the restoration of the Sammy Ofer Centre in London, Light Bureau has been appointed as the lighting designer at Avicii Arena.  Light Bureau is a design studio based in London & Oslo and has a portfolio of projects worldwide that showcase elegance and innovation in lighting.
  • AFRY (cost management): AFRY are a European leader in engineering, design, and advisory services, with a global reach.  Since 2017, AFRY has provided cost calculation for the Globe Arena and has a history with the project throughout its lifetime.  AFRY has consulted on many of the major stadiums in the Nordic countries including Tele2 Arena and Friends Arena in Stockholm.
  • Movement Strategies (crowd dynamics): Movement Strategies, part of the GHD group of companies, is the world’s leading crowd dynamics consultancy, advising new-build and existing sports and entertainment venues, major events, transport and cultural venues globally. Long term clients include Liverpool Football Club (Anfield), The FA (Wembley Stadium), and AELTC (The Wimbledon Championships).

Legends to Serve as Presenting Partner of The National Sports Forum’s Business of Diversity in Sports & Entertainment Program

Partnership Furthers Legends Commitment to Diversity, Inclusion & Growth

Legends, a global premium experiences company, will serve as a presenting partner of the National Sports Forum’s Business of Diversity in Sports & Entertainment (BDSE) program. The multi-year partnership starts with the 2022 National Sports Forum that begins today through March 2 in Austin, Texas.

BDSE, in conjunction with the National Sports Forum, recognizes the need for more programs supporting the importance of diversity in the front office. The program aims to increase the opportunities for up-and-coming ethnic minority and/or women sports professionals to have access to the senior-level best practices of revenue generating responsibilities within the industry and networking opportunities. Each year through an application process, 31 individuals that are early in their sports career from around the world are selected by the BDSE committee to receive a scholarship to attend the National Sports Forum. This provides them with full day workshop and access to network with 1,000+ sports business professionals over the 3-day conference.

The year-round partnership between BDSE and Legends builds on Legends’ commitment to diversity, equity and inclusion and provides a unique platform for the company to offer current employees professional development opportunity through the BDSE program at the National Sports Forum. Beyond the onsite conference, BDSE members will have access to quarterly speaker sessions, to attend National Sports Forum Virtual Summits, networking sessions and mentorship program.  Since 2013, BDSE has had over 250 leaders go through the program and continue their rise within the sports and entertainment industry.

Legends will work with the National Sports Forum and BDSE to integrate employees into the BDSE’s annual programming, workshops, events and mentorship program. The company’s employee resource groups – BE Collective and The LEAGUE of Legendary Women – will be key partners in the program. BE Collective’s mission is to promote a culture of inclusion, which specifically ensures Black team members are engaged, empowered, and treated equitably in efforts to grow professionally and personally. The LEAGUE of Legendary Women seeks to create an empowered, best-in-class network committed to the advancement and development of women at all levels and foster values of inclusion and respect.

To learn more about National Sports Forum’s BDSE platform visit For more information about Legends’ commitment to Diversity, Inclusion & Growth, visit

Legends Announces Record-Breaking Sales for Super Bowl LVI at SoFi Stadium

Highest Overall Per Cap in History for Full Capacity Super Bowl

Legends, a global premium experiences company, today announced record-breaking sales for food and beverage, as well as merchandise for Super Bowl LVI at SoFi Stadium in Inglewood, California. Legends operates hospitality, which includes concessions and premium spaces, at SoFi Stadium and is partnered with the NFL to execute on-site retail for the Super Bowl and other NFL tentpole events.

The overall per cap for Super Bowl LVI, including general concessions, premium dining and merchandise sales, was $167.37, the highest overall per cap in history for a full capacity Super Bowl. This marks a 14% increase over the previous record at Super Bowl 50 in San Francisco. The number is for Super Bowl game day sales at SoFi Stadium only.

In total, Legends generated over $18 million in revenue for all NFL related activities (Feb. 5 – Feb 13), including SoFi Stadium sales, NFL Shop presented by Visa at the Super Bowl Experience, additional Super Bowl retail pop-up and hotel locations throughout Los Angeles, and on-site merchandise for the 2022 Pro Bowl in Las Vegas, Nevada.

“Our team was incredibly proud to be a part of Super Bowl LVI, turning up the spotlight on Los Angeles and celebrating the diverse culture of the area through our food and beverage program at SoFi Stadium and unique merchandise partnerships with local artists,” said Dan Smith, president of Legends Hospitality. “The buzz around the game and the city was incredible, with the home team playing and back to a full capacity Super Bowl. Our team worked around the clock to ensure an expedient, first-class experience for fans inside the stadium and at the retail locations throughout the city.”

“SoFi Stadium was built to host world-class events like the Super Bowl. We collaborated with Legends on our point-of-sale infrastructure from day one. For the Super Bowl, we added additional point-of-sale locations and provided multiple types of access points throughout the building and across the Hollywood Park campus for food, beverage and merchandise. This allowed us to operate for the NFL at the highest level and create an unforgettable Super Bowl experience for guests at SoFi Stadium,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park.

Throughout the stadium there were more than 900 concession points of sale (fixed and handheld), making for easy access for fans to get food and beverages without having to wait in long lines. There were 24 merchandise locations inside the stadium, including the main team store. Outside the venue there were 12 portable retail trailers.

Legends was the NFL’s official retail merchandise concessionaire for Super Bowl LVI. The NFL Shop presented by Visa at the Super Bowl Experience was open for one week from Saturday, February 5 through Saturday, February 12 and covered 30,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with the majority of the product mix being exclusive. In addition to the main NFL Shop presented by Visa, there were five pop-up locations throughout Los Angeles and 30 hotels carrying merchandise, all operated by Legends.

Legends manages on-site retail at NFL tentpole events, including the Super Bowl, Pro Bowl, NFL Draft and NFL Combine. In addition, Legends and the NFL partnered recently to open NFL Las Vegas presented by Visa, an innovative NFL-themed store located in the renowned Forum Shops at Caesars Palace in Las Vegas, Nevada.

Legends extends record hospitality run at Super Bowl LVI

Via SportBusiness

The National Football League’s Super Bowl LVI followed up a strong domestic media showing with record-setting hospitality totals.

Legends, the league’s official retail merchandise concessionaire for Super Bowl LVI, said that it generated per capita spending of $167.37 (€147.25) across concessions, premium dining, and merchandise sales, marking the highest such figure for a full-capacity Super Bowl.

Last year’s Super Bowl LV in Tampa, Florida, generated a comparable spending average of $212, marking an overall event record. But that game was limited to about 25,000 attendees, less than half the capacity of Raymond James Stadium, due to the Covid-19 pandemic.

The total for Super Bowl LVI, a comeback victory for the Los Angeles Rams, beat by 14 per cent the prior full-capacity mark of Super Bowl 50 six years ago in San Francisco, California.

Legends is the concessionaire at SoFi Stadium, home of the Rams and Los Angeles Chargers, and the company in 2020 completed a deal with the NFL to handle event merchandise for the league’s marquee events including the Super Bowl, Pro Bowl, and Draft.

Overall, Legends generated more than $18m in revenue for nine days of activities this month that included the Pro Bowl in Las Vegas, Nevada, the run-up to Super Bowl LVI, and gameday itself on February 13. In addition to selling merchandise on site at SoFi Stadium and Allegiant Stadium, Legends also managed the official merchandise shop at the Super Bowl Experience fan attraction in downtown Los Angeles, and pop-up and hotel locations around the city.

“Our team was incredibly proud to be a part of Super Bowl LVI, turning up the spotlight on Los Angeles and celebrating the diverse culture of the area through our food and beverage program at SoFi Stadium and unique merchandise partnerships with local artists,” said Dan Smith, Legends Hospitality president.

“The buzz around the game and the city was incredible, with the home team playing and back to a full-capacity Super bowl. Our team worked around the clock to ensure an expedient, first-class experience for fans inside the stadium and at the retail locations throughout the city,” Smith said.

In addition to an early-arriving crowd for the game, the totals were also boosted by more than 900 concession points of sale at SoFi Stadium between fixed and handheld locations, with temporary locations such as portable trailers installed to help manage the heightened demand.

Legends Acquires Maestroe Sports & Entertainment, Launches New Division

Via Forbes

Since graduating from the University of Virginia in 1991, Gabby Roe has devoted his professional career to launching, helping lead and consulting for niche sports properties. Roe’s experience includes founding a beach soccer league, serving as an executive for Major League Lacrosse and the AVP beach volleyball league and running his own sports consulting company for the past 10 years.

That firm, Maestroe Sports & Entertainment, has worked with dozens of clients to achieve and exceed their business objectives. And now, Maestroe is taking the next step in its evolution, as the company has been acquired by Legends, a company founded in 2008 by the New York Yankees and Dallas Cowboys that initially focused on running the concessions at their stadiums and others at sports venues and entertainment complexes.

Since then, Legends has grown to become a major advisory firm working with clients in professional and college sports and entertainment, helping them with business plans, sponsorship sales, arena naming rights deals, merchandising and other areas. Last year, Sixth Street, an investment firm with $60 billion of assets under management, acquired a majority stake in Legends in a deal that valued the company at $1.3 billion. The Yankees and Cowboys continue to hold a significant minority stake in Legends.

Mike Tomon, the co-president and chief operating officer of Legends, would not disclose financial details of the Maestroe deal. But he said the addition of Maestroe helps Legends expand into what he calls “growth” sports leagues that are in their early stages or have the potential to become a bigger part of the industry. As such, Legends has launched a new division, dubbed Legends Growth Enterprises, that will be led by Roe.

The division will continue to work with Maestroe’s existing clients, which include the International Axe Throwing Federation, Spikeball, USA Pickleball and Karate Combat. It will also pursue other sports clients as well as those in the entertainment industry.

“The underpinning (of Legends) has always been about growth for our clients,” Tomon said. “As we looked to further expand that approach, we saw Gabby and Maestroe as uniquely positioned to not only further that but to be a key differentiator on how they approach some of these earlier stage opportunities. As Gabby likes to coin them, they’re the tech stocks of the (sports) business.”

Roe describes Maestroe as “the unofficial but self-proclaimed flag-bearer of these emerging sports properties” that are overshadowed in the United States by the NFL, NBA, NHL, Major League Baseball and other established leagues. The company’s work through the years has included helping new leagues get off the ground with their business plans, helping leagues secure venues and media rights deals and aiding with sponsorship sales.

A few months ago, Roe was talking about a new sports league with Shervin Mirhashemi, a longtime friend and the chief executive of Legends. The two had those types of informal conversations on a regular basis, but this time Mirhashemi brought up the idea of Legends acquiring Maestroe.

Roe said he was not looking to sell the company and had not hired an investment bank to pursue suitors. But the more he spoke with Mirhashemi, the more the idea of a sale made sense. By becoming part of Legends, Maestroe will expand their capabilities in sponsorships and other business lines while expanding to areas where they had not been active, including data and analytics and merchandising.

The new Legends division may also acquire equity stakes in up-and-coming sports leagues, something Maestroe had not previously done.

“I have loved and respected the Legends brand since it was launched,” Roe said. “It’s a dream come true for me to be able to join up with Legends and Shervin and Mike Tomon and the whole team.”

He added: “We see ourselves as the advocate for these (niche sports). Even more than the personal side of it, it’s showing these emerging sports are real and there’s a place for them in the sports hierarchy. We’ve been sticking up for the little guy for many years. It’s nice to have a large, extremely reputable company (in Legends) that believes alongside of us and is now going to pump as much of their expertise and resources into these sports properties. I think it’s awesome for the industry.”

The Maestroe acquisition is the latest deal for Legends. Late last month, the company announced it had bought 4FRONT, a data and analytics and digital media firm whose clients have included the UFC, Chicago Bears and New York Mets. Tomon noted that Legends will use 4FRONT’s technologies and capabilities to help clients that Maestroe has worked with and attract new business. He also expects Legends will complete more deals in the coming months, as well, thanks to Sixth Street’s investment.

“(Sixth Street) brings a ton of strategic and financial wherewithal to ultimately help the growth of the business,” Tomon said. “We are in growth mode. But we’re really focused on the right type of growth, to make sure it’s strategic and fits in with the overall vision. We’re aggressively pursuing that.”

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.