Legends Continues Global Expansion with Appointment of Central Europe Leadership

Posted on October 10, 2023October 10, 2023 by Ryan Schroder

NICK VON DOETINCHEM APPOINTED MANAGING DIRECTOR, CENTRAL EUROPE

Additional Central Europe New Hires Include Jens Bräunig as Vice President, Merchandise

and Florian Schuetz as Director, Food & Beverage

Legends, a global premium experiences company, is continuing its worldwide growth with several key leadership appointments in Central Europe. Today, the company announced the arrival of well-respected industry executive Nick von Doetinchem as Managing Director of Central Europe. Von Doetinchem has more than 20 years of experience in the sports marketing industry working in a wide array of business verticals, including media, sponsorship, consulting, representation, and venues.

Von Doetinchem will oversee the development and implementation of Legends’ data-intelligence fueled 360-degree services platform throughout Central Europe. Legends holistic solution for sports and entertainment organizations, venues, and attractions is comprised of feasibility and research, venue development, premium ticket sales, global partnerships, food and beverage, omnichannel merchandise, supported by business intelligence to drive commercial revenue, fan engagement, and brand value.

Legends has also hired experienced merchandising executive Jens Bräunig as Vice President, Merchandise for Central Europe. As well, Florian Schuetz has joined Legends as Director, Food & Beverage for Central Europe. Von Doetinchem, Bräunig and Schuetz will all be based in Legends’ Hamburg, Germany office.

“Legends’ is privileged to work with some of the biggest brands on the global stage, and as we continue to expand our business, we remain committed to a territory-centered approach with high-level, credible leadership on the ground to deliver for our partners,” said Mike Tomon, Co-President and COO, Legends. “Our investment and commitment to Central Europe is underscored with the hiring of Nick, Jens, and Florian, all well-respected executives experienced in the region. Under Nick’s expertise and leadership, we will accelerate our position in Central Europe to deliver our holistic service solution tailored to help our partners achieve their business goals.”

Von Doetinchem has worked with and represented a wide portfolio of blue-chip rights-holders during his career, including UEFA, La Liga, Bundesliga, Serie A, FIFA, IOC, among others. Most recently, he was Vice President of OTT Streaming and Media Rights at digital media company OneFootball responsible for building the company’s award-winning streaming business, which is the largest global digital football platform with 100m+ monthly active users. Von Doetinchem started his career at Sportfive and went on to become Managing Director of the agency’s Polish operation. In 2008, he left to co-found UFA Sports, a Hamburg-based sports marketing agency subsequently acquired by Sportfive eight years later. Over the course of the next five years, he rose through the agency eventually assuming the role of Global President of Media.

As Vice President of Merchandise, Central Europe, Bräunig will oversee Legends current business and work to secure new merchandise partners throughout Central Europe. 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. Bräunig has more than two decades of experience in the club business and joins Legends from Bundesliga club VfB Stuttgart where he spent more than 10 years most recently serving as Director B2C overseeing merchandising, licensing, e-commerce, as well as ticketing, memberships, and sustainability, among other responsibilities.

Schuetz joined Legends earlier this summer and stepped into his new role as Director of Food & Beverage, Central Europe with more than 20 years of hospitality experience, including co-founding and co-owning several restaurants in New York City and Frankfurt. He was most recently Managing Director of Supreme Sports Hospitality in Frankfurt. Prior to that position, he was General Manager for Sofitel Frankfurt Opera and held leadership roles at SIXTY Hotels and Sofitel in New York City. Schuetz will work with Legends’ partners throughout Central Europe to deliver exceptional culinary experiences at every level in their venues, including concessions, premium clubs, suites, and catering.

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees, and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America, and FIFA World Cup.

German Press Release

Georgia Aquarium and Legends Partnering to Deliver Enhanced Sponsorships and Data Insights Platform

Posted on April 12, 2023April 12, 2023 by Ryan Schroder

Georgia Aquarium and Legends, a global premium experiences company, today announced a new partnership focused on a data-driven approach to identifying and igniting new revenue opportunities, and driving guest engagement and growth for the downtown Atlanta attraction that currently welcomes more than 3 million visitors annually.

Georgia Aquarium is the largest aquarium in the United States and a recognized leader in aquatic research and ocean preservation. Through this comprehensive partnership, Legend will deliver and execute data-driven actionable insights and solutions for sponsorships. The Aquarium joins a growing list of partners for Legends’ Global Attractions business, which operates attractions and experiences worldwide utilizing the company’s holistic service solution.

“We are very impressed with Legends’ data-driven approach to unlocking new revenue opportunities for Georgia Aquarium,” said Dan Dipiazzo, Chief Marketing and Experience Officer at Georgia Aquarium. “We are excited to bring Legends in as an extension of our team, looking for innovative ways to engage partners and enhance the guest experience at the Aquarium.”

Leveraging connectivity to its global partnerships network, Legends will provide a go-to-market strategy and execution, focused on unlocking the value of existing Aquarium partner assets and identifying and creating new assets and activation opportunities for regional, national, and global brands. In addition, Legends’ global technology solutions team will analyze Georgia Aquarium’s guest data to identify strategies to maximize the commercialization of ticket sales and other revenue streams.

“Legends is proud to partner with Georgia Aquarium, a truly iconic attraction, acclaimed globally and beloved by the millions that visit each year. We look forward to sharing our expertise and collaborating with our Aquarium colleagues to continue its remarkable growth and develop new ways to enhance the experience across every touchpoint,” said John Urban, Senior Vice President, Legends Global Attractions.

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. The company’s Global Attractions business provides business planning and project development, as well as managing all operations across ticketing, special events, sponsorship, food and beverage, and retail for its partners. Legends Global Attractions partners include One World Observatory (New York, NY), Illuminarium (Atlanta, GA and Las Vegas, NV), College Football Hall of Fame (Atlanta, GA), The View from the Shard (London, UK), SoFi Stadium Tour (Inglewood, CA) and Santiago Bernabéu Stadium Tour (Madrid, Spain).

Legends Announces Record-Breaking Merchandise Sales at 2023 BNP Paribas Open

Posted on March 22, 2023March 22, 2023 by Ryan Schroder

The 2023 BNP Paribas Open achieved record-breaking retail sales in the first year under operations by global premium experiences company Legends. Tournament attendees were excited by the enhanced on-site retail experience and expanded product offerings at the tournament, which ran from March 6-19 at the Indian Wells Tennis Garden. Overall spanning 14 days, merchandise revenue was 55% higher than last year and marked a tournament record.

“We are thrilled at the response 2023 BNP Paribas Open attendees had to the revamped retail experience and expanded merchandise offerings our Legends Global Merchandise team was able to provide this year,” said Kirta Carroll, President, Legends Global Merchandise. “Our team is excited to continue evolving and growing the retail presence to give attendees the ultimate shopping experience in Tennis Paradise.”

Announced in December 2022, Legends is the official on-site merchandise provider for the BNP Paribas Open. For the 2023 tournament, Legends constructed an expansive retail shop spanning 25,000 square feet featuring the largest collection of BNP Paribas Open and tennis merchandise in the history of the tournament. Over 1,000 items from more than 40 brands and vendors were available for fans of all ages.

Click the following link to view a video of the Tennis Paradise Shop at the 2023 BNP Paribas Open: https://youtu.be/2L68f4vPSfw

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.

PGA of America Selects Legends to Drive Global Partnerships

Posted on March 14, 2023March 14, 2023 by Ryan Schroder

Legends Golf to Spearhead Go-To-Market Strategy and Sales Execution
for the PGA of America in New Partnership

The PGA of America today announced a partnership with Legends, a data-intelligence fueled global premium experiences company, to drive innovation and growth in the golf industry. Legends Golf, a division of Legends that leverages the company’s holistic services for partners in the golf industry, will lead the partnership and be responsible for driving innovative sponsorships, as well as delivering unparalleled experiences and value to PGA of America fans and partners around the world.

Legends Golf will utilize the expertise of the Legends Global Partnerships team in selling partnerships for PGA of America, an organization dedicated to helping its nearly 28,000 PGA Members grow interest and participation in the game of golf. This includes high-profile events, such as the PGA Championship, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship, as well as amateur championships. In addition, Legends will support partnership sales for PGA Frisco, which hosts the new “Home of the PGA of America,” and an expansive surrounding entertainment district and golf courses.

Through this partnership, the PGA of America aims to reach new heights in its go-to-market strategy and sales execution, working closely with Legends Golf to transform the golf industry and engage fans worldwide.

“This expanded partnership with Legends Golf further positions the PGA of America to align with new, best-of-class partners for our championships, grassroots initiatives and PGA Frisco,” said PGA of America CEO Seth Waugh. “The opportunity we will have to expand our reach across the world to new partners through this relationship will enable us to reach new audiences and elevate the PGA Member, as well as the game of golf.”

“PGA of America has been an important partner for Legends since 2021, and we are excited to expand our relationship and continue working together to drive the golf industry into a new era,” said Kevin Ring, President, Legends Golf. “Together, we look forward to building innovative, impactful partnerships that showcase PGA of America’s incredible events and facilities and enhance the overall golf experience for fans around the world.”

Launched in 2022, Legends Golf provides the premium experiences company’s comprehensive 360-degree service solution to support leading organizations, events and brands in the golf industry globally. Legends Golf currently also works with PGA of America overseeing on-site, online, licensing and corporate merchandising for the PGA’s spectator championships. In addition, Legends Golf’s notable list of world-class golf industry clients includes Ryder Cup, USGA for the 2023 U.S. Open, and DP World Tour.

IndyCar, IMS Extend Omnichannel Retail Partnership with Legends

Posted on March 9, 2023March 9, 2023 by Ryan Schroder

Legends Global Merchandise Has Served as the Official Retail Partner of

INDYCAR and IMS Since 2014

INDYCAR and Indianapolis Motor Speedway (IMS) have renewed their multiyear agreement with Legends to serve as their official retail partner inclusive of e-commerce, brick and mortar store operations and live events. As part of the extended relationship, Legends is increasing its investment and commitment to fans of both entities with new and expanded merchandise offerings, store upgrades and a new traveling INDYCAR store.

Legends Global Merchandise, a division of global premium experiences company Legends, has served as the official retail partner of INDYCAR and IMS since 2014. The company operates over 50 stores on-site at IMS during the Indianapolis 500 presented by Gainbridge and the Month of May, a year-round store at the Indianapolis Motor Speedway Museum, a walk-in store that travels to all NTT INDYCAR SERIES event weekends and the online retail shop for INDYCAR and IMS.

Since taking over operations in 2014, Legends has helped INDYCAR and IMS achieve record-breaking sales and revenue for retail. This includes more than doubling retail revenue for INDYCAR, Indianapolis 500 and at shop.ims.com, as well as an over 50% increase in overall revenue for IMS at venue.

“The extension of this partnership with Legends is great news for our loyal fans,” Mark Miles, President and CEO of Penske Entertainment said. “Our retail offerings have increased in quality and quantity over the last eight years with Legends, and we will work together to provide an even wider variety of all categories of apparel and collectibles in the years to come.”

Legends is deepening its partnership with INDYCAR and IMS by investing in an all-new traveling INDYCAR store, modernizing the seasonal and year-round stores at IMS, and hiring additional staff as the popularity of the NTT INDYCAR SERIES, INDY NXT by Firestone and IMS events continues to grow.

In addition, Legends will continue to expand retail offerings, adding a wider assortment of products and new brands, including Holderness & Borne, Tommy Bahama, Levelwear, Johnnie O, Columbia, Zephyr, Blue 84 and more. A new, enhanced INDYCAR and IMS online store will also launch in March.

“INDYCAR and IMS have incredible fans that Legends has proudly served since 2014 and we are thrilled to be continuing our partnership with both entities,” said Kirta Carroll, President, Legends Global Merchandise. “We are always looking to work with our partners to find new and exciting ways to connect with their consumers. The new traveling INDYCAR store and modernization of the retail shops will provide an elevated experience for fans that we are excited to unveil in the next year.”

The NTT INDYCAR SERIES and INDYNXT by Firestone seasons start March 3-5 at the Firestone Grand Prix of St. Petersburg at St. Petersburg, Florida. The Month of May at IMS features the INDY NXT by Firestone Grand Prix on Friday, May 12, the GMR Grand Prix for the NTT INDYCAR SERIES on Saturday, May 13 and the 107th Indianapolis 500 presented by Gainbridge on Sunday, May 28.

Fans also can shop for INDYCAR and IMS gear any time at shop.ims.com

Legends Announces Increased Merchandise Sales for Super Bowl LVII

Posted on February 16, 2023February 16, 2023 by Ryan Schroder

Overall Merchandise Sales up 14% from Last Year and 30% from Super Bowl XLIX in Arizona

NFL Shops Score 38% Increase from Last Year in Weeklong Pregame Sales

Legends, a global premium experiences company, today announced increased merchandise sales for Super Bowl LVII at State Farm Stadium in Glendale, Arizona and NFL Shops around town the week leading up to the game. Overall merchandise sales were up 14% from last year and 30% from Super Bowl XLIX in Arizona. Legends is partnered with the NFL to execute on-site retail for the Super Bowl and other NFL tentpole events.

Fans turned up big in advance of the big game in Arizona with a 38% overall year-over-year increase in sales during the weeklong lead in across all NFL Shops in town. The NFL Shop presented by Visa at Super Bowl Experience at the Phoenix Convention Center outperformed last year’s main Super Bowl Experience store by 36%. This marks the second highest ever merchandise sales at Super Bowl Experience, behind Super Bowl 50, which was open for an extended eight days compared to seven days this year. Super Bowl retail pop-up and hotel locations throughout Phoenix, Scottsdale and Old Towne saw a 44% increase in merchandise sales over 2021 in Los Angeles.

The merchandise per cap for Super Bowl LVII game day sales at State Farm Stadium saw a 31% increase over the last Super Bowl in Glendale in 2015. There were 36 merchandise locations inside State Farm Stadium and 10 portable retail trailers outside the stadium.

“Legends is proud to have partnered with the NFL to give fans an exceptional experience and wide array of products for Super Bowl LVII at State Farm Stadium and NFL Shops throughout the surrounding area,” said Kirta Carroll, President, Legends Global Merchandise. “As the NFL continues to enhance and expand the pregame experience and events the week leading up to Super Bowl, we are seeing more fans buy merchandise in advance at our NFL Shops around town to wear game day. We expect this trend to continue and look forward to expanding our footprint further next year to provide fans even easier access to the Super Bowl gear they want in advance of the game.”

Legends was the NFL’s official retail merchandise concessionaire for Super Bowl LVII, with more than 600 employees working to provide a first-class experience for fans across all Super Bowl merchandise operations. The NFL Shop presented by Visa at the Super Bowl Experience was open for one week from Saturday, February 4 through Saturday, February 11 and covered 30,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with 1,000 styles available for fans of all ages, including offerings from more than 30 different licensees with the majority of the product mix being exclusive. In addition to the main NFL Shop presented by Visa, there was an NFL Shop at Super Bowl Experience in Hance Park, six pop-up locations around Phoenix, Scottsdale and Old Towne and 35 hotels carrying merchandise, all operated by Legends.

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

Mayor Adams, NYC Parks Commissioner Donoghue Announce Selection of Legends Hospitality as New Operator of the Loeb Boathouse in Central Park

Posted on February 16, 2023February 16, 2023 by Ryan Schroder

Legends Hospitality Commits $3.2 Million Capital Investment Into The Loeb Boathouse, Along With $250,000 for Structural Maintenance Improvements

Iconic Central Park Venue Hopefully Will Open to New Yorkers and Visitors This Summer

New York City Mayor Eric Adams and New York City Department of Parks and Recreation (NYC Parks) Commissioner Sue Donoghue today announced that the city has selected Legends Hospitality as its new operator for the iconic Loeb Boathouse in Central Park, for a 10-year term. If approved by the Franchise & Concession Review Committee (FCRC), the iconic venue will reopen to the public this summer.

“The Central Park Boathouse has been a landmark for generations of New Yorkers,” said Mayor Adams.“When it closed last year, many worried about its future, but our administration moved quickly to keep this piece of New York City history alive. Thanks to the fast work of NYC Parks, we’ve selected a new operator so the Boathouse can come back better than ever, ensuring tourists and New Yorkers alike can enjoy this beautiful space and scenery once again.”

“The Central Park Boathouse is a treasured space not only for the Manhattan community but everyone living in and visiting the city. It’s a beautiful building that has created countless memories for its visitors,” said Deputy Mayor for Operations Meera Joshi. “This administration has worked hard to ensure that new management was selected to reopen and manage the Boathouse in time for the summer season. I’m excited for Legends to reopen the Boathouse this summer and very appreciative of the Parks team that works tirelessly to ‘Get Stuff Done.’”

“Central Park’s Loeb Boathouse is a landmark venue that has delighted New Yorkers and visitors to our city for more than 70 years,” said NYC Parks Commissioner Sue Donoghue. “We are thrilled that the Boathouse will soon reopen under the expert management of Legends Hospitality, and we look forward to working with them as they steward this beloved park treasure.”

“Legends is honored to be selected by NYC Parks to operate the iconic Loeb Boathouse in Central Park,” said Dan Smith, president, Legends Hospitality. “We proudly serve as stewards of legendary brands around the globe and are committed to making the Loeb Boathouse a dining destination that provides memorable experiences for visitors and locals for years to come.”

First initially opened more than 150 years ago, The Loeb Boathouse shut down on December 31, 2022. In August 2022, NYC Parks launched a competitive-negotiated concession process in which operators were invited to submit their plans and interest in operating, renovating, and maintaining a high-quality restaurant, snack bar, and rowboat rental at The Loeb Boathouse. After engaging with all interested parties, NYC Parks selected Legends Hospitality to operate the site. In accordance with the competitive negotiated process, NYC Parks’ license agreement with Legends Hospitality will go before the city’s FCRC for a public hearing on March 3, 2023. If approved, the Boathouse could be open as early as summer of 2023.

As part of their agreement, Legends Hospitality has committed to a $3,250,000 capital investment into The Loeb Boathouse, along with $250,000 for structural maintenance improvements. The company is planning a complete refresh of the menus at the Boathouse, including collaborations with iconic chefs, and an overhaul of the boat rental program, with added credit card payment acceptance and an online booking system. Their restoration plans also include renovating and expanding public restrooms, connecting the upper and lower outdoor dining patios and upgrading patio service, upgrading the building systems to be more efficient and sustainable, and fostering improvements to the outdoor bar to open up views from the pathways to the pond.

Legends Hospitality is a division of global premium experiences company Legends. Within New York City, they currently operate at One World Observatory, Yankee Stadium, the Intrepid, Circle Line, and Oculus Beer Garden. Legends’ past projects, current portfolio, and financial capacity will enable the company to carry out all aspects of the license agreement and provide a key amenity to the millions visiting Central Park every year.

Located on the eastern shore of the 72^nd Street Lake in Central Park, The Loeb Boathouse first opened in 1872 and was rebuilt in 1952, and has subsequently served as a unique dining and recreational amenity in one of New York City’s most picturesque locations. The restaurant’s main dining room opens onto the lake and features accordion style glass windows that fold back to allow the restaurant to become totally open to the lake during the warmer months, and close to allow for uninterrupted views with protection from the elements during the winter months. The building also includes an indoor bar with a large stone fireplace, a snack bar with indoor and outdoor access and seating, a Lake Room currently used for special events, and an enclosed courtyard accessible to the public. Rowboats are also rented from an outdoor kiosk with boats stored on a series of wooden docks.

“I look forward to welcoming Legends Hospitality as the new operator for Loeb Boathouse in Central Park,” said New York City Councilmember Shaun Abreu. “Their history of top-notch service and commitment to upgrading Loeb Boathouse will improve the park experience for countless families. I’m grateful to Mayor Adams for negotiating this historic investment.”

“I’m happy that New Yorkers and visitors from around the globe will once again enjoy the restaurant and boating at this iconic spot,” said New York City Councilmember Gale Brewer. “Better still, the new operator agreed to retain the union workers at the Boathouse and preserve their contract, which is huge.”

Citizens Market to Open An Elevated Food Hall Concept at Phipps Plaza

Posted on February 16, 2023July 6, 2023 by Ryan Schroder

C³, the Fastest-Growing Food Tech Platform, Teams Up with Legends, Global Premium Experiences Company, to Build the World’s Premier Management Business to Operate Citizens Culinary Centers in the United States and Europe

**The joint venture brings together two best-in-class operators to disrupt the food hall industry, with Citizens culinary markets planned around the world. In April 2023, the first 25,000 square foot Citizens Market will open at Phipps Plaza, a world-class destination for hospitality, shopping, dining, work and entertainment and one of the most coveted locations in Atlanta’s Buckhead neighborhood.**

**The partnership brings Legends’ industry leading culinary operations and global relationships to complement C³’s world-class innovative brands helmed by the group’s renowned chefs and famed celebrity, YouTube and influencer partners**

**The announcement follows the recent expansion of C³’s food tech with new proprietary GO by Citizens ordering platform which will embed and complement the group’s B2B and B2C offerings and provide added revenue generation for C³’s

Citizens culinary markets**

Miami, FL – February 16, 2023 – C³ (Creating Culinary Communities), the fastest-growing global food tech platform and Legends, the data-intelligence fueled global premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues, today announced a joint venture to build the world’s premier management business to operate and manage Citizens culinary markets throughout the United States and Europe. The joint venture will bring two of the world’s leading operators together, combining Legends’ global operations platform used at the world’s leading sports and entertainment venues with C³‘s innovative and award-winning culinary brands and IP technology. The partnership will leverage both companies’ brand cachet, scale and global network of immersive, social and community experiences centered around a mutual appreciation of culinary excellence.

A foodie’s playground, Citizens’ culinary markets include a line-up of C³’s fan favorite brands such as Umami Burger, Krispy Rice, Sam’s Crispy Chicken, Kumi, Sa’Moto, EllaMia, Cicci di Carne, Plant Nation, El Pollo Verde, Stonie Bowls, Frankly by Snap-O-Razzo, Tastemade Me Tacos, Citizens Pizza and more.C³ and Legends have future Citizens culinary markets planned for 2023 in Chicago and Miami and in 2024 in London.

C³ and Legends are teaming up to launch their first location together in Atlanta. The 25,000 square foot space will open at Phipps Plaza, a world-class destination for hospitality, shopping, dining, work and entertainment and one of the most coveted locations in Buckhead. Citizens Market at Phipps Plaza is set to open in April.

“Whether sharing a meal at a Michelin starred restaurant or on the bleachers at a stadium, food is a powerful catalyst for connection,” said Sam Nazarian, C³by sbe’s Founder and CEO. “The partnership with Legends will integrate solutions to our leading Citizens culinary markets – powering the next evolution of our unparalleled offerings.”

The C³ team has assembled an internationally acclaimed culinary team with menus curated by global chefs including Dani Garcia, Masaharu Morimoto, Dario Cecchini, Ralph Perrazzo, and Wes Avila as well asa collection of leading digital creators, influencers and celebrities like Tastemade, Matt Stonie, Cindy Lou and Sofia Vergara.

Through the partnership, Legends will also provide the company’s hospitality partners at world-class sports and entertainment venues around the world the opportunity to add C³’s chef inspired and award-winning culinary brands into the fan experience.

“Legends is excited to partner with C³ to provide our operational expertise and global hospitality network to aide in the development of Citizens culinary markets, creating quality dining experiences for customers around the world,” said Shervin Mirhashemi, CEO, Legends. “As well, our partnership with C³will further expand our in-venue offerings for our partners and their fans, reinforcing our commitment to providing an innovative, customized and delicious culinary experience.”

C³ continues to catapult its success into new ventures and markets globally, with more than 40 tier one digital brand and restaurant concepts, C³ continues to lead the industry as the pioneer in food tech and premium QSR brands.

Getafe CF and Legends Announce 15-Year Strategic Partnership

Posted on January 18, 2023January 18, 2023 by Ryan Schroder

Legends to Support the Club on Improving the Commercial Offering and Fan Experience

Agreement Incorporates Legends Holistic Service Platform to Drive Club Revenue

Getafe CF and Legends, a data-fueled global premium experiences company, announced today a 15-year strategic partnership centered around maximizing the club’s commercial offering and enhancing the fan experience.

Getafe CF will utilize Legends’ unique 360-degree service platform as part of the expansive, long-term partnership, including stadium planning and project management, premium hospitality sales, sponsorships, food and beverage operations and technology solutions. A collaborative, strategic approach will focus on driving long-term, sustainable growth across key revenue generating areas of the club’s business.

The Club’s evolution in recent years in the sporting, economic and social areas has led us to compete alongside some of the most important teams in European soccer. This agreement allows us to continue developing our business areas and make the Coliseum a 21st Century stadium. We are very pleased to partner with a company of such magnitude,” said Angel Torres, President, Getafe CF.

The initial phase of the partnership will focus on the planning and management to transform and modernize the stadium experience for fans at match and non-match days. Legends’ experienced team will conduct an in-depth market and feasibility study to guide a recommended approach for the stadium.

“Getafe has embraced what it takes to be on the leading edge of the sports fan experience. We are proud to partner with them to leverage our holistic expertise to accelerate the growth of the club across a number of fan and partner experiences, beginning with the development of a transformed Stadium for the future,” said Jesus Bueno, Managing Director of Iberia, Legends. “Our team will work side by side with the Getafe organization to ensure we are developing a stadium and sales strategy focused on long-term, sustainable growth for the club and delivering a first-class experience for their fans.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. The company has a well-established presence in Madrid and will create a new team to guide and deliver the project alongside Legends’ team of global and national experts.

Throughout Europe, Legends also counts Real Madrid CF, Manchester City FC, Rugby World Cup 2023, UFC, The European Tour, and Ryder Cup as clients. The company has advised on numerous stadium development projects for clients including Real Madrid CF, FC Barcelona, Seville FC, Tottenham Hotspur FC, Liverpool FC, Everton FC, Leicester City FC, Feyenoord, Inter Milan, and Club America, among many others.

Spanish Press Release

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

Posted on December 20, 2022December 20, 2022 by Ryan Schroder

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.”

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

Posted on December 13, 2022December 13, 2022 by Ryan Schroder

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 58^th 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 58^thAcademy 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

Posted on December 12, 2022December 11, 2022 by Ryan Schroder

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.

Legends Names Antonio De La Rosa as Head of Attractions, Iberia

Posted on November 20, 2022November 29, 2022 by Ryan Schroder

De la Rosa to Drive Expansion of Legends’ Attractions Business in Spain and Portugal

Legends, a data-intelligence fueled global premium experiences company, further reinforced its commitment to Iberia with the announcement today of Antonio de la Rosa as Head of Attractions, Iberia. In this new role, de la Rosa will lead Legends’ Attractions business in Spain and Portugal and drive an expansion strategy across multiple verticals, including sports, museums, arenas, convention centers, and more.

Legends’ global attractions business operates attractions and experiences worldwide utilizing the company’s holistic data-driven solution. This includes providing business planning and project development, as well as managing all operations across ticketing, special events, sponsorship, food and beverage and retail for its partners. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. Attractions experiences include One World Observatory (New York, NY), Illuminarium (Atlanta, GA and Las Vegas, NV), The View from the Shard (London, UK), SoFi Stadium Tour (Inglewood, CA) and Santiago Bernabéu Stadium Tour (Madrid, Spain).

“Legends’ attraction business leverages our unique 360-degree service solution to support sports and entertainment attractions and experiences worldwide,” said Jesus Bueno, Managing Director of Iberia, Legends International. “The appointment of Antonio to drive expansion of our attractions business in Spain and Portugal further reinforces our commitment to the Iberian market. Antonio brings vast experience and expertise in marketing, technology and attractions to this new role, and we are proud to have him join our growing team in Iberia.”

De la Rosa is a seasoned executive with more than two decades of experience in sales, marketing, operations, digital transformation, and e-commerce working for blue chip companies across international markets. He has held senior positions at L’Oréal, Coca-Cola, Viacom, Microsoft, and international entertainment operator Parques Reunidos. Throughout his career, de la Rosa has successfully developed and executed robust and unique go to market business plans with multiple operational players and dependencies around the globe. Most recently, de la Rosa was Vice President of Live Experiences and Events at Paramount Pictures where he negotiated, developed, and executed numerous deals with leisure companies, tourism boards and promoters across EMEA, Asia and LATAM.

Spanish Press Release

U.S. Soccer Federation and Legends Announce Long, Term, Omnichannel Retail Partnership Extension

Posted on November 16, 2022November 16, 2022 by Ryan Schroder

The Partnership will Elevate National Team Event and Digital Retail Experiences for U.S. Soccer Fans; Legends will Continue Providing the Broadest Selection of U.S. Soccer Merchandise Available

he U.S. Soccer Federation (USSF) and Legends today announced a long term, multi-year agreement, building on four years of partnership to keep Legends as the provider for all U.S. Soccer Store experiences both online and at events.

“We’re incredibly excited and energized to extend our partnership with Legends,” said Maribeth Towers, U.S. Soccer Vice President of Consumer Products. “Providing our fans with the best possible shopping experiences at our events and online is a priority for us, and Legends has a proven record of doing just that while also helping us provide an amazing range of merchandise. We’re excited to continue building on the foundation we’ve established over the past few years.”

Legends recently executed a complete best-in-class redesign of the online U.S. Soccer Store, presented by Visa. The redesign was implemented with a customer-first approach including the broadest product assortment available anywhere and features that will help U.S. Soccer further understand fan need and enhance communication with them. Legends and U.S. Soccer will continue to evolve the digital shopping experience to serve fans.

In addition, Legends will continue to operate retail experiences at all official USSF events including Visa Fan Studio, a mobile unit that can be deployed at U.S. Men’s and Women’s National Team matches.

Future plans include implementing an elevated and interactive version of the Visa Fan Studio that will feature exclusive fan engagement experiences, first-look product drops and the largest product selection available yet.

“Legends is proud to continue our partnership with U.S. Soccer both digitally and via physical footprint at all USSF events. There is so much momentum behind the sport within our nation and we are thrilled to help the federation best serve their growing fanbase through great product and custom, incredible experiences,” said Kirta Carroll, President, Legends Global Merchandise.

U.S. Soccer and Legends first partnered in 2018. Since then, their successful collaboration has resulted in two record-setting U.S. Soccer jersey launches, with 2022 sales doubling the previous best in 2021, as well as breaking multiple merchandise per cap records for the Men’s and Women’s National Teams events.

In addition to U.S. Soccer, Legends provides its services to an array of sports organizations at the highest levels including the NFL, NBA, WNBA, MLB, WWE, UFC, PGA and more.

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

Posted on October 26, 2022October 26, 2022 by Ryan Schroder

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

Posted on October 20, 2022October 19, 2022 by Ryan Schroder

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

Legends Accelerates Global Expansion

Posted on October 11, 2022October 11, 2022 by Ryan Schroder

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

American Cornhole League and Legends Announce Multi-Year Strategic Partnership

Posted on September 28, 2022September 27, 2022 by Ryan Schroder

Legends to manage partnerships and business intelligence for the growing league

The American Cornhole League (ACL), the worldwide governing body for professional, competitive, and recreational cornhole, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic multi-year partnership centered around driving commercial growth for the league. As part of the new partnership, Legends will manage a global, data-driven partnership strategy for ACL and provide business intelligence with actionable insights to drive revenue across all areas of the burgeoning league.

The ACL will tap into multiple areas of Legends’ intelligence-fueled 360-degree service solutions as part of the comprehensive partnership. As such, the ACL joins a growing list of partners for Legends Growth Enterprises division, which launched earlier this year. Legends Growth Enterprises focuses on leveraging the company’s 360-degree service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

Since launching in 2016 the ACL has become one of the fastest growing sports in the world, with broadcast deals with ESPN and CBS / CBS Sports. The league’s tagline “Anyone can play and anyone can win” along with its ability to be played anywhere has the league on a fast track for success. The ACL hosts a variety of pro and amateur events, including its popular “SuperHole” series which pairs ACL Pros alongside celebrities for a made-for-TV experience.

“As our sport and league continues to grow across the country and the globe we’re aiming to scale up and expand our revenue base and are excited to partner with Legends to drive insights that will allow us to do just that,” said Stacey Moore, Founder of American Cornhole League. “Their expertise and assistance will help us to take the ACL to the next level and beyond.”

“What Stacey and his team have built with the American Cornhole League is impressive – taking it from the backyard to major television networks and now into the global spotlight in a relatively short time,” said Gabby Roe, President of Legends Growth Enterprises. “Cornhole is forging a legacy as the world’s favorite new pastime accessible to all audiences. We are excited to work closely with the ACL to deliver solutions and expertise to support the league’s continued growth.”

Citi Becomes Championship Partner of Notre Dame Athletics and Title Partner of Citi Shamrock Classic

Posted on September 15, 2022September 15, 2022 by Ryan Schroder

– The Inaugural Citi Shamrock Classic Basketball Game will be Held in St. Louis on Saturday, Nov. 12, Featuring the Fighting Irish vs. the California Golden Bears; Airing as the First Ever Live Broadcast of Women’s College Basketball on NBC and Peacock –

Notre Dame Global Partnerships (NDGP), the multimedia rightsholder for the University of Notre Dame Athletics Department, today announced Citi as a new Championship Partner. As part of the sponsorship, Citi will also be the title partner of the first annual Citi Shamrock Classic basketball game airing live on NBC and Peacock on Saturday, Nov. 12, at 4:00 p.m. ET.

The Citi Shamrock Classic will include a weekend of basketball and thought leadership conversations on gender equity and women’s athletics. The day before the game, Citi and Notre Dame will host a luncheon infused with marquee speakers from the realm of business and women’s athletics. Citi’s new collaboration with Notre Dame will also create avenues throughout the year to amplify the joint commitment to elevate women’s athletics. Some of the promotional opportunities include digital content; television and radio promotion; and Citi’s participation in programs designed to close the gender gap in collegiate sports and across industries through workshops, speaker series and comprehensive mentorship of women student-athletes.

Held in St. Louis at the Enterprise Center, the Citi Shamrock Classic will see the Fighting Irish, who made the 2022 Sweet Sixteen under Karen & Kevin Keyes Family head coach Niele Ivey, face off against the California Golden Bears, led by Coach Charmin Smith. The showdown will mark the first live broadcast of a women’s college basketball game on NBC. The game is a homecoming for both head coaches as they both grew up in St. Louis. As a junior, Ivey led Cor Jesu Academy to its first state title before going on to play for Notre Dame and winning the 2001 National Championship in St. Louis. Cal’s Smith dominated the hardwood at Ladue Horton Watkins before appearing in three consecutive Final Fours with the Stanford Cardinal.

“I would like to thank Citi for the opportunity to showcase our women’s basketball program on this major stage in the inaugural Citi Shamrock Classic,” Ivey said. “This is a full circle moment to come back home to St. Louis where my basketball journey began. It’s an overwhelming feeling to think about the positive impact this will have in my community and for our sport. I hope to continue to inspire and empower the next generation of young leaders and athletes.”

“Citi has a proud history of working with partners who share our commitment to advance gender equity, so the opportunity to work with an institution shaping the next generation makes this even more rewarding,” said Ed Skyler, Head of Global Public Affairs, Citi. “We are excited about this new partnership with Notre Dame Athletics, and we will continue to support programs, like women’s basketball, that have been underrepresented for far too long.”

“We look forward to presenting the inaugural Citi Shamrock Classic and showcasing to a national audience on NBC and Peacock Notre Dame’s storied women’s basketball program in their game against Cal,” said Gary Quinn, Vice President, Programming, NBC Sports.

Game tickets for the Citi Shamrock Classic will go on sale to the general public on Friday, Sept. 23, at www.enterprisecenter.com/shamrock.

Legends Names Kirta Carroll as President of Global Merchandise

Posted on September 13, 2022September 13, 2022 by Ryan Schroder

Legends, a global data-intelligence fueled premium experiences company, announced today the appointment of Kirta Carroll as President of the company’s Global Merchandise division. Carroll brings a strong retail and marketing background, joining Legends after more than a decade at Foot Locker.

Carroll will lead Legends’ growing Global Merchandise division, which is a fully integrated vertical solution operating brick and mortar, pop-ups, e-commerce, and in-venue retail experiences for renowned brands such as the NFL, MLB, PGA, NASCAR, UFC, Activision Blizzard and global tentpole events including Super Bowl LVI, 2019 Rugby World Cup, and 2016 Olympics.

“Kirta is a strategic leader with a great depth of omnichannel retail and merchandise experience,” said Mike Tomon, Co-President and COO, Legends. “She brings a successful track record developing and leading merchandising, vendor, and consumer strategy to drive long term sustainability, growth, and scale. We are excited for her to join Legends and lead our Global Merchandise team as we continue to build upon the incredible business success of this past year.”

Legends Global Merchandise has grown substantially in the last 12 months, netting more than 20 new clients, including PGA, PFL, Cirque du Soleil, Madison Square Garden, Indiana University, Century 21 and setting merchandise per cap and sales records for 2022 Indianapolis 500, PGA Championship, Super Bowl LVI, UFC International Fight Week, MLB at Field of Dreams and more.

“I am thrilled to join the team of leaders at Legends and to continue to advance and accelerate our bespoke premium retail offerings while serving fans and consumers where they shop, buy, and intersect with our clients’ brands,” said Carroll.

Prior to joining Legends, Carroll spent 11 years at Foot Locker in increasingly broader roles. She most recently served as Vice President and Global General Merchandising Manager for the women’s division where she led the global footwear and apparel business across Foot Locker’s portfolio of brands. Before her product leadership role, Carroll led marketing for women’s focused retail concepts at Foot Locker, including strategic positioning and brand development, social media and ecommerce strategies, in-store merchandising and visuals. Carroll has a strong marketing background, having spent time working at marketing agencies across multiple industries as well as holding a position in public relations and marketing at Saks Fifth Avenue earlier in her career

Allstate Expands its College Football Footprint with Notre Dame and NBC Sports Partnership

Posted on August 31, 2022August 30, 2022 by Ryan Schroder

Notre Dame Global Partnerships (NDGP), the multimedia rightsholder for the University of Notre Dame Athletics Department, today announced an expanded multiyear affiliation with the Allstate (NYSE: ALL) Corporation, which will become a Championship Partner of the program. Through its enhanced partnership, Allstate and Notre Dame will collaborate on new community focused initiatives as well as virtually displaying its digital branding on field goal nets during Notre Dame Football broadcasts on NBC and Peacock.

“We’re excited to deepen our relationship with Allstate, a leading brand in sports and their industry,” said University of Notre Dame Vice President and James E. Rohr Director of Athletics Jack Swarbrick. “Having the opportunity to bring together two of our great partners, NBC and Allstate, that support collegiate athletics at the highest levels was something we couldn’t pass up.”

In addition to Allstate’s unique in-game digitally infused field goal nets during home games, the brand will appear on physical nets at Allegiant Stadium in Las Vegas on October 8 when Notre Dame takes on BYU in the 2022 Shamrock Series on NBC and Peacock.

“As Allstate kicks off its 17th year supporting college football nationwide, we could not be more excited to partner with one of the sport’s most iconic brands: the Notre Dame Fighting Irish,” said Allstate’s Director of Sponsorships and Consumer Engagement, Dan Keats.

“We’re excited to welcome Allstate as a fully-integrated partner into our Notre Dame Football broadcasts, expanding from advertisements to virtual on-field signage and presenting partner of our halftime show,” said Peter Lazarus, EVP, Ad Sales, NBC Sports. “This is the perfect example of how our three-decade relationship with Notre Dame can bring Championship-level benefits to sponsors, viewers and fans.”

Notre Dame Global Partnerships, a joint venture between Legends and JMI Sports, facilitated the partnership.

Northwestern Athletics and Legends enter Multi-Year Partnership

Posted on August 15, 2022August 15, 2022 by Ryan Schroder

Comprehensive Collaboration Includes Premium Seating, Ticket Sales,

Marketing, and Business Intelligence for Wildcats Athletics

Northwestern University Athletics and Legends, a global premium experiences company, today announced a multi-year partnership that will enhance the fan experience at Wildcats’ sporting events and maximize Northwestern Athletics revenue generation through a streamlined, data-driven sales approach. As part of the overarching agreement, Legends will manage premium seating, ticket sales, marketing and business intelligence for football, men’s and women’s basketball, volleyball, and other ticketed Northwestern varsity sports.

“We are excited to launch this comprehensive partnership with an unparalleled industry leader as we expand our sales and marketing infrastructure,” said Northwestern’s Combe Family Vice President for Athletics and Recreation Dr. Derrick Gragg. “Our external team led by Sr. Associate Athletic Director, Tyler Jones along with Legends’ expertise will immediately position Northwestern Athletics to deliver an enhanced experience to our fans and allow us to generate critical additional resources to support the holistic development of Wildcats student-athletes.”

Legends will also support Northwestern Athletics in its approach to optimizing revenue generation and curating experiences for all fans as part of the University’s efforts to reimagine and rebuild Ryan Field, inclusive of premium product development and pricing, corporate hospitality, premium seating and ticket sales. Northwestern Athletics initially engaged Legends in 2021 through its research arm, CSL, to conduct a comprehensive study on improving the overall fan experience, which included a survey and series of focus groups to solicit direct feedback from ticket holders, alumni, and other fans. Additionally, Legends Project Development and CSL are supporting the ongoing, exploratory project planning for the new Ryan Field initiative.

“Legends has proven to be an invaluable partner since our collaboration began in 2021, and we are excited to introduce the Legends Way to the Wildcats community,” said Deputy Director of Athletics Jesse Marks. “Their robust sales, data analytics and proven facility development expertise will greatly enhance Northwestern Athletics’ reach within the University, Evanston and greater Chicagoland communities, providing an innovative experience and a first-class level of service throughout the sales and development process.”

“The college athletics landscape is rapidly evolving, and Northwestern University has fully embraced what it takes to be on the leading edge of the sports fan experience today—and into the future,” said Michael Behan, Chief Operating Officer, Collegiate Partnerships, Legends. “We are excited to partner with such a renowned university and athletics program and to leverage our expertise and development strategy to help invigorate and enhance the experience for the Wildcats’ community and supporters.”

The latest collaboration bolsters Legends’ position as the leader in advising university athletic departments on identifying opportunities to enhance fan experiences and optimize revenue streams on new and renovated facility projects, having partnered on University of Notre Dame, University of Oklahoma, University of Southern California, Villanova University, University of Wisconsin-Madison, University of Utah, and San Diego State University, amongst others.

Legends Appoints Top Marketing Executives

Posted on August 10, 2022August 10, 2022 by Ryan Schroder

Melvin Lenzy Named Chief Brand & Innovation Officer

Matt O’Neil Named Chief Content & Experience Officer

Legends announced today the appointment of two sports and entertainment industry executives to oversee marketing, creative, content, communications and events for the growing global data-intelligence fueled premium experiences company. Melvin Lenzy has joined as Chief Brand & Innovation Officer and Matt O’Neil as Chief Content & Experience Officer.

“With the accelerated growth of Legends global business, we are excited to have Melvin and Matt, two talented executives with deep industry experience, join to further advance and innovate the overall marketing efforts for our company and on behalf of our clients,” said Mike Tomon, Co-President and Chief Operating Officer, Legends.

Collectively, Lenzy and O’Neil will manage marketing, creative, content, communications and events for the company, each focusing on different business verticals with the collective goal of helping drive business growth and revenue across all areas. They will work closely with Legends’ clients to provide marketing and branding consulting to heighten the customer experience, as well as develop revenue generating strategies to optimize awareness and sales.

Lenzy is a 25+ year business, brand and strategic marketing veteran and has been the brand architect of some of the world’s biggest brand marketing campaigns. He has driven strategic business and marketing initiatives for iconic sports brands EA Sports, Konami, NBA2K, The National Football League, and NIKE, where he spent 15 years of his career. Prior to joining Legends, Lenzy was the Global Head of Marketing for the NBA2K Franchise at 2K Sports.

A seasoned sports and entertainment executive, O’Neil’s vast branding, content and marketing experience spans top professional sports teams and leagues, brands, and university athletic departments. He previously oversaw all facets of marketing, media and content creation, and game entertainment for the Dallas Cowboys and New York Red Bulls, and for the past five years ran his own content and marketing agency, Ichi Go, where he worked with the New York Jets, Boston Celtics, New Jersey Devils, Ohio State, and Genesis Motor America, among others.

TEAMTRAK CYCLING LEAGUE AND LEGENDS ANNOUNCE STRATEGIC PARTNERSHIP

Posted on July 26, 2022July 26, 2022 by Ryan Schroder

Legends to Manage Sponsorship Sales, Omnichannel Merchandise and

Make Minority Investment in Startup League

TeamTrak Cycling League, an entity of World Cycling Limited, and Legends announced a strategic partnership today to support the launch and growth of the startup indoor cycling league. The partnership spans revenue-generating sponsorship sales and omnichannel merchandise services as well as a minority investment in TeamTrak by Legends, a data-intelligence fueled global premium experiences company. TeamTrak is an innovative, proprietary format of indoor velodrome racing that will launch with a four-event tour at U.S. arenas in 2023.

A team-oriented head-to-head track racing series, TeamTrak gives fans a front row seat to high-energy bike racing, pitting teams of men and women against each other in a heart-pumping indoor velodrome format. The new event series will also feature state-of-the-art technology designed to elevate the fan experience including real time scoring and athlete stats like speed, power output and heart rate as well as on board cameras. TeamTrak is the first privately owned and funded indoor track cycling league based upon a single entity league ownership model and will feature eight location-based teams in year one.

“TeamTrak was developed with a fan-first mentality, reimagining the best elements of track cycling into a fully accessible and easy-to-follow format. Our high energy co-ed team model is specifically designed to appeal to modern American sports fans,” said CEO of World Cycling Limited and two-time Olympic cyclist David Chauner. “We are excited to launch our first season in 2023 using our own portable indoor velodrome. This gives us the ability to bring TeamTrak to hundreds of existing arenas across the country and offers significant expansion potential.”

Legends will manage a data-driven approach for TeamTrak, leveraging data and analytics to provide fan insights and asset valuation to drive sponsorship sales and overall revenue-generating opportunities for the league. As well, Legends will provide broadcast and media rights partnership support for TeamTrak. As TeamTrak grows, the league will have access to all areas of Legends’ intelligence-fueled 360-degree service solutions, including planning, sales, and hospitality to support expansion.

“We are excited to partner with TeamTrak to bring fans and sponsors a modern take on cycling, one of the oldest and most popular sports in the world,” said Gabby Roe, President, Legends Growth Enterprises. “The TeamTrak leadership group has created a competition format that is fan and television friendly, easy to follow and features co-ed teams competing ‘elbow to elbow’ in the most exciting version of track cycling in the world. We see an incredible growth opportunity for the league.”

Earlier this year, Legends launched a Growth Enterprises division focused on leveraging the company’s 360-degree service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated development. TeamTrak is Legends’ latest partnership with a high-growth property.

WORLD RUGBY APPOINTS LEGENDS AS OFFICIAL RETAIL PARTNER FOR RUGBY WORLD CUP FRANCE 2023

Posted on July 20, 2022July 19, 2022 by Ryan Schroder

Following record-breaking official merchandise sales at Rugby World Cup 2019 in Japan, World Rugby, via their master licensee IMG, has appointed Legends as the Official Retail Partner and operator for Rugby World Cup 2023 in France next year.

Taking place from 8 September until 28 October, the pinnacle event in the men’s fifteens game will build on the phenomenal spectator, media and commercial success of Japan 2019 where Legends served as the Official Retail Partner and operator.

Legends will operate all the official retail stores for Rugby World Cup 2023 in venues and celebration areas located within the host cities. Two flagship stores in Paris and Marseille are also set to open in August 2023. In line with World Rugby’s mission to create an exceptional fan experience, the physical stores will be stocked with merchandise featuring all 20 participating teams, exclusive event memorabilia for men, women and children, as well as a large range of official licensed products including official replica jerseys, and the official Gilbert match ball.

Rugby World Cup 2023 will set new standards in social responsibility, inclusion and sustainability for a major rugby event, with one of four key pillars focusing on respecting and protecting the environment. As the official retail partner, and in line with World Rugby’s Environmental Sustainability Plan 2030, Legends will support all environmental initiatives with the delivery of a retail operation for Rugby World Cup 2023 consistent with the company’s ongoing standards of delivery throughout its global business.

It has been 16 years since France last hosted the tournament, and Rugby World Cup’s 10^th edition is expected to be spectacular on and off the pitch. During the tournament’s seven weeks, international fans and the French public will celebrate togetherness in rugby’s 200^th birthday year. (1823-2023).

World Rugby CEO Alan Gilpin said:“Our ambition is to deliver a world-class experience for rugby fans in France in 2023 and Legends will help us achieve that mission, bringing their expertise and comprehensive experience to the table to deliver an outstanding event. Through a network of official retail stores covering all hosts venues and cities, we will innovate together and give fans a tangible memory of what promises to be a spectacular tournament on and off the pitch.”

Legends Vice President of International Retail, Victoria Hawksley added: “Legends is proud of its long-standing relationship with World Rugby, and we are excited to once again bring fans a spectacular retail experience and expansive offerings for Rugby World Cup 2023 in France, a location where Legends has a growing presence and commitment.”

IU Partners with Legends to Deliver Expanded and Improved Merchandise Experience to Hoosier Fans

Posted on July 5, 2022 by Ryan Schroder

Whether you’re shopping for IU merchandise on-line, in-person, or on game-day, Hoosier fans can look forward to a brand-new, world-class experience.

Today, Indiana University and Legends announced a new multi-year partnership to provide Hoosier fans with the very best in officially licensed Indiana University merchandise in-store, at events and online. Last week, Legends Global Merchandise unveiled its initial line of merchandise offerings for Hoosier fans on-line at https://shop.iuhoosiers.com. Later this summer, Legends Global Merchandise will also re-open the familiar on-site retail shopping options for IU fans in both Simon Skjodt Assembly Hall and at the Carmichael Center located across from the Indiana University Sample Gates on Indiana Avenue.

Hoosier fans can look forward to not only a best-in-class shopping experience that includes adidas and other top apparel manufacturers, but also an ever-expanding assortment of merchandise options in the coming weeks and months. Shirts, sweatshirts, hats, outerwear and even memorabilia will be among the offerings both on-line and in-person.

As part of its retail operations efforts, Legends Global Merchandise will also significantly expand to on-site options for Hoosier fans on IU Football gamedays at Memorial Stadium.

“We are excited to partner with Legends to offer Hoosier fans everywhere a new-and-improved experience when it comes to officially licensed Indiana University merchandise,” said IU Vice President and Director of Intercollegiate Athletics Scott Dolson. “The Legends Global Merchandise team has a well-earned reputation for providing fans of all ages with a wide variety of options and a world-class shopping experience, both on-line and in-store. As an Indianapolis-based company, they also have a first-hand feel for what Hoosier fans want. While I’m excited about what this partnership means for our department, I’m most excited about what it means for our fans who are always so proud to show off their support for IU with what they wear.”

Added Dan Smith, President, Legends Hospitality: “We are proud to add Indiana University to our growing roster of NCAA partnerships for Legends Global Merchandise. Our team will work closely with IU, using a tailored, data informed approach, to expand the retail product assortment and deliver a best-in-class omnichannel retail experience for Indiana University students, alumni, and fans.”

Legends Global Merchandise is the premier event retail and merchandising company in the world, having worked with some of the top brands in sports and entertainment. The company is building a roster of NCAA partnerships to operate the official athletics department shops, including current partners Purdue University, Ohio State University, Villanova, and Georgia Institute of Technology. As well, this year, Legends Global Merchandise kicked off a partnership to operate merchandise for The College Football Playoffs.

United Soccer League and Legends Enter Transformative, 10-Year Partnership

Posted on June 28, 2022June 28, 2022 by Ryan Schroder

Long-term agreement set to accelerate USL’s growth strategy and
support aggressive business objectives

The United Soccer League (USL) and Legends, a leading global premium experiences company, announced today a multi-faceted, 10-year partnership that will accelerate the USL’s already-unprecedented growth and drive the next evolution of the USL’s business.

Through a strategic, data-first approach, Legends will bolster national sponsorship sales, provide actionable fan insights, and unlock innovative business solutions for the USL’s unique suite of men’s and women’s soccer properties, including the USL Championship, USL Super League, and USL League One. Legends also will help USL clubs increase their local presence and business growth through stadium planning, development and operations, ticketing strategy, stadium naming rights and sales, merchandise, and technology and digital solutions.

“The USL is perfectly positioned to shape the future of soccer in America at all levels, for both men and women, and this long-term partnership with Legends will help us take advantage of the tremendous opportunity ahead of us,” said USL CEO Alec Papadakis. “We are aligning more closely with the global game than any other American soccer property, and as we enter a critical, new growth phase for our commercial business, Legends’ unmatched expertise in both global football and the domestic sports landscape will help us achieve our key business objectives, while continuing to honor the passion of our fans, the dedication of our players, and the commitment of our owners.”

The USL is the largest and fastest-growing professional soccer organization in North America with more than 200 professional and pre-professional clubs across the United States. This transformative partnership with Legends comes at a time when the USL is in rapid expansion mode, looking to add more than 25 professional clubs over the next five years, highlighted by the launch of the USL Super League, a new professional women’s soccer league that will kick off in August 2023.

As an emerging commercial property with a young, diverse fan base, the USL offers collaborative flexibility to brands looking to invest in soccer ahead of the 2026 FIFA Men’s World Cup.

“The USL is poised for exponential business growth and has a forward-thinking leadership team that sees the incredible potential for men’s and women’s soccer in the United States,” said Mike Tomon, Co-President and COO, Legends. “Legends is proud to partner with the USL long-term to leverage our holistic expertise working with leagues, rights holders and stadiums around the globe utilizing data-driven solutions to maximize revenue. With the launch of the USL Super League, aggressive expansion plans across all USL properties, a deep commitment to stadium development, and the 2026 FIFA World Cup in North America, interest and excitement around soccer will only continue to grow.”

Legends has provided its unique 360-degree service solution to some of the biggest names in sports and entertainment around the globe. The company’s expansive experience in worldwide football includes A.C. Milan, FC Barcelona, Liverpool F.C., Manchester City F.C., Manchester United F.C., Real Madrid and U.S. Soccer, among others.

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

Posted on June 15, 2022June 15, 2022 by Kristin Mortensen

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.

Strategic partnership between Real Madrid, Sixth Street and Legends

Posted on May 19, 2022May 19, 2022 by Kristin Mortensen

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

Posted on May 18, 2022May 25, 2022 by Kristin Mortensen

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 and Legends Announce Expansive Partnership for New Bills Stadium Project

Posted on April 19, 2022April 19, 2022 by Kristin Mortensen

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 Lower.com Field.

Manchester United Appoints Old Trafford Masterplanners

Posted on April 14, 2022April 14, 2022 by Kristin Mortensen

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

Posted on March 4, 2022March 4, 2022 by Kristin Mortensen

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

Posted on February 28, 2022February 28, 2022 by Kristin Mortensen

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 https://sports-forum.com/bdse/. For more information about Legends’ commitment to Diversity, Inclusion & Growth, visit https://www.legendsinternational.com/about/diversity-inclusion.

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

Posted on February 17, 2022February 17, 2022 by Kristin Mortensen

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 Launches New Growth Enterprises Division

Posted on February 3, 2022February 10, 2022 by Chris.Pereira

Focus on Leveraging Integrated 360-Degree Solution for High-Growth Sports and Entertainment Properties, Attractions, Events and Platforms

Acquisition of Maestroe Sports & Entertainment Fuels New Division

Legends, a global premium experiences company, today announced the launch of Legends Growth Enterprises, a new business unit focused on leveraging the company’s intelligence-fueled 360-degree service solution to support sports and entertainment properties, attractions, events and platforms positioned for accelerated growth.

Legends Growth Enterprises will bring a unique and differentiated approach to supporting high-growth ventures backed by the company’s industry leading service divisions – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise and Global Technology Solutions. Legends Global Technology Solutions division, which recently expanded its robust technology, analytics and digital service offerings with the acquisition of 4FRONT, will play a key role providing actionable insights to help drive revenue for Legends Growth Enterprises clients. In addition, Legends Growth Enterprises will provide broadcast and media rights partnership support for clients.

To accelerate the launch of the new division, Legends has acquired Maestroe Sports & Entertainment, an agency focused on emerging sports and entertainment property development, sponsorship, global growth strategies and revenue creation for fast-growing sports and entertainment properties and platforms.

“The launch of Legends Growth Enterprises, and acquisition of Maestroe Sports & Entertainment, is a natural progression of the work we are already doing in this space using data and insights to deliver our innovative and impactful solutions to drive business and accelerate expansion for sports and entertainment ventures that are at a high-growth stage,” said Shervin Mirhashemi, CEO, Legends.

Sports and entertainment industry veteran Gabby Roe, founder and President of Maestroe Sports & Entertainment, will join Legends as President of Legends Growth Enterprises. Roe has more than 30 years of experience in high-growth ventures including at Beach Soccer Company, Major League Lacrosse, Pro Beach Volleyball and ASA Entertainment.

“High-growth sports and entertainment properties are gaining an ever-stronger foothold within the industry, delivering top entertainment to fans and terrific returns to participants and owners,” said Roe. “We see these properties as the ‘tech stocks of the sports and entertainment industry’ and are proud to continue to be the flag bearer for this attractive segment of the industry. We could not be more excited to now be a part of Legends whose global resources and expertise will bolster the growth and create even more value for all aligned properties.”

Added Mike Tomon, Co-President and COO, Legends: “The sports and entertainment landscape is expanding and evolving at a rapid pace. We are excited to bolster our expertise with the addition of Gabby and his team and their successful track record of building, operating and driving revenue for high-growth ventures. Legends will continue to leverage its entire global platform and provide the operational capabilities, as well as strategic capital, to help propel emerging sports and entertainment properties to next level growth and success.”

The launch of Legends Growth Enterprises is part of the continued growth of Legends. In January 2022 the company announced the acquisition of 4FRONT, a global data and analytics, innovation, and digital media agency, that now operates as part of Legends Global Technology Solutions division, building on Legends’ expertise in data consulting and digital activation.

Legends Acquires 4FRONT

Posted on January 28, 2022January 28, 2022 by Chris.Pereira

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

Posted on January 27, 2022February 11, 2022 by Chris.Pereira

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

Posted on January 14, 2022January 28, 2022 by Chris.Pereira

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.

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

Posted on January 5, 2022January 28, 2022 by Chris.Pereira

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.

SDSU and Qualcomm Technologies, Inc. Announce Agreement of Naming Rights for New Stadium

Posted on December 7, 2021January 28, 2022 by Chris.Pereira

The SDSU Mission Valley stadium will be called Snapdragon Stadium

As announced today, San Diego State University’s new stadium, part of the expansive SDSU Mission Valley development, has a new name — Snapdragon Stadium. Qualcomm Technologies, Inc. has entered into a long-term agreement, securing exclusive naming rights to the new, one-of-a-kind venue. The agreement will now go to the California State University Board of Trustees for formal approval.

Snapdragon is Qualcomm Technologies’ premier mobile platform brand. It represents a family of technology platforms that bring intelligence and connectivity to smartphones, wearables, always-connected PCs, XR headsets, gaming devices and cars. The Snapdragon® platforms are designed to deliver premium performance and immersive experiences to the user.

Come opening day fall 2022, San Diego sports fans will welcome the world-class, Snapdragon Stadium, designed to meet the needs of the entire San Diego community. With the implementation of 5G within the stadium, Snapdragon Stadium is intended to be an embodiment of real, impactful examples of a world where everyone and everything is intelligently connected.

The $45M deal, structured as a 15-year, $3 million per year agreement, marks a new, yet nostalgic era in the San Diego sports story, as two San Diego institutions, with a shared commitment to serving the greater San Diego community, come together.

“We are thrilled to have secured the exclusive naming rights to San Diego State University’s new stadium, Snapdragon Stadium. Snapdragon stands for premium experiences and leading-edge performance, which is what fans can expect from this new state-of-the-art venue,” said Cristiano Amon, President and CEO of Qualcomm Incorporated. “This is just the first phase of an expansive relationship between Qualcomm Technologies and San Diego State University as we look to support their broad digital transformation that will include the Stadium, the upcoming Innovation District, and smart campus enhancements across their campuses. This agreement is the reflection of our mutual dedication to our local San Diego community.”

“Qualcomm is well-recognized and respected not only here in San Diego, but globally,” said SDSU President Adela de la Torre. “Our collaboration with Qualcomm Technologies represents a shared vision for a fully smart stadium — the cornerstone to what will be a one-of-a-kind smart campus — which will enrich, educate, and empower those we serve here locally and around the world.”

Located in Mission Valley, the heart of San Diego, the new state-of-the-art venue will not only provide a year-round hub of entertainment and community engagement, but also serve as a welcomed home for SDSU athletics and a gathering place for the broader San Diego region.

“Partnering with Qualcomm on Snapdragon Stadium continues our push for creating a world class stadium experience for the entire San Diego community,” said SDSU Athletic Director JD Wicker. “Our growing relationship will allow us to leverage the best-in-class technological advances of Qualcomm to create superior fan experiences no matter the event” Wicker continued. “This is another example related to the SDSU Mission Valley development of community investing in community.”

SDSU first broke ground on the Mission Valley stadium site in August 2020. The momentous occasion celebrated taking ownership of the site and marked the first step in SDSU Mission Valley’s development.

Snapdragon Stadium is on schedule to be completed by Sept. 3, 2022 when the SDSU Aztec football team is scheduled to play the University of Arizona Wildcats in the season home opener.

SDSU Athletics was represented by JMI Sports and Legends, which sourced and helped negotiate the agreement.

The PGA of America and Legends Enter Strategic Partnership to Enhance Merchandising Services

Posted on December 6, 2021January 28, 2022 by Chris.Pereira

The partnership includes an omnichannel e-commerce solution for the golf industry

The PGA of America today announced a strategic partnership agreement with Legends, a global premium experiences company specializing in data-intelligence fueled holistic solutions for sports and entertainment organizations and venues. Legends will operate and elevate on-site, online, licensing and corporate merchandising for the PGA’s spectator championships – PGA Championship, Ryder Cup, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship.

“Given Legends’ experience and expertise, this partnership is a great opportunity for the PGA of America to advance our merchandising strategy for spectator championships, where there is growing demand,” PGA of America President Jim Richerson said. “Bringing in Legends to handle this expanding area of our Association is a logical next step in these efforts.”

As part of the transition, the PGA’s merchandising and licensing department, led by Michael Quirk, will become part of the Legends Global Merchandise group. Quirk will continue to lead this team and serve as Senior Vice President, Golf and Strategic Growth. Coming off a record-setting sales experience at the Ryder Cup, the team will tap into Legends’ myriad resources to continue to innovate the on-site and online shopping experience for Championships and golf facilities alike.

The PGA’s new e-commerce solution allows fans to shop a larger online product selection than ever before. Additionally, in late 2022, PGA Members will be able to utilize the e-commerce feature by creating online stores for their golf facilities and pro shops.

Legends Global Merchandise is the premier event retail and merchandising company in the world, having worked with some of the top brands in sports and entertainment. With this partnership, Legends Global Merchandise will utilize its vertical capabilities, extensive data and analytics to accelerate the growth of the PGA’s merchandising.

“The PGA of America has an incredible platform of storied spectator championships and vast PGA Member facilities with passionate followings that will benefit from an elevated merchandise solution,” Legends Co-President and COO Mike Tomon said. “With PGA’s merchandise team integrating with Legends Global Merchandise, together we will deliver a seamless omnichannel experience on-site and through e-commerce to build a dynamic merchandise approach for the future.”

Syracuse Athletics, Legends Enter Multiyear Partnership Focused On Date Analytics & Enhancement of Fan Experience

Posted on November 16, 2021January 28, 2022 by Chris.Pereira

10-year partnership incorporates data analytics, research, annual fundraising, premium seating, sales, and marketing into an integrated holistic program

Legends will also team with Syracuse University’s Falk College of Sport & Human Dynamics to provide education, mentorship, and career opportunities to students

SYRACUSE, N.Y. – Syracuse Athletics and Legends are launching a 10-year partnership to integrate data analytics, marketing, ‘Cuse Athletics Fund annual giving, premium seating, and general ticket sales initiatives into a single fan-focused approach. The partnership will also ensure that the Orange build upon their legacy of supporting student-athletes in the classroom and on the playing fields.

“We are committed to delivering a world class fan and student-athlete experience and Legends has proven to deliver world class ticket sales and philanthropic services among their notable partners within professional and collegiate athletics,” said Syracuse Director of Athletics John Wildhack. “The future is very bright for Syracuse Athletics.”

A central part of the relationship will be the integration of Legends’ robust technologies.

“We are incredibly excited to use these innovative platforms. They will allow Syracuse Athletics to better understand the needs of Orange fans,” said Syracuse Deputy Director of Athletics and CMO Andrew T. Goodrich.

Legends, through its U.S. research arm CSL, will also conduct ongoing market research to assist the department with making informed decisions on potential new seating experiences, fan enhancements, and optimal pricing strategies to maximize attendance.

“Syracuse University has always been an incredible unifying force across upstate New York, and as a native of the area and longtime supporter, I understand the value of Orange Athletics to the community,” said Legends Chief Operating Officer, College Partnerships Mike Behan. “We’re excited to support John and his team. We are especially excited to identify opportunities that will enhance the fan experience and sustain Syracuse’s reputation as one of the nation’s preeminent athletics programs.”

In September, Syracuse Athletics announced the rebranding of the Orange Club to the ‘Cuse Athletics Fund, which was done to in large part to help put a greater emphasis on philanthropic giving. The partnership with Legends will help the ‘Cuse Athletics Fund by identifying additional opportunities for annual fund growth. Legends’ unique fundraising platform, an essential service embraced by higher education, identifies effective fan and donor engagement strategies to amplify philanthropic giving and other opportunities.

Another unique aspect of the partnership is the collaboration with Syracuse University’s Falk College of Sport & Human Dynamics. The alliance between the school’s Department of Sport Management and Legends is committed to advocating for the inclusion of students in the sports entertainment industry. Current students will benefit from project-based and experiential learning, mentorship, and visibility into job openings through unprecedented opportunities for Falk Sports Management & Analytics students to intern with Legends and prepare them for full-time positions upon graduation.

“The Department of Sport Management is extremely excited to be part of this ground-breaking initiative with Legends and Syracuse Athletics. I have immense respect for what Legends has achieved in the sport industry as an innovative leader and cutting-edge company,” said Falk College Sport Management founding director and chair Michael Veley. “Our students will benefit greatly from this partnership and its real-world applications, and in turn will be able to provide valuable support in multiple sectors to enhance Syracuse Athletics’ mission to its stakeholders.”

Professional Fighters League and Legends Expand Strategic Partnership

Posted on November 4, 2021January 28, 2022 by Chris.Pereira

PFL announces Legends as exclusive global e-commerce provider

Multi-year deal will see Legends produce PFL branded products and memorabilia available at https://shoppflmma.com/

PFL wraps breakthrough third season with thrilling championship event

NEW YORK (November 4, 2021) – The Professional Fighters League (PFL), the fastest growing and most innovative sports league, today announced Legends Global Merchandise will become the exclusive e-commerce provider for the PFL. Under the multi-year agreement, LGM will operate the league’s online shopping experience and create an assortment of officially licensed products for all consumer segments, including shirts, sweatshirts, hats, hardlines and memorabilia.

Earlier this year, Legends made a strategic investment in the PFL. The partnership includes Legends supporting PFL’s growth and business operations across sponsorship, ticketing and hospitality and training facility development. The expanded partnership will give Legends exclusivity on PFL e-commerce.

Today’s announcement comes after a strategic partnership was announced between PFL and Legends in August to create and execute premium, unique experiences and opportunities for sponsors, partners, and fans. Legends will utilize all its internal data analytics capabilities to generate insights into the PFL consumer, allowing for personalized and targeted experiences. As part of the agreement, Legends made an investment in PFL for an ownership stake.

“As PFL continues to pioneer the future of the sport for fans around the world, we’re excited to expand our relationship with Legends as our exclusive e-commerce partner,” said PFL CEO, Peter Murray. “Together, we’ll collaborate on best-in-class branded products and memorabilia which will be available globally in a premium online shopping experience.”

“This is a very strategic initiative for us as Legends Global Merchandise is the leader in e-commerce and specifically MMA e-commerce and merchandising,” said Dave Moroknek, President, Legends Global Merchandise. “We are thrilled to be associated with the PFL as we expand our partnership throughout the entire Legends organization. We have set our sights on working closely with the PFL to deliver the best merchandise with the best customer experience to the fans of the PFL.”

PFL just concluded its tremendously successful third season last week as six fighters earned world championships and $6 million in prize money at MMA’s biggest event on October 27. The league has seen 100 percent audience growth in 2021 and added leading brands its blue-chip sponsorship portfolio, with more world-class talent and events coming to MMA fans across the globe next year.

Professional Fighters League has quickly established itself as the No. 2 MMA company in the world. With the addition of world-class talent – from elite fighters to established business exec-utives – and partnering with industry-leading brands such as Anheuser-Busch InBev, GEICO, DraftKings, BetMGM, Upper Deck, CarParts.com and Socios, the PFL continues to accelerate its global expansion.

The European Tour Partners With Legends To Deliver Merchandise Solutions

Posted on September 22, 2021January 28, 2022 by Chris.Pereira

— Comprehensive Omnichannel Partnership Spans E-Commerce and On-Site Retail European Tour Events —

LONDON – 22 September 2021 – The European Tour today announced a partnership with Legends, a premium experiences company, to manage its expansive omnichannel retail programme, inclusive of an all-new official global online store and on-site merchandise stores at multiple events.

The partnership will utilise Legends’ global expertise across merchandising, sales, partnerships, planning, technology, and hospitality to manage the European Tour’s merchandise operations.

It will help the Tour to further develop relationships with golf and sports fans across the world, delivering a fully integrated retail experience across all digital and physical merchandise touchpoints.

That includes a new European Tour Official Online Store, which is available now via https://shop.europeantour.com, featuring both premium and exclusive merchandise for fans of all ages.

The new e-commerce platform will feature an exceptional customer-centric user experience and innovative design elements. It will be supported by Legends Global Merchandise’s integrated strategy and digital marketing, which will help drive engagement.

Furthermore, Legends Global Merchandise will also deliver the onsite retail programme for fans attending European Tour events in person, promoting new product launches, capsule collections and exciting collaborations.

Tom Johnson, the European Tour’s Marketing & Consumer Director, said: “Our partnership with Legends will offer a true omnichannel experience, which is a fundamental part of our strategy for supporting the continued growth of the European Tour Brand and driving engagement among a dedicated and passionate following.

“The aim is to offer a seamless purchase experience at every step of our fans’ journey, whether that’s from the comfort of their home or on-site at an event.”

Victoria Hawksley, Legends’ Vice President of International Retail, said. “The launch of the European Tour e-commerce site is just the beginning of what will be a long and prosperous partnership with the European Tour, and we are extremely excited for what the future holds,” “Our shared vision brings together a dynamic approach to product, retailing and customer experience where we will deliver a seamless omnichannel journey and European Tour brand experience.”

Notre Dame Global Partnerships Welcomes Nextiva as an Official Partner of Notre Dame Athletics

Posted on September 16, 2021January 28, 2022 by Chris.Pereira

SOUTH BEND, IN and SCOTTSDALE, Ariz.– September 16, 2021 – Notre Dame Global Partnerships has entered into a new partnership with connected communications company Nextiva. As a new Official Partner of Notre Dame Athletics, Nextiva branding will adorn the headsets of the Fighting Irish football coaching staff and appear on the football communications box on the Notre Dame sideline.

“Notre Dame Athletics is excited to help Nextiva promote its connected communications solution as the newest partner of our Athletics program” said President of Notre Dame Global Partnerships Theodore Loehrke. “We look forward to working closely with Nextiva over the coming season.”

“Nextiva’s business communications are the foundation of winning teams in business and on the football field,” said Al Campa, CMO of Nextiva. “The best teams are excellent communicators, whether they’re communicating internally, speaking to customers, or selling a new prospect. Partnering with Notre Dame, a program synonymous with excellence, winning and bringing people together, is a natural fit for Nextiva.”

This marketing partnership was secured through Notre Dame Global Partnerships, the joint venture company formed in 2018 between Legends and JMI Sports to oversee Notre Dame’s athletics sales, marketing, sponsorship, hospitality, multimedia rights and branding services on a local and national level.

College Football Hall of Fame and Legends Enter Wide-Ranging Multiyear Partnership

Posted on September 16, 2021January 28, 2022 by Chris.Pereira

– Premium experiences company bringing its 360º suite of services and world-class attractions experience to College Football’s shrine–

ATLANTA, GA – September 15, 2021 – The Chick-fil-A College Football Hall of Fame today announced a multiyear partnership with Legends – a premium experiences company specializing in holistic solutions for sports and entertainment organizations and venues – to manage operations and the fan experience at the interactive and immersive Hall of Fame in the heart of downtown Atlanta.

Through this all-inclusive partnership, Legends will implement its 360º services platform across every major facet of the attraction’s business to build upon the Hall of Fame’s success and keep the Hall at the forefront of the next evolution of fan experience. Leveraging its deep-rooted operational and experiential acumen, Legends will manage a range of services for college football’s shrine including sponsorship sales, ticketing, hospitality services, merchandise, and activation of its global tourism network.

“We are thrilled to join forces with Legends to continue to elevate all aspects of our business and the memorable experiences we create for college football fans across the country,” says Kimberly Beaudin, President and CEO of the Chick-fil-A College Football Hall of Fame. “This partnership will strengthen and expand resources ensuring our ability to fulfill our mission and deliver an unparalleled destination as the national home of college football.”

“Legends is honored to represent this iconic Hall of Fame in the great city of Atlanta, and through our 360 approach and attractions expertise we are excited to deliver unforgettable experiences that celebrate the immortals of the game that we all love,” said Mike Tomon, Co-President and COO of Legends.

Including today’s news, Legends’ focus and commitment to Atlanta’s sports, entertainment and tourism business continues to grow and includes an impressive list of other notable teams, venues and attractions, including Georgia Tech. Additionally, Legends has represented the Atlanta Falcons and Mercedes-Benz Stadium as well as State Farm Arena and the Atlanta Hawks’ Emory Sports Medicine Complex. The company’s global attractions business also includes operating several experiential attractions including the One World Observatory in New York City and The View from The Shard in London.

Tourism Ireland Now Official International Travel Destination of Notre Dame Athletics

Posted on September 15, 2021January 28, 2022 by Chris.Pereira

South Bend, IN — September 15, 2021 — Tourism Ireland is delighted to announce it has entered into a partnership with Notre Dame Global Partnerships, which will launch before the Notre Dame football game against Purdue on Saturday, September 18th, with a sweepstakes for the chance to win a trip to Ireland for two.

“Ireland has always been a destination vacation for Notre Dame fans around the World due to its culture and incredible history,” said University vice president and James E. Rohr Director of Athletics Jack Swarbrick. “Our new partnership with Tourism Ireland fits perfectly within the fabric of Notre Dame and our deep Irish heritage.”

“Tourism Ireland is excited to join forces with Notre Dame Athletics to launch this new brand partnership,” said Alison Metcalfe, Executive Vice President, Tourism Ireland U.S. and Canada. “An initiative such as this allows us to further strengthen the long-established links between Notre Dame and the island of Ireland and to encourage fans and alumni alike to keep Ireland front of mind.”

Metcalfe continued, “We look forward to being part of the special Ireland promotion at Notre Dame Stadium on September 18th and hope that by showcasing the best of Ireland’s unique experiences throughout this integrated campaign that any Notre Dame fans and alumni will start planning a vacation to Ireland in the near future.”

The campaign will run through April of 2022 and throughout the partnership, Tourism Ireland will bring the “Best of Ireland” to Notre Dame’s loyal nationwide following across a variety of digital and in-person platforms as well as through game day promotions, radio and print media.

The partnership kicks off on campus on September 18th with a special game day promotion where Fighting Irish fans can visit the Tourism Ireland booth near the Hammes Notre Dame Bookstore to enter for the chance to win a trip for two to Ireland. More information can be found at www.und.com/thebestofireland.

Additionally, fans of the Fighting Irish can look forward to video storytelling and stunning photography from Notre Dame alumni and former sports stars on-location in Ireland. The ambassadors will travel to Ireland in Spring 2022 and share highlights from their journey as well as from their time at the University across Tourism Ireland and Notre Dame Athletics social channels.

The partnership with Notre Dame Athletics is part of Tourism Ireland’s strategy to engage with non-travel brands to bring the island of Ireland travel vacation story to life and reach targeted audiences in new and innovative ways. Notre Dame Global Partnerships, a joint venture between Legends Global Partnerships and JMI Sports, facilitated the partnership.

Tourism Ireland: Official International Travel Destination of Notre Dame Athletics

Square and SoFi Stadium Exclusively Partner to Welcome Back Fans with Omnichannel, Contract-free Commerce

Posted on September 9, 2021January 28, 2022 by Chris.Pereira

Square and SoFi Stadium Exclusively Partner to Welcome Back Fans with Omnichannel, Contact-Free Commerce

Powerful ecosystem of software, payments, and hardware products makes Square an ideal technology partner for large organizations like stadiums

Los Angeles, Calif. – September 9, 2021 – In a first-of-its-kind, 10-year partnership, Square has been selected as the exclusive point-of-sale (POS), payments, software, and merchant services provider for the new SoFi Stadium, home to the Los Angeles Chargers and Los Angeles Rams, and Hollywood Park, the 300-acre mixed-use development being built by Los Angeles Rams Owner/Chairman and SoFi Stadium developer E. Stanley Kroenke. Together, Square, SoFi Stadium and Hollywood Park, and Legends are ushering in a new standard for fan experience and commerce that enables seamless commerce centered around delighting and engaging sports fans and concert-goers, while rising to meet the new challenges, needs, and opportunities facing the entertainment and sporting industry.

https://share.vidyard.com/watch/PkQofUPFKCQAYikjcHx48X

By leveraging all that Square’s ecosystem has to offer, SoFi Stadium is creating a multifaceted and dynamic approach to the game-day commerce experience that will delight and engage fans from pregame through overtime. As a fully cashless venue, SoFi Stadium selected Square’s ecosystem of products and services to power commerce and contactless payments across every checkout and purchase point, spanning hundreds of concession stands, bars, roving hawkers, and merchandise retail stores. Square’s integrated POS software and hardware enable fast, reliable, and convenient transactions and create safe, streamlined payment experiences for fans, including fast check-out speeds and reduced lines.

“SoFi Stadium is a world-class facility and the largest stadium in the NFL. Maintaining that level of service requires selecting technology partners who can match that scale,” said SoFi Stadium and Hollywood Park Chief Technology Officer Skarpi Hedinsson. “Square is at the forefront of innovation across payment and transactions and shares our passion for incredible customer service. As a cashless venue, our partnership will offer fast, reliable and secure contactless payments for guests that helps to create a safe and streamlined experience at SoFi Stadium.”

Here’s how SoFi Stadium uses Square’s powerful ecosystem of services to create compelling, omnichannel commerce experiences across the venue:

Commerce and Operations Software: Integrated Square software solutions including Point of Sale and Team Management offer rich data and sales insights in real-time, enabling stadium managers to better understand trends. This includes information like top-selling items and busiest purchasing times for all concessions, bars, and hawkers, which empowers the stadium to make smart decisions, on the fly, to optimize staffing, inventory, and promotions. Square for Retail powers merchandise locations with business analytics features like inventory and sales reports to maximize revenue opportunities throughout each game or event, while Square Team Management supports the employee experience, enabling quick and easy access to Square’s POS, with unique permission sets that ensure enterprise-scale access controls throughout the system. Both are simple to learn and use, which makes hiring and training large stadium staffs easy for operators.
Square Hardware: The stadium uses more than 1,000 Square Register and Square Terminal units to power sales throughout the NFL’s largest venue. With separate seller- and buyer-facing displays, Square Register enables smoother, faster payment experiences for employees and fans alike. Additionally, Square Terminal’s handheld, all-in-one payment processing capabilities enable stadium hawkers to take card and contactless payments directly at fans’ seats. All hardware devices are completely integrated and allow the stadium to flexibly power special food and merchandise pop-ups at any location, for any type of event. Square Register and Square Terminal enable fans to pay in any way they prefer, including contactless transactions through tap credit cards or mobile wallets on smartphones and smartwatches, with payment transactions covered by Square’s best-of-breed PCI compliance, privacy protection, and security.
API Integrations: Square’s APIs enable operators to integrate Square into any front-end fan experience or back-end data system, working seamlessly with any technology vision or enterprise architecture. For example, SoFi Stadium is leveraging Square’s Catalog API to manage inventory and product availability and inform mobile application and digital signage of menus at each concession stand. SoFi Stadium is also enlisting Square’s Orders API to transmit order details from Square POS directly to the kitchen, and Square’s Payments API to provide further business analytics.

Square’s platform also integrates with SoFi Stadium’s best-in-class partners for mobile application development, inventory management, kitchen display systems (KDS), and digital signage for a complete tech-advanced stadium. All in all, Square’s platform enables powerful system integrations between back-end and front-end user experiences across in-person, mobile, and online.

“Square’s integrated products and platform enable sellers of all sizes to run their businesses, and as a proud partner of SoFi Stadium – the biggest and most advanced stadium in the country – we’re eager to continue to show what’s possible for stadiums and retail districts,” said Ashley Grech, Global Head of Sales at Square. “Fan experience, fan safety, and long-term fan engagement will remain top of mind for every sports and entertainment venue for many seasons to come. Square’s continued commitment to providing seamless, reliable, and safe contactless commerce, as well as the data insights operators need to optimize their sales, makes us ideally suited to help organizations modernize and future-proof their operations.”

“SoFi Stadium is the most technologically advanced venue in the world, and we’re committed to keep it that way, which means we only wanted to work with partners who are thought leaders and committed to pushing the envelope with innovation,” said Denise Taylor, President, Global Technology Solutions for Legends Entertainment. “With Square, we were really excited about their commitment to continuous improvement and forward thinking development of their platform. Square is able to help us scale into the future, as the guest experience continues to evolve and we look to offer more mobile commerce solutions. We want fans to be able to enjoy a seamless guest engagement in a secure manner, and Square is the partner that enables Sofi Stadium to do that and change the way we all think about sports technology.”

Along with powering operations and payments for SoFi Stadium, Square is also the exclusive Point of Sale and Merchant Services partner for Hollywood Park and YouTube Theater. This expansive agreement showcases Square’s ability and flexibility to build out stadiums and their surrounding districts and create first-class consumer commerce experiences. Partnering with SoFi Stadium and Hollywood Park builds upon Square’s prior expertise powering experiential commerce for venues and organizations, including the Washington Nationals, Ogden Raptors, Speedway Motorsports, the Indianapolis Motor Speedway, and more. To learn more about Square’s stadium and enterprise capabilities, visit squareup.com/large-businesses.

SoFi Stadium and Hollywood Park partnered with Legends, a premium experiences company, in securing this partnership. In addition to operating SoFi Stadium Tours, Legends has been engaged throughout SoFi Stadium on hospitality, premium sales, retail, partnerships and naming rights, technology solutions, and project development.

Credit Union 1 Becomes Official Banking Partner of Notre Dame Athletics

Posted on September 2, 2021January 28, 2022 by Chris.Pereira

Notre Dame fans can sign up at CreditUnion1.org/Irish to receive exclusive banking benefits through the new Fighting Irish Program

NOTRE DAME, IN – September 2, 2021 – Notre Dame Global Partnerships, the multimedia rights holder for the University of Notre Dame Athletics Department, today announced a new multiyear Championship-level partnership with Credit Union 1 to become the Official Banking Partner of Notre Dame Athletics. Credit Union 1, an Illinois-based financial institution that drives family and community success, will provide exclusive services and better banking for all the Irish through the new Fighting Irish Program.

“The University of Notre Dame is one of the finest institutions in America and to officially align our values with its iconic athletics program and faithful supporters represents a tremendous milestone for our financial institution. Through the Fighting Irish Program, which is designed to empower members to maximize their economic potential, we’re excited to exemplify the same level of premier excellence that has come to define Notre Dame in its classrooms and across its athletic fields.” said Todd Gunderson, CEO and President of Credit Union 1.

“When we look for potential partners at Notre Dame, we look for those who are both best in class in their industry and are community oriented – Credit Union 1 fits that vision,” said university vice president and James E. Rohr Director of Athletics Jack Swarbrick. “We’re excited to be able to call Credit Union 1 our Official Banking Partner for many years to come.”

By joining Credit Union 1’s new Fighting Irish Program, all University of Notre Dame students, faculty, proud alumni and devoted fans will have access to the Notre Dame Affinity Debit Card which includes exclusive, best-in-class banking benefits. Program members can choose from one of eight Fighting Irish-themed designs ranging from the school’s iconic Notre Dame Monogram, the Fighting Irish Leprechaun or a striking gold-textured card representing the Athletics program. Specific designs will be available on an edge-to-edge steel core card.

In addition to banking services, Credit Union 1 will have a strong presence through custom Notre Dame broadcast media, on-campus ATMs and a future banking location near campus. They will support Notre Dame Stadium’s innovative efforts to go cashless this season by offering fans the option to use prepaid cards. Credit Union 1 will also launch engaging on-site activations during Notre Dame football, men’s and women’s basketball and hockey games.

Fans can start receiving their exclusive Fighting Irish benefits and Fighting Irish Debit Card today at: www.creditunion1.org/irish

Notre Dame Global Partnerships, a joint venture between Legends Global Partnerships and JMI Sports, facilitated the partnership.

Legends International Expands Investment and Infrastructure in Europe, Naming Martin Jennings and Jens König Managing Directors

Posted on August 23, 2021January 28, 2022 by Chris.Pereira

– Regional, on-the-ground organizational structure signifies continued investment in the European market and global growth –

NEW YORK – August 23, 2021 – Legends International today announced continued and further investment in the ever-growing international division exemplified by two leaders in their respective European regions. As part of the company’s long-term approach to territory centered, on-the-ground structure, Martin Jennings has been promoted to Managing Director of the UK and Head of Global Planning for the International business, with former Sportfive executive Jens König joining Legends International as Managing Director of Central Europe.  

“We have established a world class foundation in the international market and are poised for extraordinary growth. To accelerate this growth, and to continue to deliver at the highest level for our clients, we are excited to launch an enhanced operations model led by two native-born world-class experts in Martin and Jens,” said Mike Tomon, Co-President and COO, Legends. “This strategic approach not only represents the recognition of the uniqueness of each regional business environment, but also highlights our commitment to continue to invest in significant infrastructure across our unique 360-degree platform.”  

To support Legends’ thriving business in Europe, Jennings and König will oversee the development and implementation of the company’s 360º services platform in their respective territories. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including Real Madrid CF, Liverpool FC, The Shard, Rugby World Cup 2019 and 2021, UFC, The European Tour and Ryder Cup. Clients benefit from comprehensive services through six global operating divisions – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise and Global Technology Solutions – which offer best-in-class leadership and integrated 360º solutions.

Additionally, Andrew Hampel has decided to step back as President of Legends International and will transition to a new role as Senior Advisor in October 2021.

The Managing Directors will collectively comprise an International Operating Committee, working in partnership to further drive business success. Positions will be announced for France, Italy and Spain in the coming months.

Jennings joined Legends International in 2018 as Senior Vice President, Project Development and has been instrumental in the strong foundation Legends has established internationally, managing a wide range of prominent stadium and arena/exhibition centre development projects across Europe. Jennings has been central to Legends’ work for many European clients, including Real Madrid CF, Liverpool FC and Fulham FC. His arena/exhibition centre experience covers several major new venues in the UK and both new and renovated venues across Scandinavia.

A versatile and proven leader with experience across league, club and agency sectors, König most recently served as Senior Vice President and Head of Global Business Development at Sportfive. During his nearly 10 years with the international sports rights marketing agency, he managed multiple top international stadium and club projects from development and commercialization to operations. Throughout the European market, König has overseen partnerships, premium ticketing, marketing, customer experience and digitalization. He will manage operations from Hamburg, Germany.

Legends Names Mike Tomon and Curt McClellan as Co-Presidents of the Company

Posted on August 23, 2021January 28, 2022 by Chris.Pereira

– New corporate management structure designed to further accelerate worldwide business development and position the company for long-term growth –

–Business technology expert Jennifer Greer-Glanville named Chief Information Officer –

NEW YORK – August 23, 2021 – Legends today announced a strategic realignment of its global corporate management structure naming longtime Legends executive Mike Tomon and prominent financial operations executive Curt McClellan as the first-ever Co-Presidents of the business. The restructuring of Legends operations in the U.S. and internationally aligns with the company’s long-term commitment to worldwide growth and positions the premium experience company for the future.

“As we ramp back up at a rapid pace, we are positioning our company to more effectively execute our long-term growth strategy and must match that with the right leadership and structure to support our teams and clients, ensuring that we can sustain and elevate the world-class service we deliver to partners,” said Shervin Mirhashemi, CEO, Legends. “Mike and Curt are exceptionally talented, innovative and forward-looking leaders, with track records implementing ultra-successful global strategies and will be excellent stewards of our business as co-presidents. And with the addition of Jennifer as CIO, who has a stellar reputation delivering business value across all areas of the technology ecosystem, our new leadership composition is a perfect fit to accelerate our vision.”

Tomon assumes expanded responsibilities of Co-President along with his current role as Chief Operating Officer, and will oversee all revenue generating and operational components of the company, including all Legends operating divisions.  In addition, he will oversee Marketing, Creative, and Communications. In addition to serving as Co-President, McClellan will assume the role of Chief Corporate Officer, overseeing infrastructure components of the company, including IT, Finance and Accounting, Legal and Human Resources.

Advancing its objective to support the business with world-class expertise, Legends has appointed business technology executive Jennifer Greer-Glanville as Chief Information Officer. As CIO, she will lead strategic direction, management, and oversight in the areas of Enterprise Architecture, IT Security and Compliance, Infrastructure, Technical Services, Workplace Technologies and Event Support for Operations.

A Legends veteran and principal leader in its dynamic and diverse growth since 2014, Tomon has been a key accelerant in the advancement and implementation of the 360-degree service solution platform. Over the past seven years, the former Georgetown student-athlete has been instrumental in Legends’ global operations expansion and overall business development charge. Before joining Legends, Tomon served as Senior Vice President of Global Partnerships at AEG, spearheading business development and overseeing the global premium sales strategy for assets worldwide. Prior to AEG, Tomon lead different facets of revenue and operations for NBA teams such as the Phoenix Suns, Charlotte Bobcats and Cleveland Cavaliers.

McClellan augments the Legends team with over three decades of experience, building efficient and effective infrastructure teams that support and drive business at global leading companies. Most recently, as Executive in Residence for KSL Capital Partners, McClellan delivered leadership, operational and financial expertise to portfolio company leadership as well as providing guidance, diligence efforts and support for potential investments. Prior to that, the Abilene Christian graduate provided leadership to golf club operator ClubCorp USA as the organization’s CFO and Treasurer for 11 years. During his tenure, McClellan oversaw over 350 employee partners across, finance, accounting, tax, investor relations, information technology, legal and risk management. Additionally, he was responsible for managing treasury and capital market relationships and strategies.

Greer-Glanville comes to Legends following a career arc helping to transform multibillion dollar corporations. Most recently, she was CIO of ClubCorp, driving strategic digital transformation initiatives and cybersecurity/compliance solutions while also building credibility through improvements in the day-to-day technology and service predictability across the entire technical landscape. As the VP of IT Transformation Technology and Corporate Officer at foodservice leader Sysco Corporation, she drove key business process and systems transformation, turned around struggling programs, implemented critical controls, and led complex contract renegotiations to extract value and drive cost efficiency. Prior to Sysco, the Texas A&M graduate was the VP IT for Global Telecommunications at Cadbury PLC, where she was the global lead for numerous SAP programs, drove both IT and business process outsourcing efforts and was responsible for global telecommunications operations. Greer-Glanville spent the first 10 years of her career at Accenture providing technology consulting services to global clients.

The Professional Fighters League and Legends Enter Strategic Partnership

Posted on August 4, 2021January 28, 2022 by Chris.Pereira

NEW YORK (August 3, 2021) – The Professional Fighters League (PFL), the fastest growing sports league, today announced a strategic long-term partnership with Legends, a premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues. In addition, as part of this long-term partnership, Legends has made an investment in PFL for a minority ownership stake.

Through this comprehensive partnership, Legends will help create and execute premium, unique experiences and opportunities for sponsors, partners, and fans. The 360-degree partnership will focus on developing and optimizing a range of services including sponsorship sales, ticketing, global planning, hospitality services, venue site opportunities, technology solutions, and the development of a next-generation PFL training and production facility.

“Legends is an industrial-strength partner in areas that can turbo-change the PFL business,” said PFL Chairman and Founder Donn Davis. “The Legends business partnership and equity investment will accelerate PFL momentum and growth as we further build our audience and business upon our standing as the No. 2 MMA company worldwide.”

“The leadership team at PFL has created a unique and burgeoning MMA league that is well-positioned for expansion in the years ahead,” said Legends President and CEO Shervin Mirhashemi. “We are excited to build upon PFL’s momentum and deliver innovative and impactful solutions that will drive business and further accelerate growth.”

“With 550 million fans around the globe, PFL is primed to capitalize on the underserved MMA market,” said PFL CEO Peter Murray. “We are thrilled to partner with the world-class organization and team at Legends to create unique and powerful opportunities for sponsors, partners, and fans not available in any other sports league.”

“Through this strategic partnership with PFL, we will bring our acumen in experiences, operations, and overall revenue generation, leveraging our entire global platform,” said Legends Chief Operating Officer Mike Tomon. “Legends will work closely with PFL to enhance the fan experience, and also create new revenue-generating opportunities that will help further the long term goals of the league.”

This partnership announcement comes just days before the most exciting month in MMA kicks off with the PFL Playoffs. PFL hosts its single-elimination playoff events on Aug. 13, 19 and 27 at Seminole Hard Rock Hotel & Casino in Hollywood, Florida. The final four fighters from each of six weight-classes have single-elimination fights to earn a spot in the PFL World Championship. The PFL World Championship is six title fights in six weight-classes for $6 million all in 1 night – the biggest night of the year in MMA.

YouTube Partners with Hollywood Park to Name Performance Venue “YouTube Theater”

Posted on June 28, 2021January 28, 2022 by Chris.Pereira

Hollywood Park, a near 300-acre sports and entertainment destination, and YouTube have partnered in an extensive multi-year agreement that names the development’s 6,000-seat performance venue, YouTube Theater. The partnership is the first-of-its-kind for YouTube, with the venue hosting a variety of live entertainment from concerts to comedy, award shows, esports competitions, community events, conferences, and distinctive YouTube creator events. YouTube Theater is part of the sprawling Hollywood Park mixed-use development in Inglewood, Calif., which is being developed by Los Angeles Rams Owner/Chairman E. Stanley Kroenke, and construction is set to complete for the theater in summer 2021. The first event to officially open the venue is slated for mid summer.

“YouTube Theater will drive the uniqueness of YouTube by combining physical, ‘in real life’ events that bring creators and fans together, while simultaneously sharing that same event experience with our two billion global monthly users through livestreams and VOD content,” said Angela Courtin, Vice President of Brand Marketing, YouTube. “YouTube creators and artists are the heart of YouTube and YouTube Theater adds to the portfolio of opportunities to drive their creativity, build their businesses, grow their communities and so much more.”

“When he set out to build YouTube Theater, Stan Kroenke envisioned an intimate, world-class venue that exemplified three core aspects: technology, creativity, and entertainment. We cannot imagine a better partner to help us bring this vision to life than YouTube,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “YouTube Theater will be open to the public this summer as Los Angeles’ new home for esports, community gatherings, concerts, and all types of live entertainment. YouTube Theater is the next step for Hollywood Park as we develop and deliver on creating a true sports and entertainment destination across our 300 acres.”

YouTube Theater is designed to be home to a variety of live entertainment events. Hollywood Park and Live Nation have partnered in an exclusive multi-year booking agreement and have already confirmed Caifanes, Los Angeles Azules, Pitbull, Black Pumas, Devo, Trippie Redd, Alejandro Sanz, Christian Nodal, Marina, and Louis Tomlinson to play shows at the theater in 2021 and 2022. Guests at the theater will be introduced to state-of-the-art technology and premium finishes that elevate the fan experience.

The innovative features at YouTube Theater focus on interactivity, including a large scale digital YouTube play button icon outside the venue, which can transform into an immersive video screen that guests can interact with by mirroring themselves on the screen and by viewing highlights of YouTube’s creator and artist content. The venue also features a dynamic digital wall on the interior that will be used to celebrate YouTube creators and artists by showcasing them in a gallery-like setting.

This agreement builds upon YouTube parent company Google’s previously announced partnerships with Hollywood Park that made Google Cloud the exclusive cloud partner of the Los Angeles Rams, Los Angeles Chargers and their home SoFi Stadium. Google Cloud is the exclusive cloud partner of YouTube Theater as well. YouTube will be the exclusive video services and music streaming services partner of YouTube Theater, SoFi Stadium and Hollywood Park and the exclusive video services partner and an official music streaming services partner of the Rams and Chargers.

YouTube Theater is a 227,000 square foot, three-story indoor venue. Built to be a best-in-class event venue, the 6,100 square-feet stage is an expansive area to get creative, and every seat is close to the action on-stage, with the farthest seat in the house only 164 feet away from the stage. The venue itself is blended seamlessly in at the southernmost corner of the same roof canopy that stretches over SoFi Stadium and American Airlines Plaza. Complete with a two-story Kaynemaile chandelier, the theater will feature six luxury boxes, a 1,200 square-foot premium back-of-house hospitality space — with adjacent dressing rooms — and a 3,500 square-foot private club with 140 premium seats.

Legends Global Partnerships division sourced, negotiated and represented Hollywood Park in securing this partnership.

For more information about YouTube Theater and to learn of upcoming events, visit www.YouTubeTheater.com or @YouTubeTheater on YouTube, Instagram, Twitter and Facebook.

Columbus Crew Announces Long-Term Stadium Naming Rights Partnership with Lower

Posted on June 15, 2021January 28, 2022 by Chris.Pereira

Columbus Crew and Lower today announced a long-term partnership that includes naming rights to the Crew’s new downtown home, which will be named Lower.com Field, effective immediately. The partnership sees two Columbus-based organizations who are invested in the local community come together in a landmark agreement, terms of which were not disclosed.

“We are proud to partner with Lower in naming our new Stadium,” said Dee Haslam, Columbus Crew Investor-Operator. “Dan Snyder’s leadership and vision align so strongly with the goals of the Crew. Lower is a world class company, rooted in Columbus, renowned for their culture and fully invested in giving back to our community. Lower.com Field will provide our players a home-field advantage and our supporters a best-in-class experience. In addition to match days, we are immensely excited that Lower.com Field will be the cornerstone of a new live, work, and play neighborhood in Astor Park. On behalf of the Haslam and Edwards Families, we look forward to working together to make a sustainable and positive difference in Columbus and for our supporters.”

Lower is a fintech company whose mission is make the traditionally daunting task of buying or refinancing a home simple. The millennial and Gen-z home finance platform is differentiated from other digital lenders by taking a holistic approach to the homeownership journey. Consumers can go online or download the app and find a one-stop shop experience where they can save for a home, get a great mortgage, and protect their home through its insurance marketplace. With more than 10,000 five-star reviews in less than two years, Lower is becoming the go-to destination for those looking to save for, insure, buy, or refinance a home across the country.

“We have nearly 1,000 local team members, have funded billions in loans, and have been named the top workplace in Columbus, and yet, we’re still relatively unknown as a company. So, this partnership, to some extent, is the coming out party for our brand. Very few companies ever get to name a stadium, let alone a brand new one, in their hometown. It is a once in a lifetime opportunity, said Lower CEO Dan Snyder. “On behalf of my partners and the entire team, we couldn’t be more excited to open up Lower.com Field to the city of Columbus on July 3.”

Lower is heavily invested in the Columbus community and will collaborate with the Crew on several community-based initiatives as a focal point throughout the partnership. Lower becomes the Presenting Partner to the Crew’s Mini-Pitch Project. The Mini-Pitch Project is a field development project that aims to provide local youth in underserved communities with the opportunity to get outside and play soccer in safe and fun environments. As previously announced, the Club’s 11th field development project – a mini pitch at Northgate Intermediate School in Columbus – is set to open later month. On matchdays, for each goal scored by the Crew, Lower will donate $1,000 to Healthy Homes. Healthy Homes is a non-profit housing organization and collaboration between Community Development for All People and Nationwide Children’s Hospital that works to preserve and create high-quality affordable housing. On top of the charitable donation, there will be a second goal-based opportunity, which benefits Crew supporters. For each goal scored in the regular season, supporters will unlock $500 toward their home financing, up to $1,500.

Lower also becomes an Associate Partner to Give Forward becoming an integral part of the Club’s community efforts. Give Forward is a platform of the Columbus Crew Foundation that serves challenged youth, encouraging healthy and positive lifestyles, honoring the military, and keeping Columbus beautiful.

“We couldn’t have found a more perfect fit with Lower as our naming rights partner,” said Columbus Crew Executive Vice President and Chief Business Officer Steve Lyons. “It was critical for us to find a like-minded company, Columbus-based, and committed to our community. At the same time, Lower’s bold, upward trajectory reflects the direction of the Crew and the personality of Lower Field. As a leading innovative technological company, they focus on creating world-class customer experiences and their core mission of making home ownership more accessible is impactful for our fans. We are thrilled to welcome Lower and their associates to the Crew family.”

Continued Lyons: “As we prepare to open Lower.com Field, we are excited that this stadium will represent our players, club and city on a national and international stage through events such as Campeones Cup later this summer and potential U.S. Soccer matches in the future. The ability to host high-profile events of this magnitude provides incredible exposure to the club, the city and our partners through the global game of soccer.”

The Crew also announced today that the second largest supporters section in Major League Soccer, the Nordecke (3,364) has now officially sold out. While the Nordecke, and as previously announced, all premium club, suites and loge boxes at New Crew Stadium sold out for the current season, limited general seating 2021 Season Tickets are still available at a pro-rated price. Similarly, Limited Partial Plans for four to 10 matches are currently available. Supporters can ensure priority access to single match tickets and purchase full or partial Season Ticket Memberships by visiting the following link: https://bit.ly/2SuhKsD.

As part of the partnership, Lower is also the Entitlement Partner to the East Field Club, which is set to be named the “Lower.com Lounge.” The lounge is the most premier space within Lower.com Field and is inclusive of 10 private field-level suites and 120 field seats.

Lower.com Field is set to open its gates at full capacity on Saturday, July 3, when the Crew hosts the New England Revolution for the venue’s Inaugural Match [5:00 p.m. ET / ESPN, ESPN App (Stream) / 97.1 The Fan & 971thefan.com (English); ColumbusCrew.com (Spanish)]. The new world-class stadium has a capacity for 20,011 supporters and includes seats that are as much as 28 feet closer to the pitch than any of the seats at Historic Crew Stadium. Additionally, the incline is steeper, providing improved sightlines for supporters in every part of the venue. A defining feature of the stadium is a 220,000 square-foot canopy that will cover all supporters during the match, providing shelter from weather conditions throughout the season.

The premium spaces at the new home of the Crew are among the highest-end premium experiences in MLS and include Ledge Seats which hang over the lower bowl, offering one of the best views of the pitch.

The New Nordecke at Lower.com Field is located on the north end of the stadium and is set to be the second-largest supporters section in MLS, with standing-only capacity for 3,356 supporters. Notably, it features a state-of-the-art tifo-rigging system designed for the Black & Gold supporters. Upon arrival to the southeast entrance of Lower.com Field, supporters will be able to walk up to and congregate in a 62,000 square-foot public plaza featuring a large, outdoor 14-feet by 24-feet video screen. Supporters can then walk across the plaza to the Pub Restaurant and Crew Shop, which will be open on non-matchdays. The concession stands at the venue are also set to feature several local food and beverage options.

At 225 feet wide by 360 feet long, the surface of the pitch at Lower.com Field – which sits 22 feet below the concourse level – will be surrounded by thirteen feet of synthetic turf on the sidelines and eleven feet of synthetic turf on the end lines. The SubAir system used in the pitch will allow it to recover faster from adverse weather conditions, as it can increase the temperature of the pitch root zone by up to 28 degrees, allowing for events played in cold conditions to occur with less buildup that normally might affect the flow of the game. Additionally, the SubAir system can drain water from the pitch in three minutes, while gravity systems usually used in stadiums can take up to 60 minutes.

Before Lower.com Field opens, the Club is set to hold multiple activations as part of its matchday programming for the Club’s Farewell to Historic Crew Stadium this weekend. The Crew’s final match at the historic venue is set to take place on Saturday, June 19 with the Club hosting Chicago Fire FC [7:30 p.m. ET / Bally Sports Ohio, Bally Sports App (Stream) / 97.1 The Fan & 971thefan.com (English); ColumbusCrew.com (Spanish)]. Ahead of the match, Bally Sports Ohio is scheduled to host a one-hour pre-match special commemorating the day, beginning at 6:30 p.m. ET.

Columbus Crew was represented by Legends Global Partnerships in this wide-ranging partnership with Lower.com.

Chris Foy Joins Legends Global Partnerships

Posted on June 4, 2021January 28, 2022 by Chris.Pereira

Legends today announced that Chris Foy has joined as Executive Vice President, Legends Global Partnerships. Foy brings more than 25 years of experience across sports, sponsorships, and live events.

In this newly created role, Foy will be a key leader within Legends Global Partnerships and will focus on venue & facility naming rights, global partnerships sales, collegiate partnerships, and other platforms in the evolving global partnerships space. Foy will collaborate with Legends Global Partnerships staff throughout the United States and globally.

“Chris brings a depth of experience that spans professional sports, live entertainment, and collegiate athletics,” said Chris Hibbs, President, Legends Global Partnerships. “The landscape across sponsorships, new venue projects, live events, and collegiate athletics is evolving quickly, and Chris’ extensive expertise will be a critical resource for our new and existing clients as we work together to drive game-changing results.”

Prior to joining Legends, Foy was President & Founder of Impression Sports & Entertainment, a national sports sponsorship agency that he launched in 2011. With the creation of Impression Sports & Entertainment, Foy delivered an extensive portfolio of experience and high-end sales and marketing solutions for high-profile clients including ESPN Events, Fiesta Bowl Association, USA Swimming, FOX Sports/USC, the ECHL, Gator Bowl Association, Kroenke Sports & Entertainment, Greenville Arena District, New Orleans Pelicans, Florida Citrus Sports, Chip Ganassi Racing, the Sun Bowl Association, the Independence Bowl Foundation, Minnesota Timberwolves, the Arizona Bowl, City of Memphis (MMG), Wisconsin City District, among several more.

“Legends Global Partnerships is an exceptional team known for delivering results for the largest and most complex projects in sports and entertainment,” said Foy. “Through their incredible body of work, they have earned their best-in-class designation. I look forward to providing immediate value to our team, our clients, and to the overall success of the company.”

Prior to launching Impression, Chris was managing partner of General Sports Alliances, where key clients included the Atlanta Falcons, Minnesota Twins, Detroit Red Wings, Washington Capitals, Progressive Gator Bowl, and Detroit Metro Airport.

Earlier in his career, Foy held VP sales roles with Live Nation and The Bonham Group. Born and raised in Toronto, Chris was a draft pick of the New York Islanders of the National Hockey League and played professional hockey for four years (AHL, IHL, and ECHL). In college, Chris was a member of the Northeastern University Huskies (Boston, MA) Division 1 hockey team, playing in the elite Hockey East Conference for four years and earning Hockey East All-Academic Team honors in 1991 and 1993.

Foy graduated from Northeastern University with a bachelor’s degree in finance. He resides in Denver, Colorado with his wife Justine, and their three children Taylor, Keaton, and Connor.

SoFi Stadium Teams up with Award-winning Chefs Jon Shook and Vinny Dotolo for Its Culinary Program

Posted on April 19, 2021January 28, 2022 by Chris.Pereira

Focused on representing the city’s prolific food culture, SoFi Stadium, home of the Los Angeles Chargers and Los Angeles Rams, partnered with James Beard award-winning chefs, Jon Shook and Vinny Dotolo to reimagine the stadium culinary experience. The duo, Los Angeles cult favorite chefs and owners of some of the most iconic restaurants in the city – including animal, Son of a Gun, Jon & Vinny’s, Caramelized Productions and Cookbook Market – created a groundbreaking food program as transformative as the stadium itself.

“Jon and Vinny are well-known for their thoughtful and flavorful food, and we are thrilled for them to extend their legacy to SoFi Stadium,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “Los Angeles’ food culture is celebrated for its creativity, and our goal is to build a culinary experience for fans based on high-quality, fresh ingredients and inspired by the many cuisines you can find throughout the city.”

SoFi Stadium’s culinary program is based on four core concepts. Each is grounded in local flavors and features creative combinations. Starting April 22, 2021, SoFi Stadium will release a video each week announcing a concept and delving into its inspiration and ingredients. The videos will feature Jon and Vinny walking fans through the stadium’s innovative program.

Shaped from the diverse cuisines of the region, SoFi Stadium’s menus will feature high-quality ingredients paired with top-notch preparation, expertly scaled for a stadium of discerning foodie fans. Building on their expert knowledge of the LA food scene, Jon and Vinny spent months of research and hundreds of hours in development at their test kitchen in Inglewood to create unique expressions of timeless stadium favorites, but with local flair.

“The opening of SoFi Stadium is a monumental and historical moment for the city of Inglewood, City of Champions,” said Jon and Vinny. “We are super excited to be part of the LA Eats program at SoFi Stadium. The stadium, along with Legends, has made it incredibly easy for us to transform how people think about stadium food.”

SoFi Stadium’s state-of-the-art amenities and indoor-outdoor design will be incorporated into the presentation of its innovative food program to create a memorable experience. The stadium’s kitchens offer open-air spaces with breathtaking views of the city. Their expansive design features clear glass, with each kitchen placed in a location that always has sightlines to the field, videoboard or seating bowl. Fans will now be able to leave their seats for food and drink and not worry about missing the big play.

The clear glass in SoFi Stadium’s kitchens allows food to be prepared in front of guest’s eyes. In a first for stadium design, SoFi Stadium features 100 percent live-fire kitchens. This allows for the stadium to produce food in each and every one of its kitchens.

The culinary program was created in partnership with Legends, which will operate the stadium’s culinary program under the direction of Legends Executive Chef Robert Biebrich and Legends Vice President of Culinary Innovation Gretchen Beaumarchais.

Columbus Crew SC Announces New Partnership with Columbus-Based American Electric Power

Posted on April 16, 2021January 28, 2022 by Chris.Pereira

Columbus Crew SC today announced that the Club has entered into a new, multi-year partnership with American Electric Power. As one of the largest electric energy companies in the U.S., Columbus-based AEP powers millions of homes and businesses. AEP becomes an Official “Founding Partner” of Columbus Crew SC and New Crew Stadium, set to open in July of this year. As an Official Founding Partner, AEP will be the entitlement partner to the Southeast Gate at New Crew Stadium.

“Columbus Crew SC is excited to announce a new, multi-year partnership with American Electric Power as an official Founding Partner of our Club,” said Crew SC executive Vice President and Chief Business Officer Steve Lyons. This partnership will allow us to power our new downtown stadium while helping our supporters learn more about energy savings. We are proud to continue to stand alongside AEP – our partner for over a decade – to honor our military heroes and further our mutual commitment to education and the Columbus community.”

Continued Lyons: “Over the last several months, we have been proud to announce several Founding Partners of New Crew Stadium. The outpouring of local support from top-tier, Columbus-based corporations demonstrates the immense pride in choosing Columbus and choosing the Crew. Through each of these partnerships, we are able to provide an exemplary matchday experience as well as make critical impacts throughout our community.”

In addition to having entitlement rights to the Southeast Gate at the New Crew Stadium – where nearly 80% of all supporters will pass through – AEP is set to also have presenting rights over Military Appreciation Night and the Hometown Heroes Program, which recognizes local members, past and present, of the U.S. military.

AEP will also have presenting rights to a military appreciation content series to be released by Crew SC in the future. In continuing with their commitment to community work, AEP will also become an associate partner of a community platform that will be announced at a later date.

“AEP looks forward to continuing our longstanding relationship with the Crew, especially as the Club begins this exciting chapter in team history,” said Janelle Coleman, AEP’s vice president of Corporate Philanthropy & Community Engagement and president of the AEP Foundation. “From winning last year’s MLS Cup to the upcoming opening of its world class stadium, the Crew inspires pride in Columbus. We’re proud to support both the team and their unwavering commitment to our community.”

Columbus Crew SC was represented by Legends Global Partnerships in this wide-ranging partnership with AEP.

Vertiv Teams Up with Columbus Crew as a Founding Partner

Posted on April 8, 2021January 28, 2022 by Chris.Pereira

Vertiv, a global provider of critical digital infrastructure and continuity solutions, will be a Founding Partner and Official Data Center Equipment Provider of Columbus Crew SC as the club moves into its new home, New Crew Stadium, in July. Vertiv will equip the data center supporting the team’s administrative and in-game IT needs, as well as sponsor a customer experience center in the stadium showcase area featuring Vertiv racks, power, cooling and IT management systems enabling a high-tech, connected fan experience.

Vertiv is headquartered in Columbus, but the connections with Crew SC that extend beyond a shared hometown were the chief motivation for the partnership.

“The Crew have become a Columbus fixture, and the new stadium is something the entire community can celebrate and enjoy. The team and organization are stewards of a global game, and their success can be traced to countless international influences,” said Gary Niederpruem, chief strategy and development officer at Vertiv. “We see a lot of ourselves in the Crew story, as a Columbus-headquartered, global organization leveraging our skills, passion and international reach to succeed at the highest levels.”

Vertiv infrastructure equipment will support the network that enables in-game experiences, including the scoreboard and digital signage, and point-of-sale systems throughout New Crew Stadium, as well as office and administrative IT systems for the club’s front office staff. Vertiv is supplying all of the key critical digital infrastructure elements in a bespoke, integrated design, using standard building blocks of Vertiv’s Liebert®, Avocent®, Geist™ brands for racks, uninterruptible power supply (UPS) systems, thermal management systems, monitoring and management hardware and software.

Vertiv and the Crew will also be partnering on additional endeavors, including community service projects, to be announced at a later date.

“The Crew is committed to providing a best-in-class experience for our supporters. We are proud to partner with Vertiv to design, build and service the infrastructure needed to deliver on this promise,” said Stephen Lyons, Crew SC Executive Vice President & Chief Business Officer. “Vertiv’s equipment is critical to the operation of our videoboards, digital signage and point-of-sale systems and will elevate the entire match-day experience at our new stadium.”

Columbus Crew SC was represented by Legends Global Partnerships in this wide-ranging partnership with Vertiv.

The University of Miami Selects Legends to Lead Marketing Partnerships for Athletics Program

Posted on April 7, 2021January 28, 2022 by Chris.Pereira

The University of Miami athletics department today announced that it has selected Legends, a premium experiences company, to oversee marketing partnerships and rights for the Miami Hurricanes.

Through this new partnership, Legends will collaborate with Miami to develop a comprehensive sponsorship strategy and establish meaningful, integrated partnerships that connect brands and corporate partners with the Hurricanes’ passionate fanbase. Legends will bring new partnerships to the university that will celebrate Miami’s rich athletic traditions, its talented student-athletes, and the forward-thinking leadership and innovation of the athletics program.

“We are excited to partner with Legends on our corporate sponsorships and marketing rights,” said Blake James, University of Miami’s Director of Athletics. “Legends works with some of the most recognized brands in sports and we are confident that they can help us leverage both our iconic brand and location in one of the world’s most vibrant cities to drive value for our department, our fans and our partners. We are thrilled to see what the partnership will bring in the years to come.”

Legends will also lead a thorough analysis and valuation of sponsorship rights and introduce its proprietary, data and analytics-driven business intelligence platform, to help identify new opportunities and provide greater insights into Hurricanes fans’ behaviors and interests.

“Miami has built one of the nation’s great athletics programs, and we see tremendous value in creating a customized sponsorship approach that celebrates the university’s unique history and rich athletics traditions, and particularity of the Miami market,” said Mike Behan, Legends Vice President, Collegiate Partnerships. “Our team at Legends will draw upon our vast experience working with the most creative and innovative brands across sports, media, and entertainment, to help expand the incredible opportunities available through this partnership.”

Legends, a global leader in sports and entertainment, was founded by the New York Yankees and Dallas Cowboys. Legends leads significant sponsorship sales efforts across professional and collegiate sports including for the Los Angeles Rams and Los Angeles Chargers, Las Vegas Raiders, Orlando Magic, University of Notre Dame, Georgia Tech, and LA28.

Legends will open a sales and engagement center in South Miami.

LAFC Announces FLEX Power Tools as Official Jersey Sponsor

Posted on April 7, 2021January 28, 2022 by Chris.Pereira

The Los Angeles Football Club (LAFC) today announced a multi-year partnership with FLEX. FLEX, a brand division of global power tool manufacturer Chervon, will serve as the Club’s “Official Jersey Sponsor” and feature branding included on all Club, Community and specialty jerseys. Additionally, FLEX is the “Official Power Tool Partner of LAFC” and the “Official Construction Tools” of the Club.

The new partnership includes exclusive content pieces, media, signage and a co-branded retail promotion.

“We are proud to have FLEX Power Tools on the front of our jersey,” LAFC Co-President Larry Freedman said. “FLEX is an exciting and ambitious brand that will work with us to be a force for good in our community.”

LAFC becomes the first sports organization to partner with Chervon N.A.

“FLEX is thrilled to partner with such an inspiring team, organization and fan base and we look forward to standing shoulder to shoulder with the Black and Gold” said Joe Turoff CMO at FLEX’s parent company Chervon. “Supporting LAFC and the greater Los Angeles community will be our core goal. We look forward to winning together in the years ahead.”

FLEX, a line of cutting-edge, cordless power tools, accessories, batteries and chargers, will launch nationwide this May. The all-new FLEX 24V line-up features industry-leading Lithium-Ion and brushless motor technologies with 20 percent more power than competitors and up to 50 percent faster charging.

On April 12, FLEX will host the “FLEX Face Off,” a launch event at 8pm ET/5pm PT. Viewers can learn more about the brand and see FLEX tools go head-to-head against some of the industry’s top pro brands and hear how to enter to win a full lineup of FLEX 24V power tools and a brand-new Ford F-150. Sign up for the event at www.FLEXPowerTools.com/faceoff.

FLEX joins Delta Air Lines, Heineken, Toyota, Youtube TV, Kaiser Permanente, Target and Estrella TV as LAFC’s Golden Boot Club Partners. The Golden Boot Club provides exclusive access, visibility and experiences for LAFC’s most elite level of partnership.

LAFC partnered with Legends Global Partnerships, who previously advised LAFC on both its inaugural jersey deal with YouTube TV and stadium naming rights deal with Banc of California.

Legends Announces Closing of Majority Investment from Sixth Street

Posted on February 1, 2021January 28, 2022 by Chris.Pereira

Legends (“Legends” or the “Company”) today announced the closing of its previously announced majority investment from Sixth Street, a leading global investment firm.

Sixth Street leads the Legends partnership group alongside co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys.

The new majority investment from Sixth Street will support its current management team in its long-term growth of the Company’s global client relationships and further enhancements to its innovative 360-degree platform of premium experience offerings for the most iconic global brands in sports, entertainment, and attractions.

The transaction was originally announced on 12 January 2021.

Georgia Tech and Legends Announce Comprehensive Partnership Across Key Athletics Revenue Streams

Posted on December 7, 2020January 28, 2022 by Chris.Pereira

— Partnership Includes Yellow Jackets Multimedia Rights, Premium Seating, Ticketing, Annual Fundraising, Corporate Hospitality, and E-Commerce —

ATLANTA, GA – December 7, 2020 – The Georgia Tech Athletic Association (GTAA) and Legends today announced a first-of-its-kind partnership to combine opportunities across multimedia rights, premium seating, ticketing, annual fundraising, corporate hospitality, data analytics, business intelligence, and e-commerce into one integrated relationship. The partnership will take a customized and holistic approach for identifying new, engaging, and entertaining platforms for corporate partners and Yellow Jacket fans to connect with Georgia Tech athletics and position the Institute for success and growth in the evolving collegiate athletics landscape.

“Legends is the industry leader in sports experiences, having been founded by two of sports’ most recognizable and prestigious organizations — the New York Yankees and Dallas Cowboys. Georgia Tech fans and corporate partners will benefit from the expertise that Legends brings in designing, planning, and implementing world-class experiences. I couldn’t be more excited to begin this first-of-its-kind partnership and for the bright future for Georgia Tech athletics, our fans, and our corporate partners.”

Legends will introduce a robust technology, data, and analytics platform to support all revenue streams. The new business intelligence platform will provide Georgia Tech athletics with greater insights into Yellow Jacket fans, including a complete view of their relationship to the Institute and athletic department, specific interests, brand affinities, behaviors, and how to most effectively engage.

“This past year has introduced new challenges in the collegiate athletics landscape, and we believe the path forward will require a strong vision and modernized approach,” said Mike Behan, Vice President, Collegiate Partnerships, Legends. “In collaboration with the Athletic Department’s innovative leadership team, Legends will engage our entire 360-degree platform – with deep acumen across partnerships, ticketing and premium seating, fundraising, corporate hospitality, retail, and technology – to create a customized, long-term blueprint for growing the business and creating memorable experiences for Yellow Jacket fans.”

CSL, Legends’ project planning consultancy, will conduct a market study to evaluate the overall fan experience at Bobby Dodd Stadium and McCamish Pavilion and assist with identifying opportunities. Data and technology will also help to identify innovative new revenue and partnership opportunities to deliver on this advanced vision as the collegiate landscape continues to shift.

Legends, a global leader in sports and entertainment founded by the New York Yankees and Dallas Cowboys, brings a wealth of knowledge and operating expertise to Atlanta, in addition to previous involvement at Mercedes-Benz Stadium.

OFFICIAL REAL MADRID BERNABÉU STORE NOW OPEN

Posted on December 3, 2020January 28, 2022 by Chris.Pereira

The Official Real Madrid Bernabeu Store is now open to fans after the club launched the new shop on Avenida de Concha Espina 1, at Gate 30 of the stadium. Real Madrid‘s director of institutional relations, Emilio Butragueño, attended the ceremony held to mark the opening of the store, which is located on the former site of the Real Café. This is the store’s temporary home whilst progress continues on the stadium redevelopment and it will subsequently move to its permanent location.

The store is open from Monday to Saturday from 10am to 8:30pm (CET) and from 10am until 8pm on Sundays and bank holidays. The facility, along with the Tour Bernabéu, offers supporters the opportunity to enjoy a unique madridista experience. Fans will be able to find the full range of official products for men, women and children in a store that spans two floors and over 700m2. The shop also boasts a 40m2 personalisation laboratory, checkout space covering 30m, 25 digital screens, a photo area and two external sales points for direct sales from the street.

The store is a result of Real Madrid‘s collaboration with Legends in the running of the club’s official stores. The opening ceremony was also attended by Sergio Nieto, the general manager of Legends España.

Club members and Madridistas will receive special benefits, including exclusive offers and access to priority checkouts when making their purchases. In addition, the store and its staff are compliant with all of the relevant protocols to ensure that it is a COVID-19-free space.

Legends Announces Majority Investment From Sixth Street to Accelerate Long-Term Growth

Posted on November 19, 2020January 28, 2022 by Chris.Pereira

Legends (“Legends” or the “Company”) today announced that it signed an agreement to receive a majority investment from Sixth Street, a leading global investment firm. Sixth Street will lead the Legends partnership group alongside co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys. The new investment from Sixth Street will support the long-term growth of the Company’s global client relationships and further enhancements to its innovative 360-degree platform of premium experience offerings for the most iconic global brands in sports, entertainment, and attractions.

“The Legends commitment to excellence, instilled from its inception, enabled it to grow a new category of holistic sports and entertainment services, and we are excited to be joining their culture of ‘winning together’,” said Alan Waxman, Co-Founder and CEO of Sixth Street. “Legends will continue to stay on offense with an industry-leading management team doing what it does best: delivering value-creating projects and operations, innovating new technology-enabled service offerings, and creating immersive customer experiences.”

“We love the energy, vision, and business-building experience that Sixth Street brings and how they plan to accelerate our long-term growth plans,” said Jerry Jones. “Sixth Street’s culture focused on teamwork and creative solutions is a perfect fit as we continue to build on our strong foundation and set our sights on creating even more engaging experiences for customers.”

“Premier global brands in sports, entertainment, and attractions choose Legends because they recognize the unparalleled power of our integrated suite of services,” said Hal Steinbrenner. “Since its founding, Legends has benefited from a series of committed investment partners, each critical to a particular stage of development. We thank New Mountain Capital for its strategic support these past several years, and we look forward to embarking on this exciting new chapter with Sixth Street.”

“The desire to live, play, and experience has never been greater. Sixth Street’s transformational investment is going to help drive our next phase as the comprehensive partner of choice for the world’s leading sports and entertainment organizations,” said Shervin Mirhashemi, President and CEO of Legends. “While this has been a challenging year for the sports and live entertainment industry, we passed the test and are now positioned for stronger, even more resilient growth due to our unmatched 360-degree platform across planning, sales, partnerships, hospitality, merchandise, and technology solutions.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including the New York Yankees, Dallas Cowboys, Real Madrid CF, SoFi Stadium, University of Notre Dame, The Ohio State University, Manchester City FC, LA Clippers, One World Observatory, and Live Nation. Legends’ clients benefit from comprehensive services through the Company’s six global divisions, each of which provide award-winning, best-in-class leadership from conception to execution.

The transaction is expected to close in the first quarter. Additional terms were not disclosed.

Moelis & Company LLC acted as lead financial advisor, BofA Securities, Inc. and Wells Fargo Securities, LLC acted as financial advisors, and Herrick & Feinstein LLP acted as legal advisor to Legends. Goldman Sachs & Co. LLC acted as sole financial advisor and Ropes & Gray LLP acted as legal advisor to Sixth Street. Gibson, Dunn & Crutcher LLP acted as legal advisor to certain members of the Legends partnership group.

About Legends

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. Legends is the industry leader in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow Legends at Facebook, Twitter and Instagram @TheLegendsWay.

About Sixth Street

Sixth Street is a global investment firm with over $50 billion in assets under management and committed capital. Sixth Street operates nine diversified, collaborative investment platforms: TAO, Growth, Specialty Lending, Fundamental Strategies, Infrastructure, Opportunities, Insurance, Agriculture, and Credit Market Strategies. Our long-term oriented, highly flexible capital base and “One Team” cultural philosophy allow us to invest thematically across sectors, geographies and asset classes. Founded in 2009, Sixth Street has more than 320 team members including over 145 investment professionals operating from nine locations around the world. For more information, visit www.sixthstreet.com or follow us on LinkedIn.

Legends x Detroit Pistons Announce Merchandising Partnership

Posted on November 19, 2020January 28, 2022 by Chris.Pereira

The Detroit Pistons announced today a partnership with Legends to operate e-commerce merchandising for the organisation. Pistons313shop.com launched today and will serve as the official team merchandise website for the organization. Featuring designer men’s, women’s and youth apparel, official NBA team-licensed on-court team gear such as player jerseys, warm-ups, shooting shirts and novelty items for Pistons fans of all ages, the new online destination will also serve as the merchandise home for the Pistons’ NBA G League affiliate, the Motor City Cruise and the club’s NBA 2K League eSports team, Pistons Gaming Team.

In conjunction with the launch of Pistons313shop.com, the organization unveiled new “313” and “DET” logo treatments that reinforce the franchise’s love for the city and embodies the culture and collective understanding that those numbers and letters serve as more than just an area code or location. The marks are included as part of a new fashionable lifestyle-inspired line of off the court apparel tabbed DETail Threads. The private label offering focuses on unique silhouettes and designs that celebrate the city, team and history of the franchise, with product available for diehard fans and casual fans alike. DETail Threads merchandise will be sold exclusively at Pistons313shop.com.

“We are pleased to partner with Legends on the creation of a new merchandising partnership that will deliver fans unparalleled selection with an easy and reliable online shopping experience,” said Mike Zavodsky, Chief Business Officer for the Detroit Pistons. “Our DETail Threads private label and new ‘313’ and ‘DET’ logo treatments provide fans a directional glimpse of our merchandising future and how we intend to utilize the power of Legends’ global expertise to diversify the look and feel of our team apparel offerings.”

Operated by Legends Global Merchandise, the new Pistons313shop infrastructure allows visitors and fans to shop from anywhere and anytime. Legends’ strategic relationships with high quality and boutique vendors will broaden selection and increase value for the consumer.

“It was important for us to deliver exclusive merchandise that is true to Detroit, which offers a unique way for fans to support their teams,” said Dave Moroknek, President, Legends Global Merchandise. “We put an emphasis on making the site easy to navigate and are thrilled with the end product. It’s been rewarding to work with the Pistons organization and can’t wait to tip-off this partnership.”

Legends Names Tom Tregelles, Vice President, International E-Commerce

Posted on November 11, 2020January 28, 2022 by Chris.Pereira

Legends today announced the appointment of Tom Tregelles to the new role of Vice President, International E-Commerce, where he will develop customised global e-commerce solutions and strategies for Legends’ roster of world-class merchandise clients.

Tregelles will be responsible for oversight of the end-to-end customer journey for Legends’ rapidly expanding global e-commerce platform including the seamless customer journey, targeted digital marketing, real time data segmentation and strategies, as well as key e-commerce partnerships to support the omnichannel visions for partners. Specializing in customer-centric digital transformation, Tregelles brings a holistic view to Legends’ growing global retail team.

An industry leader with more than a decade of experience, Tregelles joins Legends from Frasers Group PLC, formerly Sports Direct International PLC, the largest sports goods retailer in the United Kingdom. He was most recently Group Head of Digital. During his time with Frasers Group, Tregelles worked across several brands including Sports Direct, Flannels, and House of Fraser, where he achieved triple digit growth and record online revenues. Earlier in his career, Tregelles held a variety of digital and marketing roles with Orlebar Brown, Arcadia Group’s Topshop Topman brand, and Jack Wills.

Tregelles is a graduate of Oxford Brookes University. Based in Legends’ corporate office in London, he will report to Victoria Hawksley, Vice President, International Retail.

Willow to Deliver Digital Twin Technology Solutions at New SoFi Stadium and Hollywood Park

Posted on October 15, 2020January 28, 2022 by Chris.Pereira

Willow, the world’s leading provider of digital twin technology, is partnering with Hollywood Park, a new, nearly 300-acre sports and entertainment destination in Inglewood, California, being developed by Rams Owner/Chairman E. Stanley Kroenke. The agreement stretches across SoFi Stadium, which will be the first major stadium to implement digital twin technology in the U.S. Using big data gathered from every aspect of the stadium and surrounding development, Willow will create a virtual copy of the facility to deliver an unprecedented level of analytical insight to create a truly world-class fan, resident and guest experience along with optimized levels of sustainability and future-proofing.

Digital twins, first developed by NASA for space exploration, are a bleeding-edge technology that converts all quantifiable aspects of physical buildings into living, learning and evolving virtual replicas. It is the most intuitive way to store, organize and access the incredible amount of data generated by complex smart buildings, allowing owners, facility managers and built environment professionals real-time insights to strategize and optimize every aspect of a building’s operations. Importantly, the system becomes more robust over time with the addition of new data.

“Our goal is to deliver a new type of fan and visitor experience, and to do that, we need a comprehensive, data-driven view into how all the pieces of this project connect,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “For such a large-scale and complex asset like a stadium, this is a pivotal undertaking. Willow’s Digital Twin will enable us to collect and analyze real-time big data across the lifecycle of the development, from construction to ongoing operations.”

SoFi Stadium is setting a new bar for smart buildings in the sports and entertainment sector. Designed to be a sustainable, future-forward facility for years to come, the venue will be the new, joint home of the NFL’s Los Angeles Chargers and Los Angeles Rams and will also host a variety of events throughout the year. Willow’s comprehensive solution, used by some of the world’s most prominent real estate owners, will enable SoFi Stadium and Hollywood Park’s operators to gain complete transparency and a single source of truth on data from across the facility’s complex systems. By accessing this data, SoFi Stadium and Hollywood Park will be able to solve problems before they happen, manage risk and identify previously impossible integrated strategies.

“By accessing data that was once lost between project phases or in multiple systems, Willow can assist SoFi Stadium and Hollywood Park in identifying opportunities they never knew they had,” said Shaun Klann, President and Global Head of Real Estate at Willow. “Stadiums are an amazing opportunity to apply the lessons we have learned in commercial real estate, but on a much larger scale. It’s an incredibly exciting project and we are honored to partner with the ambitious and innovative team at SoFi Stadium.”

At present, SoFi Stadium is slated to host Super Bowl LVI in 2022, the College Football Championship Game in 2023 and the Opening and Closing Ceremonies of the 2028 Summer Olympics. Located on the site of a former racetrack, the approximately 70,000-seat stadium will serve as the centerpiece of the state-of-the-art, reimagined Hollywood Park, featuring a full live-work-play experience, from retail, offices, hospitality, residential units and outdoor park spaces.

SoFi Stadium and Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented SoFi Stadium and Hollywood Park in securing this partnership.

Aristocrat Technologies, Inc Named an Official Partner of The Las Vegas Raiders and Allegiant Stadium

Posted on October 8, 2020January 28, 2022 by Chris.Pereira

Aristocrat Technologies and the Las Vegas Raiders have snapped the ball on a new partnership, making Aristocrat an Official Partner of the Raiders and Allegiant Stadium. Aristocrat’s category includes land-based gaming machines and certain digital social casino games.

As an Official Partner of the Las Vegas Raiders, Aristocrat will have prominent signage throughout Allegiant Stadium year-round, including in-stadium and in-game branding and naming rights to the Owners East Club. The partnership features entitlement of the Aristocrat Club at Allegiant Stadium, an ultra-exclusive experience with a full-service premium bar, luxury lounge and upgraded stadium seating for game-viewing.

Additionally, Aristocrat will serve as the presenting sponsor of the Raiders 50/50 Raffle. Through this exciting joint effort, Aristocrat and the Raiders will join forces in giving back to the community.

“We are thrilled to welcome the Raiders to Las Vegas and to score an exclusive casino gaming supplier partnership with the team,” said Hector Fernandez, president of Aristocrat Americas. “Las Vegas is the entertainment capital of the world, and as an exclusive partner to one of the most iconic teams in the NFL, we look forward to providing playful experiences for Raiders fans.”

“The Raiders are excited to welcome Aristocrat Technologies as our newest partner,” said Raiders President Marc Badain. “Aristocrat is a great match as evidenced by their innovative technology and commitment to team up with the Raiders in giving back to the community.”

Legends Global Partnerships represented the Raiders to secure the partnership with Aristocrat as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.

MLB Flagship Store Opens in NYC

Posted on October 2, 2020January 28, 2022 by Chris.Pereira

— Widest In-Store Assortment of MLB Product Anywhere in the World, Featuring More Than 10,000 Caps —

— Memorabilia Collection Features Items From Recent Jewel Events and An Exclusive Derek Jeter Hall of Fame Collection —

— Store Includes Exclusive Products, Jersey Customization Station, Along with Merchandise for the 2020 Postseason and World Series —

Major League Baseball (MLB) today opens the MLB Flagship Store, located at 1271 Avenue of the Americas in midtown Manhattan. MLB partnered with Legends, a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology, and hospitality, to build and operate the first permanent MLB retail store in the United States.

The state-of-the-art retail destination features the widest in-store assortment of MLB products anywhere in the world, spanning two floors and approximately 10,000 square feet, and housing 100 different apparel styles. The main floor of the store features Nike jerseys from stars of all 30 MLB Clubs, plus an extensive New Era Cap Wall, showcasing Authentic Collection fitted caps for each team. In total, the store maintains more than 10,000 total authentic and lifestyle MLB caps.

The one-of-a-kind store features a large customization station, allowing fans the option to personalize MLB replica jerseys and Stance socks. A jersey carousel, visible from the street, displays customizable jerseys that represent each MLB Club.

The lower level of the store includes a Cooperstown area and a memorabilia section with game-used and autographed merchandise. The area includes game-used bases from historic games such as Game 7 of the 2016 World Series and Game 7 of the 2019 World Series; game-used items from recent All-Star Games, Home Run Derbies, and World Series featuring MLB stars; and exclusive Derek Jeter autographed items from the 2020 Hall of Fame collection.

“With a wide assortment of merchandise and showcasing products from all 30 Clubs, the MLB Flagship Store offers something for all of our fans,” said Noah Garden, MLB Chief Revenue Officer. “We expect the MLB Flagship Store to be more than a retail location. Over time, we plan to host MLB player appearances, special events, product unveilings and more as the location establishes itself as a new way for fans to celebrate all things Major League Baseball.”

In addition, the lower level houses authentic Mitchell & Ness throwback jerseys as well as an MLB-themed photo booth, where fans can print or upload photos to social media.

The MLB Flagship Store will host the Commissioner’s Trophy, given to the winner of the World Series each year, from October 5th – 8th for fan photos. Following its appearance, the trophy will travel to Arlington, Texas for the 2020 World Series.

The interactive store features products for all 30 MLB Clubs, including items exclusive to the MLB Flagship Store featuring the new MLB NYC logo. The store includes products for fans of all ages and sizes, with an extensive assortment of items for men, women, and kids such as jerseys, t-shirts, fan gear, headwear, training gear, houseware, and accessories.

“Legends has worked closely with Major League Baseball to create an immersive retail experience that brings baseball fans closer to the game they love with a vast selection of products for fans of all ages, across all 30 MLB Clubs, including exclusive items that cannot be found elsewhere,” said Dan Smith, Legends President, Hospitality. “In addition, the store is home to an extensive memorabilia collection, including game-used and autographed items from some of the biggest moments in MLB’s history. Throughout the year, we’ll have special in-store events and appearances – our very first appearance will be next week when the Commissioner’s Trophy visits the MLB Flagship Store before traveling to Arlington for the 2020 World Series.”

The MLB Flagship Store, which will be open daily from 11 a.m. – 7 p.m., will feature a wide product assortment from fan favorites like Nike, New Era Cap, ‘47, Topps, Mitchell & Ness, Rawlings, and Stance. The store will also feature a variety of premium lifestyle brands such as Vineyard Vines, Peter Millar, Johnnie-O, DKNY and Herschel.

The MLB Flagship Store will operate in accordance with local health and social distancing guidelines to ensure the health and safety of our guests and staff. For more information about our COVID-19 protocols, please visit https://www.mlb.com/shop/nyc-retail-store.

In addition to operating the MLB Flagship Store, Legends’ Project Development division oversaw the design and construction of the new space.

Google, SoFi Stadium and Hollywood Park Sign Multi-Year Partnership

Posted on September 18, 2020January 28, 2022 by Chris.Pereira

Google Cloud is named exclusive cloud partner, providing core technologies for Los Angeles Rams, Los Angeles Chargers, and new SoFi Stadium

YouTube named official video streaming sponsor of the Rams, Chargers, SoFi Stadium, and Hollywood Park

As fans eagerly await the return of NFL football, Google and Hollywood Park today announced a multi-year partnership for Google Cloud to power SoFi Stadium and Hollywood Park’s digital innovation experiences—and YouTube to become the official video streaming sponsor of the Rams, Chargers, SoFi Stadium, and Hollywood Park, with more details to be announced later this year.

“Google is a world-class company, leading the way in technology,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “Their innovation and services are a critical component to deliver Stan Kroenke’s vision to create the ultimate sports and entertainment destination, SoFi Stadium and Hollywood Park.”

Google will drive both business operations and consumer experiences at the 298-acre sports and entertainment destination, which is being developed by Rams Owner/Chairman E. Stanley Kroenke. SoFi Stadium will host the Super Bowl in 2022, the Opening and Closing Ceremonies of the Olympics in 2028, and many other marquee events. Google Cloud technology will help transform the site into a premier entertainment destination in several key ways:

A “personal concierge” app, powered by Google Cloud and built by Deloitte, will help fans discover SoFi Stadium events; wayfind within the stadium; locate parking; optimize transportation for game day (including up-to-the-minute Google Maps routing); provide digital credentials for building, club, and suite entry; and present personalized offers for tickets, food, shopping, and more.
Cloud-based media workflow and optimization will power the largest video board in sports. Working with Google Cloud engineers and using the latest in cloud technologies, Hollywood Park will be able to efficiently store digital content, as well as prep, transfer, and present groundbreaking video on game day.
Advanced data analytics will track business performance and enable Hollywood Park to offer unique and personal recommendations to fans and guests. Using Google Cloud products such as Cloud Scheduler, App Engine, Dataflow, BigQuery, and more, Hollywood Park will be able to store and analyze data from multiple sources; create operational dashboards with real-time data; track key performance indicators after events; and better forecast attendance, revenue by product, and other important business metrics.
Modern collaboration tools from Google Cloud’s G Suite software—including Gmail for business, Docs, Drive, Calendar, and Meet—will help Hollywood Park employees work faster and smarter, and meet safely and securely from anywhere.
In the future, Google and SoFi Stadium will explore media streaming and high-speed wireless solutions to enable visitors to get replays, unique angles, and exclusive 4K coverage on their mobile phones while attending events at SoFi Stadium. In addition, SoFi Stadium will have the world’s first 4K/HDR live production capabilities within a sports facility.

“It’s an incredible honour to work with SoFi Stadium and Hollywood Park as they create an interactive, smart experience destination enjoyed by sports and entertainment fans, residents and shoppers alike,” said Rob Enslin, global president, Google Cloud. “This partnership shows the world what’s possible when you combine the power of data with the excitement of entertainment and sports, and we’re excited that Google Cloud will underpin the visitor experience.”

“We couldn’t have picked a better partner to manage our technology needs,” said Skarpi Hedinsson, chief technology officer, SoFi Stadium and Hollywood Park. “Incorporating Google’s solutions into critical areas of our business ensures we can usher in a new era of innovation in sports and entertainment, raising the bar on what the ultimate fan experience looks like globally.”

“A special thank you to our partner Legends, and their Global Partnerships group, which sourced, negotiated, and represented SoFi Stadium and Hollywood Park in securing this comprehensive technology and marketing partnership. They continue to work as best-in-class partners to bring innovation and unique brand engagements,” said Gannon.

Hollywood Park and Samsung Partner in Comprehensive, Multi-Year Agreement Dedicated to Enhancing the Fan Experience

Posted on September 15, 2020January 28, 2022 by Chris.Pereira

Samsung has been named the Official Mobile, TV and Display partner of Hollywood Park, a 298-acre sports and entertainment destination, inclusive of SoFi Stadium and a 6,000-seat performance venue. Samsung’s outdoor LED products were exclusively used to build SoFi Stadium’s 70,000 square-foot dual-sided, center-hung videoboard. Moreover, the videoboard is the first and only 4K end-to-end video production in a stadium. The agreement showcases Samsung’s commitment to enhancing the fan experience at live events through technology.

“Samsung is a company built on foundation of excellence, which is also a cornerstone of the Hollywood Park experience. Our display technology in SoFi Stadium and throughout the entire space will offer fans a truly immersive and state-of-the-art experience,” said Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America. “Los Angeles is a vibrant city with a rich history, filled with passionate fans. It is a great honor to be a part of creating the city’s next landmark.”

Built for the future, the videoboard has the largest LED content playback system ever deployed. With nearly 80 million pixels spaced 8 millimeters from center to center, each panel can be uniquely or congruently programmed with statistics, live and/or animated content. The largest panel is about 40 feet or four stories tall; its smallest panel is nearly 20 feet or two stories tall. Further, its unique size and shape make it wider than the field of play and offer fans a spectacular view from anywhere in the stadium, enhancing the action taking place on the field.

“Our partnership with Samsung is an industry game-changer and has allowed us to create a unique and one-of-a-kind product that will impact the way our industry thinks about live event content,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “With our Samsung videoboard, we continue to elevate the experience for fan entertainment on game days and across events.”

Built into the videoboard is a state-of-the-art audio system with more than 260 individual speakers embedded into its frame. With more than seven miles of loudspeaker cable wound throughout, it is equal to 1,500 home theater systems.

To offer fans and guests a consistently dynamic experience, Samsung is excited to work with Hollywood Park to enhance, improve and develop display technology to innovate and improve the guest experience for years to come. This cutting-edge technology will set a new standard for the fan experience, with SoFi Stadium and Hollywood Park representing the future of sports and live entertainment.

“At Samsung, we are so proud of our partnership with Hollywood Park and excited to be a part of what will soon be a crown jewel for the city of Los Angeles,” says Mark Quiroz, Vice President of Marketing, Display Division, Samsung Electronics America. “From the unique use of display technology in the videoboard to the use of outdoor LED displays in the American Airlines Plaza, Samsung technology is changing the way fans experience game day.”

Beyond SoFi Stadium, Samsung’s LED display technology will be represented throughout Hollywood Park, reaching fans across the development’s residential, office and retail areas and through the Hollywood Park connected mobile app. Samsung Members will experience exclusive in-app features, including a dedicated Samsung Members section with benefits including exclusive content, offers and in-stadium discounts.

SoFi Stadium and Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented SoFi Stadium and Hollywood Park in securing this partnership.

Army and Legends Announce Comprehensive New Partnership

Posted on August 3, 2020January 28, 2022 by Chris.Pereira

— Planning and Strategy of the Cadet Seating and Premium Experience, as Part of the Comprehensive Michie Stadium Preservation Project at West Point —

— Partnership with Legends will Also Include a New Year-Round Event Hospitality Program —

Army West Point Athletic Association and Legends today announced a comprehensive new partnership focused on creating an elevated experience for both fans and cadets, as part of the Michie Stadium Preservation Project at the U.S. Military Academy at West Point, home of the Army Black Knights football program. The modernization of Michie Stadium will include a complete transformation of the East Stands space, where cadets have watched games since 1962. The project will fully integrate the cadets into the reimagination process, to elevate the viewing experience in a way that is authentic to the “Duty, Honor, Country” ideals.

The project will introduce all-new premium areas for Michie Stadium guests with the addition of suite, loge, and club level seating. Army West Point football is an unparalleled experience and these upgrades will further enhance the uniqueness of being able to experience a game at Michie Stadium.

Legends previously assisted Army by conducting a comprehensive market study, soliciting feedback from West Point alumni, A Club donors, ticket holders, and Black Knight fans, to help determine the new seating experience and amenities within the East Stands. Additionally, Legends will manage sales and marketing, business intelligence, and data analytics services across the integrated partnership. Legends’ proprietary technology, data, and analytics platform will be a critical driver in delivering customized solutions and unique innovations for Army.

“Army West Point is a historic and noble brand that we protect fiercely,” said Mike Buddie, Director of Athletics, Army West Point. “Partnering with Legends makes all the sense in the world as they are an iconic brand in the hospitality business world and have a great reputation. We are excited to work with them to create the best game day experience in the nation and provide new and innovative opportunities for the alumni and public to experience the grandeur of the West Point Experience.”

Army and Legends will also partner on an event hospitality program, that will allow guests from the greater tri-state area the opportunity to experience the storied history and traditions of the U.S. Military Academy. The program will be fully customizable and specially curated for the group and the length of the visit and will highlight West Point’s heritage, values, and commitment to excellence, all set to the backdrop of West Point’s beautiful and historic campus on the western bank of the Hudson River.

“The experience at West Point is one unlike any other in collegiate athletics, and the opportunity to work alongside Army and completely reimagine the experience for Black Knight fans as part of the overall transformation of Michie Stadium, allows us to leverage our holistic acumen and develop a best-in-class hospitality program that celebrates the history and tradition of Army athletics,” said Mike Behan, Legends Vice President, Collegiate Partnerships. “As an extension of this approach, we saw an enormous opportunity to create a year-round event hospitality program that will allow guests to participate in the distinct aspects of the West Point experience.”

Legends has best-in-class experience in both sports and attractions, including working with some of the most visible teams and brands in the world, including ownership ties to the New York Yankees and the Dallas Cowboys, along with attractions experience all over the world.

The New York Yankees and Army have their own storied background, with Army playing exhibition games against the New York Yankees 22 times since 1927, including the most recent exhibition game in 2013 at West Point. The first meeting of these storied programs featured Babe Ruth and Lou Gehrig. Additionally, playing football games at the original Yankee Stadium was a staple of the Army football program throughout much of the last century. The Black Knights returned to their New York City heritage as Army agreed to play two of its home games at the new Yankee Stadium in 2011 and 2014.

Real Madrid and Legends Announce Global Omnichannel Retail Program

Posted on July 6, 2020January 28, 2022 by Chris.Pereira

— Comprehensive Partnership Spans E-Commerce, Retail at Santiago Bernabéu Stadium, and Official Real Madrid Stores —

— Real Madrid and Legends will Unveil a

New Flagship Megastore at the Transformed Estadio Santiago Bernabéu —

— Expanded Retail Experience will Also Include the Launch of a New Official Online Store and the Reopening of Official Real Madrid Stores —

MADRID, SPAIN – July 6, 2020 – Real Madrid CF today announced an expansive omnichannel retail program, inclusive of an all-new official online store, the relaunch of three official stores in Madrid, and a new Flagship Megastore at the Estadio Santiago Bernabéu. Real Madrid has partnered with Legends, a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology, and hospitality, to manage all merchandise operations.

This new partnership between Legends and Real Madrid will further develop relationships with fans and deliver a seamless and integrated experience that truly represents the Real Madrid brand across all online and retail physical touchpoints. It will also play an important role in the commercial growth and brand development strategy of the club, where Legends and Real Madrid share the same vision for delivering a modern omnichannel experience.

As part of the Club’s international growth strategy, the new official online store will include premium and exclusive Real Madrid merchandise for fans of all ages. The e-commerce platform will be available in eight different languages and features innovative design elements, an exceptional user experience, and will serve fans around the world. The new official online store is innovative, leveraging modern technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels.

The official online store is a key pillar in Real Madrid’s digital strategy that puts the fan experience squarely at the center of the business. A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a major step toward the vision of a comprehensive shopping experience, online and in stores, for all Socios, Madridistas, and fans around the world to find their favorite official products. The comprehensive retail program will promote relevant offers in a seamless purchase experience, whenever and where ever fans go to engage with the team.

The Real Madrid Flagship Megastore will open its doors as part of the ongoing state-of-the-art transformation of the Estadio Santiago Bernabéu, and will be a revolutionary shopping experience for Socios, Madridistas, local, and international fans visiting the stadium. Later this year, Real Madrid will open an interim Megastore at the stadium, which boasts two floors on the south side of the stadium. With exclusive product assortments, customization stations, and a new range of leisurewear and team products, accessories, and the widest selection of Real Madrid technical product, the Megastore will provide a one-of-a-kind experience for fans. Further details about the interim Real Madrid Megastore will be released in the coming weeks.

Additionally, Legends will reopen three Real Madrid official stores in downtown Madrid, with the latest Real Madrid kit and training wear, adult and kids’ apparel, footballs, scarves, gifts, and more. The official team stores are in El Carmen, Gran Via, and Arenal, with additional official stores located in Barcelona and Mexico.

The comprehensive retail platforms will offer the latest assortment of fan gear, kits, headwear, customized products, authenticated memorabilia, and accessories at the stadium, online, and at official stores. Legends International and Legend Global Merchandise will leverage the Legends comprehensive service solution platform to deliver this omnichannel retail experience on a global basis.

Legends has worked with Real Madrid since 2018 when the company was appointed to provide strategic insight and guidance into optimizing commercial opportunities in the redevelopment of the Santiago Bernabéu Stadium. Using its holistic approach, Legends worked in partnership with Real Madrid to review the existing operations and create innovative, profitable, and fan-led experiences to drive the business of the stadium 365 days per year. The detailed findings of this work were then integrated into the designs and construction program to create a robust, deliverable business model. Legends continues to work with Real Madrid through the construction process to ensure the delivery of the business plan.

Legends Joins COVID-19 Efforts at Sleep Train Arena Alternate Care Facility

Posted on April 24, 2020January 28, 2022 by Chris.Pereira

In partnership with the Sacramento Kings, California Governor’s Office of Emergency Services and other State Agencies, Legends has joined the efforts at the Sleep Train Arena alternate care facility, a field hospital set up at the former basketball venue to support the growing medical needs of the COVID-19 crisis. The Kings, who own the property, have made the site available to the California Department of Public Health to serve as a surge hospital to support COVID-19 patient overflow for the Sacramento region.

As part of the effort, Legends is managing the food production of healthy meals for more than 500 staff and patients. All food will be created at Golden 1 Center and delivered to a specified “clean zone” at the facility. In addition, 90 percent of the ingredients served will be sourced from within 150 miles of the arena and support regional farmers in line with Golden 1 Center’s Food & Sustainability Charter.

Click here to view photos of the Legends team preparing food at Golden 1 Center and delivering the meals to the Sleep Train Arena.

Legends is the hospitality partner of the Sacramento Kings, with a talented culinary team at Golden 1 Center. Last month, Legends and the Kings joined forces to donate nearly 5,000 pounds of prepared and perishable food on hand at Golden 1 Center to the Sacramento Food Bank and the Sacramento County Office of Education to help feed individuals in need and families impacted by school closures.

Legends Hospitality is the industry-leading sports and entertainment hospitality division within Legends, with partners such as the New York Yankees, Dallas Cowboys, LA Memorial Coliseum, Los Angeles Football Club, and Live Nation. The company has operational expertise in a variety of markets and venue types.

Legends Launches New Global Partnerships Division

Posted on February 23, 2020January 28, 2022 by Chris.Pereira

— Legends Features Industry Leaders with Partnership Sales Experience Across

Teams, Venues, Leagues, Broadcast Partners, Agencies, and Brands —

— Legends Senior Executive Chris Hibbs Tapped to Lead Division —

Legends today announced the launch of Legends Global Partnerships, a new unit that will centralize and expand Legends’ existing partnership solutions into a fully dedicated division that connects leading properties and venues with premier brands to create exceptional programming and experiences across sports and entertainment.

Legends Global Partnerships offers a comprehensive slate of commercial consulting services, including naming rights and venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, universities, and mixed-use real estate developments. Legends’ services now span six divisions operating worldwide – Global Partnerships, Global Planning, Global Sales, Hospitality, Global Merchandise, and Global Technology Solutions – to offer integrated 360-degree solutions for clients.

Industry veteran Chris Hibbs has been appointed President of the new Legends Global Partnerships division. Hibbs joined Legends in 2016 and has most recently served as Chief Commercial Officer for Legends’ representation of SoFi Stadium and Hollywood Park. SoFi Stadium, the future home of the Los Angeles Chargers and the Los Angeles Rams, will open July 2020. Legends and Hibbs will continue to work on the expansive project, which is being developed by Rams Owner/Chairman E. Stanley Kroenke, into early 2021.

“As the industry continues to evolve and teams, properties, and venues are being challenged to innovate and find creative new sources of revenue, we saw a huge opportunity to build out Legends’ existing partnerships business into a standalone division,” said Legends President and CEO Shervin Mirhashemi. “The combination of Legends’ comprehensive full-service custom solutions, and our deep expertise in ground-up construction projects and stadia, makes us uniquely positioned to be a best-in-class holistic solution.

We’ve seen first-hand how Chris’ leadership has resulted in transformational partnerships at SoFi Stadium and Hollywood Park, and we’re confident he will continue finding innovative ways to represent our partners and create meaningful relationships.”

“Legends Global Partnerships will leverage our best-in-class industry experts and acumen across all aspects of the industry to create a truly unique and premium partnership service for new and existing clients,” said Hibbs. “Legends’ experience with recent partnership executions at SoFi Stadium, Banc of California Stadium/LAFC, and Allegiant Stadium are a good preview of where we see this division headed. We pride ourselves on delivering against the biggest and most complex projects in the industry, and ensuring that our clients are set up for long term success and growth as a result of our work.”

The new Legends Global Partnerships team includes a broad array of talent from various partnership disciplines, including existing top talent from Legends, along with several key new hires. Among the many accomplished team members joining the group, key executives include Legends Global Partnerships Senior Vice President Matt Pope, who will provide leadership across the global partnership portfolio, with an emphasis on U.S. Olympic & Paralympic Properties (USOPP). Legends Global Partnerships Senior Vice Presidents Doug Smoyer and Jamie Guin will lead the east and central partnerships teams, respectively. Guin and Pope join the new division from the Legends Global Sales team, and Smoyer joined Legends in late 2019 after successful leadership tenures with the New York Giants and National Football League (NFL). Ben Martin, Legends Vice President, EMEA, will lead partnership efforts from London. In addition, Kristen Condo, formerly of Legends Globals Sales, has been promoted into the new role of Director, Legends Global Partnerships. Last month, Legends and LA28 announced the appointment of Katy Chambers Mollica as the Head of Partnership Sales for U.S. Olympic and Paralympic Properties. Mollica will lead sales efforts for the LA 2028 and Team USA properties for the Legends Global Partnerships team, as part of Legends’ sponsorship representation of LA 2028.

The new Legends Global Partnerships division will further expand upon Legends’ partnership capabilities during a time of unprecedented growth for the company. Legends represents partnership efforts for a variety of clients such as the University of Notre Dame, Las Vegas Raiders, Columbus Crew, AT&T Stadium, and San Diego State University, among others.

Legends Names Technology Industry Veteran Denise Taylor President, Global Technology Solutions

Posted on January 13, 2020January 28, 2022 by Chris.Pereira

— Taylor Will Launch Legends’ Newest Division, Global Technology Solutions —

NEW YORK – January 6, 2020 – Legends today announced the appointment of Denise Taylor as President, Global Technology Solutions. Under Taylor’s supervision, Legends will launch Global Technology Solutions, a new division that will serve Legends’ new and existing roster of partners. Legends Global Technology Solutions will focus on a burgeoning need in the marketplace for future-forward services ranging from technology owner’s representation, data analytics, revenue generation strategies, in-venue technology design, digital and mobile solutions, technology consulting, in addition to an experiential platform that will drive immersive and engaging guest experiences.

Taylor brings more than 20 years of experience to Legends. In her new role, Taylor will lead EDGE Experiential, Legends’ technology joint venture with Productive Edge, while also focusing on future-forward strategic direction, cutting-edge guest-facing technology, and business development opportunities for partners across all verticals within Legends.

“Legends offers holistic solutions for our clients, and with the addition of Denise and the expertise she brings, we have a unique opportunity to expand our current technology capabilities into a full Global Technology Solutions division, an area that is critically important to growth of both the sports and entertainment industries,” said Legends COO Mike Tomon. “Legends will benefit significantly from Denise’s experience and her ability to lead this newly created division to drive innovation and state-of-the-art solutions for our partners.”

The Global Technology Solutions division will enable value and revenue through technology by leveraging data and analytics, insights, innovation, and digital solutions for clients. The division will also offer an insights and analytics platform for business and operational intelligence, designed to drive overall client strategy from start to finish.

Prior to Legends, Denise was the Global Chief Information Officer for Unibail-Rodamco-Westfield since 2015, where she established new revenue streams, in addition to developing innovative digital products and leveraging service-oriented concepts to enhance the consumer’s experience. Before URW, Taylor was at AEG for over nine years, most recently as Global Chief Information Officer.

“Legends has a tremendous opportunity to further integrate technology into our client solutions,” said Taylor. “Our new division will focus on developing innovative strategies and utilizing technology to create new business opportunities, enhance the guest experience, add value, and create solutions for partners across all of our verticals.”

Earlier in her career, Taylor held information technology positions at Universal Music Group and NBC Universal Studios. Residing in California for over 20 years of her professional career, Denise studied at Pepperdine University, earning a B.S. in Management before then receiving a Master of Business Administration.

Taylor will be based out of the company’s Los Angeles headquarters.

PECHANGA RESORT CASINO NAMED FOUNDING PARTNER OF SOFI STADIUM AND HOLLYWOOD PARK, LOS ANGELES RAMS, AND LOS ANGELES CHARGERS

Posted on December 19, 2019January 28, 2022 by Chris.Pereira

SoFi Stadium and Hollywood Park officially announced Pechanga Resort Casino as its newest Founding Partner of the new 70,000-seat stadium and 298-acre development being built by Rams Owner/Chairman E. Stanley Kroenke. As a part of this expansive agreement, Pechanga Resort Casino, owned and operated by the Pechanga Band of Luiseño Indians, will be the official California casino partner of the Rams, Chargers, SoFi Stadium and Hollywood Park. Pechanga is the first Southern California-headquartered company to announce a sponsorship with SoFi Stadium and Hollywood Park.

“We are thrilled to partner with the Chargers and the Rams, and to be a part of SoFi Stadium,” said Tribal Chairman Mark Macarro. “This isn’t just a Los Angeles stadium, it’s a Southern California stadium, and Southern California has always been and will always be our home. We are especially proud to be able to help local students and people in need with the grants we announced today.”

In honor of the holiday season and as a new member of the Inglewood community, Pechanga tribal leadership is donating $100,000 to Morningside High School in Inglewood and the Inglewood chapters of non-profits School on Wheels and U.S. Vets. This donation will be announced today at the stadium site, when Pechanga, SoFi Stadium and Hollywood Park, Rams and Chargers host a complimentary shopping experience for 50 homeless and/or at-risk veterans through U.S. Vets to give them needed items ahead of the holidays. The vets will receive items such as blankets, socks, umbrellas, hats and more. Pechanga’s efforts in Inglewood echo the millions of dollars the casino/resort has given over the years to the local communities it is involved in throughout the Southern California region.

“We are building a global destination that will be the pinnacle of sports and live entertainment,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “Pechanga is a company that not only shares Stan Kroenke’s vision to build a world-class facility and fan-first development with Hollywood Park, but also shares our passion for our surrounding communities. When our doors open in July, we look forward to working alongside Pechanga to create memorable guest moments and to give back to our Southern California home.”

Pechanga will have an extensive presence across the stadium, and when SoFi Stadium opens in July 2020, it will feature select Pechanga-branded spaces, including the Pechanga Founders Club. Pechanga Founders Club is a 14,000 square-foot premium club space within the stadium that is located on field level. The space will be creatively branded throughout, and guests will be up close to all the action happening on the field.

“We are proud to be the first Southern California-based Founding Partner with SoFi Stadium and Hollywood Park,” said Jared Munoa, President of the Pechanga Development Corporation. “This is a natural partnership between two of the top entertainment destinations in Southern California. We can’t wait for fans to experience the new Pechanga Founders Club and a lot of the other great amenities here.”

Fans coming to SoFi Stadium will interact with the major resort/casino’s brand across many areas and levels of the stadium, including an 11,500 square-foot activation zone on level 8. The activation zone will provide special branding and experiential opportunities for Pechanga to utilize for guests. Pechanga has longstanding partnerships with the Los Angeles Lakers and the Los Angeles Angels and has naming rights with the Pechanga Arena in San Diego.

“Pechanga’s commitment to serving the community while striving to maintain its reputation as a best in class resort/casino is exactly what you hope for when it comes to a Founding Partner,” said Chargers President of Business Operations A.G. Spanos. “To have someone who competes each and every day to be the very best within their industry yet understands their place in the community comes with a responsibility to give back – that’s everything you can ask for when it comes to corporate alignment. We couldn’t be happier to welcome Pechanga to the Chargers family.”

Pechanga will also entitle one of the stadium’s four VIP entrances. The resort/casino will have certain wayfinding signage and brand integration in and around its entitled VIP entrance.

“We are pleased to continue our relationship with Pechanga and move together into our new home at SoFi Stadium,” said Los Angeles Rams COO Kevin Demoff. “Since kicking off our partnership last summer, it has been evident that Pechanga and the Rams share many of the same values, whether it is delivering an unparalleled guest experience or making a difference in our community. We look forward to continuing to work with Pechanga to inspire not only Angelenos but also all those across Southern California to shine bright.”

Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented Hollywood Park in securing this partnership.

Legends International Names Richard Seymour Global Planning Director

Posted on December 18, 2019January 28, 2022 by Chris.Pereira

LONDON – 18 December 2019 – Legends International today announced the appointment of Richard Seymour as a Global Planning Director. Seymour will work alongside Richard Cheesman, Legends International Senior Vice President, Global Planning, to manage Legends International’s feasibility, data analytics and business planning.

A proven executive with over 10 years’ experience in data analysis and consumer insight, Seymour has spent the past six years at Nielsen, where he was Head of Consulting for UK and Ireland.

“Since the acquisition of ISG in 2016, the feasibility and business planning offering has more than doubled in size and scope,” said Cheesman. “We are working with some of the top brands and teams in sport and continue to help them meet their growing aspirations. Richard’s passion and deep understanding of the sports landscape fits well within the Legends International business, and he will play a key role in ensuring we best utilise the wide array of data we have to provide high-value, actionable insight for clients.

“His proven track record in growing a team and dedication to high quality analytics, output and service will be a great asset for Legends International and our clients.”

Legends International were integral to the development of the business plan for the new Tottenham Hotspur stadium and have played key roles on many other stadium projects including for Liverpool FC, Manchester City FC, FC Barcelona, Galatasaray and Real Madrid CF as well as visitor attractions such as The View from the Shard.

“I am tremendously excited to be joining Legends International and delivering best-in-class services to businesses in the sports, entertainment and attractions space as well as Legends International’s growing portfolio of long-term clients,” said Seymour. “Their clients are a who’s who of the greatest names in sport and I am delighted to be given the opportunity to join their fantastic team.”

Legends International provides a range of services to the sports, entertainment and attractions industry including feasibility and business planning, project development, ticketing and sponsorship sales, merchandising, retail, and food and drink provision.

Major League Baseball to Open MLB Flagship Store in Midtown Manhattan in Summer 2020

Posted on October 16, 2019January 28, 2022 by Chris.Pereira

Major League Baseball today announced that it will open the MLB Flagship Store, a state-of-the-art retail destination, next summer in New York City. Located at 1271 Avenue of the Americas in the heart of Manhattan, the MLB Flagship Store will be the league’s first permanent retail location in the United States. MLB has partnered with Legends, a leader in global planning, sales, and hospitality, to operate the store. In addition, Legends Project Development is overseeing the design and construction of the new space.

The standalone 17,000 square-foot MLB Flagship Store is designed to bring the game of baseball to life with an engaging, refreshed feel to retail over two floors.

“We are extremely excited about opening the MLB Flagship Store next summer,” said Tony Petitti, MLB Deputy Commissioner, Business & Media. “This new retail location in a busy area of Manhattan gives us another unique way to market our players and teams and help continue to grow the sport. We plan to provide our fans a best-in-class shopping experience and look forward to making this store a reality with our world-class partners at Legends.”

The store will offer a wide assortment of officially licensed products for fans of all ages. The high-quality products available at the MLB Flagship Store will come from a full range of MLB licensees and highlight all 30 MLB Clubs in addition to historical franchises in the Cooperstown Collection and authenticated game-used memorabilia. The store will also offer unique New York City products along with customization options.

“Building an iconic retail footprint in the United States’ most dynamic city, celebrating America’s greatest pastime is a significant moment for our company,” said Legends President and CEO Shervin Mirhashemi. “Off the strength of our deep experience in merchandise solutions, we are committed to creating an unparalleled shopping experience for baseball fans worldwide. We’re thrilled that Major League Baseball has chosen our team to help launch their state-of-the-art flagship store – we know fans are going to love this new experience.”

Kroenke Sports & Entertainment, Legends Announce Partnership

Posted on September 27, 2019January 28, 2022 by Chris.Pereira

Today, Kroenke Sports & Entertainment announced a multi-year relationship with Legends, a leader in global planning, sales and hospitality, to become its new food and beverage concessionaire at Pepsi Center, Dick’s Sporting Goods Park and Paramount Theatre, located in the Denver metro area.

Legends will manage and operate food and beverage services at each venue. At Pepsi Center, as of today, Legends will manage and operate food and beverage services throughout the building, including the lower level, club level, suites, theatre boxes, upper level, special event catering and restaurant dining programs.

At Paramount Theatre and Dick’s Sporting Goods Park, Legends will take over food and beverage operations for premium, general concessions, and catering effective Sunday, December 1, 2019 and Wednesday, January 1, 2020, respectively.

“Pepsi Center has been the epicenter of entertainment in the Rocky Mountain Region for the past 20 years,” said KSE EVP/COO Matt Hutchings. “We are extremely excited to move into the next era of food and beverage offerings with our new service provider, Legends. Concessions are a huge part of the event experience and KSE couldn’t be more enthusiastic about the future offerings at our Denver-area venues. The ability to provide our patrons top-quality food and beverage service and selection at our venues is of utmost importance to both KSE and Legends.”

As part of enhancing food and beverage offerings throughout Pepsi Center, a new Local Eats initiative is being implemented, which places an emphasis on the thriving Denver culinary scene, ensuring there is something for every patron to enjoy. The arena is poised to become not only the heart of entertainment in the region, but a culinary destination with acclaimed restaurateurs and artisans to provide a wide variety of selections.

James Beard Award winner and renowned Denver chef Jennifer Jasinski will be collaborating with Pepsi Center to offer guests a re-designed premium culinary program, in addition to guest chef nights throughout the season. Jasinski and her Crafted Concepts team own Rioja, Bistro Vendôme, Euclid Hall, Stoic & Genuine and Ultreia in Downtown Denver, and will work with Pepsi Center’s Executive Chef, James Versfelt, to transform Pepsi Center into one of the city’s premier dining locations.

“Strategically aligning with the Kroenke Sports & Entertainment team, Legends’ Hospitality team saw a great opportunity to deliver our best in class culinary experience in Denver, starting at Pepsi Center,” said Dan Smith, President, Legends Hospitality Division. “We’re anxious to get started in Denver and offer fans a taste of our exceptional culinary acumen.”

Additionally, Pepsi Center will have a presence from other prominent Denver food and beverage experts, throughout all areas of the building, including Local Guest Chefs creating customized menus, rotating wines of the month curated by a master sommelier, a mobile cart serving hot dim sum, freshly baked goods and improved service levels from our newly trained staff.

SoFi Takes The Field With SoFi Stadium

Posted on September 15, 2019January 28, 2022 by Chris.Pereira

New Home of the Los Angeles Rams and Los Angeles Chargers Officially Named SoFi Stadium in Expansive Agreement with Hollywood Park

LOS ANGELES — September 15, 2019 — LA Stadium and Entertainment District at Hollywood Park (Hollywood Park) and SoFi are partnering in a 20-year agreement that makes the digital personal finance company the exclusive naming rights partner of the new SoFi Stadium, the future home of the Los Angeles Chargers and the Los Angeles Rams. In addition, SoFi will be an official partner of each of the teams as well as a partner of the performance venue and surrounding entertainment district.

Opening summer 2020, SoFi Stadium is the centerpiece of Hollywood Park, a 298-acre world-class sports and entertainment destination being developed by Los Angeles Rams Owner/Chairman E. Stanley Kroenke. SoFi Stadium will hold year-round sports and entertainment events and will be the host of Super Bowl LVI in 2022, the College Football National Championship game in 2023, and the Opening and Closing Ceremonies of the 2028 Olympic Games.

We’re thrilled to be introducing SoFi Stadium to the world, through our partnership with Hollywood Park,” said Anthony Noto, CEO of SoFi. “This is a giant leap toward achieving our company’s mission of helping people get their money right by reaching our members where they are. The partnership with this transformative project taking shape under Stan Kroenke’s leadership is the perfect opportunity to drive awareness and trust in the SoFi brand as we continue to grow and reach members on a national level.

Said Kroenke: “It would be impossible to build a stadium and entertainment district of this magnitude without incredible and innovative partners who share our ambitions for Los Angeles, our fans worldwide and the National Football League. Since breaking ground at Hollywood Park, more than 12,000 people have worked side-by-side on this project, and we are proud to now have SoFi join us on this journey as we prepare to open in the summer of 2020.

“From our first meeting with Anthony Noto and his team, it was clear that SoFi wants to transform not only the financial industry but also the lives of its members. SoFi has a deep appreciation of the aspirations of its members – quality education, home ownership and achieve their ambitions. They are helping millions of people achieve their dreams and helping us realize our own promise at SoFi Stadium.

“Customer service and the fan experience is tantamount to everything we’ll do at SoFi Stadium. It was critical for us to find a tech-focused partner who is on the cutting edge and genuinely understands the needs of all of our constituents and who challenges us to think in creative ways to make every visitor to SoFi Stadium and Hollywood Park feel special and at home.”

SoFi Stadium will have a seating capacity of approximately 70,000, expandable up to 100,000, with 260 luxury suites, more than 13,000 premium seats, and over three million square feet of usable space. A 27,000 square foot SoFi-branded VIP activation space inside the stadium will be utilized for special events, including a dedicated SoFi lounge for its members to access, one of the exclusive opportunities the company plans to offer members as part of this partnership.

“SoFi’s commitment to disrupting the status quo within its own industry and becoming a leading innovator in financial services makes them the ideal naming rights partner for our new home,” said Chargers President of Business Operations A.G. Spanos. “SoFi Stadium is reimagining how a stadium looks, feels and functions on gameday the same way SoFi is redefining access to financial tools for the next generation. We couldn’t be more excited to be aligned with a company as forward-thinking as SoFi, both as the naming rights partner for our new Hollywood Park home and as an official partner of the Los Angeles Chargers beginning in 2020.”

“We are working to deliver a fan-first stadium consistent with Mr. Kroenke’s dream to build a global sports and entertainment destination,” said Jason Gannon, Managing Director, SoFi Stadium. “SoFi Stadium will be a gathering place for the community, and we couldn’t have found a better partner to help us welcome the world when the building opens next summer.”

SoFi Stadium is the first indoor-outdoor stadium to be constructed. Adjacent to the stadium and under the same roof canopy is a 6,000-seat performance venue and the 2.5-acre American Airlines Plaza. The performance venue will host a variety of events, including concerts, esports events, award shows, as well as community gatherings. Hollywood Park will feature more than 1.5 million square feet of retail and office space initially, 2,500 residences, a hotel, and more than 20 acres of parks.

“In less than a year, the Rams will be running out of the tunnel into SoFi Stadium as people around the world see Mr. Kroenke’s creativity, dedication and hard work come to life through this game-changing building,” said Los Angeles Rams COO Kevin Demoff. “We are thrilled to be teaming with SoFi on a partnership that will extend beyond the columns of the stadium, one that will combine our passions for inspiring people to realize their ambition and climb higher.”

Community partnerships and programs will be announced in the coming months, leading up to the opening of the stadium.

Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented Hollywood Park in securing this wide-ranging partnership with SoFi. Financial terms of the agreement will not be disclosed.

Understanding the Changing Demands of your Fans and Planning Accordingly is Crucial to Success Says Legends International After Foxes Deal Announced

Posted on September 10, 2019January 27, 2022 by Chris.Pereira

Fans have higher expectations when they watch football matches and clubs have to understand those expectations and adapt to the changing marketplace if they are going to continue to thrive, according to Legends International President Andrew Hampel.

Leicester City recently appointed Legends International to carry out research relating to the proposed expansion of its King Power Stadium.

The research will provide Leicester City with a greater understanding of fans’ match-day routines and preferences. Legends will then use the output from the research to build accurate projections of future revenue, to provide a clear understanding of the optimal volume and specification for the redeveloped stadium and to create sophisticated pricing models to understand price sensitivity. These models will then play a key part in the development of the full business plan for the redevelopment, which will ensure that with this ambitious investment in their stadium Leicester City are able to deliver the quality and variety of experience which their fans want both now and in the future.

With a wide range of leisure options for sports fans, clubs and events need to work harder to ensure fans are getting the best experience, says Hampel.

He said: “Leicester is a very diverse city and ensuring the development will deliver for the long-term fans and also bring new fans in and build on the club’s success means developing a market-appropriate range of options for the stadium.

“Not everyone will want to turn up just before kick-off, get a pie and a pint and walk home at the final whistle. Fans across the city have a wide variety of matchday routines and that means more food options and better facilities. When the stadium gets that right, and develops new fan zones and activities, this will give people a reason to come earlier and stay later.

Once the optimal business plan has been developed to meet the demands of the fans, Legends’ specialised project development team will be responsible for helping to integrate these into the design, to ensure that it works operationally and delivers the optimal returns from an experience and brand perspective as well as satisfying the financial objectives of the club.

“At Legends International, not only do we undertake research, we ensure that the vision for the superb facilities and services for sports fans is delivered – and that of course benefits the clubs in the long-run too because better facilities generate more revenue.”

Legends International were also integral to the development of the new Tottenham Hotspur stadium, which Hampel admits has raised expectations for clubs and fans alike across the country.

He added: “The work that Leicester City have engaged us to do is absolutely the right way to go about delivering to the fans the variety and quality of experiences that they want in a redeveloped stadium.

“There is an education process in the art of the possible as fans become more aware of the changing nature of the football matchday.

“We did very similar work with Tottenham Hotspur in the early stages of our engagement and throughout, from 2010 to the opening of the stadium earlier this year.

“But technology is also moving at such a pace that we have to continually reassess our strategy as new stadium developments emerge.”

The King Power Stadium has hosted England internationals including their recent game against Switzerland in September 2018.

It also hosted Rugby World Cup matches in 2015 as well as music concerts including local band Kasabian.

Leicester City moved into the stadium in 2002 from Filbert Street, which had been their home since 1891.

Legends International provides a range of services including feasibility and business planning, project development, ticketing and sponsorship sales, merchandising, retail, and food and drink provision.

Twitch Kicks Off Partnership With the Raiders & Allegiant Stadium

Posted on September 9, 2019January 27, 2022 by Chris.Pereira

The new Las Vegas home of Raider Nation places Twitch’s growing live community in the Entertainment Capital of the World

SAN FRANCISCO – Sept. 9, 2019 – Twitch, the leading service and community for multiplayer entertainment, today announced a partnership with the Raiders as a founding partner of Allegiant Stadium in Las Vegas starting in 2020. The partnership will include a Twitch-branded lounge in the lower level of Allegiant Stadium, featuring interactive elements that are native to the Twitch experience, including streamer stations, Twitch viewing screens, esports competitions and future Twitch events. The Twitch Lounge will also bring Twitch’s unique live streaming capabilities and active community to a variety of entertainment experiences that will take place at Allegiant Stadium, such as top-billed sporting events, concerts, esports competitions and more in the years ahead.

“At Twitch, we are constantly looking for new ways to engage with our community online and IRL. Being a founding partner at Allegiant Stadium is a perfect opportunity for Twitch to converge our passionate gaming and live esports community with the world of traditional sports,” said Sara Clemens, Chief Operating Officer at Twitch. “As part of our long-term vision for multiplayer entertainment, we are excited to elevate the spectator experience at live events in the heart of the Entertainment Capital of the World.”

Among the many events and experiences coming to Allegiant Stadium and sponsored by Twitch are the following:

Esports Competitions: Twitch is the home of esports and will be leveraging the company’s partnership with Allegiant Stadium to host a variety of real-world events and cement Las Vegas as the global hub for esports

Twitch Events: Twitch will host a wide range of live events at Allegiant Stadium

“We’re thrilled to announce our partnership with Twitch as the Official Streaming Platform of the Raiders and Allegiant Stadium,” said Raiders President Marc Badain. “The Twitch Lounge will elevate the spectator experience for Raiders fans in a brand new way — bridging the connection between fans in the stadium and at home unlike ever before.”

Legends Global Partnerships represented the Raiders to secure the Founding Partnership with Twitch as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.

About Allegiant Stadium

Located adjacent to the world-famous Las Vegas Strip, with construction scheduled to be completed in 2020, Allegiant Stadium will become a global events destination, highlighted by the arrival of the NFL’s iconic Raiders. Allegiant Stadium will be ideally located for both visitors and locals, fully enclosed and climate controlled with a capacity of 65,000. The technologically advanced stadium will host world-class entertainment including globally recognized sporting events such as the Pac-12 Championship Game and Las Vegas Bowl, concerts, as well as be the future home of UNLV Football. The Allegiant Stadium project is expected to generate an economic benefit of $620 million annually, while creating 6,000 permanent jobs in Southern Nevada.

About Twitch

Launched in 2011, Twitch is a global community that comes together each day to create multiplayer entertainment: unique, live, unpredictable experiences created by the interactions of millions. It brings the joy of co-op to everything, from casual gaming and world-class esports to anime marathons, music, and art streams. Twitch also hosts TwitchCon, the biggest community event of the year, where tens of thousands of people come together to celebrate and connect with others who share their interests and passions. We’re always live at Twitch. Stay up to date on all things Twitch on Twitter and on our blog.

University of Utah Partners with Legends for Stadium Project

Posted on September 4, 2019January 27, 2022 by Chris.Pereira

The University of Utah Athletics Department has finalised a partnership with Legends, a leader in global planning, sales and hospitality, to manage sales and marketing services; business intelligence and data analytics capabilities across one integrated platform for the $80M Ken Garff Performance Zone Project within Rice-Eccles Stadium.

Expected to be completed for the 2021 Utes football season, the project will create a fan-centric end zone that provides a mix of general and premium seating including suites, loge boxes, club seats, ledge seats, rooftop terrace seats and field level club memberships.

“We are thrilled to partner with Legends,” said Scott Kull, Utah’s Deputy Athletics Director for External Operations. “Legends is the leader in this space, and together with Mike Behan and his team we have been aligned in our goal from day one to provide a state-of-the-art facility for our coaches and student-athletes while providing an exceptional experience for our great fans.”

“Ken Garff Performance Zone has long been known as one of the premier college football venues in the country,” said Mike Behan, Legends Vice President, Collegiate Partnerships. “The expansion project will further enhance the game-day experience by introducing innovative hospitality concepts that combine recent industry trends and direct feedback from Utes fans. We are pleased to partner with forward-thinking leaders Mark Harlan, Scott Kull and Kyle Brennan, along with the entire Utah Athletics team, on the project to leverage the expertise we have honed through successfully delivering on many of the industry’s most ambitious recent collegiate stadium and arena projects.”

The University of Utah has been engaged with Legends since 2017 through the company’s U.S. research arm, CSL, for services that included market research designed to measure interest for enhanced seating options at Ken Garff Performance Zone . Legends will work closely with the project architect, Populous, to incorporate the feedback to design cutting-edge hospitality experiences for ticket holders, athletics donors, alumni and Utes fans.

“For many years, the demand for Utes football tickets has far exceeded the stadium’s seating capacity,” said CSL Principal Jay Lenhardt. “This project will expand the stadium capacity to allow more football fans access to home games, while positioning the program to continue its sellout streak well into the future. Supported by extensive market research, this project will bring fans closer to the on-field action and create an intimidating game-day environment for opponents.”

An industry leader in providing market research, data analytics, and sales and marketing services in the collegiate sports marketplace, Legends collegiate partners include the University of Wisconsin (Camp Randall Stadium), San Diego State (Mission Valley Stadium), Notre Dame (Notre Dame Stadium), USC (Los Angeles Memorial Coliseum), Missouri (Faurot Field at Memorial Stadium) and Villanova (Finneran Pavilion) among others, representing more than $2B in stadium and arena projects since 2014.

RESONADO BECOMES OFFICIAL SOUND PARTNER OF NOTRE DAME ATHLETICS

Posted on August 29, 2019January 27, 2022 by Chris.Pereira

Notre Dame Global Partnerships has entered into a new partnership with Resonado, an award-winning startup company founded on the University’s campus. As the new “Official Sound Partner of Notre Dame Athletics,” Resonado’s logo will adorn the headsets for the Fighting Irish football coaching staff.

“This partnership with Resonado highlights an uncompromising commitment to excellence in academics and athletics,” said University Vice President and James E. Rohr Director of Athletics Jack Swarbrick. “As a company founded by talented Notre Dame students and incubated at Notre Dame’s IDEA Center, Resonado is an ideal partner for our football program.”

Resonado was founded in 2017 by four Notre Dame students: Brian Cho, Christian Femrite, Erikc Perez-Perez and Peter Moeckel. Motivated by a shared passion for innovation and a desire to enhance the world around them, the team focused on developing an audio technology that would change the industry for years to come.

Resonado’s thinner, lighter and more versatile Flat Core Speaker (FCS) architecture gives manufacturers across dozens of industries greater flexibility to create and integrate audio products without the century-old constraint of traditional speaker geometry. The company has won numerous awards including invitations to TechCrunch Disrupt as a Top Pick and taking home 1st Place in the McCloskey Business Plan Competition at Notre Dame’s own IDEA Week.

“Partnering with Notre Dame is truly special for us as we met on campus and it’s where our company was founded and developed,” said Brian Cho, Resonado CEO.

“Notre Dame Athletics is excited to help Resonado achieve its ambitious vision by promoting their technology via our platform, while also collaborating to identify new growth opportunities,” said President of Notre Dame Global Partnerships Theodore Loehrke. “We are committed to leverage their patented technology to become the new standard for audio design, reinventing the shape of sound in sports and beyond.”

CHEROKEE NATION BUSINESSES AND LEGENDS UNVEIL PLANS FOR PROPOSED RESORT AND CASINO IN POPE COUNTY, ARKANSAS

Posted on August 28, 2019January 27, 2022 by Chris.Pereira

Cherokee Nation Businesses and Legends, a leader in global planning, sales and hospitality, today announced details of its proposal to build a world-class, first-of-its-kind resort destination in Pope County –Legends Resort & Casino Arkansas.

“Since submitting our initial application to the Arkansas State Racing Commission in May, we have remained fully committed to the people of Pope County and to taking our proposed development to the next level,” said Shawn Slaton, CEO of Cherokee Nation Businesses. “Today, with much excitement, we are pleased to unveil our plans. We’ve embraced the community’s feedback and are confident this resort destination brings something for everyone.”

The name Legends Resort & Casino Arkansas is inspired by the definition of a Legend, and the project developed with the needs of the community in mind. Its thoughtfully planned venues and diverse entertainment choices create the perfect setting for guests to feel and be legendary. Throughout the resort and casino property, guests will enjoy a celebration of Arkansas’ legendary figures in sports, music and entertainment; its cuisine; and the landscape of The Natural State.

A unique project designed by international firm HKS Architects, Legends Resort & Casino Arkansas showcases architecture influenced by the distinctive natural landscape of the Arkansas River Valley. The development is planned for Russellville, Arkansas, on approximately 130 acres north of Interstate 40 along Nob Hill Road, between Weir Road and Alaskan Trail.

The $225 million Legends Resort & Casino Arkansas brings more than world-class entertainment to the region by featuring robust amenities centered around relaxed luxury:

Approximately 50,000 square feet of gaming space accommodating 1,200 slot machines and 32 table games; a sportsbook will be located within a high-end sports bar.
Luxury hotel with 200 rooms, resort-style pool, spa and fitness center.
15,000 square feet of mixed-use conference and entertainment space accommodating 1,000 people.
Robust culinary experience with a variety of food and beverage options – including a food hall, high-end steakhouse, grab & go concept and multiple bar and nightlife options.
RV park with 100 spots.
Outdoor water park providing fun for the entire family.
Outdoor music venue with beautiful spots for gathering and entertainment.

The total statewide economic impact of Legends Resort & Casino Arkansas is projected to exceed $5 billion in the first 10 years. The project is expected to generate more than 1,000 direct jobs, and the estimated timeline for completion is 18 months.

“From the onset, our goal in partnering with CNB has been to create a resort that truly offers something for everyone and provides an unmatched guest experience,” said Bill Rhoda, President of Legends Global Planning. “Most importantly, Legends Resort & Casino Arkansas will create a positive economic impact of benefit to Pope County and the state of Arkansas.”

“Our teams at CNB and Legends take pride in being dedicated and trustworthy community partners with the proven experience to make this economic development project a success. We remain committed to earning the letters of support from local elected officials,” Slaton said.

American Airlines Touches Down at Hollywood Park

Posted on August 8, 2019January 27, 2022 by Chris.Pereira

LA Stadium and Entertainment District at Hollywood Park (LASED) announced American Airlines as its first partner at a press conference earlier today. American Airlines will be a Founding Partner of LASED, the Los Angeles Chargers and Los Angeles Rams.

As a part of the agreement, the airline will be the exclusive naming rights partner of American Airlines Plaza, a 2.5-acre two-level open-air space that serves as a main entrance into the stadium and performance venue. American Airlines Plaza will also be the main entry point into an adjacent VIP entrance, which opens into a three-level lobby inside the stadium.

LASED is a 298-acre world-class sports and entertainment destination being built by Los Angeles Rams Owner/Chairman E. Stanley Kroenke. It will feature unparalleled event venues, office, retail and residential spaces, and more than 20 acres of parkland, with LA Stadium, the new home of the Los Angeles Chargers and Los Angeles Rams, positioned as the centerpiece of the development. With more than 50 million visitors to Los Angeles in 2018 alone, LASED was not only designed to entertain fans, but also to serve as a community gathering space for Angelenos and for travelers to the LA metropolitan area.

“As we continue Mr. Kroenke’s vision to build the premier destination for sports and entertainment at Hollywood Park, we are proud to partner with an industry-leading business such as American Airlines,” said Jason Gannon, Managing Director, LA Stadium and Entertainment District. “We are both making investments in Los Angeles that will provide fans and customers an elevated experience as they travel, live, work and play.”

“For decades, Los Angeles has been one of American’s most important markets and has played a major role in connecting Southern California to the rest of the world,” said Robert Isom, President, American Airlines. “It is our mission to give our customers the world-class experience they deserve, and we are committed to doing so both at the airport and within the community. It’s an exciting time for the City of Angels and for American Airlines.”

American Airlines Plaza measures 10 stories tall and has a capacity of approximately 15,000 guests. American Airlines Plaza will be open to the public year-round, on event days, as well as non-event days.

The plaza sits between the stadium and performance venue. All three venues fall under the same roof, which is made of ethylene tetrafluoroethylene (ETFE), a lightweight and transparent plastic. American Airlines Plaza will have the ability to accommodate its own bespoke programming that will reflect and connect with the cultural passions of the Los Angeles community.

American is the largest carrier at Los Angeles International Airport (LAX) with more than 200 daily flights to 70 destinations and is the only airline at LAX with nonstop service to five continents. The carrier continues to grow and strengthen its 70-plus year presence at the hub through significant direct and indirect investments in the region, including a $1.6 billion modernization project to fully reimagine LAX Terminals 4 and 5 – American’s largest individual investment at an airport in its 93-year history.

“Strong partnerships with LASED, the Chargers and the Rams demonstrate American’s commitment to investing in our business and in the Los Angeles community. This stadium, and the events that will be held here, will bring people throughout the region and from around the world together. Connecting people is our business and we couldn’t be more thrilled for the bright future of this city, our airline and the 7,300 team members who call Los Angeles home,” said Suzanne Boda, Senior Vice President-Los Angeles, American Airlines.

“Building the best stadium in the world brings with it the opportunity to partner with the best companies in the world,” said A.G. Spanos, President of Business Operations, Los Angeles Chargers. “While both the Chargers and American Airlines seek to be best-in-class at what we do, what truly makes this partnership a perfect fit is our organizations’ commitment to the community. With these shared values as the foundation of this new partnership, we look forward to big things both in 2020 and for years to come.”

“We are thrilled to continue our partnership with American Airlines and travel with them to Hollywood Park,” said Kevin Demoff, COO, Los Angeles Rams. “From building playgrounds and rewarding fans with trips to games to flying the team to Super Bowl LIII, American Airlines and the Rams have made quite a team. We are looking forward to continuing to work together to inspire Angelenos to shine bright and reach new heights.”

American Airlines will become the official airline of both the Los Angeles Chargers and Los Angeles Rams and have prominent branding during Rams and Chargers gamedays. American has been the official airline of the Los Angeles Rams since their homecoming in 2016.

The Los Angeles Stadium and Entertainment District was represented by Legends Global Partnerships in securing this historic partnership with American Airlines.

Raiders, Allegiant Agree On Naming Rights Deal For Las Vegas Stadium

Posted on August 6, 2019January 27, 2022 by Chris.Pereira

The Raiders and Allegiant (NASDAQ: ALGT) today announced an agreement for the naming rights to Las Vegas Stadium, the under-construction future home of the Raiders and UNLV football.

“We’re thrilled that our future home will be known as Allegiant Stadium,” said Raiders President Marc Badain. “As the hometown airline, Allegiant is the perfect partner to showcase the incredible support we continue to receive from the Southern Nevada community. We are grateful to all involved who worked diligently to make Allegiant Stadium a reality.”

This partnership with the Raiders presents a global branding opportunity for the Las Vegas-based company as Allegiant will have its name showcased on the 1.75 million-square-foot, state-of-the-art domed stadium that will also host many world-class major sports and entertainment events.

Allegiant Stadium will also serve as site of the Las Vegas Bowl beginning in 2020, which will feature a Pac-12 football opponent versus either a Big Ten or SEC opponent, as well as the 2020 and 2021 Pac-12 Football Championship Game.

“This partnership is an incredibly exciting opportunity to join Las Vegas’ hometown airline with its new hometown NFL team,” said Maury Gallagher, Allegiant chairman and chief executive officer. “It will not only amplify our growing brand as the only U.S. airline focused on leisure travel and experiences, but will also provide access to NFL games and special opportunities for fans across the country. We are thrilled to be able to bring Raider Nation to its new capital—Las Vegas.”

With 55 nonstop routes from cities across the country, Allegiant brings more than 1.2 million customers to Las Vegas each year. Allegiant’s affordable, all-nonstop flights – along with special fan travel packages – will offer Raiders fans everywhere unprecedented access to see their favorite team.

This partnership will allow Allegiant to feature exterior signage at the transformational facility that is set to become the latest jewel along the internationally-known, iconic skyline of the Las Vegas Strip.

The Raiders and Allegiant are also teaming up to provide additional enhancements, rewarding customers and fans with unique in-game and season-long promotions including the “Allegiant Connection of the Game” linking a lucky fan to their favorite Raiders player, and an opportunity to win “Fan Traveler of the Year” honors.

The Raiders and Allegiant share a deep commitment to the community which offers even more synergy to the partnership as they will unite in programs and activations that benefit Southern Nevada residents. Headquartered in Las Vegas, Allegiant currently generates nearly $3 billion in annual economic impact for the state of Nevada.

Legends Global Partnerships represented the Raiders to secure the naming rights agreement with Allegiant as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.

Legends International Appointed as Official Retail Partner for Rugby World Cup™ 2019 Japan

Posted on August 5, 2019January 27, 2022 by Chris.Pereira

TOKYO, DUBLIN, and LONDON – 1 August 2019—Rugby World Cup Limited, via their licensing agent IMG, today announced the appointment of Legends International, an industry leader in global planning, sales, and hospitality as the official retail partner and operator for Rugby World Cup 2019.

Rugby World Cup 2019 will be held from 20 September – 2 November 2019 in Japan. The world-class sporting event—the second largest global sport event—will be hosted in Asia for the first time.

Legends will operate 73 official merchandise stores across the country. All 12 host cities will have retail stores at the venues and in their respective Fanzones. The store operations will empower fans to cheer for their favourite team with merchandise featuring all 20 participating unions, exclusive event memorabilia for men, women and children as well as a large range of official licensed products.

A best-in-class Megastore—1,000sqm / 11,000 sqft—the largest of the retail locations, will serve as an official flagship store and will be located in the newly created Shinjuku Odakyu Park in front of the world’s busiest train station in Shinjuku, center Tokyo, which serves about 3.64 million people per day. The store will be open from 22 August – 20 November. One of the biggest official shops ever at over 1,000m2, The Rugby World Cup 2019 “Megastore” will stock the widest selection of Rugby World Cup 2019 merchandise available, that includes replica game jerseys of the 20 participating unions in the competition and other apparel, towel mufflers and other cheering goods, and small commemorative souvenir items. During the tournament, the Webb Ellis Cup, which is awarded to the winner, will also be on display there as well as match updates in real-time.

The Megastore will be open daily from 22 August -18 September from 10:30 am-8pm; 19 September -04November 2019 daily from 10 am-10 pm; From 05 November -20 November 2019 daily 10:30am – 8pm.

World Rugby Chief Executive Officer Brett Gosper said, “The official merchandising programme is a Rugby World Cup success story and the opening of the flagship store in one of the world’s iconic and busiest locations further underscores why we believe that Japan 2019 will be a very special tournament for fans as we reach the 50 days to go milestone.”

City Fanzones will be established in each city by the local prefectures, enabling fans to cheer for their country from a free public viewing space. Legends plans to add official stores to each Fanzone and in each of the venues. All locations will include a world-class selection of high-quality apparel. The physical stores will complement the online store at www.rugbyworldcup.com/shop

“We are excited to engage with the Rugby World Cup organization as the next step in the expansion of our leading event retail offerings platform. The Megastore and the other 73 locations will provide fans with the most convenient, rewarding, and memorable experience at a once in a lifetime event.” said Andrew Hampel, President, Legends International. “We are prepared to bring unparalleled customer experience initiatives to the largest stage in rugby.”

Follow the action on Rugby World Cup’s social media channels:

Facebook: https://www.facebook.com/rugbyworldcup/

Twitter: @rugbyworldcup

COLUMBUS CREW SC AND LEGENDS ANNOUNCE WIDE-RANGING PARTNERSHIP AGREEMENT FOR NEW STADIUM AND TRAINING FACILITY

Posted on August 5, 2019January 27, 2022 by Chris.Pereira

Columbus Crew SC, the Major League Soccer (MLS) club based in Columbus, Ohio, and Legends, a leader in global planning, sales and hospitality, today announced a partnership for project development and commercial sales rights for the new stadium and team training facility in Columbus, Ohio.

Columbus Crew SC competes in MLS as a member of the League’s Eastern Conference and began play in 1996 as one of the ten charter clubs of the League. To help keep the team in its rightful home, the Haslam family, owners of the NFL’s Cleveland Browns, and the Edwards family, including long-time Crew SC physician Dr. Pete Edwards, acquired investor-operator rights to the club ahead of the 2019 season.

“We’re thrilled to add the expertise of Legends to our process of working to create a new stadium experience that keenly suits the collaborative spirit of the Greater Columbus community,” said Tim Bezbatchenko, Columbus Crew SC President and General Manager. “Legends’ proven track record in the sports and entertainment space is highly regarded and will enable us to achieve the success needed on the ground level to ensure our long-term vision that will benefit the community and fans that have pledged to save and support the team.”

“Our belief in the synergies of Legends overall 360 platform, engaged with a formidable club business such as Crew SC, creates the opportunity to truly showcase the inherent partnership value an integrated approach to planning, sales and operations can achieve for a project,” said Mike Tomon, Legends Chief Operating Officer.

Legends will work with the organization across multiple areas including, project planning and development, sponsorship and ticket sales, naming rights, marketing, technology innovations, data insights and analytics. Legends has already delivered key business intelligence data on planning and design for the future stadium through its proprietary approach to gathering targeted market specific information. By conducting focus groups, surveys and utilizing other research-driven tools Legends has been able to analyze feedback from Columbus Crew ticket holders, fans and the broader Columbus, Ohio community.

The Columbus Crew SC Stadium is expected to be completed in 2021 and will be located in the Downtown Arena District. The new venue will include 20,000 seats, team store, and outdoor public plaza space for social gathering. The old stadium site will be redeveloped as a community sports park and new state-of-the-art training facility for the team. Legends Global Planning will oversee design and construction of the stadium and the team training facility. Legends Global Sales will manage all commercial rights including sales, marketing and sponsorship assets for the training facility and the stadium.

An industry leader in developing and optimizing unique platforms for its clients, Legends is a partner to premier venues across professional sports, events and collegiate partners, including AT&T Stadium, Yankee Stadium, Banc of California Stadium, Los Angeles Stadium & Entertainment District, Las Vegas Raiders Stadium, University of Notre Dame, and nearly 40 Live Nation properties.

LEGENDS TO ACQUIRE MAINGATE, A LEADING EVENT RETAIL AND MERCHANDISING COMPANY

Posted on July 18, 2019January 27, 2022 by Chris.Pereira

The Acquisition will Create a Robust Omni-Channel Retail and Ecommerce Platform to Streamline the Connection between Brands and Fans

Legends, a leading global experiential agency with three best-in-class divisions, Global Planning, Global Sales and Hospitality, today announced the acquisition of MainGate LLC, the premier event retail and merchandise company.

Founded more than 50 years ago, MainGate provides custom merchandise marketing solutions through event retail, team stores and e-commerce platforms. In addition, the company has custom design and production capability at its distribution center, headquartered in Indianapolis, US.

MainGate will integrate into Legends existing industry-leading hospitality experience division—led by veteran executive and President, Dan Smith. The focus will be on expanding Legends’ current retail merchandise business operations to offer partners a best-in-class experience. This full-service vertical platform including design, production, e-commerce, brand marketing, analytics, large scale live event, venue, and flagship store retail operations is built for the global stage, with base operations domestically as well as internationally.

In making the announcement, Shervin Mirhashemi, President and CEO of Legends, said, “The MainGate acquisition represents another significant step in our ambition to build the most compelling, flexible and effective retail and e-commerce platform for our clients across the globe. MainGate’s capabilities across e-commerce, merchandising and retail event operations strategically align with our focus towards building a platform that delivers omnichannel retail services leveraging cutting-edge technology and robust data, to present our partners with the best option to successfully grow their business.”

With a seasoned team of retail, event and merchandise experts in place, Legends will offer partners a transformative, more integrated way to connect directly with consumers and their loyal fan bases through a broader range and well-timed assortment of products that will fulfill the increased real-time demand by consumers.

The MainGate team will become an integral part of the Legends hospitality division that manages other major sports brand retail and merchandise programs and e-commerce platforms.

MainGate’s current client work portfolio includes major professional sports leagues and teams across the NFL, NBA, NHL; collegiate properties and its governing body the NCAA; along with marquee motorsports names, such as National Hot Rod Association (NHRA) and properties, such as International Speedway Corporation—a NASCAR property; and well-recognised media and consumer brands.

Dave Moroknek, President & CEO, MainGate stated, “Combining forces with Legends is a great opportunity for our employees, partners and customers and we look forward to bringing our shared expertise to a broader customer base where we can offer unique best-in-class services to realize their retail and merchandising needs. Through our current success with mutual clients, we are confident the market is looking for the end-to-end solution we deliver together.”

Legends has created a world-class global retail operation over the past several years, combining the company’s data and analytics platform with an agile supply chain and real-time vertical capabilities to best-serve fans in today’s on-demand marketplace.

A multi-faceted company, Legends works with more than 125 brands and properties globally across retail, e-commerce, sales and marketing, brand management and hospitality operations, including managing the e-commerce business for U.S. Soccer and UFC. The company’s current capabilities include multichannel-integrated event and retail across teams and major sporting events around the world, such as the London 2012 and Rio 2016 Summer Olympic Games, Super Bowl 50, Indy 500, MLB London Series and across several NFL, NBA and MLB professional team properties including the Dallas Cowboys and New York Yankees.

Financial terms of the transaction are not being disclosed. Legends expects to close the transaction within the next 30 days.

CHEROKEE NATION BUSINESSES SELECTS LEGENDS TO CREATE WORLD-CLASS ENTERTAINMENT DESTINATION

Posted on June 12, 2019January 27, 2022 by Chris.Pereira

Cherokee Nation Businesses, (CNB), today announced the partnership with Legends, a leader in global planning, sales and hospitality.

The partnership will deliver a world-class entertainment complex consistent with other venues within the Legends portfolio. Legends will manage the process for the design and development of the complex, conceive the culinary experience and help CNB to monetise the guest experience for non-gaming attractions.

Legends was founded in 2008 through a joint venture between Dallas Cowboys owner Jerry Jones and New York Yankees owner George Steinbrenner. Through this relationship, the organizations will identify unique and innovative ways to elevate the guest experience and overall offerings to the next level for the proposed project.

The location for the casino development is planned for Russellville, Arkansas on approximately 135 acres off Interstate 40 along Nob Hill Road between Weir Road on the west and Alaskan Trail on the east. The project will be completed in phases: The first phase includes Legends’ designs and elements for the casino, hotel and curated culinary experience. Phase two will focus on incorporating lifestyle and entertainment amenities, with an emphasis on creating family-friendly entertainment options. The final phase will include additional retail, dining and hotel concepts.

Stephen Jones, Executive Vice President, CEO, and Director of Player Personnel for the Dallas Cowboys, said, “We are excited to have Legends involved in the process. It is very important to us because of the family history and connection we have to Arkansas. Legends was founded on the principal of creating a superior guest experience during game day and we look forward to bringing that expertise to the state of Arkansas.”

“Entering into this partnership with the globally-recognized team at Legends is a game-changer,” said Shawn Slaton, CEO, Cherokee Nation Businesses. “They bring a wealth of experience having worked with premier venues across professional sports, live events and collegiate partners including The University of Arkansas, AT&T Stadium in Dallas, Ultimate Fighting Championship and Live Nation amphitheaters.

We are committed to earning the letters of support from local elected officials and look forward to unveiling our plans to the community in the near future.”

“We are excited about the opportunity to bring our proven expertise in collaboration with CNB to create a truly world-class entertainment destination that offers an unmatched experience for guests of all ages and will create positive economic impact to benefit the entire community,” said Bill Rhoda, President, Legends Global Planning.

More details regarding the project will be release in the near future.

LEGENDS TEAMS WITH INGAME ESPORTS AND SIMPLYNEW TO LAUNCH THE ESPORTS ENTRY ADVISORY

Posted on June 6, 2019January 27, 2022 by Chris.Pereira

Partnership Formed to Focus on Increasing Demand for Comprehensive Esports Market Services and Expertise

Conventions, Sports and Leisure (CSL), the research and planning arm of Legends, a leader in global planning, sales and hospitality; and esports industry natives INGAME Esports, Inc. and SIMPLYNEW, have partnered to create the “Esports Entry Advisory.”

The “Esports Entry Advisory” will offer venue developers, destination marketing organizations, sports commissions, facility managers, and other sports/entertainment industry stakeholders tailored market analyses, facility design guidance, technology consulting, esports event programming, among other esports advisory services.

“The esports ecosystem has many layers, and it can be challenging to know how to connect with event organizers or market to the video game community,” explained Angela Bernhard Thomas, Co-Founder and CEO of INGAME. “Venues contemplating esports rely on information we provide for their decision making and planning process.”

Bill Rhoda, President, Legends Global Planning, said, “The formation of the ‘Esports Entry Advisory’ will allow us to develop a full set of services to offer partners, from conceptualization to development, within the esports business.”

CSL and INGAME recently led the feasibility analysis for the development of an esports program in Atlantic City, NJ. The analysis established a baseline of event potential, economic impact and space needs for transforming historic Boardwalk Hall into a next generation esports venue. SimplyNew most recently provided technology design and build out of the Esports Stadium Arlington.

“We partner with venues and venue stakeholders to help them better position themselves in the esports marketplace,” said Tyler Othen, Esports Practice Leader for CSL. “As esports and the spectator sports converge, it is essential that key stakeholders know how to create immersive experiences that integrate significant technology.”

“The Esports Entry Advisory is a powerful tool for decision making,” noted Marc Scarpa from SIMPLYNEW. “Our collective approach combines market and cost/benefit analyses with esports technology and business modeling, in advance of architectural design and construction, which is lacking in the industry right now, and we’re solving this problem with an offering that is unique and necessary.”

The esports phenomenon continues to grow, as Newzoo’s 2019 Global Esports Market Report estimates $1.1 billion in revenues and nearly 454 million unique esports viewers for 2019. The launching of the Esports Entry Advisory will support the emergence of the live esports experience, creating opportunities for revenue generation and economic impact creation throughout the industry.

The partners will be featured on a panel at the upcoming E3 conference in the Joint Forces Initiative/514 Esports booth at 10:20 a.m. on June 12, 2019.

About CSL

CSL is an industry leader in determining the feasibility of building arenas, stadiums and other public assembly facilities. CSL offers clients and partners research and expertise focused in the sports, entertainment, hospitality and leisure industries. http://www.cslintl.com

About INGAME Esports Inc.

INGAME Esports, Inc is a turn-key esports services company assisting businesses, government and academic organizations navigate the complex esports and video game landscape. The INGAME executive team brings over 20 years of deep industry relationships, knowledge and experience, guiding clients to successfully engage in the cultural convergence of video games, esports, technology and entertainment through IP development, esports programs, and live events. www.ingameesports.com

About SimplyNew

SimplyNew is a pioneer of live participatory media, with 20+ years creating award winning programming across traditional and digital broadcast media. SimplyNew provides media and technology solutions to clients seeking to develop multi-use esports facilities and experiential entertainment venues. Tech design/build projects include, Esports Stadium Arlington and Microsoft Mixer broadcast and production studios delivering within budget, aggressive schedules, and demanding work environments. www.simplynew.com

SAN DIEGO STATE UNIVERSITY ANNOUNCES PARTNERSHIP WITH LEGENDS AND JMI SPORTS FOR PROPOSED NEW MISSION VALLEY STADIUM PROJECT

Posted on March 20, 2019January 27, 2022 by Chris.Pereira

San Diego State University today announced a joint JMI Sports and Legends partnership designed to transform the proposed stadium visitor experience.

On behalf of SDSU and in collaboration with SDSU Athletics, JMI Sports and Legends will manage the stadium project as part of the proposed campus expansion at SDSU Mission Valley.

“This is an exciting collaboration, and this joint venture will greatly enhance our capacity to create the types of experiences our students, faculty, staff, regional community and visitors have yet to see,” said SDSU President Adela de la Torre.

“With the proposed stadium, campus and other features, the new neighborhood environment we plan to build will create the types of social, intellectual and economic benefits that will invigorate our entire region,” de la Torre said. “I am proud of our team. I am also grateful for the vision we have defined and will now carry forward with our partners in JMI Sports and Legends.”

JMI Sports and Legends will plan, strategize and execute ticketing, premium sales, naming rights and founding partnerships for the proposed stadium. As proposed, the 35,000 capacity multi-use stadium will serve primarily as the home of SDSU football and will also accommodate professional and collegiate soccer matches, concerts, other events, and can play host to a number of academic and integrated experiences.

“I am very excited for JMI Sports and Legends to continue assisting our stadium team,” said J.D. Wicker, Director of Intercollegiate Athletics at SDSU. “SDSU Athletics has a long history of success with these industry leading companies and we are confident that their combined experience and resources will deliver outstanding results for SDSU and the San Diego community.”

To design and build the proposed new stadium, SDSU recently hired Clark Construction and Gensler. As proposed, the new stadium will hold a major footprint at SDSU Mission Valley, a comprehensive campus expansion project proposed to include a world class university research and innovation district, housing, mixed use retail, and more than 80-acres of public open space and a river park.

“Once we have full project approval, the addition of JMI Sports and Legends will allow us the opportunity to put a shovel in the ground in the first quarter of 2020 and open a stadium in the fall of 2022,” Wicker said.

Since 2017, JMI Sports and Legends have strategically partnered on projects to deliver optimal value for properties in the collegiate space, including the creation of a successful joint venture to manage Notre Dame’s athletics sponsorship, hospitality, multimedia rights and branding services on a local and national level.

“Legends looks forward to partnering with JMI Sports to deliver a world-class venue that showcases the influence of Southern California lifestyle and culture that will serve as a home for San Diego State University, Aztec fans, alumni, and the city of San Diego alike,” said Mike Behan, Legends Vice President, Collegiate Partnerships.

“Along with the leadership of President Adela de la Torre and Athletic Director John David Wicker, we believe this project will transform San Diego State University and position SDSU Athletics for long-term growth opportunities,” added Behan.

JMI Sports was founded in 2006 based upon the vast experience gained in developing Petco Park for the San Diego Padres. JMI Sports served as owner’s representative for San Diego State University’s state-of-the-art 26,000-square foot Jeff Jacobs JAM Center that opened in 2015.

“The Mission Valley project, with the inclusion of a truly unique state of the art stadium, is one of the most profoundly important projects in the history of San Diego State University and the City of San Diego,” said Erik Judson, CEO of JMI Sports. “The team of JMI Sports and Legends is privileged to bring our unparalleled experience for delivering the most comprehensive and integrated services available in the industry to assure the success of this stadium project.”

Legends has a wealth of experience in Southern California, having partnered to provide planning; project management; naming rights and founding partnerships; premium and general ticketing solutions on both the Los Angeles Stadium & Entertainment District and Banc of California Stadium projects, along with providing premium sales and marketing solutions on the renovation of the Rose Bowl and L.A. Memorial Coliseum.

Additionally, Legends is at the forefront in advising university and athletic departments to identify opportunities to enhance fan experience in venue and optimizing new and renovated facility revenues. Their successful partnerships include significant facility projects with Notre Dame, Oklahoma, Louisville, Missouri and Villanova.

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SOUTH CAROLINA ATHLETICS ENGAGE LEGENDS TO CONDUCT FAN SURVEY FOR WILLIAMS-BRICE STADIUM PLANNING

Posted on March 13, 2019January 27, 2022 by Chris.Pereira

University of South Carolina Athletics today announced it is partnering with Legends, a leader in global planning, sales and hospitality, to conduct a comprehensive study of Williams-Brice Stadium with a focus on enhancing the fan experience.

Gamecock fans will be receiving a survey via email starting on March 14 that will be asking for feedback to help guide long-term decision-marking for the future of Williams-Brice Stadium.

The scope of work developed from this project will expand into the future beyond the $21 million slate of work that is currently proposed for Williams-Brice Stadium in 2020.

“The investment we are about to make into Williams-Brice Stadium is another step in improving the fan experience and maximise quality seating,” said Athletics Director Ray Tanner. “In working with Legends, we are looking at a long-term plan that will make Williams-Brice a quality fan experience for many years to come. This will take a large investment, but we know there is competition for the entertainment dollar, and we want to give our fans the best experience possible when attending events at Williams-Brice Stadium.”

The upcoming investment in Williams-Brice Stadium for 2020 focuses on maximising the use of spaces vacated by the Gamecock football program’s move to the $50 million Long Family Football Operations Center. The project should result in providing new access to air-conditioned spaces to approximately 9,000 patrons.

“The goal of our work with Legends is to take a fan-first approach,” added Tanner. “We will be able to get feedback from our fans and then have Legends take the information to help us create options for that will positively impact fan experience at Williams-Brice Stadium for years to come.”

“Legends is excited to partner with South Carolina Athletics to leverage our collaborative, data-driven research capabilities to engage loyal alumni and Gamecock supporters, to help identify future opportunities to enhance the overall experience for those attending football games at Williams-Brice Stadium,” said Mike Behan, Legends Vice President of Collegiate Partnerships. “Coach Tanner has created a culture within the Athletic Department that both understands the responsibility to their fans to provide a world-class entertainment experience and embraces innovation. This will be integral to our approach to help reimagine fan experience at Williams-Brice Stadium to meet the challenges of today’s environment.”

Legends brings a wealth of experience to the table, working with premier venues across professional sports, events and collegiate partners, including, AT&T Stadium, Yankee Stadium, Banc of California Stadium, University of Notre Dame and the University of Oklahoma, in addition to international teams including Liverpool and Manchester City soccer clubs.

University of Wisconsin & Legends Announce Multi-Year Partnership

Posted on March 13, 2019January 27, 2022 by Chris.Pereira

The University of Wisconsin and Legends today announced a first-of-its kind, multi-year partnership between the school’s athletic department and Legends, to streamline initiatives across general ticketing, premium seating, annual fundraising, marketing and business intelligence capabilities into one integrated platform.

Wisconsin engaged Legends through its U.S. research arm, CSL, in 2015 to conduct a comprehensive study incorporating a survey and series of focus groups to solicit direct market feedback from ticket holders, alumni and Badger fans on the future of Camp Randall Stadium.

Legends will continue to assist Wisconsin with planning of the upcoming renovation of Camp Randall Stadium. In addition, Legends will be responsible for all sales and marketing, planning and premium seating strategy. Legends will also implement its robust technology, data and analytics structure to complement and support across every element of the partnership.

“Legends is proud to team with the University of Wisconsin,” said, Mike Ondrejko, President, Legends Global Sales. “Through close collaboration with the team at Wisconsin, Legends will leverage its unique partnership development strategy to help position Wisconsin’s program for long-term success.”

“There are a lot of opportunities to be embraced by our athletic department,” said Chris McIntosh, Wisconsin Deputy Athletics Director. “Legends’ experience and innovative approach make them a great partner for us. We are excited about what lies ahead.”

Legends is at the forefront in advising university athletic departments to identify opportunities to enhance fan experiences in venue and maximize initial capital and annual revenues on new and renovated facility projects, having partnered on more than $2B in projects over the last five-years.

“Entering into partnership with Legends will help us to fulfill one of our most sacred duties, which is to ensure that we are building a sustainable financial infrastructure that will allow us to continue to provide educational opportunities for our student-athletes,” said Mario Morris, Senior Associate Athletic Director for Business Operations and CFO. “I truly believe that this is a transformational moment for Wisconsin Athletics.”

“Having had the opportunity to work alongside of and get to know Chris McIntosh, Mario Morris and the entire Wisconsin Athletic Department team, their vision is clear. They are focused on embracing new and innovative strategies both on and off field. This approach is rooted in their unwavering commitment to continue to offer an exceptional experience for Badger student athletes long into the future,” said Michael Behan, Vice President, College Partnerships at Legends.

An industry leader in developing and optimizing unique platforms for its clients and partners, Legends represents and manages premier venues across professional sports, events and collegiate partners, including AT&T Stadium, Yankees Stadium, Banc of California Stadium, Los Angeles Stadium & Entertainment District, Las Vegas Raiders Stadium, University of Notre Dame, and nearly 40 Live Nation properties.

TAMPA BAY BUCCANEERS SELECT LEGENDS AS EXCLUSIVE HOSPITALITY RIGHTS PARTNER

Posted on February 25, 2019January 27, 2022 by Chris.Pereira

TAMPA and NEW YORK, February 21, 2019 — The Tampa Bay Buccaneers today announced an agreement with Legends to become its new exclusive hospitality rights partner at Raymond James Stadium, effective 1 March 2019.

Under terms of the multi-year partnership agreement, Legends will manage and operate the stadium’s general and premium concessions including, club level, Hall of Fame level, suites, special event catering and restaurant dining programs. Plans include the enhancement of food offerings throughout the stadium.

In making the announcement, Buccaneers Chief Operating Officer, Brian Ford, said, “We are very excited to partner with Legends as our exclusive hospitality rights partner. We continuously strive to provide our fans with best-in-class customer service and we value the vital role that food and beverage play in that game day experience. Legends has built its brand around a customer-focused approach and we have a shared commitment to provide fans with an unmatched level of food offerings and service at every Raymond James Stadium event moving forward.”

The Buccaneers and Legends will identify and develop unique food and beverage presentation concepts to further the Bucs vision of providing an elevated fan experience at all Raymond James Stadium events. A new point of sale system and digital menu boards are only two of the highlights of the fan-focused upgrades planned for the inaugural season of the partnership. In addition, Ford F-150 Hall of Fame Club and Mercedes-Benz Hall of Fame Club members will also benefit from a more robust “all inclusive” menu with the addition of beer, wine and spirits options included in the set ticket price.

“We are thrilled to partner with the Tampa Bay Buccaneers,” Legends Chief Operating Officer, Mike Tomon, said. “The Bucs are a top-ranking NFL team in customer service experience satisfaction among season pass members. Working together with the Bucs, Legends will implement and execute an exceptional culinary showcase across the building to further elevate stadium events to offer fans a truly outstanding experience.”

Dan Smith, President of Legends’ Hospitality Division, added, “We strive each and every day to be the global leader in fan services and today’s announcement further demonstrates Legends commitment to achieve that objective with our new partners at the Tampa Bay Buccaneers organization.”

Legends client roster includes premier venues, including Yankees Stadium, One World Observatory and nearly 40 Live Nation properties.

LA 2028 NAMES LEGENDS SPONSORSHIP SALES AGENCY FOR 2028 OLYMPIC AND PARALYMPIC GAMES AND TEAM USA

Posted on October 29, 2018January 27, 2022 by Chris.Pereira

LOS ANGELES, October 26, 2018— Legends today announced its been named the sponsorship sales agency by LA 2028. Legends will work with U.S. Olympic and Paralympic Properties – LA 2028’s commercial joint venture with the United States Olympic Committee – to help develop, identify and secure sponsorship opportunities for the Los Angeles 2028 Olympic and Paralympic Games.

Under the multi-year agreement, Legends will work with the joint venture to market and sell the collective LA 2028 and Team USA story. An organization with roots in Los Angeles and a deep understanding of the sports marketing landscape, Legends will help LA 2028 showcase the very best of what the City of Angels and Team USA have to offer.

“The opportunity ahead is unprecedented,” said LA 2028 Chairman Casey Wasserman. “Never before in the Olympic movement have we had a known 10-year time horizon to imagine stories and create platforms to engage and connect with people. We are thrilled to partner with Legends to bring to life sponsorship opportunities for LA 2028 and Team USA. Their talent and experience in the Los Angeles market and across the U.S. will be critical to amplifying our commercial success.”

Shervin Mirhashemi, President and CEO, Legends, said, “The Olympics is one of the world’s preeminent sports events, offering a unique value proposition and an important cultural influence for brands to connect with consumers through the experience of the Games. This is a tremendous opportunity for our business to partner with an iconic property to engage with partners to create a strategic investment in the LA 2028 and Team USA platform.”

“LA 2028 is the first Summer Games in the U.S. in a generation,” said Kathy Carter LA 2028 Chief Revenue Officer and Chief Executive Officer of the joint venture. “We have a unique story to tell of optimism, imagination and creativity that will connect with young people across the country and the team at Legends will help us do that. With zero planned construction projects and an unprecedented ten-year lead-up to the Opening Ceremony, we are focused one hundred percent on creating an unforgettable Games experience for athletes, fans and partners.”

“With my father having served on the United States Olympic Foundation Board from 1986-2002, the Olympic movement has always held a deep meaning and importance to my family,” said Yankees Managing General Partner Hal Steinbrenner. “It’s a tremendous honor for Legends to assume such an integral role in the success of LA 2028, and we are excited to work with Casey Wasserman’s talented team on setting a new standard for the Games and the world-class U.S. Olympic Athletes that comprise it.”

Stephen Jones, Executive Vice President, CEO, and Director of Player Personnel for the Dallas Cowboys, said, “This partnership represents a monumental moment in the sports landscape. Casey Wasserman’s vision, passion and entrepreneurship has brought the Olympic Games to LA in 2028 and the U.S. to the forefront of the global stage in sports for the foreseeable future.”

Central to the agreement, Legends will also provide sponsorship-related consulting services including development and operation of a sales center; analysis and valuation of sponsorship rights; and a comprehensive sales and marketing plan for LA 2028 and Team USA.

About Legends

Legends is a holistic solution provider for brands in sports, music and entertainment. The Legends 360 approach leverages the company’s collective unparalleled experience in Global Planning, Global Sales and Partnerships and Hospitality across professional sports, collegiate, attractions, entertainment, international and conventions worldwide. We are the architects of premium sports and entertainment guest experiences. More information available at www.legends.net.

About LA2028 and U.S. Olympic and Paralympic Properties

LA 2028 is the privately funded nonprofit organization tasked with planning and delivering the 2028 Olympic and Paralympic Games. LA 2028 will deliver a New Games for a New Era, using Los Angeles’s wealth of existing world-class infrastructure to deliver a fiscally responsible, sustainable and spectacular Games. U.S. Olympic and Paralympic Properties is the commercial joint venture between LA 2028’s Organizing Committee and the USOC. It was established in 2018 to be the sole entity charged with marketing and selling the combined commercial assets of LA 2028 and Team USA including sponsorship rights to the 2022, 2024, 2026 and 2028 U.S. Olympic and Paralympic Teams and the 2028 Olympic and Paralympic Games in Los Angeles.

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PRUDENTIAL CENTER UNVEILS NEW ADDITIONS TO CULINARY LINE-UP IN ADVANCE OF HOME OPENER ON 11 OCTOBER

Posted on October 19, 2018January 27, 2022 by Chris.Pereira

New Jersey-Inspired Concepts, Premium Offerings and Fresh Beverage Roster Highlight Diverse Menu

NEWARK, 11 October 2018 – Prudential Center and New Jersey Devils today announced the addition of three new dining destinations, plus enhanced food and beverage offerings around the arena for the start of their 2018-19 NHL season on 11 October at Prudential Center vs the 2018 Stanley Cup Champions, the Washington Capitals. Prudential Center’s culinary team, led by Legends Senior Executive Chef Jason Choate, reflected on the regional motivation and fan-inspired strategy behind the new hand-crafted culinary concepts.

“Building off last season’s success, we want to provide our fans with an even wider variety of culinary and beverage options when they come to Prudential Center,” said Senior Executive Chef Jason Choate. “It was our goal to add a more authentic steak concept, offer an Asian cuisine option and also provide our fans with a taste of what the players like. We’re thrilled with the new dining destinations this season and are excited for guests to try the best of what New Jersey has to offer.”

Fans who wish to review the full Prudential Center culinary offering menu should visit prucenter.com/concessions for details and item destination locators; the Prudential Center “Brew Finder,” showcasing over 15 regionally crafted breweries served at the arena is available at prucenter.com/brew-finder.

The new dining destinations featured inside the arena will include:

NJ Steak Co. – Featuring fresh beef, bread and three distinct flavors, NJ Steak Co. brings an authentic steak flavor to Prudential Center this year. (Section 101)
- Steakhouse Wedge – seared beef tenderloin, bleu cheese dressing, iceberg lettuce and crispy onions on a sourdough roll
- Mustard Steak – seared beef tenderloin, provolone cheese, grilled peppers and onions on a sourdough roll
- Asian BBQ Steak – seared beef tenderloin, spicy Asian BBQ sauce and pickled vegetables on a sourdough roll
Bowled Over – Prudential Center is proud to offer a true Asian taste at Bowled Over this year. Healthy, flavorful and trendy. (Section 4 on the Main Concourse)
- Ramen Bowl – Ramen noodles, choice of BBQ Asian pork, grilled chicken, steamed vegetables or pickled vegetables
- Rice Bowl – Fresh rice, choice of BBQ Asian pork, grilled chicken, steamed vegetables, or pickled vegetables
- Bao Buns – Three soft bao buns, piled high with either BBQ Asian pork, grilled chicken, steamed vegetables or pickled vegetables
Line Change – Eat like the players do, literally! The new Line Change location reflects four Devils players’ favorite foods, in addition to regional specialties from their neighborhood of the globe. (Section 12 on the Main Concourse)
- Miles Wood menu – New England-style cuisine
  - Lobster Roll – Toasted New England roll stuffed with fresh lobster salad and served with kettle chips
  - Clam Chowder in a Bread Bowl – Creamy New England-style clam chowder served in a large bread bowl
  - Clam Cakes – Deep-fried dough, mixed with chopped clams
  - New England Rutabaga and Apple Salad – Julienne apples and rutabaga, toasted hazelnuts with an apple cider vinaigrette
Wine Bar – Prudential Center is featuring an expanded wine menu in all premium areas, and at the new Wine Bar location on the Main Concourse on Section 4. Brands included favorites such as Jordan, Oberon by Mondavi, Cakebread, Mer Soleil and Opus One. Prudential Center is proud to welcome an “On-Tap” program featuring margaritas, vodka and wine on-tap. (Section 4 on the Main Concourse)

Additionally, the arena’s VIP and premium locations have all received a menu refresh in the off-season, adding custom culinary programs, refined specialty offerings and signature menus from local chefs. For the craft beer fan, there are also over 70 different brews featured throughout the Prudential Center and at the Jersey Brewed Biergarten, including new local additions such as Beach Haus, Czig Meister, Flying Fish and Magnify.

About Prudential Center

Prudential Center is the world-class sports and entertainment venue located in downtown Newark, New Jersey. Opened in October 2007, the state-of-the-art arena is the home of the National Hockey League’s (NHL) three-time Stanley Cup Champion New Jersey Devils, Seton Hall University’s NCAA Division I Men’s Basketball program, and more than 175 concerts, family shows and special events each year. The arena is also home to the GRAMMY Museum Experience Prudential Center, which opened its doors to the public on October 2017. The 8,200-square-foot experience marks the first GRAMMY Museum outpost on the East Coast, and features a dynamic combination of educational programming and interactive permanent and traveling exhibits, including a spotlight on legendary GRAMMY winners from New Jersey. Ranked in the Top 8 nationally by Pollstar, Billboard and Venues Today, Prudential Center is recognized as one of the premier venues in the United States, and over 2 million guests annually. For more information about Prudential Center, visit PruCenter.com and follow the arena on Facebook, Twitter and Instagram @PruCenter. Prudential Center is a Harris Blitzer Sports & Entertainment property.

About Legends

Legends is a holistic solutions agency for brands in sports, music and entertainment. The Legends 360 approach leverages our collective unparalleled experience in Global Planning, Global Sales and Hospitality across professional sports, collegiate, attractions, entertainment, international and conventions worldwide. We are the architects of premium sports and entertainment guest experiences. More information available at www.legends.net.

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Theodore Loehrke Named President of Joint Venture Business to Promote Notre Dame Athletics

Posted on August 15, 2018January 27, 2022 by Chris.Pereira

Loehrke Will Lead Historic Multimedia Rights Collaboration Between University of Notre Dame and a Joint Venture Business Established by Legends and JMI Sports

Legends and JMI Sports, today announced the appointment of Theodore Loehrke as President of their recently established Joint Venture Business, which will collaborate with the University of Notre Dame in the promotion of its athletics programs.

Through an exclusive 12-year agreement with the University of Notre Dame, Legends and JMI Sports have established a Joint Venture Business to oversee Notre Dame’s athletics sales, marketing, sponsorship, hospitality, multimedia rights and branding services on a local and national level. It will also include Notre Dame’s national football radio rights, which previously had been a stand-alone agreement for many years.

In this role, Loehrke will be responsible for oversight and day-to-day support for the property and all JV employee functions. He will also be focused along with his team on delivering integrated national corporate partnerships that align with the strong mission and values of the University.

Mr. Loehrke joins after more than a decade in professional sports where he worked in various league and team roles. Most recently, Loehrke served as Executive Vice President of Strategy and Development at the Milwaukee Bucks and was responsible for spearheading key strategic initiatives around facilities and new business development. Most notably, Loehrke helped lead the development and revenue strategy for the Bucks’ new world-class arena, which will open for the 2018-19 NBA season, Fiserv Forum. Loehrke originally joined the Bucks in 2012 as Senior Vice President, Chief Revenue Officer.

Prior to the Bucks, Loehrke worked at the NBA in New York as Senior Vice President in the league’s Team Marketing and Business Operations group. He advised NBA and NBA G League teams on all aspects of business operations including ticket sales, sponsorship development, customer retention, digital/social media, marketing, and business analytics. Prior to the NBA, Loehrke held various roles in consulting, marketing, and strategy at companies including Deloitte Consulting and American Family Insurance Group. Mr. Loehrke holds a B.S. in Chemical Engineering from Notre Dame and an M.B.A from Duke University in Strategy and Operations.

Loehrke is an active community member and strong advocate for inclusion for individuals with intellectual and developmental disabilities (IDD). He sits on the Board of Advisors for the Wisconsin Chapter of Best Buddies International, an organization dedicated to creating opportunities for one-to-one friendships, integrated employment, and leadership development for people with IDD.

“Because we are committed to maintaining the distinctiveness that makes Notre Dame a great brand, it was imperative that we find a leader for this collaboration who understands and can give voice to that distinctiveness. That describes Ted Loehrke. As a Notre Dame graduate and highly accomplished sports industry executive, Ted has the understanding, passion and experience that will help to ensure our success,” said Jack Swarbrick, Director of Athletics at Notre Dame.

“I am thrilled to join Legends and JMI to lead this innovative new business,” said Loehrke. “It’s truly an honor to represent Notre Dame, and I look forward to working with our new team and our campus colleagues to develop strategic marketing partnerships and fan engagement platforms that support and amplify the values of the University.”

“Legends and JMI Sports made a commitment to Jack Swarbrick and his team that we would recruit a team worthy of the remarkable Notre Dame brand and capable of implementing our aspirational vision for the partnership. Hiring Ted as the leader of this property is a clear demonstration that we have high expectations that we expect to meet,” said JMI Sports CEO Erik Judson.

“In the 10 years that I have had the opportunity to work with Ted, his passion for constant evolution of the business has always stood out to me. This vision was exactly what we were looking for as we seek to develop a very different solution for the college space. Coupled with his deep passion and understanding of the institutional values of his alma mater, it made this a perfect platform for his accomplished career,” said Mike Ondrejko, President, Legends Global Sales.

Notre Dame previously handled most of its athletic corporate sponsorships and marketing rights through Notre Dame Sports Properties, created in 2003.

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Legends and Productive Edge Form Joint Venture Company Edge Experiential

Posted on July 24, 2018January 27, 2022 by Chris.Pereira

Connects Brands to Consumers Through Customized Content-Driven Technology Platforms

NEW YORK and DALLAS, July 24, 2018—Legends, a full-service global sports, entertainment and experiential agency and Productive Edge, a digital technology company, today announced the creation of a joint venture company named EDGE Experiential.

‘EDGE Experiential’ (EDGE XP) develops customized experiences powered by cutting-edge technology solutions for clients and brands that targets consumers and fans seeking an enhanced live event and attraction experience. EDGE XP pairs Legends’ extensive knowledge and expertise in designing, staging and operating events and venues globally in the sports, entertainment and attractions industry with Productive Edge’s proprietary approach to metrics-driven software development to deliver a comprehensive solution to the marketplace. EDGE XP is headquartered in Chicago.

Current EDGE XP projects include interactive, content-driven, installations at Sky View Observatory in Seattle and the Observation Deck at CEB Tower in Washington D.C. Earlier this year, EDGE XP produced an immersive VR hockey experience for the Buffalo Sabres on opening day in the tailgate zone.

In making the announcement from SEAT Conference, Legends Chief Information Officer, Mike Morris, said, ” As premium experience providers, we are always identifying new ways to evolve and enhance live experiences for consumers. For our partners and clients EDGE XP provides a market leading opportunity to unlock additional value across properties, venues and attractions by engineering a uniquely personalized experience to further elevate the level of fan and guest engagement.”

Wyatt Kapastin, Managing Partner of Productive Edge, added, “Technology has been a catalyst for change and growth across many industries. The opportunity to create EDGE XP and partner with Legends to utilize established relationships and resources gives us an enormous opportunity to achieve growth.”

About EDGE Experiential (EDGE XP)

EDGE Experiential connects iconic brands with global audiences. Fueled by industry insight and strategic vision we partner with clients to develop original concepts or transform existing experiences through customized technology solutions to deliver innovative and memorable results.

About Legends
Legends is a holistic solution provider for brands in sports, music and entertainment. The Legends 360 approach leverages our collective unparalleled experience in Global Planning, Global Sales and Hospitality across professional sports, collegiate, attractions, entertainment, international and conventions. We are the architects of premium sports and entertainment guest experiences. More information available at www.legends.net.

About Productive Edge

An end-to-end customer experience, digital strategy and technology services company delivering transformative software solutions for clients around the world.

Legends, Manchester City FC, Fabulous Fan Fayre earn Stadium Events & Hospitality Awards

Posted on June 7, 2018January 27, 2022 by Chris.Pereira

Legends, Manchester City Football Club and Fabulous Fan Fayre (F3) have been recognized at the 2018 Stadium Events & Hospitality Awards for their outstanding service at the Etihad Stadium.

The team at Ethiad Stadium won the Matchday Hospitality Award in the large stadium category after receiving the highest grade for the holistic hospitality experience out of 70 football and rugby clubs – this after receiving the silver Matchday Hospitality Award in 2017.

Additionally, they took home the Operations Team of the Year Award for the ability to go above and beyond when serving customers, while also earning silver in the Best Match Day Experience. Team member Wajdi Kalboussi was awarded bronze in the Shining Star Award category, which recognizes those individuals who are simply outstanding at what they do, and continuously shine.

“We spend a huge amount of time working with our partners at Manchester City FC to ensure a truly fan-centric approach which champions the heritage of the club,” said Neil Worcester, Managing Director at F3. “To have this ratified by such prestigious industry standards is absolutely fantastic. We look forward to building on this success and continuing to create incredible experiences for football fans.”

F3 is a combined venture between Legends Hospitality and Absolute Taste in order to provide world class guest experiences that leave lasting impressions.

At the 2017 Stadium Events & Hospitality Awards, Manchester City F.C. was presented The Above & Beyond Award and given bronze for the Media Choice Award for their warm welcome, friendly service, and top-class food. Manchester F.C. improved from the silver they received in 2017 in the Matchday Hospitality Award.

University of Missouri, Legends Announce Partnership

Posted on June 4, 2018January 27, 2022 by Chris.Pereira

Legends to help Mizzou usher in a new era of Tigers football by lending industry-leading sales and marketing expertise to the University’s $98 million stadium renovation project

NEW YORK, NY – JUNE 4, 2018 – Legends has been selected by the University of Missouri Athletics Department to provide its industry-leading sales and marketing expertise to the $98 million renovation of Faurot Field at Memorial Stadium.

Expected to be completed ahead of the 2019 football season, the renovation project will introduce new premium seating opportunities to Memorial Stadium’s south end zone that will be amongst the closest to the field of any collegiate stadium. The project also includes a new home for Mizzou Football, including a new team locker room, expanded weight room, state-of-the-art athletic medicine facilities, coaches offices and student-athlete meeting rooms.

Through its wholly-owned subsidiary CSL International, Legends was initially engaged by Mizzou’s Athletics Department in 2015 to conduct a market feasibility study to measure demand for new premium seating in Memorial Stadium’s south end zone. Over the last year, Legends was re-engaged by Director of Athletics Jim Sterk and Deputy Athletics Director / CFO Tim Hickman, to assist with incorporating the study findings into the design of the new south end zone facility.

Moving forward, Legends will continue to work closely with the Mizzou Athletics leadership team and the Tiger Scholarship Fund to assist with developing and executing the sales and marketing stagey for the new premium seating areas.

“Legends is honored and excited to be a part of Mizzou Football history by helping this revered program write a new chapter to its already storied past,” said Mike Behan, Vice President, Collegiate Partnerships of Legends. “We look forward to working closely with Athletic Director Jim Sterk and his team to successfully deliver on project goals and ensure Mizzou Football is well positioned to usher in a new era of Tigers’ football at Memorial Stadium.”

When finished, Memorial Stadium’s new south end zone will feature 16 Suites, a 1,200-seat Club and 750 Touchdown Club memberships.

“We are thrilled to be working with Legends to help position Mizzou for a new and exciting era for the University and our athletic programs,” said Sterk. “We look forward to tapping into the knowledge and experience of the Legends’ team to incorporate industry best practices as we develop and execute the premium seating campaign.”

The terms of the agreement were not disclosed.

About Legends:

With a growing roster of internationally renowned clientele, including iconic collegiate athletic programs such as University of Notre Dame (Notre Dame Stadium), University of Southern California (LA Memorial Coliseum), University of Oklahoma (Gaylord Family Oklahoma Memorial Stadium), University of Louisville (Papa John’s Stadium), Villanova University (Finneran Pavilion), and Marquette University (Wisconsin Events & Sports Arena), Legends is a holistic solution provider in the sports, music and entertainment industry, with a visionary approach that delivers solutions for legendary brands.

Legends is led by industry veterans with an unparalleled amount of collective experience in global planning, global sales and hospitality, activating across professional and collegiate sports, attractions, entertainment, international and conventions.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, FC Barcelona, Atletico Madrid, Twickenham Stadium, Wimbledon Tennis Championships, Tottenham Hotspur, Golden 1 Center, Manchester City FC, Los Angeles Football Club, Oakland Raiders, Los Angeles Angels, Los Angeles Rams, Los Angeles Chargers, Atlanta Falcons, NFL, Los Angeles Memorial Coliseum, Super Bowl 50 and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

About The University of Missouri:

The University of Missouri was founded in 1839 in Columbia as the first public university west of the Mississippi River. Today, with an enrollment of more than 30,000 students, 13,000 full-time employees and 317,000 alumni, Mizzou is an important investment for the state and nation. MU students represent every Missouri county, all 50 states and 100 countries. Based on quality of teaching, research and scholarship, MU is one of only 60 public and private U.S. universities invited to membership in the prestigious Association of American Universities. AAU membership helps Mizzou attract external funding and recruit top faculty and students.

The state’s largest and most comprehensive university, Mizzou has more than 300 degree programs — including more than 90 online options — through 19 colleges and schools and is one of only six public universities nationwide that can claim a medical school, veterinary medicine college and a law school on the same campus. Designated a botanic garden, MU’s 1,262-acre main campus features more than 42,000 plants and trees in numerous thematic and special collection settings. Many university buildings are listed on the National Register of Historic Places.

Citizens across the state connect with Mizzou by participating in extension programs in every county, visiting MU Health Care specialists, competing in state competitions in MU facilities and cheering on the Missouri Tigers at athletic events. A member of the Southeastern Conference, Mizzou’s NCAA Division I athletic program has 20 sports, many ranked in the top 25 nationally.

Notre Dame to Partner with Legends and JMI Sports

Posted on April 26, 2018January 27, 2022 by Chris.Pereira

Notre Dame to Partner with Legends and JMI Sports For Multimedia Rights, Marketing and Sponsorships

The University of Notre Dame athletics department will partner with Legends and JMI Sports –two of the leading athletics marketing and hospitality companies in the country — to oversee Notre Dame’s sales, marketing, hospitality, media rights and branding services on a local and national level.

Through this unique partnership, Notre Dame is determined to become an innovative leader in the packaging and presentation of its game-day hospitality experience, multimedia rights, corporate sponsorship plans and national radio broadcasts.

The announcement made today by University Vice President and James E. Rohr Director of Athletics Jack Swarbrick is the culmination of an extensive review and evaluation process that began 18 months ago.

“As we embarked upon this task of finding the best strategic fit for Notre Dame, we made it clear that we were seeking partners who understood the unique opportunities offered by the Notre Dame brand,” Swarbrick said.

“Both Legends and JMI Sports not only demonstrated superior appreciations of our culture and our mission, but also their willingness to creatively pursue features that are 100 percent Notre Dame-centric. Each company has unique and specific strengths to offer, so we asked them to combine those strengths to create something transformational for Notre Dame.

“We believe this partnership recognizes the value of the Notre Dame brand and offers enough creativity and innovation to return significant revenue opportunities for all parties to the agreement. We expect that resulting new initiatives will provide corporate sponsors and Notre Dame fans new, engaging and entertaining ways to connect with our University and its athletic program.”

The University, through this 12-year agreement, will seek to create and implement unique programs and partnerships with an elite group of companies and brands — delivering unprecedented levels of engagement, first-class hospitality experiences and recognition, while also preserving traditions Notre Dame holds dear.

JMI Sports brings extensive multimedia expertise to the partnership with current representation of premier collegiate brands. “Notre Dame approached its analysis with the clear objective of creating an outcome that will maximize the opportunities for its unique brand,” said JMI Sports CEO Erik Judson. “In developing our solution to meet those very high expectations, we believe the combined value proposition offered by a JMI Sports/Legends partnership will exceed those expectations. This partnership will provide extraordinary financial upside while at the same time allowing Notre Dame to maintain control of the most influential and revered brand in college sports.”

Already a partner with Notre Dame since 2013, Legends was an integral part of executing the Campus Crossroads Project, developing capital gift and annual donation pricing models, packaging and marketing strategy, while also executing sales campaigns for new premium seating inventory.

“Our commitment includes building a team of highly qualified sports and sponsorship professionals who have a strong affection and understanding of Notre Dame, its history and its iconic reputation,” said Shervin Mirhashemi, President and CEO of Legends. “In partnership with JMI Sports, we look forward to tapping into the experience and relationships we have built with some of the largest and most well-known brands in sports, media and entertainment to help expand the incredible opportunities available through this partnership.”

Recognizing the uniqueness of their agreement with Notre Dame, Legends and JMI Sports will dedicate stand-alone national, regional and local sales and marketing staff resources to the partnership while tapping into the highly experienced branding, hospitality and experiential marketing teams at both companies.

“The future of college athletics requires vision and innovation — and that’s what we’ve found in this partnership with Legends and JMI Sports,” said Swarbrick. “Their approach to serving an elite group of universities falls right in line with our expectations of a partner.”

The new partnership will include Notre Dame’s national football radio rights, which previously had been a stand-alone agreement for many years with the Mutual Broadcasting System, Westwood One and most recently with ISP and then IMG College.

Notre Dame previously had been handling most of its athletic corporate sponsorships and marketing rights through Notre Dame Sports Properties, created in 2003.

About JMI Sports

JMI Sports is a full-service collegiate marketing firm providing the highest quality management of athletics multimedia rights. By breaking new ground in the creation of the Total Campus Marketing program, JMI Sports maximizes the economic potential of universities. JMI Sports is also a highly regarded project manager for the development of collegiate and professional sports facilities. JMI Sports adds the University of Notre Dame to an impressive list of signature partnerships, including Clemson University, the University of Kentucky, the University of Georgia (with IMG College) as well as the Ivy League, the University of Pennsylvania and Columbia University. JMI Sports was founded in 2006 by Judson and technology entrepreneur John Moores, former owner of the San Diego Padres.

About Legends

As a holistic solution provider in the sports, music and entertainment industry, our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales and Hospitality, activating across professional sports, collegiate, attractions, entertainment, international and conventions. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, FC Barcelona, Atletico Madrid, Twickenham Stadium, Wimbledon Tennis Championships, Tottenham Hotspur, Golden 1 Center, Manchester City FC, University of Notre Dame, Los Angeles Football Club, Oakland Raiders, Los Angeles Angels, Los Angeles Rams, Los Angeles Chargers, Atlanta Falcons, NFL, University of Southern California, Los Angeles Memorial Coliseum, Super Bowl 50 and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

About Notre Dame Athletics

The University of Notre Dame sponsors 26 varsity athletics programs (13 men’s, 13 women’s), dating back to 1887 when the Irish played their first football game. Notre Dame won its 30th and 31st national championships in 2018 when the Irish claimed the NCAA Fencing Championship and the NCAA Women’s Basketball Championship following previous titles in football (11 consensus), fencing (three men, one women, five combined), women’s soccer (three), men’s tennis (two), plus one each in men’s soccer, women’s basketball, men’s golf and men’s cross country. Notre Dame remains an independent in football, but most other Irish sports in 2013-14 began competing in the Atlantic Coast Conference. Notre Dame student-athletes in 2017 recorded the highest NCAA Graduation Success Rate figure (98) among all Football Bowl Subdivision institutions.

Legends Announces Ben Martin as Vice President, Partnerships

Posted on April 24, 2018January 27, 2022 by Chris.Pereira

LEGENDS ANNOUNCES BEN MARTIN AS VICE PRESIDENT, PARTNERSHIPS

LONDON – April 24, 2018 – Legends today announced the appointment of Ben Martin as Vice President, Partnerships for Legends International. In his role at Legends, Ben will be responsible for cultivating relationships with brands and rightsholders across Europe and other International markets, driving revenue and collaborating with the Legends Global Sales team.

“With our continued expansion internationally, we identified partnerships as a critical area of focus for us,” said Andrew Hampel, President of Legends International. “Ben’s experience in the partnership space made him a really attractive candidate for our team, and we couldn’t be happier to have him on board.”

Having demonstrated a strong track record in strategic, board-level sales, partnerships and sports marketing; and in creating and developing high-performing teams and cultures, Ben comes to Legends from Amazon Tickets, where he was responsible for the creation of a new multi-million-pound retail business, a first in the U.K. Previously, Ben worked in Partnerships at Manchester United and then for City Football Group, leveraging all verticals to drive marketing strategy and revenues across the globe.

“Andrew has assembled a very high quality leadership group which I am proud to be joining,” said Martin. “As a group, we will be able to help our clients to deliver a better game day experience and transform each stadium’s business model. Looking at Legends’ growth, and the opportunities in the market, I am convinced that it is a great time to be joining the Legends International team.”

Ben was educated at the University of Wales in Swansea and previously played rugby semi-professionally.

About Legends:

As a holistic solution provider in the sports, music and entertainment industry, our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales and Hospitality, activating across professional sports, collegiate, attractions, international, entertainment and conventions. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, FC Barcelona, Atletico Madrid, Twickenham Stadium, The View from the Shard, Wimbledon Tennis Championships, Tottenham Hotspur, Golden 1 Center, Manchester City FC, University of Notre Dame, Los Angeles Angels, Los Angeles Rams, Atlanta Falcons, NFL, University of Southern California, Los Angeles Memorial Coliseum, Super Bowl 50 and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

The View From The Shard, Legends Attractions Announce Strategic Partnership

Posted on March 20, 2018January 27, 2022 by Chris.Pereira

Legends Global Planning Announces Leadership Hires

Veteran project managers Paula Portz and Martin Jennings add to Legends’ talented Project Development roster

NEW YORK, NY – February 22, 2018 – Legends announced today the appointments of Paula Portz as Chief Operating Officer of Legends Project Development and Martin Jennings as Senior Vice President of European Development for Legends International, effective immediately.

Paula Portz comes to Legends from Project Control, where she spent the last 24 years, most recently as President of the PC Sports division, working on professional sports facilities such as FedEx Forum, home of the Memphis Grizzlies, Sprint Center in Kansas City, KFC Yum Center and Mosaic Stadium in Canada. In her role at Legends, Portz will be focused on the Project Development business, including current projects for the Los Angeles Stadium and Entertainment District, DC United, Los Angeles Football Club and the Philips Arena Renovations, among others. Legends Project Development provides full owners’ representative, program and project management services.

“Bringing Paula aboard as an asset to our robust Global Planning team was a huge win for Legends,” said Bill Rhoda, President of Legends Global Planning. “Her expertise and extensive experience in the project development field, bolsters our best-in-class scope of services, allowing our team to grow and expand the capabilities we offer.”

Portz is certified by the Project Management Institute as a Project Management Professional, and also as a LEED Accredited Professional by the Green Building Certification Institute. She’s an active member of the International Association of Venue Managers and Stadium Managers Association, in addition to speaking at various industry trade organizations and community groups.

Based in Europe, Martin Jennings has worked in the construction and development field for over 25 years, most recently with Liverpool Football Club in England. There, Jennings managed and executed the most recent expansion of Anfield’s Main Stand, which upped the venue’s capacity to 54,000. In addition to Liverpool, Jennings has worked with several prominent Barclays Premier League Clubs on expansion and re-development efforts, while also performing project management services at venues throughout the United Kingdom and other parts of Europe. Legends will continue to provide various services for Liverpool FC, Chelsea FC, Manchester City FC and Fulham FC.

“Martin is a dynamic leader in the project management field. His expertise and relationships will bolster our project development and planning services in the European markets,” said Andrew Hampel, President of Legends International.

Jennings is a Certified Value Analyst by the Institute of Value Management, a member of the Association for Project Management and a Professional Member of the Royal Institution of Chartered Surveyors.

ABOUT LEGENDS

As a holistic solution provider in the sports, music and entertainment industry. Our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales and Hospitality. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and venues including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, Golden 1 Center, Manchester City FC, University of Notre Dame, Los Angeles Angels, Los Angeles Rams, Atlanta Falcons, NFL, Rose Bowl, University of Southern California, Los Angeles Memorial Coliseum, Super Bowl 50 and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net

Legends Global Planning Announces Leadership Hires

Posted on February 22, 2018January 27, 2022 by Chris.Pereira

Legends Global Planning Announces Leadership Hires

Veteran project managers Paula Portz and Martin Jennings add to Legends’ talented Project Development roster

ABOUT LEGENDS

LAFC, YouTube TV Form Historic Broadcast, Jersey Partnership

Posted on January 31, 2018January 27, 2022 by Chris.Pereira

LAFC, YouTube TV Form Historic Broadcast, Jersey Partnership

LOS ANGELES – January 31, 2018 – The Los Angeles Football Club (LAFC) today announced a multi-year partnership with YouTube TV. YouTube TV, the new cable-free live TV service, will serve as the “Official Live TV Partner” and “Official Video Partner” of LAFC, becoming the exclusive home to watch all locally televised English-language LAFC matches. YouTube TV will also carry all nationally televised matches on ESPN, FOX and FS1. The landmark deal features the YouTube TV logo prominently displayed on the LAFC jersey. This is the first partnership of its kind in North American professional sports where all locally televised matches are on a live TV streaming provider.

The club has a league-high 16 matches broadcast nationally on ESPN, FOX, FS1 and Univision in 2018, and will soon announce a comprehensive broadcast package featuring a local, over-the-air Spanish-language broadcast partner as well as partnerships with both English and Spanish-language radio stations prior to the start of the season.

“This truly is a historic day for our club,” LAFC Owner and President Tom Penn said. “YouTube TV is an ambitious and innovative brand that we are proud to showcase on the front of our jersey and in our community. We are excited to provide our fans with a new and creative way to watch all of LAFC’s matches in one place during our inaugural season.”

As part of the partnership, all locally televised LAFC matches will be featured on a designated YouTube TV channel in the service, in addition to original LAFC programming and content. The YouTube TV broadcasts will feature a 30-minute pre and post-game show from the YouTube TV Studio set at Banc of California Stadium. Locally televised LAFC matches will be geo-fenced and available only in the Los Angeles market on YouTube TV. Together with additional matches broadcast nationally on ESPN, FOX and FS1, YouTube TV will be the home for 30 of LAFC’s 34 English-language matches, the most across any distribution provider.

“LAFC is reimagining the sports landscape in the same innovative way we strive to reimagine the live TV experience,” said YouTube Director of Sports Partnerships for the Americas Tim Katz. “We couldn’t be more excited to partner with LAFC to be the exclusive home for all locally televised matches and to share our name on the front of their jerseys.”

YouTube TV launched in April 2017 to provide audiences around the country a new, more flexible way to enjoy their favorite live TV programming – including local sports and news – without a cable box. For $35 a month, YouTube TV includes nearly 50 networks. LAFC fans in Los Angeles will have access to live local feeds from KABC 7, CBS 2, KTTV FOX 11 and KNBC 4, plus popular cable networks like ESPN, AMC and FX and local sports networks such as NBC Sports and FOX Sports. YouTube TV is currently launched in over 80 metro areas in the U.S.

“We are at the forefront in engaging our fans on a digital, cable-free platform such as YouTube,” Penn said. “We are also committed to making our matches accessible to everyone throughout Los Angeles, and our upcoming broadcast announcements will provide comprehensive coverage of our club all over Southern California.”

YouTube TV joins Banc of California, Delta Air Lines/Aeromexico, Heineken and Toyota as LAFC’s Golden Boot Club Founding Partners. The Golden Boot Club provides exclusive access, visibility and experiences for LAFC’s most elite level of partnership.

Legends Global Sales represented LAFC in securing and negotiating LAFC’s deal with YouTube TV. Legends involvement in selling LAFC’s jersey kit and first streaming broadcast deal with YouTube TV comes on the heels of securing the largest naming rights deal in the history of MLS for Banc of California Stadium. In addition to securing LAFC’s record-setting sponsorship deals, Legends is also responsible for managing suites, ticket sales and project management for the new, state-of-the art Banc of California Stadium.

YouTube TV Includes:

Nearly 50 networks, including live local feeds from ABC, CBS, FOX and NBC in most markets, plus popular cable networks like ESPN, AMC and FX, and local sports networks from NBC Sports in 35 markets, FOX Sports in 74 markets, and NESN in five markets.
A cloud DVR, with no storage space limits that travels with subscribers within the United States so you can stream recordings on any device, whenever and wherever you want. It enables subscribers to record live TV and never run out of storage plus record shows simultaneously, without using precious data or space on your phone. Each recording will be stored for nine months.
YouTube TV can be watched on any screen – mobile, tablet or computer – and easily streamed to your TV with Samsung and LF 2016 and 2017 smart TVs, Xbox One, Android TVs, Chromecast, Chromecast built-in TV and AirPlay through Apple TV.
Six accounts per household, each with its own unique recommendations and personal DVR with no storage space limits. Subscribers can watch up to three concurrent streams at a time.
Half the cost of cable with zero commitments. A YouTube TV membership is only $35 a month and there are no commitments – subscribers can cancel anytime.

About Legends:

As a holistic solution provider in the sports, music and entertainment industry, our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales, and Hospitality. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, Los Angeles Football Club, Golden 1 Center, Manchester City FC, University of Notre Dame, Los Angeles Angels, Los Angeles Stadium and Entertainment District at Hollywood Park, Atlanta Falcons, NFL, Rose Bowl, University of Southern California, Villanova, Los Angeles Memorial Coliseum, Super Bowl 50 and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

Legends Announces Joseph M. Cormier as Chief Financial Officer

Posted on November 10, 2017January 27, 2022 by Chris.Pereira

Legends Announces Joseph M. Cormier as Chief Financial Officer

NEW YORK, NY – November 10, 2017 – Legends today announced the appointment of Joseph M. Cormier as Chief Financial Officer. In his role at Legends, Cormier will be responsible for all the fiscal functions of the company and its economic corporate strategy, where he will act as an operational partner to the CEO and executive leadership team, to deliver on the company’s growth objectives.

“Upon meeting with Joe, we knew he would fit within our culture, with the necessary experience to deliver results and lead Legends from a financial perspective,” said Shervin Mirhashemi, Legends’ President, and CEO. “Joe’s background, acumen and financial vision will be instrumental as we experience continued growth, where he will play a key role in our efforts to expand and mature our business.”

Before joining Legends, Cormier was the CFO of several public and private equity backed enterprises, where he was instrumental in delivering shareholder returns, by executing on the business strategy of the enterprise and leading the firms through successful sale transactions. His most recent role as EVP and CFO of Camber Corporation saw a successful realization of ownership’s investment through its sale to a public company in late 2016. Joe has extensive experience in M&A transaction execution and capital raising across the business lifecycle.

“I am very excited to join the Legends management team as we are poised to further accelerate the growth of the business,” said Cormier. “We have the backing of iconic brands in the Dallas Cowboys, New York Yankees and Live Nation, in addition to a preeminent private equity partner in New Mountain Capital, which allows us to capitalize on numerous opportunities in the marketplace.”

Cormier received his Bachelors of Arts in Economics and Political Science from Columbia University, where he was a three-year letterman on the varsity football team. In his spare time, Cormier enjoys golf, CrossFit and participating in triathlons.

ABOUT LEGENDS

As a holistic solution provider in the sports, music and entertainment industry, our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales, and Hospitality. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, Los Angeles Football Club, Golden 1 Center, Manchester City FC, University of Notre Dame, Los Angeles Angels, Los Angeles Stadium and Entertainment District at Hollywood Park, Atlanta Falcons, NFL, Rose Bowl, University of Southern California, Villanova, Los Angeles Memorial Coliseum, Super Bowl 50 and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

One World Observatory Names Keith M. Douglas as Managing Director

Posted on September 18, 2017January 27, 2022 by Chris.Pereira

One World Observatory Names Keith M. Douglas as Managing Director

The leading hospitality executive will oversee all operations for renowned Observatory
at the top of One World Trade Center

NEW YORK – September 18, 2017 – Leading consumer experience and hospitality executive Keith M. Douglas has been named Managing Director of One World Observatory, effective September 18, 2017. One World Observatory, located at the top of One World Trade Center, is the tallest building in the Western Hemisphere, with unparalleled panoramic views of New York, and three floors of immersive, interactive experiences.

Douglas steps into the Managing Director role reporting directly to newly promoted Legends Chief Operating Offer Mike Tomon. In his newly appointed role, Keith will oversee the entire operation from the strategic business and marketing plans to the guest experience.

“Keith brings extensive knowledge growing and operating iconic New York experiences,” said Shervin Mirhashemi, President, and CEO, Legends. “His leadership, innovative thinking and ingenuity will further elevate the experience at One World Observatory for our guests.”

Before joining One World Observatory, Douglas was the President and Managing Director at KD&CO an advisory company, focused on business development and executive search in the hospitality, travel, tourism, and commercial real estate industries. Before that, he served for ten years as the Managing Director of Rockefeller Center and Top of the Rock Observation Deck for Tishman Speyer. While at Tishman Speyer, Keith engineered strategic partnerships and drove sales at Top of the Rock, while creating incremental value beyond the physical location, among other global responsibilities in Boston, Chicago, Paris, San Francisco and Shanghai. He was responsible for the operations, sales and marketing efforts for the historic opening of the Rainbow Room in October 2014. Keith also managed marketing and operational aspects for all public programming at Rockefeller Center’s Plaza, including the annual Rockefeller Center Christmas Tree Lighting event and Rockefeller Center’s Public Art Program. Douglas also spent over a decade as a senior executive responsible for overseeing sales, marketing and general managerial roles for several leading hotel franchises including W Hotels, Omni Hotels, and Doubletree, among others.

“I am thrilled to join One World Observatory, an iconic experience with the most spectacular views in the world,” added Douglas. “Our commitment is to provide a premium world-class experience that delights and inspires our guest every time they visit. One World Observatory is one of the most awe-inspiring destinations in the world, and I could not be more excited to be part of this amazing destination and experience, for both tourists and locals alike.”

Douglas serves on the Board of Directors of NYC&CO, New York City’s official destination marketing nonprofit organization. Keith has called New York his home for the last fourteen years. He is a graduate of the Johnson and Wales University, where he received his BS in Hospitality Management.

# # #

About Legends:

As a holistic solution provider in the sports, music and entertainment industry, our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales, and Hospitality. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including One World Observatory, Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, Golden 1 Center, Manchester City FC, University of Notre Dame, NFL, Los Angeles Angels, Atlanta Falcons, Los Angeles Rams, Rose Bowl, AS Roma, University of Southern California, Los Angeles Memorial Coliseum, Los Angeles Football Club, and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

UFC® Announces First-Ever Global Retail Partnership with Legends Hospitality

Posted on July 6, 2017January 27, 2022 by Chris.Pereira

UFC® Announces First-Ever Global Retail Partnership with Legends Hospitality

Las Vegas – UFC® today announced a multi-year partnership with Legends Hospitality, LLC (“Legends”), where the world-class fan service provider will serve as the premier mixed martial arts organization’s first-ever “Official Global Event Retail Partner.” The partnership, negotiated by IMG, will see Legends manage UFC retail shops at all events and fan experiences, both domestic and international.

“We are thrilled to partner with Legends Hospitality,” UFC Chief Operating Officer Ike Lawrence Epstein said. “As one of the most prominent and well-respected sports and entertainment brands in the marketplace today, we’re confident that Legends will utilize their fan-centric approach and retail acumen to provide fight fans around the world with the best possible experience.”

“Today’s announcement will play an important role in continuing to set new expectations for sports fans around the globe,” Legends President and Chief Executive Officer Shervin Mirhashemi said. “We are excited that UFC selected Legends as its exclusive global partner to operate more than 40 events annually.”

“We strive each and every day to be the global leader in fan services and today’s announcement is further evidence of our progress,” said Dan Smith, President of Legends’ Hospitality Division. “Together with UFC, we will create industry-changing retail benchmarks in sports and live events.”

Legends is among the most heralded and established companies in sports and entertainment that is renowned for delivering a variety of services at premier venues, including Yankees Stadium, AT&T Stadium, One World Observatory and nearly 40 Live Nation properties.

About UFC®

UFC® is a premium global sports brand and the largest Pay-Per-View event provider in the world. Acquired in 2016 by global sports, entertainment and fashion leader, WME | IMG, together with strategic partners Silver Lake Partners and KKR, UFC is headquartered in Las Vegas with a network of employees around the world. UFC produces more than 40 live events annually that consistently sell out some of the most prestigious arenas around the globe, while programming is broadcast in over 163 countries and territories to more than 1.1 billion TV households worldwide in 35 different languages. UFC FIGHT PASS®, a digital subscription service, delivers exclusive live events, thousands of fights on-demand and original content to fans around the world. For more information, visit UFC.com and follow UFC at Facebook.com/UFC, Twitter, Snapchat and Instagram: @UFC.

About Legends

As a holistic solution provider in the sports, music and entertainment industry, our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales and Hospitality. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, Golden 1 Center, Manchester City FC, University of Notre Dame, NFL, Los Angeles Angels, Atlanta Falcons, Los Angeles Rams, Rose Bowl, AS Roma, University of Southern California, Los Angeles Memorial Coliseum, Los Angeles Football Club, and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

Legends Announces Acquisition of International Stadia Group

Posted on November 1, 2016January 26, 2022 by Chris.Pereira

Legends Announces Acquisition of International Stadia Group

London-based sports and entertainment leader to join the industry’s global solution provider

LOS ANGELES – November 1, 2016 – Legends, the US based market-leader owned by the New York Yankees and the Dallas Cowboys, today announced the acquisition of International Stadia Group (‘ISG’), a London-based sports and entertainment company, as part of its strategy to extend the company’s global capabilities and 360 degree platform to reach new geographical markets outside the United States.

ISG will become an integral component of Legends’ full-service platform solution, leading to new growth opportunities in Europe, Africa and Middle East (EAME) regions. ISG will continue to be headquartered in London, led by Founder and CEO, Andrew Hampel, alongside COO and Head of Research, Richard Cheesman.

“This marks a time of unprecedented growth and excitement for Legends,” said Legends President, Shervin Mirhashemi. “The acquisition of ISG further extends our reach into new markets abroad and solidifies our position as a global leader in fan experiences.”

Founded in 2006 and based in London, ISG has established itself as the market-leader in Europe, assisting teams and venue owners to plan and deliver optimal value. Employing a research and data driven approach, ISG helps venues to create and execute strategies to drive the best spectator experience for fans and deliver optimal returns from a financial and brand perspective.

“We are delighted to become part of the Legends family, with whom we share the same vision and approach, and very excited at the opportunity to combine decades of experience and exceptional talent, to provide best in class resources and services globally,” said Hampel. “Our clients and the spectator experience sit at the center of all we do, supplemented by a data-driven approach to our work. Between us, we have worked on a collection of the most iconic stadia in the world. While ISG was pursued by several industry leaders, we were drawn to the Legends 360 platform and culture, inspiring our management team and board to decide to be acquired by Legends.”

ISG’s clients include Atletico de Madrid, FC Barcelona, Friends Arena, Twickenham, Manchester City, Galatasaray, Udinese Calcio and Tottenham Hotspur.

“Andrew Hampel has built a formidable force in the European market, providing invaluable expertise that range from feasibility studies, research, marketing and sales,” said Legends President of Global Planning, Bill Rhoda. “The resources, depth of market analysis and global insights will prove to be a compelling asset for Legends’ clients around the world.”

Legends has redefined the role of a turnkey “service provider” and set a new expectation within the industry. It provides an integrated solution for our partners creating a unique atmosphere for Guests that is enhanced at every major touch point throughout their journey. The Legends’ signature approach encompasses their acclaimed Global Planning, Global Sales and Hospitality divisions synchronizing a 360 degree venue and fan experience solution.

Per company policy, financial terms of the deal were not disclosed.

ABOUT LEGENDS

As a holistic solution provider in the sports, music and entertainment industry, our visionary approach delivers solutions for legendary brands. Legends is led by industry veterans with an unparalleled amount of collective experience in Global Planning, Global Sales and Hospitality. We are the architects of premium sports and entertainment guest experiences.

We are proud to serve our distinguished roster of sports, entertainment and attraction clients which consist of thought leaders, iconic brands and events including Yankee Stadium, AT&T Stadium, nearly 40 Live Nation venues, One World Observatory, Golden 1 Center, Manchester City FC, University of Notre Dame, Los Angeles Angels, Los Angeles Rams, Atlanta Falcons, NFL, Rose Bowl, University of Southern California, Los Angeles Memorial Coliseum, Super Bowl 50 and Indianapolis 500. For more about Legends business and career opportunities, visit www.legends.net.

Spurs Sports & Entertainment to Take Arena Naming Rights to Market for the First Time in 20 Years

Posted on November 11, 2011January 28, 2022 by Chris.Pereira

– Arena is the Epicenter of Entertainment in One of the Fastest-Growing Regions in the U.S. –

– Legends Global Partnerships Selected to Represent SS&E in the Search –

SAN ANTONIO, TX – November 11, 2021 – Spurs Sports & Entertainment (SS&E) is taking the naming rights to the AT&T Center to market for the first time in the venue’s 20-year history. The partnership with AT&T is set to end following the 2021-22 NBA season, creating the rare opportunity for a brand to step in as the namesake for the epicenter of entertainment in one of the fastest-growing regions in the United States: the San Antonio-Austin corridor. Legends Global Partnerships has been selected to represent SS&E in securing a new naming rights partner for the arena to begin in Fall 2022.

“We are grateful to AT&T for their commitment to our organization and community over the last two decades,” said Brandon Gayle, Chief Operating Officer for SS&E. “Our next arena naming rights partner will have a unique opportunity to reach and engage one of the most passionate and diverse fan bases in all of professional sports. We look forward to working with Legends to welcome a new partner that helps us deliver on our purpose of creating moments that excite, memories that endure, and connections that strengthen our community.”

As home to the five-time NBA Champion San Antonio Spurs since November 2002, the arena has served as the backdrop for countless memorable moments that have built generations of fans around the world. Today, the arena is not only a community pillar in South Texas, but also reaches a global and diverse audience generating 10+ billion impressions annually (source: Meltwater News). With 115+ major events and attracting over 3.9 million attendees annually, the arena has hosted a multitude of concerts, family shows, special events over the years – including Harry Styles, Aerosmith, Justin Bieber, Bon Jovi, Lady Gaga, Tim McGraw, Rihanna, George Strait, WWE and the San Antonio Stock Show & Rodeo.

In 2015, the building underwent a $110+ million renovation, enhancing the overall fan experience on all levels. Renovations included new seating arena-wide, a new Fan Zone and premium spaces, a state-of-the-art center-hung video board, expanded and updated concourses, the addition of new interior and exterior LED signage, as well as several infrastructure and technology enhancements.

“We are excited to partner with SS&E to find a new partner for the future of their arena and community at large,” said Chris Hibbs, President, Legends Global Partnerships. “This is a rare opportunity for a brand to be embedded in the rapidly growing San Antonio-Austin region in a meaningful way, while also receiving a global spotlight by aligning with a legacy NBA franchise in the San Antonio Spurs.”

Legends Global Partnerships brings a depth of experience in the naming rights space, using a data and analytics-based approach from the search process through to creating unique, holistic partnerships that expand far beyond the name on the building. Most recently, Legends Global Partnerships represented 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 Lower.com Field. The slate of services from Legends Global Partnerships includes naming rights and other venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, and mixed-use real estate development.