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


October 27, 2022

Via 2 Playbook

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

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

By Alvaro Carter

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

 

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

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

 

How is the relationship with the club?

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

 

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

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

 

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

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

 

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

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

 

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

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

 

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

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

 

 

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

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

By Alvaro Carter

 

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

 

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

 

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

 

How is the relationship with the club?

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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