Christopher BarrettUS-based sports events and venue management operation Legends has completed its acquisition of global venues giant ASM Global, in a deal reportedly worth $2.3bn (£1.7bn).
Formed by the merger of AEG Facilities and SMG in 2019, ASM Global operates more than 325 venues worldwide including Manchester’s AO Arena (cap. 23,500), OVO Arena Wembley (12,500), Utilita Arena Newcastle (11,000) and Aberdeen’s P&J Live (16,000).
ASM Global equity holders Onex and AEG have sold their full ownership interests, and ASM Global will continue to operate under its current name for the time being.
Founded in 2018, Legends provides venue planning and project management, premium sales, sponsorship, hospitality, and merchandise services to many of the world’s best known 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.
Legends said the acquisition will expand its geographic reach and range of services to support its clients from project conception and planning to venue development and management, content and event booking, revenue strategy and sales execution, as well as merchandising and hospitality services.
ASM Global president and CEO Ron Bension said, “We’re thrilled to join Legends, which shares our client-first approach and advances our goal of offering our partner organizations a truly seamless experience while driving the growth of their businesses. Our clients will benefit from Legends’ robust services, innovation, technology, and global partnerships which, combined with ASM Global’s venue management and content and event booking expertise, will provide our clients with locally tailored solutions and cutting-edge technologies to achieve outstanding fan experiences and improved venue owner results.”