Christopher BarrettLegends and ASM Global have formed Legends Global, just over a year after US-based sports events and venue management operation Legends completed its acquisition of global venues giant ASM Global.
Following the deal, reportedly worth $2.3bn (£1.7bn), ASM Global continued to operate under that name until now. The combined business has nearly 100,000 employees and partnerships spanning more than 450 venues worldwide including OVO Arena Wembley, AO Arena Manchester, Coca-Cola Arena in Dubai, Soldier Field in Chicago and Kai Tak Sports Park in Hong Kong.
Formed by the merger of AEG Facilities and SMG in 2019, ASM Global operates more than 325 venues worldwide. Legends, which was founded in 2018, provides venue planning and project management, premium sales, sponsorship, hospitality, and merchandise services to some of the world’s best known sports, entertainment, and attractions brands, including Real Madrid, Dallas Cowboys, FC Barcelona, New York Yankees and Ryder Cup, as well as leagues and properties including the NFL, MLB, PGA of America and FIFA World Cup.
Legends Global said its combined business now offers an extensive list of services that cover the entire lifecycle of venues and events, including feasibility and consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Its long list of global clients includes Chelsea FC, Real Madrid, Dallas Cowboys, New York Yankees, FC Barcelona and Ryder Cup.
According to Legends Global, the combined operation now hosts 20,000 events and entertains more than 165 million people annually across sports, music, entertainment, attractions, and conventions and leisure.
“Legends Global is uniting with a shared commitment to excellence and with one clear focus: delivering world-class experiences at unmatched scale and quality for our partners,” Legends Global CEO Dan Levy. “Our global network, expertise, and passion for bringing people together allow us to serve our partners and their guests with seamless execution and constant innovation. This new era positions us to shape the future of live entertainment across the world’s most iconic venues and events.”