World’s Largest Venue Management Company Gets a New Name: Legends GlobalWorld’s Largest Venue Management Company Gets a New Name: Legends Global

One year after the completion of Legends’ acquisition of ASM Global, the integrated company announced a new name, Legends Global, on September 9. Its network encompasses more than 450 global venues that host 20,000 events and entertain more than 165 million guests annually across sports, music, entertainment, attractions, conventions and leisure.  

In the trade show sector, Legends Global manages a vast portfolio of convention centers, including Moscone Center in San Francisco, the Los Angeles Convention Center in California, the Pennsylvania Convention Center in Philadelphia, the International Convention Centre (ICC) Sydney in Australia, and Exhibition World Bahrain in Sakhir, Bahrain—to name a few. 

ICC Sydney is part of Legends Global portfolio of convention centers.

Moscone Center in San Francisco is one of more than 450 venues managed by Legends Global.

Backstory: Founded in 2008, Legends’ first major project was AT&T Stadium, home of the Dallas Cowboys, where the company has run concessions, premium clubs and merchandising since it opened in 2009. Since then Legends has built its brand on elevating the fan experience for some of the world’s leading sports, entertainment and attractions brands, including SoFi Stadium, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees, Real Madrid, and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America, and FIFA World Cup. ASM Global was founded in 2019 through the merger of two major venue management companies: AEG Facilities, the venue management division of Anschutz Entertainment Group (AEG), and SMG, formerly known as Spectator Management Group. Prior to its acquisition by Legends, ASM managed more than 350 convention centers, stadiums and arenas worldwide.  

Related:ASM Global Acquired by Live Experiences Company Legends

Why it matters: The Legends-ASM deal created an unprecedented level of consolidation in the venue services. For organizers, this means negotiating with a smaller pool of powerful operators who control access, costs, and services for key convention destinations. Unlike traditional venue managers, Legends actively sells naming rights, sponsorships and premium experiences. For organizers, this could translate into new partnership opportunities (think sponsored lounges, branded dining experiences or premium meeting packages). 

Dan Levy, CEO of Legends Global

What they’re saying: “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,” said Dan Levy, CEO of Legends Global. “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.” 

Related:AEG Facilities and SMG Complete Merger to Become ASM Global

Big picture: With nearly 100,000 employees globally and operations across Africa, Asia, Europe, Oceania, and North and South America, the company’s executive leadership team includes Brett Parker, president and chief financial officer; Chris Bray, president of Europe; Chad Estis, executive vice president and chief revenue officer; Tom Funk, president of hospitality; Chris Hibbs, president of partnerships; Harvey Lister, chairman and CEO of APAC and MENA; Mike Ondrejko, president of sales; Doug Thornton, president of North American venues; and Ben Wrigley, president of CSL.  

Deeper dive: Sixth Street, a global investment firm with more than $115 billion in assets under management, is the majority investor in Legends Global in partnership with YGE Holdings LLC, an affiliate of the New York Yankees, and Jones Concessions LP, a Jerry Jones family company.