Legends Completes Acquisition of ASM Global

ASM Global has been formally acquired by Legends in a merger of two industry organizations that will combine venue management with hospitality and premium live event experiences under one umbrella. Financial terms of the transaction were not disclosed.

ASM Global manages a portfolio of live event venues worldwide with clients spanning five continents including Sydney Convention Center, Avicii Arena in Stockholm, OVO Arena Wembley in London and State Farm Stadium in Glendale, Arizona. For the time being, ASM Global will continue to operate under its name.

“One of our ASM Global mantras for a number of years has been ‘the future is now.’” ASM Global President and Chief Executive Officer Ron Bension said. “By joining Legends, that future has not only arrived, but it couldn’t be brighter. The opportunities created by our companies’ collective capabilities will elevate not only the success of our partners, clients, and projects worldwide, but the industry as a whole.”

Legends provides venue planning and project management plus sales, hospitality and sponsorship services to clients including Real Madrid, SoFi Stadium, Dallas Cowboys, FC Barcelona, Notre Dame, New York Yankees and the Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America and FIFA World Cup.

“The next era of Legends starts now,” said Dan Levy, chief executive officer of Legends. “Over the course of 15 years, we have developed an unmatched solution to deliver a superior fan experience and help our partners grow. We are proud to add ASM Global to deliver even better experiences and value for our global partners, setting the standard in sports and entertainment.”

Sixth Street, a global investment firm, is the majority investor in Legends in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees and Jones Concessions LP, a Jerry Jones family company. As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their interests.