Legends Boosts Worldwide Venue Capabilities with Finalized ASM Global Acquisition
August 28, 2024
Following its initial announcement on November 7 of last year, premium live experiences company Legends has completed the acquisition of live events and venue management company ASM Global. Announced on August 23, the finalized deal combines two leading premium live events companies while expanding Legends’ services portfolio and geographic reach across five continents.
Financial terms of the transaction were not disclosed, and ASM Global will continue to operate under its name for the time being.
With this acquisition, ASM Global’s venue strategy and management capabilities are poised to strongly enhance Legends’ venue services portfolio, positioning the company to meet the expanding needs of sports organizations, entertainment venues, convention centers, and attractions throughout the globe. These offerings now include project conception and planning, venue development and management, content and event booking, revenue strategy, sales execution, omnichannel merchandising, and hospitality services.
“The next era of Legends starts now,” said Legends CEO Dan Levy. “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.”
Founded in 2008, Legends provides venue planning and project management, premium sales, sponsorship, hospitality, and merchandise services to many of the world’s leading sports, entertainment and attractions brands, including SoFi Stadium, One World Observatory, 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.
The company boasts six divisions operating worldwide––global planning, global sales, global partnerships, hospitality, global merchandise and global technology solutions ––and works with clients across business verticals including professional sports, collegiate, attractions, entertainment, and leisure.
Boasting a portfolio of more than 350 worldwide venues, ASM Global provides live event and management services for convention centers, arenas, stadiums, and performing arts venues such as ICC Sydney Convention Center, Avicii Arena in Stockholm, OVO Arena Wembley in London, Coca-Cola Arena in Dubai, and State Farm Stadium, to name a few.
In the U.S., the company operates a bevy of major convention centers, including Moscone Center in San Francisco, Detroit’s Huntington Place, the Los Angeles Convention Center, McCormick Place in Chicago, and the Colorado Convention Center in Denver.
“One of our ASM Global mantras for a number of years has been ‘the future is now,’” said Ron Bension, president and CEO of ASM Global. “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.”
Leading global investment firm Sixth Street, which has more than $75 billion in assets under management, is the majority investor in Legends in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and the Jerry Jones family, owners of the Dallas Cowboys. As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their full ownership interests.
Moelis & Company LLC and BofA Securities, Inc. served as financial advisors to Legends, and Ropes & Gray LLP and Cleary Gottlieb Steen & Hamilton LLP served as its legal counsel. Goldman Sachs and Jefferies served as financial advisors to ASM Global, and Latham & Watkins LLP, Hogan Lovells, and Arnold & Porter served as its legal counsel. Gibson, Dunn & Crutcher LLP served as legal counsel to YGE Holdings, LLC and Jones Concessions LP.
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Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
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Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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