Legends completes acquisition of ASM Global

Global premium experiences company Legends has announced the completion of its previously announced acquisition of international live events company ASM Global. Together, the companies provide a data-driven, customisable solution across all areas of venue operations and revenue generation focused on delivering experiences in the sports, entertainment, attractions, conventions, and leisure industries. The Legends solution now includes venue planning, development, and management; content and event booking, and partnerships and premium ticketing. “The next era of Legends starts now,” said Dan Levy, CEO of Legends. “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.” Ron Bension (pictured), ASM Global president and CEO, said: “One of our ASM Global mantras for a number of years has been ‘The future is now.’ 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.” Founded in 2008, Legends has grown organically and through acquisition from a hospitality business to a holistic, industry-leading service provider working with the major brands in sports and entertainment. Legends’ expanded geographic reach will now support partners across Africa, Asia, Europe, Oceania, and North and South America. For the time being, ASM Global will continue to operate under its name. Sixth Street, a leading global investment firm with more than $75bn in assets under management, 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 full ownership interests. Moelis & Company LLC and BofA Securities, Inc. served as financial advisors to Legends, and Ropes & Gray LLP. Goldman Sachs and Jefferies served as financial advisors to ASM Global.